Paper No.24: Preparing the organisation for change by using service concepts
Preparing the organisation for change by using service concepts
Annita Fjuk, Birgitte Yttri, Knut Kvale
The strategic intent of offering superior customer journeys with minimal frictions and with maximum customer delight has recently received top managersâ€™ attentions. But while literature across disciplines has emphasised the meaning of cross-functional collaboration for customer value added, surprisingly little has been empirically and theoretically documented on the alignment of superior customer journeys with cross-functional business processes. With basis in theoretical lenses developed from service-dominated logic of marketing (SDL), the paper concludes that service concepts are powerful for preparing an organization for change towards a more service business logic focusing on service offering through superior customer journeys. The approach is exemplified with a detail empirically-based description of one service concept designed in a Scandinavian telecom company.