När handeln digitaliseras blir människan viktigare

 

Digitaliseringen håller på att förändra handeln i grunden. Kedjorna digitaliserar processer för att effektivisera. En del jobb försvinner, andra kommer till – och de nya jobben ställer högre krav på människans förmåga till positiv mänsklig interaktion.

Anna Jonsson från Handelshögskolan i Göteborg forskar på kunskapsöverföring inom handelsföretag. Just nu digitaliseras många processer inom handeln. Butikskedjor sätter upp webbshoppar, blir aktiva på sociala medier som facebook, bloggar och twitter. Kassasystemen ger massor av information som kan användas till att förstå kunderna. Nu blir de också mobila, så att butikssäljarna kan stå ute i butiken med en läsplatta i stället för att stå vid en fast kassa. Inventering och beställningar går automatiskt.

Anna Jonsson säger att en viktig faktor för att digitalisering ska bli något positivt är att medarbetarna förstår och vill använda de nya hjälpmedlen.

Hon framhåller att det inte är så smart att bara tala i tekniska termer och att presentera de nya hjälpmedlen enbart som effektivitetshöjare. Det motiverar inte, eftersom det då bara verkar handla om att rationalisera bort personal.

Personal är förresten ett ord som hon inte använder.

Medarbetare – människor som arbetar med varandra och med ledningen för att förnya företaget och göra det mer konkurrenskraftigt är vad som behövs.

Det innebär faktiskt att de företag som vill överleva in i den digitala eran måste släppa på en del gamla principer. Typ att ledningen vet bäst och att all kunskapsöverföring går uppifrån och ner, från äldre till yngre, från ledning till anställda.

Det här har de begripit på brittiska Tesco där personer i ledande ställning måste tillbringa två helt oplanerade timmar varje vecka med varsin 16-årig datanörd.

Men det är inte vettigt att se digitalisering och förändrade arbetsprocesser som något som bara rör de unga. Medarbetare på alla nivåer och i alla åldrar behöver involveras i processen – för visst kan det hända att företagets äldsta medarbetare räddar projektet genom kloka synpunkter på vad som kan fungera för kunder utan briljant teknisk kompetens.

Medarbetarna måste ges chansen att bli medskapare om digitaliseringsprojektet ska lyckas.

Det finns en tendens att se tekniken i sig som en frälsare, men tekniken får inget riktigt värde förrän den används till att göra livet enklare. Många gånger överges en teknisk lösning därför både kunder och butiksmedarbetare saknar tid, lust och ork att ta till sig det nya.

Därför måste nya lösningar lanseras med respekt för individen och man behöver ge medarbetarna tid och utrymme att testa och träna så att de sedan kan hjälpa kunderna att använda de nya hjälpmedlen.

 

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dagmarforne

Sedan 1995 branschtidningsjournalist med fokus på handel. Anställd på Dagens Handel . Falköpings Tidning 1974. 1975-85 lärare i svenska för invandrare+studier. Klar på Journalisthögskolan 1985. 1985-1995 frilans varvat med intensiv familjebildning.

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