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

Michael Rodriguez and Stefanie L. Boyer

International Journal of Business Innovation and Research, 2010, vol. 4, issue 1/2, 3-14

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. (search for similar items in EconPapers)
Date: 2010
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.inderscience.com/link.php?id=29537 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbire:v:4:y:2010:i:1/2:p:3-14

Access Statistics for this article

More articles in International Journal of Business Innovation and Research from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().