Digital Transformation and Business Process Innovation: A Car Rental Company Case Study

Digital innovation has forced companies to change some wellestablished business processes. Thus, incorporate information technology into business processes is not enough. We argue that both BPM role and related capabilitiesmight need to be re-interpreted for the digital future. In this sense, the BPM discipline must identify relevant instruments for building on new ways to analyze, understand and support such transformations. This paper examines the results from a car rental company case in the light of DT&I-BPM-Onto, an ontology that encompasses relevant theory on the digital transformation domain. The company carried out a successful initiative by digitizing its primary end-to-end process that contributed to improvement of the company's Net Promoter Score (NPS). The focus of the case study was the process' redesign; thus we investigated: (i) the factors that led the decision to digitalize the process; (ii) how the digital transformation was conducted; (iii) the characteristics of the industry, the business itself, the transformed process, and the type of innovation implemented. The main contribution of this paper is to demonstrate that DT&I-BPM-Onto supports taking a broader picture of a process transformation case. Moreover, we provide insights and practical lessons for future projects and further research.