The Role of People in Enabling a Knowledge-Intensive Customer-Centric Strategy

The Role of People in Enabling a Knowledge-Intensive Customer-Centric Strategy

Minwir Al-Shammari (University of Bahrain, Bahrain)
DOI: 10.4018/jicthd.2009010104
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Abstract

The transition to knowledge-intensive customer-centric enterprise is important, but never easy. Reorganizing people is likely to face critical structural and cultural change issues related to people. Addressing these issues is essential for the continued success of customer-value-building services and products. In light of today’s competitive business environments and changing power of customers, organizations need to be able to deal with people-based issues in order to secure high quality customer service and long-life and profitable customer relationship. The article presents a recommended solution to deal with people change management in competitive business environments, viz. to ‘reorganize people’ in a customer-centric networked organization. ‘Reorganization of people’ is operationally defined by three sub-interventions: a) reconfiguring structure, b) reshaping culture, and c) rehabilitating people.

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