Digitalization Case Study: Organizational Change in Car Industry

This case study presents interviews examining the impact of digital transformation on the car industry. Interviewees discuss organizational changes, business model innovation, and the influence of digitization on customer experience. Key themes include the adoption of VR platforms, the importance of data analytics, and the shift towards customer-centric models. The study highlights both initial resistance to change and eventual acceptance of digitization's positive effects on business processes and competitive advantage. The interviewees acknowledge improvements in customer reach, service innovation, and the ability to adapt to market demands, underscoring the transformative role of digital technologies in the car industry. This assignment is available on Desklib, a platform providing students with solved assignments and past papers.

Interview 1:
Interviewer: Hello, before starting the interview I would like to know whether you have gone through
the informed consent and have signed it?
Participant: Yes Sir, I have thoroughly read that
Interviewer: Okay, so, that means you are well aware of the fact that your participation is completely
voluntary and you might refuse to answer any question that you don’t like to and that you can quit this
research study whenever you want, right?
Participant: Yes, I know that very well.
Interviewer: Okay. Before proceeding, do you have any questions to ask?
Participant: [mm] no sir.
Interviewer: Okay, that’s really good [smiling]. [mm] as per as my knowledge, your business have
recently transformed to the digital model. Is that true?
Participant: Yes. It has undergone an organisational change one month back.
Interviewer: Yeah! So did you show your acceptance when you heard about this change to take place
in your organisation or you had resisted it?
Participant: Actually at first I did resist it as I used to belief that everything is going fine and there is no
need for the change to happen. With the same, I was also concerned about the level of pressure that I
and my colleagues would undergo after the change. However, gradually we realised that the change
has actually improved the business in the long run and is also effectively addressing all the daily
complaints about the system that we had earlier
Interviewer: mm. So do you know anything about why the senior managers of your organisation
planned the change?
Participant: Yeah. Actually, earlier being human beings it is impossible for us to enhance the
experiences of each and every customers. Hence, sometimes, we used to get sick of their changing
demands and expectations from us. The transformation of my organisation to digital model have
addressed each and every components right from the customer segment, value proposition, assisted

in ensuring superior user experience. The customers now can get our services anywhere and anytime
they need.
Interviewer: Okay. I got that. So, can you share what was the very first step that your organisation
have chosen towards digital transformation?
Participant: Yes, why not. It was its business model innovation. Like any other global players present
in the market, my organisation too have realised the importance of business model implementation
and development and why it is a strategic imperative. It is proven to be the new competitive
advantage for my organisation.
Interviewer: I see. So, what do you consider as the impacts of digitization in the car industry?
Participant: mm, there are several impacts digitization has impacted to our car industry. The very first
thing to mention is that it equips the interior suppliers with the important tools and also help them in
remaining flexible in this modern time. We all are aware of the fact that how the demands of
customers are increasingly maximizing today and this is actually one of the most significant
challenges that car industry is facing right now. But this implementation of digitization in our
organisation has made our business improve our in setting up a powerful foundation for future
growth in this highly steadily emerging manufacturing landscape. With the same, along with its
implementation, I have also noticed that there is a significant growth in the date analytics. It has also
increased the use of loT enabled digital connectivity which is filling up the gap in between the
management of the company and the operations with our customers.
Interviewer: Whoa! That means you are accepting that the organisational change of digitization in your
company is positively playing its role, right?
Participant: Definitely Sir [smile].
Interviewer: So, do you think your organisation is ready to compete with the current global market?
Participant: I hope so [smile].
Interviewer: That’s nice [smile]. That means I can assume that you are happy with this change and
you do believe that digitization is impacting positively to your business process?
Participant: Yes. I do believe that. I can see the difference.

Interviewer: Can you elaborate more on how this digital model is helping your organisation to achieve
innovation?
Participant: Sure. Earlier, our business used to build websites as one of the fronts for providing
information to our customers. After the implementation of digital model, there is a mobile revolution
and this has led in increased interactivity in our organisation. The apps and sites are providing much
more. They are helping in increasing our reach to the customers around the world. We can now offer
our products and services right at their doorsteps. It has improved our knowledge about what the
customers like and what they seek from us. It has made it easier for use to understand as well as
provide value to our customers. With the same, I also want to mention about the benefits that big data
analytics is providing us. They have changed the process in which our organisation adapts and
change. We no longer have to depend on market study. There are sufficient and relevant data and
information for us that helps us to understand what is working in the current market and what is not
[smile].
Interviewer: That’s great. Do you want to mention anything else apart from these that you thing is the
negative side of digitization?
Participant: Truly speaking, although I was one of the opponents of this change few months ago and
when I heard about this, I was completely against it. I was concerned about my job role and the
pressure that it, might be creating for me to work but the thing was completely different. It in fact have
made things easier for both my organisation as well as for the employees working in it.
Interviewer: Well, that is good to hear. I hope you keep on working well and your business do flourish
more in the coming days [smile]
Participant: I too wish for the same. Thank you sir [smile].
END OF INTERVIEW
Interview 2:

