Abstract

The fast pace of technological development coupled with intensified competition and changing customers’ expectations are heavily affecting traditional industries such as banks. Once a stable industry, banks find themselves in need of developing agile operations that quickly detect and respond to volatile markets and changing customer needs and expectations. In this paper, we present an explorative case study on how a large European bank (EuroBank) creates this customer agility. The findings show that customer agility requires the formation of dynamic capabilities that combine ICT capabilities and organizational routines in harmonious and active ways. Based on the dynamic capabilities approach and the case data analysis, we develop a Customer Agility Capabilities (CAC) framework. It depicts the dynamic capabilities, with their alignment, that are necessary for achieving customer agility and the associated operational agility.

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