Business excellence in the digital era: a socio-technical perspective
| Pages | 138-140 |
| Date | 10 June 2019 |
| DOI | https://doi.org/10.1108/SHR-06-2019-162 |
| Published date | 10 June 2019 |
| Author | Yogesh Dattatray Brahmankar,Madhura Manish Bedarkar |
| Subject Matter | Hr & organizational behaviour,Employee behaviour |
Strategic commentary
Business excellence in the digital era: a
socio-technical perspective
Yogesh Dattatray Brahmankar and Madhura Manish Bedarkar
Introduction
Today’s digital business era is powered
by self-service technologies and
innovative business models. Its
competitive dynamics are based on
service excellence, evolving from an
organization’s service strategy and
service performance. Though
technology has been the major enabler
for today’s digital business models such
as makemytrip.com, Ola, Uber, hotels.
com, zomato (Indian food delivery
channel and restaurant rating
company) the key for sustainable
competitive advantage is retaining
customer satisfaction through service
excellence. Most of the digital business
models which are serving customers
through website or mobile applications
are focusing on self-servicing. While
designing of service features is critical
for self-servicing models, there are
unique human resource (HR)
challenges. Their HR are engaged in
new sets of diverse activities within and
beyond boundaries of organizations.
HR mobility and changes in skill
requirements are the two major
challenges in front of the HR function.
HR analytics could play a vital role in
handling these challenges and making
the organizations adaptable. This article
focuses on the strategic role of HR in
actualizing socio-technical practices to
achieve service excellence.
New digital business models and the
need for attaining business
excellence:business (mainlyservice)
excellence is important to gain and
sustain competitive advantagefor
digital businesses, and the following
are critical aspects to achieve it:
䊏Quality of product/service:Itis
represented through flawless
design of products or services
focusing on customer
experience.
䊏Flexibility: It refers to flexibility of
operations, access to services
through multiple channels and a
variety of products.
䊏Cost: It means providing optimum
value at the lowest cost. Also, as
competition is driven by cost, it is
pertinent for businesses to find
newer ways of cost optimization
with no compromise in the value
they offer.
䊏Responsiveness: Involves
introducing new versions of the
products tapping potential
customer needs, introducing
completely new products
addressing future needs and
resolving customer complaints
quickly with perfection.
Learnings from old paradigm
a. Socio-technical interventionsand
business excellence: For manyyears
the manufacturing industry has been
practicing interventionssuch as total
quality management , six sigma and
lean manufacturing techniquesto
enhance the quality of products,
processes and to improve
productivity. These practicesrequire
strategic planning and
Yogesh Dattatray Brahmankar and
Madhura Manish Bedarkar are both
based at the Symbiosis Institute of
Business Management Pune, Pune,
India.
PAGE 138 jSTRATEGIC HR REVIEW jVOL. 18 NO. 3 2019, pp. 138-140, ©Emerald Publishing Limited, ISSN 1475-4398 DOI 10.1108/SHR-06-2019-162
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