these issues are only partially linked to technology, which is obviously an enabler but, more specifically, they bring up the social and organizational challenges connected to digital transformations.
users are more than service recipients who want, and can easily have a voice. information can be collected and services personalized but, paradoxically, the research for the best 'tailor-made' technology can cause delays and rigidity, as can be seen in several service delivery aspects, from pricing to planning and preparing an offer. Novel transformational skills will be key to dealing with this new setting; these may be new professional roles and competencies, flexible assets or other resources.
However, there is clearly an urgent need for future research to find the best way forward.