EFFECT OF TECHNOLOGY ON SALES PERFORMANCE Done by: Luo Jia

G13

BACKGROUND

The technology that isassessed in this article

isCRM - customerrelationship

management.

Provides a process flow of how

it comes about the negation of

past technology a assessment

model to the acceptance of

the current model.

Provides a strategic direction – achieving

and maintaining a particular level of

technology usage to optimize prime task

Performance.

CRM TECHNOLOGY

• Customer Relationship Management system

• Internet capabilities that help an enterprise manage customer relationships in an organized and automated way

Marketing Automation Sales Automation Customer Support

Automation Product Catalogue &

Configuration Automation

ADOPTION RESEARCH

Factors to consider BEFORE installment

• Friendly graphical interfaces

• Start up costs in implementing CRM System and training

employees

“It is assumed that increased utilization is a desirable behavior and implies better

performance”

LIMITATION• Overutilization

Over reliance of CRM At the expense of other sales

tasks that may have a greater

effect on performance

• Underutilization Underestimate the

effectiveness of CRM Reducing the possibilities of

automation

TECHNOLOGY PERFORMANCE USAGE MODEL

A need to balance use of any resource with its marginal productivity

A guide for salesperson to optimize usage of CRM

Factors to consider AFTER installment

• Degree of technology usage

• Technology performance diminishing return

LIMITATION

Neglect the effect of individual technology expertise on the performance and usage relationship

DILEMMA ON MANAGERIAL IMPLICATION

• Confidential monitoring of technology use VS privacy concerns of their users.

• Open policy tracking VS closed policy tracking

KEY TAKEAWAYS

ARTICLE RATING

• Vague description of CRM system and how it is used by salesperson

The article recognizes the objective of maximizing

return in technology investment

Provides a strategic direction – achieving and

maintaining a particular level of technology usage to

optimize prime task performance

FOOD FOR THOUGHTS

1.In the case of the huge internet resource pool, is it justifiable to say that we can totally rely on the information provided on the web without any personal experience?

2. Does everyone have the same benefits from the mass information online?

Marginal productivity

User variations