When duties are documented, new ideas are often created regarding how the work should be carried out. Writing is an important source of development, but unfortunately the possibilities are limited when it comes to transferring new ways of thinking to personnel. As with organizational change in general, employees tend to neglect new instructions. On the basis of their personal ways of thinking, they might find that the new order is incorrect, requires more resources, lacks contact with reality, or cannot be understood. The people who have prepared the new directives think they are surely justified and easy to understand. In their eyes, those who stick to what used to be correct and reasonable seem resistant to change. The aim of this dissertation is to understand the influence of self-assessment on service cognition and to propose how this influence can be utilized to attain strategic aims. The term self-assessment refers here to the activity whereby employees, in a structured manner, collectively assess and document their own instructions. The concept of service cognition refers to individual employee’s conceptions on how to carry out their own tasks, on how colleagues carry out theirs, and on connections between activities in the common workflow. The object of study is self-assessment as business process modeling at the local offices of the Swedish Employment Service. What is explored is the crass but fruitful understanding that new ways of thinking more easily arise among those who define organizational design than among those who are expected to change. Using socio-cognitive theory as well as longitudinal and extensive action research, the reasons are investigated behind the inevitable development of units which are trusted to write their own instructions and, in so doing, start to talk about the way work is done. Despite the independence needed to coordinate by consensus, it seems that the collective mind thereby induced actually enhances opportunities for central control and change: Units designing their own routines surely become better coordinated, but also more controllable and adaptive to strategic change. Furthermore, some principles are presented to support self-assessment regarding organization and change.

Denna studie undersöker utvecklingen av digitala tjänster och integrationen av innovativ teknik hos försäkringsförmedlingsföretaget Portfolio Försäkra. Under de inledande diskussionerna med VD, Andreas Adolfsson, noterades att företaget hade vissa luckor i sitt digitala tjänsteutbud och saknade användning av innovativ teknik. Bristerna är inte unika för Portfolio Försäkra utan potentiellt förekommande inom hela försäkringssektorn, vilket innebär en stor inverkan på marknadens konkurrens.  I dagens digitala era är expertis inom teknik och innovativa metoder avgörande för försäkringssektorns framgång. Förbättrad digital tjänsteinnovation är nödvändig för att kunderna ska kunna använda information mer effektivt, vilket i slutändan leder till ökad kundlojalitet och kundnöjdhet. Därför är behovet av att förbättra de digitala tjänsterna inom försäkringssektorn absolut nödvändigt.  Syftet med denna undersökning är att fördjupa oss i de digitala möjligheter som finns tillgängliga för Portfolio Försäkra och andra försäkringsbolag som för närvarande saknar de senaste tekniska lösningarna. Vi antar rollen som forskare, genomför intervjuer och kommunicerar med anställda på Portfolio Försäkra. Vår dataanalys och våra intervjuer kommer att hjälpa oss att identifiera problemområden som kan hindra företagets utveckling och kundnöjdhet.  Resultaten tyder på att integrationen av innovation och digital teknik måste bli en integrerad del av Portfolio Försäkra företagskultur för att säkerställa en hållbar och långsiktig tillväxt. Resultaten av denna studie erbjuder värdefulla insikter för andra organisationer inom försäkringssektorn som vill förbättra sina digitaltjänsteinnovation och kundnöjdhet. / This study explores the digital service development and innovative technology integration of Portfolio Försäkra, an insurance brokerage firm. During the initial discussions with the CEO, Andreas Adolfsson, it was noted that the company faced gaps in its digital service offerings and lacked the adoption of innovative technologies. The observed shortcomings are not unique to Portfolio Försäkra but potentially prevalent across the insurance sector, signifying a major impact on market competition.  In today's digital age, expertise in technology and innovative practices is crucial to the success of the insurance sector. Improved digital service innovation is essential for the customers to utilize information more efficiently, ultimately leading to increased customer loyalty and satisfaction. Therefore, the need for digital service improvement in the insurance sector is imperative.  The aim of this research is to delve deeper into the digital opportunities available to Portfolio Försäkra and other insurance companies that currently lack the necessary technological advancements. We adopt the role of researcher, conducting interviews and communicating with Portfolio Försäkra's employees. Our data analysis and interviews will help identify problematic areas that could hinder the company's development and customer satisfaction.  The findings suggest that the integration of innovation and digital technology must become an integral part of Portfolio Försäkra's company culture to ensure sustainable and long-term growth. The results of this study offer valuable insights for other organizations in the insurance sector seeking to enhance their digital service offerings and customer satisfaction.