Interviewer: Hello, before starting the interview I would like to know, do you have gone through the
informed consent provided to you prior to the interview?
Participant: Yeah, I have read that.
Interviewer: Have you signed it?
Participant: Yes I did.
Interviewer: Well, that means you are well aware of the fact that your participation in this research
study is completely voluntary and you are allowed to refuse to answer any of the questions that you
don’t like to and that you can quit this research study whenever you want, right?
Participant: Yes. I have gone through the entire consent paper and I am well aware of each and every
thing.
Interviewer: Do you have any query?
Participant: Yeah. Actually I want to clarify one thing. Suppose, if in case I withdraw from this study,
would I still receive the same behaviour, opportunities and benefits that the other employees will
receive?
Interviewer: Yeah! Yeah! Sure. Your decision will in no way jeopardize your income or employment in
your organisation.
Participant: Okay then [smile].
Interviewer: Ok so let’s move on to the interview session. Mm is it true that your organisation has
recently transformed to the digital model.
Participant: Yes sir it was in the month of February.
Interviewer: Yeah I heard that. So, did you too believe that your organisation was facing problems and
there was an urgency of implementing this change?
Participant: Yes, I believed that. It is true that the car industry is facing serious problems in recent
years and so was my company. We were undergoing huge changes in our customer mobility
behaviour and that was mostly cost driven. The emergence of ride sharing services has also
influenced the mobility behaviour of our customers.

Interviewer: mm I see. So, how can you say that this change in your company has helped the
business in coping with this challenge?
Participant: mm look, it is not only because of this change but for our constant approach to
continuously optimise and adapt for reflecting the customers and the market. In this era, customers
are using media way more than ever and it is changing notably faster. Digitization has helped us to
make our online presence consistent all over every devices such as computers, smartphones and
laptops. We ensure that our customers are finding same messages and content everywhere, both at
offline touch points as well as on internet.
Interviewer: Okay that’s really nice but I need to know what changes this implementation has made
within your organisation. You might definitely be experiencing some changes, whether it be positive or
negative. I want to know about that as well.
Participant: Today the transformation of the digital model in our organisation has helped our
customers to research about our cares before stepping foot in any other dealership present in the
market. With the same, it has also increased our reach and we could now deal a significantly large
number of customers belonging from across the world. It has also changed the process in which our
organisation adapts and change. We no longer have to depend on market study. There are sufficient
and relevant data and information for us that helps us to understand what is working in the current
market and what is not [smile].
Interviewer: Yeah that’s true. There is a growing competition in today’s market, whether it be in car
industry or in any other small business. So, do you believe that digitization is influencing your
business in positive way?
Participant- Yes, definitely [smile]. I can see the difference
Interviewer: What mobile app have you developed with respect to service innovation after
transforming into digitization?
Participant: We have launched a VR (Virtual Reality) platform. We are using it with a bespoke mobile
app as one of the part of our highly digitally driven marketing drive. Most of our target customers are
receiving VR goggles and we guide them with a set of 360 degree environments for showcasing the
revolutionary IRIS technology of our company that is set against the backdrop of moving motorway.

Interviewer- Okay. So you are happy with the change. Right?
Participant: Yeah.
Interviewer: That’s good to hear [smile]. I hope you keep on working well and your business do
flourish more in the coming days [smile]
Participant: [smile] thank you sir.
END OF THE INTERVIEW

Interview 3:
Interviewer: Hello [smile].
Participant: Hello Sir [smile].
Interviewer: Well, Have you gone through the informed consent and did you sign it?
Participant: Yes, I have signed it. I have read that paper thoroughly and I agree to each terms and
condition.
Interviewer: okay. That’s good. Do you know that you can withdraw from the interview process
whenever you want to and if you withdraw from this study, you would still be receiving the same
behaviour, opportunities and benefits that the other employees will receive?
Participant: Yes sir, I am well aware of these facts.
Interviewer: That’s good. Do you have any query?
Participant: No sir.
Interviewer: Ok [smile]. So, the very first question that I want to ask is that what according to you are
the problem facing by the car rental industry in the recent years?
Participant: mmm… I think it is of customer service. We are constantly in search of the ways in which
we can conquer our customer related challenges.
Interviewer: Why so?
Participant: Customers today are have become more quality and price conscious than ever before.
Their demands are significantly maximizing today and due to this we are always in the thought of how
to address those demands of theirs and attract more and more people towards our brand and
business.
Interviewer: hmm… Is it true that your organisation has recently transformed to the digital model?
Participant: Yes, just a month ago.

