Dealing with resistance to new technology in Philam Asset Management, Inc

• Main Author: Isidro, Ritche Kristofferson C.
• Format: text
• Language: English
• Published: Animo Repository 2014
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4725
• Institution: De La Salle University

Competing in an industry where products are difficult to differentiate from one another, customer service defines which companies are a cut above the rest. For companies that strive to improve on their customer service, they soon realize that it will require them to know their customers better in order to create that distinct advantage. Philam Asset Management, Inc. believes that a customer relationship management system, provided by Salesforce.com will allow them to learn more about their customer and provide superior customer service to them versus the competition. However, the new technology has not received a warm welcome from its intended users, far from what the project proponent had hoped. The system was left underutilized for months after it has been officially launched and if left unaddressed, PAMI is at risk of joining the statistic of CRM failures in organizations that tried to adapt to the technology. Lewins Three-Step Model coupled with Davis Technology Acceptance Model lends the framework for analyzing the issues surrounding the resistance to the new technology by the sales employees of PAMI. The issue provided an opportunity to perform an action research, leading to the recommended intervention, and contributed to the learning of the insider action researcher.