Technology & Innovation

Digitizing the dinosaurs: Q&A with Mohanbir Sawhney

December 12, 2016

Global

December 12, 2016

Global
Our Editors

The Economist Intelligence Unit

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Mohanbir Sawhney is the McCormick Tribune Professor of Technology at Northwestern University's Kellogg School of Management. A widely published author and speaker on innovation, digital marketing and analytics, Prof. Sawhney advises major corporations including Boeing, GE and McDonald's on organizing in response to digital disruption.

He recently spoke with the Economist Intelligence Unit about disruption is reshaping the organisation of large enterprises. This is one of a pair of Q&As on how companies are reorganising as they manage digital disruption.

 

Q: Professor Sawhney, how is digital disruption changing the way companies operate?

 

A: Digital disruption is changing not only the way companies operate, but the very nature of their value propositions in the marketplace. Companies that have always thought of themselves as manufacturers of products are becoming service providers as they pursue the opportunities created by sensors, software and data analytics. In the digital world, a product is a shell. It's a platform for delivering services. That's where the value is.

 

Consider a traditional heavy manufacturer like Weir Group, which makes pumps for mining companies and oil drillers. If one of the pumps breaks down, it can cost a customer millions of dollars a day in lost production. By installing sensors and other instrumentation on the pumps, Weir can detect the vibrations that precede a breakdown.

 

Customers use this information to prevent costly production interruptions, so they're willing to pay for it. Now Weir isn't just selling pumps, it's also selling uptime.

 

These new digital value propositions require a complete operational overhaul. Your contracting, pricing and support model all change.  The way you're paid is different; it’s an ongoing stream of subscription revenue, rather than a one-time sale. The way you go to market is different; digital services can be sold directly to customers rather than through distributors or retailers.

 

For example, Allstate Insurance sold exclusively through agents until rivals Progressive and Geico disrupted the market by going straight to customers. Allstate responded by acquiring online insurer Esurance to create its own digital distribution channel.

 

Customer support is different, too, because you now have a continuous connection with customers that generates valuable information about their needs and how they use your products. You need data centers to collect this information, and customer service capacity to act on it. 

 

In many cases, there are also financial differences. A subscription model generates less top line growth, because you’re getting annuity fees instead of huge upfront payments. Capital requirements also may be greater initially as you build digital capabilities. Eventually, however, digital services are likely to generate better profit margins.

 

Q: How does digital disruption affect a company's organisational structure?

 

A: From an organisational perspective, you need to shift to an Agile operating model.  That means product development, marketing activities, customer service-- everything--must accelerate and respond faster. We're now in a real-time world. 

 

Structurally, you won't get rid of silos in the short run. So the first step toward a flatter, more responsive organization is bridging the silos. Connect people from different silos--marketing, product development, finance, supply chain, manufacturing--in small cross-functional teams that use Agile methodologies and digital collaboration tools to deliver programs and outputs on a continuous basis.

 

These cross-functional teams can give you the speed and flexibility you need today, while laying the groundwork for streamlined organisational structures and collaborative processes in the future. Eventually, a flatter organization will evolve.

 

At first, disruptive new businesses should remain outside the existing organizational structures, as Allstate is doing with Esurance. Isolation during the formative stage protects a digital start-up from internal "antibodies" that want to kill it off because it threatens older and more-powerful operations. But it’s crucial not to become a digital silo.

 

As a digital business grows, phase it into core business functions that will maximise its potential, such as branding or distribution channels. Over time, the disruptive business becomes the company's primary model, much as video streaming now dominates DVD rentals at Netflix.

 

Q: How does digital disruption affect individual roles and capability requirements?

 

A: Many companies are creating new roles, such as Chief Digital Officer. This person often oversees a digital center of excellence that pulls together technological expertise from various business units and corporate functions. When you have a capability that is diffuse and nascent in an organization, you need to centralise it to bring leverage and bring focus. 

 

A chief digital officer and digital center of excellence turns scattered, under-utilised technological expertise into a concentrated digital capability. After marshaling these resources and filling any gaps, digital capabilities can be re-circulated throughout the organization.

 

Most important are data science and analytics capabilities. Companies are awash in data streaming in from customers--a Boeing 787 airliner generates 20 terabytes of data from a single flight.  Front-line workers need capabilities and tools to analyse the data, build algorithms and turn raw information into useful insights that illuminate customer needs.

 

It’s also important to build automation capabilities in marketing and customer service, so you can have automated interactions with customers on a large scale. This will require a new class of "front-office" IT systems--customer-facing technology that senses and responds to customer needs automatically.

 

Q: What are the biggest challenges a company faces in adapting to digital disruption?

 

A: Sacred cows. Digital technologies often threaten corporate orthodoxies and firmly held beliefs about what makes a company successful. These attitudes are embedded in structures, processes, values and mindsets across the organisation.

 

People fight to defend the old ways against disruptive business models. Management often refuses to acknowledge that a business model that has worked for decades, or even generations, won't succeed in markets disrupted by digitisation. Even when top managers recognize the need for change, resistance emerges a layer or two lower in the organisation. Senior VPs, heads of business units--they're the ones who must implement the changes, but they also have a big stake in the status quo. That's where you get pushback.

 

It takes strong leadership from the top to overcome this resistance. Senior executives must demonstrate a strong personal commitment to the new ways of doing business. When they walk the walk, people throughout the organisation follow.

 

Incentives matter, too. For example, sales commissions designed to encourage sales of physical products won't motivate sales representatives to push subscription-based data services. Companies should develop compensation programs that reward employees who support new technologies and new business models.
 

In the end, however, some people won't accept change. They have to go, whether they're line workers or top managers.

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