Understanding and resolving customer challenges
IN ASSOCIATION WITH
DIGITAL REPORT 2020
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Understanding and resolving customer challenges
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PA N A S O N I C
Three executives at Panasonic provide their insight into how the company builds, maintains and expands its customer relationships using technology
N
ow in its 102nd year, Panasonic has transformed itself from a small electronics manufacturer making components
including lightbulb sockets in Osaka, Japan into one of the world’s most successful consumer electronics corporations and provider of B2B 04
technology solutions. Although technological innovation and sophistication have been a crucial part of that journey, it is likely that Panasonic’s success would have taken a different form were it not for its equal dedication to customer-centric operations and engaged problem-solving. To learn more about how the company continues to exceed expectations by understanding, anticipating and resolving the challenges faced by its customers, we spoke with John Harris, GM for European Tech Strategy at Panasonic Toughbook, Ian Woozley, Head of Supply Chain Solutions UK&I and France at Panasonic Business, and Jonathan Tucker, GM for Solutions and Engineering at Panasonic and GM for Solutions Development and Implementation at Panasonic Toughbook and Toughpad.
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“ We’re very much an engineering company” — Jonathan Tucker, GM – Solutions & Engineering, Panasonic
what it creates. “We’re very much an engineering company,” adds Tucker. “Our position as a historically wellknown brand has been solidified by our consumer goods items, TVs, and DVD players.” However, not satisfied with merely enjoying the rich legacy that it has accumulated, Panasonic continues to keep its sights fixed firmly on
When considering the recurring
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the future: circa 6% of its global turno-
patterns which are driving the com-
ver is reinvested in R&D (research
pany’s success, Harris summarises
and development), an approach which
it succinctly: “It’s always been about
has netted the company substantial
solving problems or solving a need
acclaim from consumers and a robust
with innovative products.” Indeed, the
portfolio of over 15,000 products.
company’s daily ethos is to contribute
Despite this impressive range,
value to customer’s lives through
Tucker clarifies that the company, first and foremost, values its employees and clientele above all. “What I love about the organisation is the degree of autonomy we’re given to go and try something new. It’s very much
Panasonic Toughbook Rebuilding Together CLICK TO WATCH
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1:38
07 a people before products attitude.”
the quality of Panasonic’s work. “Our
It is because of this that Panasonic
focus now is to replicate the success
positions itself as a problem-solver,
that we’ve built in Japan and bring it to
which subsequently means that it
the Western world,” says Woozley.
keeps abreast of the latest industry
Underpinning this desire for greater
challenges and stays relevant to
brand expansion is ‘Gemba process
customers. Furthermore, rather than
innovation’, a cultural transforma-
simply finding surface-level worka-
tion strategy being driven by Japan.
rounds, the company develops holistic
Originating from the Japanese word
solutions that incorporate hardware,
‘Gemba’ meaning ‘where it happens’
software and aftercare to ensure
or ‘the actual place’, Gemba process
long-term value. It develops these
innovation is a management phi-
solutions shoulder-to-shoulder with
losophy which induces thought on the
the client themselves, building strong,
optimal method for innovating and
durable relationships which recognise
streamlining an aspect of business w w w.busi ne ss.pa na so ni c. co. u k
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“ Our goal is to bridge the physical and digital worlds using our technology and provide the know-how to become a trusted technology partner delivering value” — Ian Woozley, Head of Supply Chain Solutions, Panasonic
according to three core strengths: 1) More than a century of experience within the manufacturing sector;
in an environment of rapidly changing
2) A portfolio of differentiated tech-
conditions and customer requirements.
nology, including robotics, image
“Enhancing our world by providing
processing, sensors and more; and
ever greater convenience is a major
3) A storied reputation of trust within
challenge for people at any enterprise.
the business community: B2B repre-
Fundamental solutions to complex
sents a large proportion of company
issues require process innovation
sales and its clientele extends
where things get made or distributed.
across several industry segments.
