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CSR activities such as charitable giving, environmental programs and ethical practices can motivate frontline employees. One of the key variables is organizational identification. CSR communicates values, and, if these values are consistent with a person’s own value system, it results in higher identification with the company. Employees who notice that consumers are fond of the company’s CSR activities will identify even more with the company. If CSR ranks high in their own personal value system and the value system of the consumer as well, they find common ground for conversations beyond immediate business talk. CSR can be an icebreaker in conversations with customers. Once service employees find out that customers share their passion for social or environmental causes, it creates a bond that is highly motivating. They become more confident that they know what the customers want. They are more motivated to serve those customers when they see that both of them care about the same sorts of things.

Over the last 10 years, a basic shift has occurred from an IT-deployment view of the world of big systems and even bigger projects toward a people-centric and user-oriented view of hardware, information, and human collaboration and networking. Consumers have adapted rather quickly to this shift: If it is not useful, delete the app, the data, and the humans we choose not to network with. While consumers are free to pick and choose the technology they will buy, the information they will access, and the degree to which they will network and with whom, managers and employees within companies are more constrained by the processes, structures, functions, systems, and technology the company invests in and deploys over time. So we have a fundamental dilemma: How must leaders align and transform their legacy business to take full advantage how people, information, and IT capabilities can interact in a rapidly changing, digital world?

Many executives pine for their internal IT systems to give them a more consumer-friendly experience. They point to the simplicity, ease of use, and hassle-free nature of the digital services they use in their personal lives: the apps on their smart phone that make services available at the push of a button, software that can be installed and configured with the click of an icon, the ability to plug a printer into a laptop’s USB port and have it ready to print, a tablet that can be connected to the internet without any cautionary pop-ups warning about potential security risks or possible compatibility problems. In the consumer IT world everything just seems to work, they lament. Why does corporate IT make things so complicated?