Business Class Spring 2024

SPRING 2024 ISSUE

Finland Needs Better

Solutions for Talent Attraction

by

The New Era of

Sustainable Business

AI FOR + HARNESSING BUSINESS SUCCESS AI & TECH

SUSTAINABILITY | FUTURE OF WORK | AI & TECH MARKETING | TRAVEL & LIFESTYLE

SUSTAINABILITY |

4 Navigating the Green Revolution: Transformations and Challenges in the Automobile Industry

AI & TECH |

TRAVEL &

MARKETING I

LIFESTYLE |

14 Employer brand – an underrated key to finding the best talent 16 Microsoft’s new office AI is poised to change the way we work

6

Businesses partner with Lenovo to meet their sustainability targets

7

Pulling together for green transition

17 Getting back on the AI track starts with getting back to the basics

8

Susformation prepares companies for the long run

18 Governance in AI – a necessary evil or a flywheel to success?

10 The right data turns CSRD reporting into competitive advantage

19 The new faces of customer service

11 Small capsules making a big difference

20 Online shopping at a crossroads 22 Overcoming the challenge of personalization at scale

12 Finland needs better solutions for talent attraction

23 The role of branding in market entry

13 Public healthcare needs a national development roadmap

PUBLISHER

EXECUTIVE PRODUCERS

Roope Malmström +358 (0)40 630 0012 roope.malmstrom@professio.fi Anne Salomaa +358 (0)44 010 6357 anne.salomaa@professio.fi

CONTRIBUTORS

Sami J. Anteroinen, David J. Cord, Timo Mansikka-Aho, Emma Suominen

ART DIRECTOR Pirja Suotamo

PRINTED BY

LP TRA RINT EU

MATTER ED

Professio Group Keilaranta 1 A, 02150 Espoo hello@k31agency.com professio.fi k31agency.com bignordic.com upload.fi

CLIMATE N

CONTENTS

FUTURE OF WORK |

ClimateCalc CC-000025/FI PunaMusta Printing

PunaMusta / Tampere 2024

GROUP accelerating growth of people and business

professio.fi

tieturi.fi

bignordic.com

by

mif.fi

upload.fi

K 31 k31agency.com

GROUP

x

x

Missiona maailman osaavin kansa.

2000+ koulutusta ja tapahtumaa Lue lisää: professio.fi

SUSTAINABILITY

The transition to meet emission targets heavily relies on electric cars.

Navigating the Green Revolution:

Transformations and Challenges in the Automobile Industry The entire automobile industry is undergoing a profound transformation.

Professionals play a crucial role in guiding both companies and individual consumers on navigating the plethora of options available to car users today.

TEXT EMMA SUOMINEN | PHOTOS DRIVALIA

4

BUSINESS CLASS | SPRING 2024

T

he automobile industry is significantly impacted by climate change, necessitating swift reductions in traffic and motoring emissions. In Finland, regulations dictate that polluting emissions from cars must be halved by 2030, compared to 2005 levels. Meanwhile, in the EU, all new cars sold from 2035 onwards must be zero-emission or run on synthetic fuel.

“There’s intense competition to have the most effective car supply chain, from factory to end-user,” notes Tero Lausala, CEO of The Finnish Central Organisation for Motor Trades and Repairs.

As the production side of the industry pivots towards electric cars, the importance of long-lasting batteries is growing, reshaping

geopolitical dynamics.

“Traditionally, the automobile industry has been dominant in Europe, the USA, and Japan. Now, China has emerged as a major player, with control over battery minerals becoming pivotal,” explains Petteri Pihlas, Managing Director of Drivalia Lease Finland.

New cars are increasingly defined by robotics and programming, generating substantial data. This raises critical questions about control and sharing mechanisms.

Greener choices are viable and essential right now Massive investments are now directed towards eco-friendly driving, marking the largest-ever commitment in the industry’s

Tero Lausala, CEO of The Finnish Central Organisation for Motor Trades and Repairs.

