Senior Executives at a Large Retail Organization Want Employees to Become

Senior executives at a large retail organization want employees to become more customer-friendly. Employees think they are serving customers well enough, and the company is the dominant player in the market. What should the executives do to create an urgency to change in this situation?

A) Stop trying to convince employees that they should change their behavior and use other strategies to gain market share.
B) Keep pushing employees to change, even though they don't see the need to change, and attempt to replace the existing change agent.
C) Introduce punishments for employees who do not become more customer-friendly.
D) Inform employees about the driving forces in the external environment indicating that the company's dominant position will be threatened unless they become more customer-friendly.
E) Introduce a reward-punishment scheme to promote the change in the organization.