An interview with Stefan Berner: ''The information model is a semantic reflection of real business and its digital challenges''
(PresseBox) - No one expects an IT expert to proclaim a method to be an elementary tool for managers. This ?tool? looks technical at first glance ? partially because it does remind one of a database schema. Upon closer inspection, however, the information model reveals itself to be a semantic reflection of real business and its challenges. In an interview,Stefan Bernerhere.
As foryouandyourcustomers sees it, Stefan Berner has developed a model that addresses one of the greatest challenges of digital projects and therefore of the digital change: it helps people connect the real world to a digital model and make it tangible. The information model is based on language, on a simple definition of terms and their contexts that is understood and accepted throughout the company. A common language is created, which allows the different departments, divisions, offices, regional subsidiaries, and ultimately also the customer to work together more efficiently, and which increases quality and leads to better results. It is for this reason that foryouandyourcustomers always starts strategic projects with an information model wherever possible.
foryouandyourcustomers: Stefan Berner, please finish the following sentence: ?In order to successfully lead a company through digitisation in this modern era, decision-makers and managers should be familiar with the information model and promote its use, because??es, increase employee satisfaction and above all, gain the loyalty of enthusiastic customers.
A manufacturing company ? which has since become a client of ours ? once had to stop the delivery of machines because there was a communication problem between the Development, Production and Sales departments ? and that had drastic consequences. The customers were all annoyed, the Executive Board found itself in an immensely damaging financial situation and the employees were confused and frustrated: ?How could this happen to us?? If they had had a cleanly managed information model, it would not have reached that point.
foryouandyourcustomers:
Digitisation means that you want to manage more information better and use it in a faster, more intelligent way. But how can you process information about customers or products without errors and in a way that generates profit if you don?t know ? or if there?s no agreement on ? what information you?re talking about? What is this information called throughout the company, what does this information contain and what information is needed, processed and distributed by what department?
foryouandyourcustomers:?Exploded View?, and tackle terminology and definitions in the course of that. At the uppermost level of this model, for example, I talk about the customer and even at this point there?s usually some discussion: ?Do we mean here a one-time customer, an occasional customer, an online customer or a key account for a specific branch? And what and who is referred to as a customer by all of us?? This term must absolutely be defined in a clear and unmistakable way. And then the discussions continue: ?This customer buys one of my products. But what do we term as a product? Is a service a product, or do we only understand a product to be a specific item from production? Or could a product also be a service feature?? There are companies that have since banned a number of terms from their corporate jargon in order to avoid potential misunderstandings. You can imagine that if these terms are not clearly defined across all departments and offices, then at worst, digitisation efforts may be stopped short early on.
foryouandyourcustomers:
foryouandyourcustomers:there. But why is it that companies don?t often manage to ensure a consistent flow of information when they produce a user manual, where a mistake can lead to high compensation claims? And why are we at foryouandyourcustomers constantly told that the information model is too complicated to use and should be relegated to the IT department?
foryouandyourcustomers: You see it differently?
In my book, ?Information modelling ? a method for improving understanding and accuracy in your collaboration? (which can be purchased inEuropeAustralia & New Zeeland)
foryouandyourcustomers: Correspondingly, all departments should be involved in correcting and improving terminology beyond just the channels they use. We?re potentially talking about thousands of terms that have been used there for decades. That sounds like a mammoth project ? surely it can?t be done without a significant investment of time and money?ernoon in just one workshop.? I think that says a lot. The model is surprisingly simple, groundbreaking and well-thought-out and can be learned and applied in no time. You just need a quarter of an hour to read through the material. And a two-day workshop is enough to be able to create a model yourself and use it.
foryouandyourcustomers: How should a company proceed with using the model? Who are the key people for that, and what do they need?evant projects by decision-makers and managers.
But responsibility for setting up and maintaining the model lies elsewhere. The respective quality manager should take over maintenance of the model. This person is supported by a core interdepartmental team of business analysts, business architects ? two, three people who take care of modelling and its application at the individual company levels and in the departments. They get the input for this, in turn, from a larger team where all functional divisions are represented, and where they submit their requests and requirements. So depending on the size of the company, something like six to twelve people working on it are needed, and I think when you realise the benefit of the model, the cost factor shouldn?t stop you from introducing the method.
foryouandyourcustomers:del to create its own data model and then generate a database from that, which is still working today with no maintenance and above all, no errors.
Plus, the model generally triggers a domino effect and its full power is unleashed piece by piece. Clarifying terminology is usually the beginning. The knowledge and insights gained from the subsequent work on the model have for many of our clients been the basis for utilising synergies, developing modern business models, changing the way work is distributed and breaking up old organisational structures and recreating them.
foryouandyourcustomers: Due to the ever increasing speed of development in the course of digitisation, a company should be able to act quickly to adapt or change offers and services. Does this mean, then, that a new information model will be needed on a continuing basis?dia and speed with which the information must be collected, processed and linked.
With an information model, it?s easier and faster to take on the digital change because the model is media and technology-neutral. With this foundation, I as a company can invest a lot more time in developing new and stable channels rather than fixing mistakes in old ones before I can address new ones. This saves time and money.
foryouandyourcustomers: And this step of applying the information model, is something that any company, any organisation can initiate in a successful and profitable way?eful anywhere where digital information is processed and interpreted. As soon as you have a situation where digital information is processed and interpreted, this information can be described using my model. That?s why I say that any company not using this model is throwing away the opportunity to successfully shape its own digital change. Many successful managers have already recognised this and are using the model.
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Datum: 24.07.2019 - 04:16 Uhr
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