Petteri Pihlas, Managing Director of Drivalia Lease Finland.

still in use globally, the challenge is considerable. In Finland, out of 2.8 million cars, only 3.5 percent are electric. Even with 30 percent of new cars in Finland being electric last year, a substantial shift will take time. However, advancements in emission-free synthetic fuels for combustion engines could make a significant impact in the future.

“The CEO of Toyota has already urged the organization to develop zero-emission combustion engines,” notes Lausala.

history. This bodes well for both car producers and drivers alike.

“The goal is to minimize effects throughout the entire production chain, from start to finish,” says Petteri Pihlas.

Consumers are already posing pertinent questions to make environmentally conscious choices, not just about electricity but also about the manufacturing processes.

“Opting for low or zero emissions is a responsible choice available to all consumers and companies purchasing or leasing new cars,” emphasizes Tero Lausala.

Empowering Change by Electric Cars and Sustainable Mobility The transition to meet emission targets heavily relies on electric cars. But is it the ultimate solution?

“While electric cars are theoretically the best option, achieving set targets would require selling large quantities. The prices are high, and no one can be forced to buy one.

That’s why they are a part of the solution, but not the entire fix,” asserts Pihlas.

With 1.5 billion combustion engine cars

Challenges present opportunities So, money is poured into the development of greener cars and fuels, and significant progress is being made. The automobile industry is deeply committed to addressing environmental challenges, and only time will reveal the adequacy of these efforts.

The needs for investments remain substantial, with an air of uncertainty surrounding demand.

“There prevails a technological uncertainty that impacts both production and consumers.

It follows a typical technology curve that high hopes lead to the valley of disappointment.

We are currently in the early stage of technological development, with products evolving rapidly. Informed customers may prefer to wait and observe improvements in electrical architecture, battery technology and programming over the next few years,” shares Lausala.

“On the other hand, it’s akin with computers. If you need one, you have to buy one.

You can’t indefinitely wait for future developments if you need one now. Technology will always advance,” Pihlas adds.

Certain advancements can already be achieved by updating the programming of older car models, as demonstrated by Tesla.

“The challenges present also great oppor-

”Today, more than ever, having a professional partner is essential when comparing new cars.” tunities for the industry to improve both environmentally and in terms of safety. It’s remarkable how much progress has been made in such a short time. The pace of technological advancement is truly impressive,” Lausala rejoices.

Making Informed Choices in a Dynamic Market Comparing cars has never been as challenging as it is now. Where to begin?

“Companies should first define their vehicle needs, considering their purpose and impact on the business. Goals should cover all these three areas: expenses, user needs, and environmental effects,” advises Petteri Pihlas.

Finding the most suitable and sustainable options may require professional assistance.

“We believe the need for a professional partner is greater than ever. We assist customers in finding the best option for their specific needs in all three areas.”

The same applies to all car owners. Assistance is available and necessary.

“Consider your driving habits, whether it’s more short or long distances, and your future needs for the car. Can you charge an electric car at home? Share your answers with industry experts to find the best solutions for you,” encourages Tero Lausala. |

Read more from www.drivalia.fi BUSINESS CLASS | SPRING 2024

5

Businesses partner with Lenovo to meet their sustainability targets SUSTAINABILITY

”Once upon a time people believed sustainability meant higher costs, but now we know better,” says Stefan Brechling Larsen, Global Head of Sustainability, Services Consulting at Lenovo.

Sustainability is not achieved in a vacuum.

It is important enough that it requires all hands on deck.

TEXT: DAVID J. CORD

C “

ompanies today have tangible, measurable sustainability targets,” says Stefan Brechling Larsen, Global Head of Sustainability, Services Consulting at Lenovo. “We partner with them and help them achieve their goals.”

Lenovo has committed to reaching net-zero greenhouse gas emissions by 2050, and are sharing that commitment with their customers. This involves the entire life cycle of their products and solutions, including logistics.

