Kermi GmbH, with over 60 years of company tradition, specializes in shower design and technologies for a pleasant indoor climate.
The challenges of digital transformation and the development of digital maturity in the area of product and customer communication were the reason for Kermi to cooperate with Xtentio.
In this interview, Peter Leipold, Head of Product Data Management & HVAC Applications at Kermi, talks about the developments in the company against the background of his 30 years of professional experience at Kermi.
This interview is also available as a free PDF version. (Currently only available in German.)
Mr. Leipold, you have been working for Kermi for more than 30 years and have been able to observe the development of product and customer communication. What is different today compared to 20 or 25 years ago?
The products have not become much more technically complex in the last 20 years, but digital components have become much more important. In addition, Kermi has evolved from a component manufacturer to a system manufacturer, which has increased the need for digital tools. Communication with customers has changed significantly. Catalogs and datasheets have been supplemented by digital communication channels. EU regulations and liability issues related to product conformity must now always be considered.
Let's take a look at Kermi's products. The two product segments are called Wellbeing Climate and Shower Design. This refers to the ROOM CLIMATE product segment, which includes heat pumps, storage systems, panel heating and cooling systems, radiators and products for ventilation and cooling, and the SHOWER DESIGN product segment, which includes shower enclosures and floor-level shower areas.
Is there a difference between the two product segments in terms of product and customer communication requirements?
Yes, the indoor climate segment is strongly driven by technical and energy interests, while the design component is the main focus in the sanitary segment. Product and customer communication for heat pumps and storage units or room ventilation has different requirements than for shower enclosures. For the former, the focus is on technology, consideration of environmental variables, payback, energy efficiency, etc., whereas for shower enclosures, the focus is more on design and then essentially on installation technology.
You have been active in ARGE New Media working groups for many years. You have been a member of the expert committee for over 20 years and have been the spokesperson for the BIM working group for several years. As an association representing the interests of the German plumbing, heating and air conditioning industry, ARGE is interested in working with service providers who can help make it easier for retailers, architects, building specialists and building services planners to work with product data, such as Kermi products, on a daily basis.
Yes, we are very interested. The distribution of product data according to industry standards and the implementation of the BIM (Building Information Modeling) strategy is becoming more and more common, both nationally and internationally. At Kermi, we believe in the future of this digitization process in the construction industry and want to continue to lead the way in terms of data quality, quantity and process reliability. For example, Kermi has been involved for years in the standardization and norming of BIM processes in connection with the VDI 3805/ISO 16757 guideline work and the BDH/ARGE BIM platforms, which can generate BIM-ready data in numerous CAD formats as well as technical attributes for use in the BIM process. As a system manufacturer, we have been involved from the very beginning. BIM is interesting for both of our product segments.
Peter Leipold
"We have realized that we are not sufficiently positioned with system islands, data silos and inefficient processes to meet customer requirements in the coming years."
Peter Leipold Diploma Industrial Engineer (FH), is responsible for product data communication for the Kermi and Arbonia brands in Europe as head of Product Data Management & HVAC Applications at Kermi GmbH. From 1991 to 2000, he worked as a senior product manager for numerous heating products. After moving to technical marketing, he introduced PIM, DAM, TMS systems and established a BIM platform as well as a competence team for the continuous data supply of various master data servers and TGA or BIM software tools. In ARGE, BDH and VDI, Peter Leipold is active in various committees on the topics of process optimization, data management and BIM.
You say that digital communication channels have gradually become established at Kermi. Why did you commission Xtentio in 2018 and what were the internal reasons for doing so?
There were extrinsic and intrinsic factors. The demands of the market, i.e. our customers and partners, to provide high-quality, comprehensive, optimal and valid product data quickly and in a variety of ways in different standard formats led to a certain frustration among my colleagues, because this could simply not be achieved with the existing technology. The expectations and requirements from the outside were counterbalanced by the many manual activities and different processing departments within our company.
