Xella has been pushing ahead with the digitization of the company for several years now. What has happened since then?

Basically, we have taken a strongly customer-oriented approach to digitization. Our credo is to constantly improve customer benefits in all areas. We are currently working in various directions. On the one hand, this involves activities in collaboration with our business and end customers. Under the name "blue.sprint," we offer digital planning, digital construction, and even digital factories, i.e. the production of bricks in accordance with digital planning.
The so-called "Building Companion" also fits into this area. This is an external portal on which we bring builders together with construction companies. The construction companies have a profile where you can see a photo, rating, and availability – the builders are prescreened by Xella to guarantee that there are real and feasible projects behind them. In this way, we  greatly simplify the acquisition process between builders and construction companies.
On the other hand, we are working on our so-called "Digital Foundation." This means all the platforms for simplifying collaboration and communication with our customers.

Are digitization and BIM capability decisive criteria among customers?

We observe in all countries that interest in digital planning and digital construction is continuously increasing. That's why BIM projects have a higher strategic priority for us. In this way, we ensure that the customer takes a closer look at the advantages of digital planning and, in the best case, decides to build with the help of digital planning.

How do you assess the development of digitization in the industry in general?

In the construction industry, we have the advantage that the change is not as disruptive as, for example, in the music industry. In our case, the industry is changing slowly but continuously. 
I am therefore relatively relaxed about this transformation process. Now, it's taking longer in some countries than in others – in the end, it's clear that everything will become digital. And we are pioneering.

What's coming up in the next few months?

As the “Building Companion” developed in Poland has been so successful, we continue to develop it further and have already rolled it out in other countries –  e.g. Romania, Bulgaria, and others will follow.
This year, we are also focusing on improving our own processes. For example, making purchasing even easier, for example via auction platforms, or improving the work of the service centers through the supportive use of bots or even artificial intelligence.

What conditions are needed for digitization projects?

The success of digitization always depends on fundamental factors such as the rate of digitization in the respective country – and the associated openness to new developments: internal and external.

How great is the openness?

The conditions for digitization are favorable at all our sites. This is because we are able to serve similar challenges everywhere: the shortage of labor and skilled workers and the associated need for efficiency. At the same time, there is the requirement to build quickly, so the demand for larger-format building elements is high.

How does Xella serve these needs?

Digitization is a decentralized topic for us. The centrally located digitization team has the task of supporting and driving the transformation in all units and of carrying new insights, processes, and experiences to the decentralized teams in the various countries. They are the experts in the countries who act close with our customers.
The advantage: we are all constantly learning from each other. Example: If we already support the customer in the digital planning process in the Netherlands and Belgium, then this experience is incorporated into the processes in the other countries and further optimized, which in turn benefits everyone. Everyone is working on breaking new ground - it's an ongoing process. And then when it works, we roll it out.

How helpful is it that the tasks of the Chief Digital Officer and the HR Officer are in one hand?

It's certainly not mandatory, but we've found that there are helpful points of interconnection. Digitization means constantly introducing employees to new things. The key is to bring everyone along, keep them informed and develop them further. Even if we always think of our customers with our activities, we can only be successful if we all drive them together.

What can be done to get the employees excited about digitization projects?

We are all the same, employees and customers: Those who recognize the sense and the benefits, are ready for change. I see it as our task to build bridges.
That's also why some of our employees are more open to digitalization issues – especially in markets where tried-and-tested recipes no longer work quite so well. These employees understand that they need something new to stand out from competition. Generating this realization in regions where traditional business is still going very well is much more difficult.

What factors are crucial for digitization to succeed?

The most important factor: success inspires. We experience that every day.
Secondly, rethinking from short-term to long-term thinking. Digitization projects usually don't pay off in the same year, but often years later.
A third important factor is mindset. On the one hand, remaining open and curious, wanting to try out new things, in other words, having an inner willingness to change. This also includes always taking the customer's perspective to understand where pain points are located. The great thing is that all of this can be learned.

What makes Xella attractive as an employer?

The market for these skilled workers is competitive. But both, size and corporate culture, make us attractive: We are relevant on the market and at the same time can act quickly and pragmatically, have short decision-making paths. The topic of digitization is therefore prioritized at our agenda.
At the same time, we promote new ideas in a structured way. It is tremendously motivating when employees who want to change something realize that they can do it.