Improving user acceptance of Genesis in ABC Manila Sales Office

Date of Publication

2016

Document Type

Master's Thesis

Degree Name

Master of Business Administration

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation

Thesis Adviser

Maria Victoria P. Tibon

Defense Panel Chair

Divina M. Edralin

Defense Panel Member

Mary Margaret O. Que
Frances Jeanne L. Sarmiento

Abstract/Summary

Sales force automation tools have been widely adopted by organizations to develop sales effectiveness through reduction of errors from manual sales processing, faster sales processing, reduced support costs and improved sales closure rates. The company launched Genesis, a new simplified sales order process for strategic products through automation. However, user acceptance rate is low due to negative perceptions and experiences of users. The goals of this action research are 1) to increase the efficiency of Genesis users in processing of opportunities and sales orders and, 2) to alleviate my current workload in doing Genesis activities on behalf of the actual users. To achieve these goals, the objective is to improve user acceptance of Genesis. Laudon & Laudons framework of organizational resistance to information system innovations and Jones, Sundaram & Chins framework of factors leading to infusion of sales force automation were used as guiding principles in understanding users resistance to the new process and in constructing interventions that addressed the issue. Lewins change model was patterned to summarize the road to change of our sales office. Based from inquiries and focus group discussions, it was agreed by the team that training sessions and face to face demos of Genesis functionalities would be helpful to improve the situation. Providing real-time support would also reinforce the change implemented. In conclusion, the goals and objective set by the researcher and collaborators were achieved which were evident in actual users feedback and usage. Using education and communication through training and enhancing facilitation and support to the new process improved user acceptance of Genesis. The full participation of the account managers, sales specialist and process specialist made this action research successful. This study can serve as a foundation by sales organizations in implementing future sales force automation projects and enhancements.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006747

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer optical disc ; 4 3/4 in.

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