In order to summarize and provide readers with an overview of the content, the purpose of this chapter is stated as describing the design of case study research developed for evaluating the impact of digital transformation on the development of new business models and consumer experiences, against the background of an empirical study into the effects of the introduction of unified communications and collaboration (UC&C) technologies on productivity and innovation within the context of the large-scale global automotive design, manufacturing, and business operations of General Motors (GM).
TopIntroduction
This section will describe the general perspective of the chapter and end by specifically stating the objective.
Artificial Intelligence (AI) and other emerging trends regarding technologies, such as Virtual Reality (VR) and Augmented Reality (AR), are elements of differentiation and an important milestone in business development and customer interactions, particularly in terms of services. “The resulting enablement franchises the digital enterprise with a deep and broad set of functional data that can be applied across the value chain and lead to the creation of” several “new business models and sources of efficiency and innovation” (Bolton, Goosen, & Kritzinger, 2021b, p. 149). Anchored in using these digital technologies and institutional systems, as well as technological environments, enterprises are well-placed to make progress towards providing new experiences to servicescustomers and/or enterprises in the cyber world (Goosen & Naidoo, 2014). The chapter makes a contribution towards fulfilling the need for an edited collection of original research in the area of service knowledge, by introducing the design of a research methodology developed with the purpose of evaluating the impact of digital transformation on the development of new business models and consumer experiences. This is done against the background of an empirical study into the effects of the introduction of Unified Communications and Collaboration (UC&C) technologies on productivity and innovation within the context of the large-scale global automotive design, manufacturing and business operations of General Motors (GM) as enterprise towards the post-COVID-19 era. Surviving the COVID-19 crisis (Sufi & Ahmed, 2021) and recovery demands results and new “business models, rapidly affecting the entire enterprise involved” (Bolton, Goosen, & Kritzinger, 2020a, p. 100).
Although operating in a highly competitive market, prior to the research undertaking described in this chapter, General Motors had not implemented UC&C technologies within its design, manufacturing or business operation functions and had not engaged in the development of digital transformation using an Internet of Things (IoT)-related digitization strategy.
Target Audience
As for the book, the content of this chapter is designed for business professionals, students and researchers in the field of services, and specifically in terms of the relationships between digital transformation and new technologies, as well as new business models and customer experiences. Examples of such an audience include managers, service or product developers, service or product designers, and executives.
Recommended Topics
Based on the recommended topics for the book, this chapter will focus on:
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Digital transformation
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Digital environments
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New technologies
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Business models
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Customer interactions
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Customer experiences
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Internet of Things (IoT)
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Services