Understanding organisational changes in the post-adoption stage of CRM implementation: a socio-technical perspective
Loading...
Files
Size: 223.3 KB, File format: Adobe PDF
Date
Authors
Techakriengkrai, W
Techatassanasoontorn, A
Tan, FB
Supervisor
Item type
Degree name
Journal Title
Journal ISSN
Volume Title
Publisher
Association for Information Systems (AIS)
Abstract
This research-in-progress paper uses a socio-technical perspective to analyse how organisational
changes unfold in the post-adoption stage of a CRM implementation in an organisation. The
qualitative interpretive case study was conducted at an innovative office automation solutions
organisation in Bangkok, Thailand. The research findings reveal that the organisation’s sociotechnical
system has been changed after CRM implementation including actors, tasks, structure
and technology. In terms of structure, the organisation hired a new CRM team to convince and
support users to use the CRM system. CRM officers became an essential part in the sales
department. In addition, new rules were set up to prevent cross selling across districts. In terms
of tasks, patterns of work have been changed in the sales community. In terms of technology, the
CRM system enabled the visibility of customer data among sales staff, thereby shaping the
dynamics of their relationships. Furthermore, there are two main consequences (increased
transparency and conflict within the organisation) that emerge after CRM implementation. The
paper concludes by discussing the study’s theoretical contribution and implications to practice.
Description
Keywords
CRM use, Post-adoption, Socio-technical perspective
Source
Published in: Proceedings of the 2015 International Conference on Information Resources Management, 18-20 May 2015, Ottawa, Canada
DOI
Publisher's version
Rights statement
Copyright © 2015 Association for Information Systems (AIS) http://aisel.aisnet.org. All rights reserved. NOTICE: this is the author’s version of a work that was accepted for publication. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in (see Citation). The original publication is available at (see Publisher's Version).