Un avantage numérique est encore possible

This year, as in 2017, the "Situation of SMEs" study will focus on the topic of "digitisation". There is no doubt that digitisation is one of the most important and wide-ranging issues facing businesses today, according to the authors, who justify its inclusion in the report. La " Situation des PME " examine l'évolution et formule des approches concrètes pour relever les défis posés par la transformation numérique. Les auteurs décrivent la numérisation comme un processus à la fois inévitable et continu. Or, as Peter Kancsar, of Milani, who was interviewed for the study, put it: "At no time can we say that we have succeeded and that we can rest. Nous évoluons en permanence et nous nous adaptons. »

Le Pr Dr Rigo Tietz, chef de projet de " Situation des PME " et di-recteur du centre de compétences Stratégie et management de l'Institut de gestion d'entreprise IFU-FHS de la Haute école spécialisée de Saint-Gall, explains that digitisation is causing fundamental changes, for example in competition between companies, as competitors are developing more efficient and innovative commercial concepts. Il ajoute : " La numérisation modifie fondamen-talement le comportement des individus et, en fin de compte, de la société dans son ensemble.»

Comprendre la numérisation et contribuer à son développement crédible
It seems that it is precisely the particular situation of SMEs that obliges them to seek innovative and creative solutions. Given their often limited resources, SMEs are often faced with limits and opportunities that differ from those of large companies. By examining about a hundred companies from different sectors, the "Situation of SMEs" identifies the "best practices" that these companies have developed in the field of digitisation. Thus, the study poses not only the question of the challenges and the approaches to solutions, but also describes the lessons that can be learned from this approach by other companies in the same sector or in a different sector.

In the field of digitisation, it is clear, according to Rigo Tietz, that digitisation is often hampered by major operational challenges. Nevertheless, it is a strategic issue that management must address as a matter of priority by allocating sufficient time to it. According to the authors of the study, the management of SMEs in particular also needs people "with affinities for the digital world" who understand the issue of digitisation and can contribute to its development. Capable of making sérieusement l'expérience des aspects positifs du changement inexorable s'opère, elles parviennent ainsi à atténuer les craintes des collabora-teurs. Ivo Steiner, directeur général de Landi Zola AG, confirms this constat : " Si tu ne soutiens pas le process en tant que directeur général, si tu n'y adhères pas et que tu ne t'y identifies pas, alors cela ne fonctionnera certainement pas.»

To break away from the client and cooperate more closely thanks to technology
"Digitalisation continues to play an essential role. Today, it is particularly client contact that needs to be flexible and efficient, while remaining personalised. The use of new technologies can optimise the processes in interaction with clients and thus add value both for the client and for the company itself," explains Stefan Gerber, partner, responsible for the Zurich-Switzerland Oriental Council at BDO. It is mainly young companies and start-ups that are building their commercial model and mode of operation based on new technologies such as robotics, the Internet of objects, blockchain and artificial intelligence. According to the authors of the study, certain well-established companies are struggling to establish a link between these new technologies and their existing activities, or to offer completely new opportunities. Automation is also found in traditional sectors such as agriculture: robots are used at Hof Hinterburg, and Roman Moser and Adrian Haggenmacher confirm that time is saved by entrusting tasks to robots - this is a frequently expressed aspiration or a frequently mentioned advantage of digitisation.

The entrepreneurs interviewed described the gains in efficiency as additional benefits of digitisation. According to Rigo Tietz, improving efficiency can have many different aspects. "It is often a matter of numbering the client interface, for example to speed up the command process or to sell standard products.It can even be a matter of niche products, as in the case of Ergoswiss. L'entreprise produit des systèmes de levage pour des postes de travail industriels réglables en hauteur. It sells them directly and on line to potential customers, who can purchase the products directly from Ergoswiss, without intermediaries and through an automated and therefore more efficient command process.

Even though digital tools modify the interaction with the client, facilitate cooperation and thus intensify the client relationship, many entrepreneurs interviewed often mention the fact that personal communication is becoming more important in the context of digitisation, be it on the shop floor, at Schlagenhauf's or in the farm shop. Stefan Gerber, from BDO, also confirms this and considers that personalised advice remains an important element of the client relationship.

Chaque pas vers un nouveau territoire numérique est un risque
"Certainly, digitisation opens up new perspectives, but it also entails certain risks. Entrepreneurs who are actively concerned with cyber-risks, data protection and the creation of value in the network can better exploit the opportunities that present themselves and are not surprised," explains Adrian Kollegger, res-ponsable Non-Vie Suisse and member of the Helvetia management. In concrete terms, the companies interviewed most frequently mention

"Nous évoluons en permanence et nous nous adaptons." Peter Kancsar, Milani

the risks associated with data security, investment requirements and competences. As far as individual risks are concerned, Rigo Tietz points out: "With regard to investments, it is not just a question of their level, which can represent a challenge for SMEs with limited financial resources.Il existe plutôt un grand nombre de possibilités numériques. Marco Zeller, from Bever Lodge in the Engadine, describes the resulting dangers, citing the loss of time and money as well as the dispersion of resources as the risks associated with the nu-mérisation.

Till Hornung, CEO of Valens Clinics, confirms that it is not necessary to follow all the trends. As a criterion for selection, the authors of the study make a recommendation: the use of new digital technology must have an evident added value. " Soit le bénéfice pour le client est nettement augmenté, soit les coûts sont sensiblement réduits ", explique Rigo Tietz, en ci-tant deux avantages. The competences and aptitudes that are so often re-quired can cause fears among staff about losing their jobs, a fear explicitly expressed by Andreas Heuscher and Martin Keller of Ergoswiss.

Since 2017, the authors of the study have stated that, although all types, types and sectors of companies are affected by digitisation, they are not at the same time and in the same way. Today, we can say that some companies are already more advanced in the process of digitisation, while others are still in the early stages. In particular, many SMEs are still in the process of transitioning to digital. "There is nothing to be done that is preoccupying," explains Rigo Tietz, point of view confirmed by Rolf Schla-genhauf, general manager of Rolf Schlagenhauf AG, a second-tier company, in a clear invitation:

"Il suffit de faire le premier pas et ne pas avoir peur." Sinon, affir-me Rigo Tietz, on risque de laisser une opportunité et il est es-sentiel de faire dès à présent les premières expériences. Il ajoute : "La numérisation est également un voyage en terre inconnue. However, most companies are currently confronted with this adventure and a preventive commitment can lead to a competitive advantage.