CASE STUDY
An in-depth description of a firm’s approach to an IT management issue (intended for MBA and executive education)
Working Paper: Case Study
Redesigning CarMax to Deliver an Omni-Channel Customer Experience
CarMax has deployed empowered teams to reshape the customer experience.
Abstract
CarMax became the US’s leading used car dealer by providing a great customer experience in an industry known for bad experiences. Around 2015 the company embarked on a digital transformation that evolved into a vision for an omni-channel business model. This case reviews the company’s transformation journey, highlighting its adoption of empowered teams and two-in-a-box management approaches. The case observes how the company’s transformation helped it respond to the COVID-19 crisis and positioned CarMax for sustained growth.
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About the Authors
Jeanne W. Ross, Principal Research Scientist, MIT Sloan Center for Information Systems Research (CISR)
R. Ryan Nelson, Professor of Commerce, McIntire School of Commerce, University of Virginia
MIT CENTER FOR INFORMATION SYSTEMS RESEARCH (CISR)
Founded in 1974 and grounded in the MIT tradition of rigorous field-based research, MIT CISR helps executives meet the challenge of leading dynamic, global, and information-intensive organizations. Through research, teaching, and events, the center stimulates interaction among scholars, students, and practitioners. More than seventy-five firms sponsor our work and participate in our consortium.
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