Service i øret: Podcasting som strategisk værktøj til intern kommunikation og Service Excellence
Oversat titel
Service in the Ear: Podcasting as a Strategic Medium for Internal Communication and Service Excellence
Forfatter
Semester
3. semester
Uddannelse
Udgivelsesår
2026
Afleveret
2026-01-19
Antal sider
107
Abstract
This Master’s thesis investigated how Norlys (Denmark’s largest energy and telecom company) could strengthen internal communication and continuous learning during its ongoing transformation towards Service Excellence. In a busy, operational context, traditional intranet- and text-based communication often struggled to reach employees “in the flow of work”, creating a need for learning formats that fitted everyday routines. The thesis therefore explored whether internal podcasting could bridge the gap between strategic leadership ambitions and employees’ situated practice. The study was guided by the research question: How can Norlys utilize the medium-specific properties of podcasting and employees' everyday listening practices to support internal communication and continuous learning in the implementation of Service Excellence? Methodologically, the project followed the first two phases of the Double Diamond model (Discover and Define) through an Explanatory Sequential Mixed Methods design. First, a web-based survey mapped employees’ awareness, listening practices, and perceived barriers. The quantitative findings were interpreted through a Behavioral Insights lens using the ABCD framework (Attention, Belief, Choice, Determination) to diagnose adoption barriers. Second, the study conducted semi-structured interviews with two leaders and analysed open-ended survey responses using systematic coding inspired by Bryman, in order to explain the patterns observed in the survey. The design output was framed strategically through Vistisens 3-D model (Human, Technology, Business) and Buchanan’s design orders, positioning the solution as more than communication content. Across the data, the analysis identified a pronounced Awareness–Action Gap: while 75 percent of respondents knew internal podcasts existed, 40,5 percent had never listened. The findings suggest that the gap was not driven by resistance to the medium itself, but by structural and cultural barriers: technical friction and poor mobile access caused by Nova/SharePoint placement (Choice), time scarcity and operational rhythms limiting prioritisation (Determination), and uncertain legitimacy norms regarding listening during work hours, indicating a lack of Social Proof (Belief). In response, the Define phase produced a design strategy named “Norlyd”, which proposes a shift from podcasting as a media product (1st order) to an organised learning service (3rd order). The strategy balances the 3-D domains through design principles such as authenticity over polishing (dialogic “ping-pong” and employee voices), mobile-first access with nudges (reducing search and friction), and microlearning formats aligned with operational workflows. Finally, the strategy was presented to and validated by Norlys leadership, supported by an AI generated audio teaser used as an early “form test”. The validation highlighted that parasocial connection and trust require human hosts, confirming that AI functioned best as prototyping support rather than final content. As a practical contribution, the thesis concludes with a Beachhead approach, recommending a focused initial rollout to a defined audience to build quality and culture before scaling. This provides an operational bridge from the thesis outcomes to implementation in the subsequent internship period.
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