Manage the Adoption of CRM Technologies: An exploration into the tensions and motivational mechanisms that affect Sales Representatives adoption of new CRM technologies - A Case Study: n exploration into the tensions and motivational mechanisms that affect Sales Representatives adoption of new CRM technologies - A Case Study
Authors
Larsen, Stephan Laugmann ; Kjærsgaard, Rasmus Sangild
Term
4. term
Publication year
2021
Submitted on
2021-06-02
Pages
122
Abstract
In a context where digital tools are vital to competitiveness, this thesis examines how to manage tensions and motivational dynamics when sales organizations adopt new CRM technologies. Drawing on CRM and technology acceptance literature and internationalization insights, the authors propose a conceptual framework that identifies key sources of tension and motivation and outlines how to align managerial and employee perspectives. Using a case study design with a questionnaire and interviews, the study explores sales representatives’ resistance and acceptance during the implementation of a global CRM system. The analysis indicates that miscommunication slows progress and fuels tensions; training is closely linked to motivation; and visible, sustained management support is the strongest driver of acceptance. Sales representatives are more motivated when they understand the system’s overarching purpose, can see long-term improvements, and have genuine influence during implementation, which also fosters a sense of responsibility. The study further underscores the importance of cultural differences in international rollouts. It offers practical guidance for managers to ensure clear communication, targeted training, active frontline involvement, and better alignment between business objectives and user needs.
I en tid hvor digitale løsninger er afgørende for konkurrenceevnen, undersøger dette speciale, hvordan spændinger og motivationsmekanismer kan håndteres, når salgsorganisationer skal tage nye CRM-teknologier i brug. Med udgangspunkt i CRM- og technology-acceptlitteraturen samt internationaliseringsperspektiver udvikler forfatterne en begrebsramme, der identificerer centrale kilder til spændinger og motivation og foreslår, hvordan ledelses- og medarbejderperspektiver kan afstemmes. Studiet anvender et casestudie med spørgeskema og interviews til at belyse salgsrepræsentanters modstand og accept ved implementeringen af et globalt CRM-system. Analysen peger på, at miskommunikation hæmmer fremdrift og skaber spændinger, at træning hænger tæt sammen med motivation, og at tydelig og vedvarende ledelsesopbakning er den stærkeste drivkraft for accept. Medarbejdernes motivation øges, når de forstår systemets overordnede formål, kan se langsigtede forbedringer og får reel indflydelse i implementeringsprocessen, hvilket også skaber ansvarsfølelse. Endelig fremhæves betydningen af kulturelle forskelle ved internationale udrulninger. Specialet bidrager med praktiske anbefalinger til ledere om at sikre klar kommunikation, målrettet træning, aktiv involvering af frontlinjen og bedre afstemning mellem forretningsmål og brugernes behov.
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