Door Industry Journal - Spring 2020

Also online at: www.dijonline.co.uk Industry News THE door industry journal spring 2020 9 (CNC) machinery is now part and parcel of the fabrication process, which typically involves transferring data from 3D modelling in the design studios through to the equipment in the workshop. The likely end point will be a fully automated factory where there is almost no direct human involvement. To many, this may appear like a stark future. However, with the increase in demand and shortage of labour, these machines are already playing an important role. The key will be to shift training and development of the workforce into more suitable areas, such as design, programming and operations. This reduced need for human intervention will also increase time available for focusing on the one thing that robots will never be able to replace, and that’s building human relationships with customers, something that’s likely to become a key differentiator for many fabricators in the years ahead. 3. Software Robotics and AI You will no doubt have heard about how AI is going to take everyone’s jobs in the next ten years. Whether or not that proves to be the case, what’s for certain is that most of this technology is still at a very early stage and doesn’t yet qualify as true AI. Real AI requires the ability to self-evolve (machine learning), in order for the system to adapt to the unpredictability of the world around it, just as any human brain has to. However, most of the technology that’s available for companies today, particularly small businesses, can really only operate within a structured framework. In other words, the machine is programmed to do very specific things within very specific parameters. This is known as Robotic Process Automation. While it may not be as exciting as true AI (nor as terrifying!), the implications from an operational and cost saving perspective are still massive. Whether it’s on-boarding new customers or managing the invoice process, every company has certain computer-based tasks that require a fixed and repetitive process, and this is what robots love! Consequently, some of the larger firms are beginning to invest in specific applications for robotics, as not only can the robots work 24 hours a day, 365 days a year, but they can do so without ever making a mistake. They also don’t take time off sick, turn up late or misbehave at the Christmas party! As with physical automation, these software robots could allow firms to expand their capacity without increasing their overheads. And in many cases, they can move their human assets onto more rewarding tasks that more directly impact the customer experience. The key with software robotics, however, is to ensure that you have the right processes in place first, or else all you’re going to do is make all the same mistakes but faster! 4. Digital marketing With the majority of customers now beginning their research process via Google, it’s little wonder that businesses are shifting their marketing budgets from traditional channels such as telesales and exhibitions, to the digital space. Not only are the potential rewards significant, but digital channels enable customers to develop a much clearer sense of where and how their money should be spent. Google analytics can provide accurate tracking information across every channel, so each month you can see how many enquiries you’ve generated from SEO, PPC, social media, email and direct brand traffic. You can even attach revenue values to enquiries so that you can see the monetary contribution that each channel has made. If this figure is lower than the investment required, then clearly, it’s a scalable channel and one in which you should be investing further! Some final thoughts… As important as technology has now become, we need to remember that it is simply an enabler, and that certain fundamentals need to exist before new technology can be successfully introduced. We therefore want to leave you with some important general questions about your company: • What’s the vision and strategy for the business, and how will technology help facilitate that? Great technology without vision or strategy is like a formula one car without a steering wheel! • Where will you gather your technology insights from? As a business leader, you don’t need to be hands on with technology, but you do need a steady stream of ideas and insights, so where will this come from in your business? Will it be your head of IT? Will it be through industry conferences? Will you spend the first 10 minutes of every day reading online technology blogs? Could you perhaps set up a small group of other business leaders in your industry that meet once a quarter for dinner, during which you debate these key issues around innovation and technology? • How are you measuring the financial return of your technology investments? While technology is becoming cheaper and more accessible, the costs still add up. How will you measure the commercial success of your investments and over what time frames? • Do you have the right systems and processes in place? If not, technology is merely going to help you find ten new ways to make the same old mistakes!