個案總覽

The case tells the evolution of the call center transformation at Frontelco (a major telecom company in disguise). "Digital" and "agile" approaches to changing the way how call centers operate seem to produce different results. Debate between proponents of alternative approaches takes place across three levels of organizational hierarchy: the Managing Director seems to prefer "agile", those close to operations in VP ranks seem to prefer "digital", while three "managers in the middle" following each other in Senior Vice President rank seem to follow different strategies as to how to align the top and the bottom. To settle the debate, evidence-based clarity is being sought and the protagonist is tasked to design an appropriate performance measure to show the real impact of competing approaches.

The case tells the story of a project at Frontelco (a major telco company in disguise) aiming at defining and piloting a business model (Network as a Service, NaaS) in response to the advancement of a new technology (5G). It is written from the perspective of a "trusted advisor" who had been invited by the protagonist to provide methodological support to the project team. The team, which primarily represents the perspective of product management, spends significant time and effort on developing a methodical approach to their own work, leaving the substantive issue (business model innovation) to be defined only vaguely, under the dominant influence of a few team members. In the follow up to the case we learn that by the time concerns emerge that the team does not seem to have developed any presentable output, they find out that their key competitor has already made significant progress and the technology department, their "internal rival", has also moved ahead with a concept that allows them to claim ownership for a major corporate-level project.