TECHNOLOGY
Conrad Fritzsch is Director of Digitalisation , Marketing & Sales , at Mercedes-Benz . As the overseer of a digital transformation in a worldfamous company steeped in tradition , he is keenly aware of the challenges . For him , the focus shouldn ’ t be on technology itself , but on people .
“ Customer-obsession is the starting point for any transformation ,” he tells Business Chief from the automaker ’ s headquarters in Stuttgart , Germany .
“ In the past ( at Mercedes-Benz ), often we built things because we can . Technical things , more driven by innovation , more driven by what us as engineers can build . Now we ’ re trying to find out what our customers want today and tomorrow .
“ What is important for our customers ? When you have true customer-obsession , then this is what will drive your transformation because you see what ’ s important and what ’ s not so important .”
Fritzsch joined Mercedes-Benz ’ s parent group , Daimler AG , in August 2016 . In the short period since he has started the long journey to change , trying to impart his expertise on a company boasting 280,000 employees ; a weight of work he admits being surprised by initially “ Coming from start-ups , I really underestimated how huge and complex the company is ,” he remarks .
The 48-year-old ’ s primary role is to weave innovative digital products into modern working models , all with the customer ’ s requirements as the motivation . For example , Fritzsch lead on ‘ Mercedes me ’, the manufacturer ’ s range of mobile services and apps that come together to deliver a best-inclass digital service to its customers .
His most notable change so far , though , has been to merge Mercedes- Benz ’ s marketing and IT provisions , creating a swarm mentality that has hastened the pace of change from both a technical and personnel perspective . He claims its most crucial aspect has been the buy-in of the employees .
“ The first point that you have to really solve is , does the company want to change or not ? Not only the Board , not only the top management , everyone . We have to create a working and culture model that works for all of us .” explains Fritzsch .
“ Digital transformation in big companies is more a transformation of the people , from A to B . It ’ s not too much about digital only ; you have to
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