| CRM is a business strategy supported by a technology that is designed to improve customer value through a comprehensive view of customers. Law firms face challenges in improving CRM user adoption across their organizations. Without CRM adoption, law firms will not realize the profit and process efficiency potential of CRM. The purpose of this study was to examine the predictive value of leadership behavior and change management strategy in the CRM user adoption process. The research method was quantitative, the design was correlational, and the study included a multiple regression analysis. The study participants consisted of InterAction users at a law firm's five offices in an English-speaking country. Those users who were comprised of the business development and marketing team, secretaries, senior associates, special counsel and partners completed an electronic survey. One of the study's null hypotheses was not rejected; leadership behavior as defined by this study was not statistically significant relative to CRM user adoption. The study's other null hypothesis, however, was rejected; change management strategy as defined by this study was statistically significant relative to CRM user adoption. The study demonstrated the important role that change management strategy plays at law firms in the adoption of CRM. Law firms should spend as much or more time developing change management strategies for a CRM implementation as they do on the technical aspects of the CRM solution. For future research, researchers might conduct a qualitative study with the law firm that participated in this study to develop a deeper understanding of why change management strategy was statistically significant relative to user adoption and why leader behavior was not. |
