DIGITAL MATURITY ASSESSMENT AND BUSINESS MODEL TRANSFORMATION IN THE BUSINESS PROCESS OUTSOURCING INDUSTRY

Abstract

Purpose: This study examines how a digital maturity diagnosis can inform business model transformation in a labour-intensive business process outsourcing (BPO) firm.

Research Methodology: A qualitative single-case study was conducted at PT Karya Solusi Prima Sejahtera. Evidence comprised seven purposively selected informants, corporate documents from 2022–2025, and a DMM-OP-guided interview protocol. Data were analysed through reflexive thematic analysis and a transparent DMM-OP-to-Business Model Canvas (BMC) mapping.

Results: The firm exhibits an early-stage digital maturity profile, marked by siloed operational-financial data, limited ERP utilisation, ad-hoc digital capability development, and restricted cross-firm system integration. These constraints undermine five BMC blocks most directly: value proposition, customer relationships, key activities, key resources, and cost structure. A phased roadmap is proposed to enable a transition from headcount-based staffing to digitally enabled managed services.

Limitations: Findings are bounded to one Indonesian BPO and do not test post-implementation financial effects.

Contribution: The study demonstrates an auditable pathway for using organisational and process maturity evidence to redesign business model elements in people-intensive services.