Interviewer: Yeah. Did you believe that there was any necessity of this change?
Participant: Frankly speaking, no. I was the only one who was in complete against of this change.
Interviewer: But why? Digitization has become a trend today. It is benefiting near about every global
business. So, why it was difficult for you to accept that?
Participant: Actually I worried about the changes that it would bring in our job role. I thought we as the
employees of this organisation would be facing significant change in our daily work because of
digitization and therefore, this expectation of change has caused the underlying resistance to this
change within me.
Interviewer: So, do you still possess the same perception or is it changed with the passage of time?
Participant: Obviously no. I no longer possess the same perception as there are way more
advantages of it and it is indeed helping the company to operate the business successfully.
Interviewer: How is it making the difference? Can you please elaborate?
Participant: I think you are already aware that I belong to small to medium sized car company. This
transformation has forced our company to experiment and reconsider with our business models as
well as how it aids to our performance and innovativeness. By using big data and social media in our
Business Model Innovation is primarily driven by the innovation and strategically linked internal
motives. The business model innovation of ours, that is now been driven by big data and social media
has imposed its positive impact on our business performance and I must say, it is undeniable.
Interviewer: So, you believe that this digitalization is influencing your organisation in positive manner?
Participant: Yes, I can’t deny this fact in any way.
Interviewer: mmm… Okay [smile]. So, can you tell be what were the challenges that your company
was facing in attracting your customers?
Participant: Yeah why not. There is an emergence of increasingly tough competitive market in this
era. Being belonging from a car industry, we have numerous competitors, both in local as well as
global areas. Also, the customer has become more health and environment conscious today. Majority
of them choose for ride share services like Uber and all. With the same, there is a significant
slowdown in the car sales growth worldwide and the sales of global light vehicles are been estimated

to increase. Moreover, the demands of customers are increasingly maximizing in today’s globalised
world. All these factors were contributing to the loss of our customers.
Interviewer: So, how digitalisation is helping you to cope up with this challenge?
Participant: See, we after the transformation to digital model, we have imposed the facilities of video
calling, e-mail marketing, live chat, phone and social media networks such as Instagram, YouTube
and Facebook to ensure more effective, smart and speedy communication with our customers. If we
want to communicate with any of our customers who belong to any other state or country, we video
call them in order to address their queries in much more personal ways. It is ideal for resolving any IT
related issues and technical problems like enabling any technical expert to walk our customer visually
by means of a bug. This save our time as well as frustration [laugh].
Interviewer: [laugh] yeah yeah that’s true. I agree with you. How you make use of social media?
Participant: See we have opened our accounts on different social networks such as YouTube and
Facebook. It is a very cost effective method for us to provide better customer services. This have
helped my company to directly get in contact and stay connected with our customers and solve out
their problems and concerns. Oh yeah, one more thing. We also use these networks to promote and
market our services and company. We also inform our customers about the new offers, services or
products that we have introduced by the help of this medium and that too for almost no cost [smile].
Interviewer: hmm. That’s interesting. Do you want to mention anything else apart from these that you
thing is the negative side of digitization?
Participant: Negative? Mmmm. I didn’t find anything negative impact of digitization. At least not in my
company [thoughtful]
Interviewer: Ohkay dear, no issue. I hope this change brings to negative impact on your company.
Wish you and your organisation a very bright future ahead. [Smile] [Hand shake]
Participant: [hand shake]. Oh yeah. Thank you so much sir. [Smile]
END OF THE INTERVIEW

