Understanding a Transformation Process from Product-Centric to Customer-Centric Services in a Financial Institution - A Work System Perspective

摘要

This research aims to contribute to building an increased understanding of the strategic, business, cultural as well as other changes in an organisation's transition process from product-centric to customer-centric services. This paper offers an exploratory case study conducted in a complex financial organisation in the context of their customer-facing services. The transition process is examined through a theoretical lens of the Work System Theory (WST), following the argument previously made by other researchers that service systems could be seen as work systems. This holistic theory enabled the researchers to capture the three key phases of the transition process as work systems snapshots and show the manner in which the transitions occurred from one phase to another. More importantly, WST enabled an in-depth study of the transition process through the complex and unfolding interplay of strategy, customers, products and services, processes, people, information and technology, tracing the key challenges and success factors.