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Digital transformation changes the way how companies and individuals operate and interact with their surrounding environment. New digital channels provide service companies both opportunities and threaths. One of the valuable opportunities is to affect positively customers' service experiences. Digital Experience (DX) can be defined as meeting and exceeding changing customer expectations via digital channels, platforms and touchpoints. In this paper, we focus on exploring digital transformation and digital culture in the context of service management. The research problem of this study is: How digital transformation and digital culture are visible in service provider organizations? The main contribution of this paper is to provide findings on challenges in digitalization, digitalization patterns that exist in daily service management work and actions service employees are performing to develop and contribute to the digital culture. Multiple sources of evidence from TUPLA project industry partners and narratives on digitalization were used in data collection.
Jäntti et al. (Sun,) studied this question.