What is on the horizon of customer service?: Implementation of a new leadership framework from the perspective of leaders

Abstract

This inductive qualitative case study aims to investigate leadership framework implementation in a big finance company where the author works. It specifically seeks to answer the following research questions: 1. What challenges and advantages do leaders experience with the new leadership framework. 2. What kind of leadership is needed in future customer service? 3. Is the leader’s perception of leadership in the future aligned with the leadership framework? In addressing the aim of this study, it draws on a literature review of servant leadership that creates an understanding of the desired leadership approach in the leadership framework. The different forms of collective leadership create an understanding of different ways of sharing leadership. The literature review also discusses self-direction because it is one of the most important objectives of this leadership framework. Future trends of customer service and challenges and advantages are included in this study to understand the requirements that the operating environment imposes on advisors. This is important to take the right things into account in the leadership of the future. The study is conducted as semi-structured interviews among six leaders who have implement-ed the leadership framework in their teams. The results indicate that the role of three leaders has been beneficial in many ways. The implementation of the leadership framework has increased the leader´s time spent with advisors. The tools designed for the support of this leadership framework received praise. Additionally, the results indicate that leaders have a hunger for relevant feedback, and they are eager to develop their skills further. According to leaders, developing an advisor´s self-direction is a challenging issue, and it needs long term work. The customer service advisors work is changing, the focus will be on resolving issues and providing insights while the easier problems are handled by artificial intelligence. All interviewed leaders stated that future leadership is increasingly emphasized by emotional skills. Practical implications and indications for future research are outlined.