Interview 4:
Interviewer: Hello, so before starting the interview I would like to know whether you have gone
through the informed consent and have signed it.
Participant: Yeah I have gone through it and I am ok with every terms and conditions and
opportunities mentioned in the paper. I have signed it as well.
Interviewer: Okay, do you have any further query related to that?
Participant: ah no. I have took part in a research study quite a few years back and I do have quite
experience. I am ok with everything. You can start the interview [smile]
Interviewer: That’s impressive. I think I will get a good deal of information from you [laugh] [hand
shake]
Participant: [hand shake] [laugh] It would be my pleasure sir [smile]
Interviewer: So, I would like to know something about the change that your company is undergoing
after it transformed to the digital model last year.
Participant: mmmm.. See, there are several changes to mention and I must say it is going just as we
hoped for. It has increased organisational productivity. It is easy to accessible for both us and our
customers and is always accessible. With the same, it is cost efficiency. We no more need to invest
huge amount of money on marketing and promotion of our business. The social media marketing is
enabling us to increase our reach and that too at very low cost. Also the documents that are been
transformed are now easily accessed by the help of the cloud and the system by using the smart
phones that has internet connection in it. With the same, I would also like to mention about the new
system of OCR techniques that has been very recently implemented in our organisation right after its
transformation to digital model. I hope you have heard about OCR?
Interviewer: Yeah! Yeah, Optical Character Recognition. Isn’t it?
Participant: Yes. Along with OCR techniques and appropriate indexing of the data, the process of
accessing and searching the data has become much more efficient, saving both our time and efforts.
Moreover, digitisation has also enhanced the level of security in my organisation.

Interviewer: Security? Can you elaborate more on this?
Participant: Sure. We have now scanned documents in our workplace. If it is required to get an
access, only certain users are allowed to access the workflows and documents. This has enhanced
the security within the organisation and no data and information are leaked out in this way. It is
helping in maintaining confidentiality of our documents.
Interviewer: OKAY! This suggests that you are happy within this new transformation. [Smile]. So, were
you in favour of this from the very beginning or your perception has changed after the implementation
process?
Participant: No, I was not in favour of this organisational change.
Interviewer: May I know the reason behind that?
Participant: Actually the advantages of digital transformation for me as an employee and one of the
team members, was not very clear and I was in uncertainty about the future. There was a fear of
changing job role working within me every time. The change of my job role, the necessity of learning
new skills, learning about new technologies and new methods of working were my areas of deep
concern. The fear of left unmanaged was also one among them. All these factors contributed to my
resistance to this change.
Interviewer: I see. Yeah, I have heard about this fear from other participants as well. But I am glad to
know that you people have incurred a positive approach towards digitisation [smile]
Participant: [smile]
Interviewer: How does your company achieve innovation in handling its business in the car rental?
Participant: hum. Actually I can’t say that innovation has actually taken place or not, but we are
constantly trying our best to make it significant. We are continuously investing and innovating in order
to make sure that we are providing the best services to all our customers. To this, we have developed
some industry-leading software in-house comprising of the IRIS, corporate rental management.
Interviewer: IRIS? Corporate rental management? What is that? Please elaborate [smile].
Participant: Yeah, these are some software that we have recently developed. These enable the new
rental bookings made in just 30 seconds of time and repeats the booking in no more than 10 seconds

just at a click of mouse. It can also be done by means of smart phones as well. This is quite helpful.
We consider technology at the heart of each and everything that we do with an aim of making the
lives of our customers and the business travellers easier, right from speeding up the process of
booking to reducing the administration.
Interviewer: whoa! That’s really great to know [joy]
Participant: Thank you [smile]. I also want to mention that the software of ours could also be white-
labelled and we could build upon our own technological expertise in order to offer the services that
benefit not only the corporate customers but also wider industry as well. Very recently, we have
developed BVRLA (British Vehicle Rental and Leasing Association’s) fraud management module. This
module has helped us to protect more than 900 members by providing them access to the data on
problematic companies and individuals.
Interviewer: I see. This is indeed a very good step. I appreciate.
Participant: Yeah [smile]
Interviewer: So, how are you coping with the constantly shifting expectations from both the travel
buyers and their travellers in terms of offering flexible options and not just traditional care hire?
Participant: To this, I want you to note that, although we are more focused on the traditional car hire
for our corporate customers, we do that in an innovative way. This is done by our unequalled supply
chain. By means of this supply chain we access to about 550000 vehicles all across the country
locations. Our main aim is to provide flexibility in the market and that is why we could offer long,
medium and short term rental all at the same time. That is why we try to harness the technology in
order to allow our customers to serve themselves by their own as well as to extend and make
amendments in the rental booking process that are done within few seconds. This in turn is helping
them in controlling the process of rental process.
Interviewer: That’s great. I must say I have get quite a good amount of innovative information from
your regarding the benefits of digitization in car industry [smile].
Participant: hahaha! That’s my pleasure sir.