In the active part of the workshop, the aim is to describe the benefits of the digital offerings that the present companies want to achieve for their customers. Different levels of benefits (productivity, savings, simplicity, image, risks, sustainability) are used. The participants become active immediately. They discuss with each other, there is laughter to be heard. The pinboards in the seminar room are filled with diagrams and notes.
Both the company perspective and the customer perspective become the focus of the second round of discussions. On the one hand, there are thoughts on changing competency requirements for employees. A clear vision is needed to inspire the workforce to embrace digital transformation. One company has established a mentoring program on this topic, another has appointed a Digital Transformation Officer. What all these approaches have in common is that they recognize the urgency of the topic of connectivity.
On the other hand, there is a lack of understanding of the benefits of data-driven services, especially on the part of customers. Here, a clear cost-benefit analysis can be convincing. Long-term strategies are important both in the company itself and in customer relations. A focus on products will no longer suffice. Those who want to remain fit for the future must invest in product extensions and changes to business models through digital services.
Heiko Gebauer points out that it is not enough to just address the people who are concerned and thus perhaps overlook open-minded people in one's own company and on the customer side. He advises the participants: “Give your digital pioneers a stage. Let them fail, too. But make your connectivity efforts visible.”