A customer centric transformation design approach and its impact on the organizational identity change. The case of an IT service provider in public sector.

Abstract

This thesis creates a framework for analysing the concepts of organizational identity change and customer centricity and examines what prevents and what enables the transition of an organization lead towards a more customer-oriented organization to successfully support the digital transformation journey reflected in the strategy of an Austrian IT service provider in the public sector. It identifies the blockers and enablers paving the way towards a possible customer centric transformation and describes concrete methods and tools for achieving an increased customer focus and shows how this transformation might impact the current organizational identity. The study explores how the inside organizational view can influence the customer outside view and how the elements belonging to both sides are inextricably connected to each other showing that a change on the inside is reflected on the outside. The essential interdependence between organizational identity and a possible transformation event is examined observing that a fundamental change in the way an organization conducts its business requires a fundamental change in identity or “how the organization thinks of itself”. Qualitative research was used to identify key themes (e.g. strategy, leadership,processes & technology, organizational culture etc.) to be analysed in the context of a transformation event and the interdependencies between these were discussed. A transformation model was created by clustering the identified themes, and findings show that “strategy” and “culture” are the main interdependent pillars on which a transformation can be triggered and influenced. This thesis contributes to both theory and practice, contributing to the theoretical knowledge of organizational identity change in case of a transformational event like becoming a more customer centric organization. Furthermore, the research findings provide meaningful insights to organizations that seek to become more aware of “who they are” (Gioia,1998) as an organization and what topics they should have a closer look at to start a transformation event.