Our unique insight allows us to
Summarising the programme, Woozley
propose and enact comprehensive
adds, “Gemba process innovation
gemba-focused solutions that address
is about focusing on the job at hand,
today’s changing value network. By
knowing what the client’s trying to do
proactively bringing about innovation
and bringing the experience which
within our customers’ gemba opera-
Panasonic has accumulated over the
tions, we are helping to ensure a better
last 100 years to help them get there.”
life, a better world,” says Woozley. “Our goal is to bridge the physical and digital worlds using our technology and provide the know-how to become a trusted technology partner.” The company positions itself in this space w w w.busi w w w.c neoss.pa mpa ny nawe sobsite. ni c. co. com uk
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PA N A S O N I C
Introducing the TOUGHBOOK 55 CLICK TO WATCH
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2:38
10 One example of this process in
to 25 years ago you would look at
action within Panasonic itself is
older generation technology and
its Toughbook product. Originally
put it in a hard shell. Things are a little
introduced in 1996 with the CF-25
bit different nowadays: you’ve got to
model and still popular to the pre-
be very aware of the user’s expecta-
sent day through various iterations,
tions.” Indeed, the company has kept
Toughbook is a rugged laptop aimed
on top of developing tech trends for
at workers in the field who operate
customers by scoring some ‘industry
within industrial sectors, such as
firsts’ in its Toughbook line, includ-
construction, oil and gas or utilities.
ing the first mobile computer with
Although a product which has stood
Bluetooth capabilities (CF-M34), the
the test of time, Harris emphasises
first rugged tablet concept (CF-07)
that this doesn’t mean Panasonic’s
and the first rugged personal digital
strategy hasn’t needed to still remain
assistant (CF-P1). Over time, the
flexible. “It used to be a case that 20
Toughbook line has also included
rugged smartphone designs (FZ-X1
evolved into other types of solutions.
and FZ-E1), the Toughpad (JT-B1)
But that innovation is why we’ve led
and many others. “We had to cre-
the market.”
ate agile, mobile working solutions
Panasonic’s Toughbook product
for engineers so they wouldn’t have
displays its ethos of making technol-
to go to a depot every day to pick
ogy which is durable, easy to use
up paperwork; they now have the
and tailored specifically to the peo-
convenience to start work from their
ple who use it. “It’s a tool like any
house,” Tucker says. “Some of those
other,” continues Tucker. “It’s like
models have taken off slowly and
a spanner or a screwdriver; it’s the
E X E C U T I V E P R OF IL E :
John Harris Title: Global R&D Director
11 Company: Panasonic TOUGHBOOK
Industry: Computer Hardware Location: United Kingdom John’s first field IT project commenced with six elevator engineers in 1996, since then he has been involved in the successful delivery of multimillion pound, complex field IT Projects to thousands of field workers for customers such as British Telecom, British Gas, ENEL, Daimler, EasyJet and Airbus. Working with everything from PDA’s to Tablets, GPS to RFID and Bluetooth to Zigbee, John’s expertise is in the innovative and realistic way to apply technology to reduce costs and improve productivity, creating real business benefit. John has a Masters Degree in Data Communications from Kingston University and is currently responsible for the global R&D effort specifically looking at how technology can solve real world problems and add value to our customers business. w w w.busi ne ss.pa na so ni c. co. u k
PA N A S O N I C
12
1918
Year founded
Â¥8trn+ Revenue in yen
270,000 Number of employees
“ For me, the story of digital transformation really starts with the customer” — John Harris, GM – Euro Tech Strategy, Panasonic
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tool that our customers use to get
of corporate transformation either. “I
the information they require to do
think COVID-19 has pulled our digitali-
their jobs, to be more productive and
sation plans forward, particularly with
more efficient.” Panasonic’s approach
video con-ferencing and remote work-
could be summarised, then, as creat-
ing.” For a company which prides itself
ing tech products with the utility and
on face-to-face interaction with cus-
reliability of a hammer. It’s a refresh-
tomers, the ‘new normal’ changes this
ingly straightforward approach to
dynamic but doesn’t fundamentally
digital transformation, focusing on
alter how it wants to do business.
what is useful for the customer and
“Panasonic’s goal is to provide the right
disregarding aspects which do not
tools to the right people at the right
contribute towards this goal. However,
time.” Harris adds to this point, saying:
Woozley clarifies, this isn’t to say that
“For me, the story of digital transforma-
Panasonic has been sluggish in terms
tion really starts with the customer.”
