Porras Molina, Leandro (2023) Customer Centricity: Transformation through systems oriented design from the inside of an agricultural corporation in Central and South America. In: Proceedings of Relating Systems Thinking and Design Volume: RSD12, 06-20 Oct 2023.

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Abstract

Like many other industries in the past decades, the agricultural industry is undergoing a digital transformation that requires organisations to have the customer at the centre of their strategy. With this ongoing case study, I seek to experiment with a systems oriented design practice and approach to facilitate the transition from within a multi-national organisation operating across eight different countries in Central and South America to go from a product-centric mindset and strategy to a customer-centric organisation at its core.

Gigamapping has been used as a base tool to explore the different actors, processes, and issues involved in this transition to further explore and develop how cross-country and department collaboration can support the paradigm shift required to achieve the goals set out by top management. Other layers are added by bringing in other relevant stakeholders to convey communication and relationship connections within the boundaries of the system to be transformed, prototype interventions, and importance-performance analysis of such potential interventions within the system to determine a viable course of action. The results of this work are analysed in order to determine the value and application of systems oriented design in such a context.

Item Type:	Conference/Workshop Item (Paper)
Uncontrolled Keywords:	customer centricity, omnichannel strategy, digital transformation, agriculture industry, multi-national corporation, systems oriented design, gigamapping, ZIP analysis
Divisions:	Faculty of Design
Date Deposited:	11 Mar 2026 20:39
Last Modified:	11 Mar 2026 20:45
URI:	https://openresearch.ocadu.ca/id/eprint/4885

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