Title: Efficient utilisation of customer relationship management (CRM) technology: a self-directed learning approach

Authors: Michael Rodriguez, Stefanie L. Boyer

Addresses: Department of Marketing and Entrepreneurship, Love School of Business, Elon University, Elon, NC 27244, USA. ' Department of Marketing, Bryant University, 1150 Douglas Pike, Smithfield, RI 02917, USA

Abstract: The growth of CRM technology has changed the way firms conduct business with customers and prospects. Though CRM creates efficiencies and opportunities in the sales process, sales professionals do not fully utilise CRM technology due to lack of: 1) investment in training; 2) interest in learning a new system; 3) acceptance of new technology. This article discusses why sales professional resist or do not fully utilise CRM technology and explores the insights that self-directed learning (SDL) may provide into facilitating salespeople to fully utilise CRM technology.

Keywords: customer relationship management; CRM; information technology; self-directed learning; SDL; adult learning theory; technology acceptance model; TAM; business innovation; sales professionals; staff training.

DOI: 10.1504/IJBIR.2010.029537

International Journal of Business Innovation and Research, 2010 Vol.4 No.1/2, pp.3 - 14

Available online: 30 Nov 2009 *

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