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

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  • Michael Rodriguez
  • Stefanie L. Boyer

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.

Suggested Citation

  • Michael Rodriguez & Stefanie L. Boyer, 2010. "Efficient utilisation of customer relationship management (CRM) technology: a self-directed learning approach," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 4(1/2), pages 3-14.
    • Handle: RePEc:ids:ijbire:v:4:y:2010:i:1/2:p:3-14
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    Cited by:

    1. Awni Rawashdeh, 2013. "Study Toward The Understanding Of Behavioral Intention To Use A Customer Relationship Management (Crm) Systems," Far East Journal of Psychology and Business, Far East Research Centre, vol. 12(1), pages 1-11, September.
    2. Muhammad Kashif Khan & Abdul Wajid & Dr. Abid Usman & Amjad Ali Chaudhry, 2013. "Socio Economic Impact Of Small Dams On Local Vicinity: A Case Study Of Aza Khel Dam Peshawar," Far East Journal of Psychology and Business, Far East Research Centre, vol. 12(5), pages 50-64, September.

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