A capability based framework for customer experience focused digital transformation

Sahu, N, Deng, H and Molla, A 2018, 'A capability based framework for customer experience focused digital transformation', in Proceedings of ACIS2018, Sydney, Australia, 2-4 December 2018, pp. 1-10.


Document type: Conference Paper
Collection: Conference Papers

Title A capability based framework for customer experience focused digital transformation
Author(s) Sahu, N
Deng, H
Molla, A
Year 2018
Conference name ACIS2018
Conference location Sydney, Australia
Conference dates 2-4 December 2018
Proceedings title Proceedings of ACIS2018
Publisher ACIS
Place of publication Sydney, Australia
Start page 1
End page 10
Total pages 10
Abstract Digital transformation has a potential to deliver numerous values for an organisation through transforming its business models, organisational processes, products and services, and customer engagement. Such a transformation assists organisations to create new capabilities to better serve customers, leading to the improvement of customer experience. As a result, numerous organisations have been investing in digital transformation in todays dynamic environment. There is however, lack of a comprehensive framework for facilitating the implementation of digital transformation in organisations towards improving customer experience. This paper develops a capability based framework for digital transformation in organisations with respect to improving customer experience. Such a framework consisting of analytics, business, customer, and digital is developed through a thematic analysis of qualitative data collected from digital transformation experts in an organisation in Australia using semi-structured interviews. The paper contributes to digital transformation research by the development of a capability framework for better understanding digital transformation in organisations related to the improvement of customer experience.
Subjects Information Systems Management
Keyword(s) Digital transformation
customer experience
dynamic capability theory
conceptual framework
Copyright notice © 2018 authors.
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