E X E C U T I V E P R OF IL E :
Ian Woozley Title: Head of Supply Chain Solutions Company: Panasonic Industry: Computer Hardware Location: United Kingdom Ian Woozley is Panasonic’s Head of Supply Chain Solutions for the UK, Ireland and France. He is responsible for business development in these countries, with a mission to help customers in retail, logistics and manufacturing transform their operational efficiency at scale and realise business success. Prior to his current role, Ian was responsible for driving Panasonic’s solution roadmap in Europe, working closely with Panasonic R&D to ensure the Company’s offer fits with the key strategic priorities of its customers. Ian has been in similar roles in Panasonic for eight years, driving key account development, partnerships and innovation in North America and globally from Japan before his current European role.
15 D I D YO U K N OW?
Lind Electronics – a quality supplier One of Panasonic’s core partner companies, Lind Electronics is a leading provider of rugged mobile power solutions with a reputation for innovation, reliability and durability. Supplying Panasonic with car chargers, Lind is recognised as an important contributor to the company’s ecosystem. “We’ve worked together for several years; Lind is a major
partner and is the only company we use around car charging,” states Tucker. “Its product is really important to Panasonic.” Woozley adds. “We have an open and honest working relationship with Lind and we’ve overcome a lot of challenges together. Lind is a quality supplier and by far the number one in its field in our estimations.”
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17 This is where a wider series of strategic collaborations and acquisitions with other entities such as Zetes, wholly owned by Panasonic, and Blue Yonder, in which Panasonic holds a 20% stake, play a key role: providing digital transformation solutions to customers across their supply chain. Asking questions and interacting with other entities keeps Panasonic at the forefront of evolving customer needs: “We’re always thinking ‘how do we digitalise that process?’ or ‘how do we take something that would have traditionally been manual and challenging and make it smart and
“ Some of those models have taken off slowly and evolved into other types of solutions. But that innovation is why we’ve led the market” — Jonathan Tucker, GM – Solutions & Engineering, Panasonic w w w.busi ne ss.pa na so ni c. co. u k
PA N A S O N I C
easier?’” Woozley states. “It’s a journey that we’re constantly embarking on, working out what data can be made actionable.” This has also led the company to explore applications for technology like thermal and depth measurement cameras, something which Tucker says marries closely with the Gemba programme. “We’ve got a number of large organisations trialling this equipment. Over the next 12 to 24 months, we’ll take the collected 18
E X E C U T I V E P R OF IL E :
Jonathan Tucker Title: GM – Solutions & Engineering
Company: Panasonic
Industry: Computer Hardware Location: United Kingdom During his 20+ years with Panasonic, Jon has gained extensive experience working as the technical lead in the deployment of mobile technology solutions with some of Panasonic Toughbook’s largest customers, including British Gas, BT, Iveco and Ford. With a software engineering graduate background, Jon has held a variety of engineering, operational, service management and product marketing positions with Panasonic. He now is responsible for Engineering, Solutions, Quality & Product Marketing and loves everything Toughbook and Technology. Jon loves to watch sports in his spare time, especially with his son playing junior rugby and football, and enjoys travelling.
data and then present it in an intelligi-
to see past the mere novelty of new
ble way which will help people increase
technology and instead focus on
their productivity and efficiency.”
its customer-centric application
Trends such as automation can
which distinguishes Panasonic from
similarly unlock pathways to business
competitors in the field and will continue
optimisation, but Woozley makes it
to shape its approach going forward.
clear that the most effective automa-
“We want to understand what the chal-
tion shouldn’t sacrifice the human
lenges customers are experiencing
touch. “A lot of what Panasonic is
and use our insights to solve them.
exploring is based on partial automa-
It’s about finding those tension points
tion and the retention of workers.
and then actioning them before they
Full automation isn’t necessary,
become pain points,” Harris concludes.
although it can be done; we consider partial automation more than adequate to improve workspaces and create a more efficient business in many circumstances.” It is this ability w w w.busi ne ss.pa na so ni c. co. u k
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