Processes are experiencing a new level of transparency and can be optimized digitally - without any physical presence. As a result, more and more companies are investing in their digital infrastructure and in the qualifications of their employees. Kuka wants to use this time to digitalize its own sales channels.

"Digital sales channels are the future," says Michael Otto, Head of Sales at Kuka's robotics division. Sales channels in the consumer sector are already highly digitized. However, when it comes to complex capital goods such as industrial robots or very specific requirements of corporate customers, consulting and sales are still very much driven offline. "Many of our business partners are currently working from home. The motivation to engage with digital offerings is currently incredibly high on both the customer and employee side," explains Otto.

Digitalization as the basis for data-based optimization
Digitalization is the basis for a successful fourth industrial revolution. Only when production systems are digitalized can they be networked and optimized based on data. Kuka is now taking the next step with the digital customer portal my.kuka: "We have created an online platform that digitizes our sales channels and customer relationships," says Otto. The customer portal is the central point of contact for system partners, customers and interested parties. It contains information about products and services, customers can register their products here and submit a service request if required. Licenses for the Kuka Xpert knowledge database can also be purchased. It contains a wide range of technical documentation. The offer to configure products online and order them via the Marketplace will be continuously expanded, the company promises.

Digitization cannot be achieved alone
However, digitizing your own channels is not enough. "Rapid technological developments mean that individual companies, no matter how big they are, are not in a position to manage digitalization on their own. Silo thinking must be a thing of the past," says Dr. Christian Liedtke, who is responsible for strategic alliances at Kuka. "In alliances such as the Open Industry 4.0 Alliance, which we founded with SAP and other companies, the individual players can contribute their various strengths. Ultimately, everyone benefits from this."

Opening up new areas of business
When digital information is collected from various components of the value chain, a great deal of data is available. By using analysis tools, it can lead to improvements in processes and thus to efficiency gains. However, digitalization is more than just a tool for increasing efficiency. Big data will enable companies to open up new business areas and new business models. Trends can be identified at an early stage, products can be optimized in line with customer requirements and new service models can be created. Digital images of products, processes and production facilities can be used to run through options for action and optimize them until they are ready for a decision. as