To be honest, we had a lot of catching up to do. Among the intrinsic factors, I include the realization that our data acquisition, maintenance and delivery processes were not performant and end-to-end. The data transported by these processes and the systems involved were more like conditional ferry traffic between islands. We realized that system islands, data silos, and inefficient processes meant that we were not well positioned to meet our clients' needs in the years to come. BIM had become a driver of digital transformation at Kermi. We wanted to be ahead of the curve, as they say.
You have been active in working groups of the ARGE New Media for many years. You have been a member of the expert committee for over 20 years and have been the spokesperson for the BIM working group for several years. As an association representing the interests of the German plumbing, heating and air conditioning industry, ARGE is looking for solidarity with service providers who make it easier for dealers, architects, building specialists and TGA planners to work with product data, such as that of Kermi products, on a daily basis.
When we talk about digital transformation, we also have to talk about digital maturity. How would you describe Kermi's digital maturity in 2018?
A digital maturity model maps the level of digitalization in a company. At the time, we had the impression that there was no consistent picture and understanding of the level of digital maturity in the area of product and customer communication at various points in Kermi.
Our approach was quite pragmatic: We started with an analysis of product data with a focus on BIM. It quickly became clear that we needed a data management foundation to serve the BIM world, which we did not have in place.
At Xtentio, the model for assessing digital maturity is considered in different dimensions ...
A digital maturity model maps the level of digitalization in a company. At the time, we had the impression that there was no consistent picture and understanding of the level of digital maturity in the area of product and customer communication at various points in Kermi.
Our approach was quite pragmatic: We started with an analysis of product data with a focus on BIM. It quickly became clear that we needed a data management foundation to serve the BIM world, which we did not have in place.
What about the "project culture" component?
The goal of digital maturity models is to improve existing structures in a strategic and agile way in the long term, so that digital transformation is successful. At Kermi, we are demonstrably leading the way in many areas. We do this out of conviction and with sustainable success.
At the beginning we talked about my involvement in ARGE New Media. The cooperation with CADENAS in the BIM environment should also be mentioned in this context. Association work is project work. Elsewhere in the Kermi company, high-quality products are manufactured using pioneering production technology. Over the years, our products have repeatedly won important design prizes and prestigious awards - also from our specialist partners. We achieve all this through a consistent customer focus and a project culture within the company.
These are the essential aspects and components of digital maturity. How do you assess the current state of the digital mindset, i.e. the overall view of digital maturity?
With the help of Xtentio, we conducted an initial site assessment in 2018. Xtentio then assisted us in the selection of a PIM system. A comprehensive set of specifications defined the technical and functional requirements, as well as the first results in terms of data modeling and target processes. We still benefit from this groundwork today, for example in the optimization of internal processes and the current implementation of workflow management.
As mentioned before, Xtentio follows a holistic approach. This is also expressed in the attitude: "Teach me to do it myself". Since the selection of the PIM system and a suitable integrator together with Xtentio, we have successfully implemented the ePIM of Viamedici ourselves with the integrator, the company Infolox.
We are currently implementing a workflow management system. Throughout the project, we have always been able to rely on Xtentio's expertise and have a plan B. Today, we can generate BIM models based on PIM data.
The vision and strategy aspect is still missing.
That's right. At this point I would like to refer to our website. It clearly states our commitment to the three-tier sales channel - with partnership-based communication, comprehensive information and effective sales support.
Our corporate policy states that we aim to develop products that conserve resources and are energy efficient, both during manufacture and in use. We strive for an uncompromising focus on our customers' wishes and needs, with a high degree of innovation and a reliable level of quality. This is also our guiding principle for product development and customer communication.
If you had three wishes, what would you wish for the future?
- Continue to develop the mindset of digital transformation.
- Continue to focus on customer centricity.
- Keep an eye on the identification with the digital twin.
Especially the last point will keep us busy in the future. Just think about things like the metaverse and virtual worlds. In the not too distant future, we will have to think in terms of a whole new product lifecycle, from idea to design, execution, operation, deconstruction, and reuse. With our current BIM approach, we are already on the cusp of this.
Mr. Leipold, thank you very much for this interesting interview.
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