Local assimilation of an enterprise system: Situated learning by means of familiarity pockets

Once a new information system is introduced to the workplace, individuals confront it and struggle to make sense of it. Over time, it must be somehow learned and assimilated into everyday work practices. Enterprise systems, because they are complex and integrate work across functions and distance, pose special challenges to learning at the firm's periphery, where local users are distanced from both the centralized system and others elsewhere, and where a community of learning may be thin or lacking. The present study, using direct observations and interviews at a bank in which a new CRM system was introduced across small regional branch offices, explicates the local learning process. Findings suggest that in assimilating the system, bank representatives created familiarity pockets within which they routinely worked with it and outside of which they competently ignored it. Even within familiarity pockets, routine use of the system, while skilled, masked much that was not known by the bank reps. In short, in local assimilation of enterprise systems, knowing in practice may be constituted as much from what can be competently and routinely ignored by users, as from any deep knowledge of the system itself.