“For example, we can offer bulk packaging when shipping to a company. This reduces material and weight, which uses less fuel and lowers CO2 emissions,” Larsen continues. “Customers have different transportation options available, such as sea, rail, road and air. Sea or rail transport might offer the

6

BUSINESS CLASS | SPRING 2024

”There is no one single solution to reach net zero.” lowest emissions, but if time is precious and they choose air freight we can offer them Sustainable Aviation Fuel. Companies can see exactly how much CO2 was saved on a specific order due to their actions.”

Companies can even opt for Lenovo’s CO2 Offset Services. Lenovo can estimate the carbon emissions associated with their devices, including manufacturing, shipping and usage. These emissions can be offset to help businesses meet their overall corporate responsibility goals. Companies have concrete results to show their own customers, employees, shareholders and the public.

“There is no one single solution to reach

net zero,” says Larsen. “We offer sustainability workshops to explore all the options available. Every business is unique, so we start with where they are and where they want to go. We can find solutions that work immediately, what the next steps are, and longer-term plans. Together, we analyse the entire life cycle of their technology, from cradle to cradle. I don’t say ‘cradle-to-grave’ because a computer can have multiple lives.”

A company can securely wipe their old laptops so they can be reused, for example.

If that isn’t optimal, the machines can be recycled. Circularity has moved out of theory and into mainstream business practices.

“Once upon a time people believed sustainability meant higher costs, but now we know better. One option might cost more, but some options are cost neutral while others save money,” Larsen concludes. “If you are interested in how we can help your business on your sustainability journey, ask your Lenovo representative what we can do.” |

Lenovo.com

SUSTAINABILITY

Pulling together

for green transition

The climate change has come to a point where there is simply no time left for waiting. On the other hand, the 9 200 billion euros that are annually needed in climate solutions create a significant business opportunity for many. While green transition seems to be running with two engines, the secret to success lies in the ability to ensure that they are pulling towards the same direction.

TEXT: TIMO MANSIKKA-AHO | PHOTO: KAROLIINA VUORENMÄKI

F

“

rom the planet’s point of view, the time to act is right now”, Terhi Vapola, Founder and Managing Partner at Greencode Ventures, agrees. “Green transition requires big things on a short notice, which translates into significant investments in scalable technologies.”

Vapola is, in her own words, “a big believer in technology” and she sees innovations on that front as the only way to cut down CO2 emissions fast. As time is running out, achievements are needed quickly. This limits the available options for scaling new technology to software and digital solutions.

The lack of time also calls for brisk moves. This turns the focus on small start-up companies where neither old assumptions nor rigid internal processes get in the way of wild ideas and smooth progress.

On the other hand, innovative businesses need resources for the next leap of growth. That is where Greencode Ventures comes in.

“We want to support green transition by investing in companies with the best capabilities to develop scalable technologies for it”, Terhi Vapola says. “Our comprehensive knowledge of both climate issues and business management helps take those companies and their work further.”

Terhi Vapola, Founder and Managing Partner at Greencode Ventures.

Connecting ideas with resources for the most efficient outcome

demand, their financial resources can step into a major role in commercializing innovations created by nimble start-ups.

“The strength of the start-ups lies in the ability to challenge the current ways of doing things and to harness digital tools to creating and scaling better solutions”, Terhi Vapola mentions. “At the same time, big companies can open doors to a lot larger markets and customer groups. Green transition needs both kinds.”

Greencode Ventures connects these two worlds, providing insight and experience about how the business opportunities of green transition can be utilized in a smart way. By establishing investment funds, it also provides chosen ventures with significant amounts of capital.

The big question is, where we can find solutions that are efficient and environmentally friendly – but also significant enough to make a difference?

Terhi Vapola points out that while the task at hand may sound almost insurmountable, solutions can be found closer than one might initially think.

“Digitalization and especially AI already enable many things that can be used as platforms for new implementations. The fastest way to innovate is to bring new ideas into existing infrastructure.

The most important thing for every one of us is to realize the opportunities that we already have.” |

This brings the large, established companies back into the picture.

While their development processes may be too slow for the current

Read more at greencode.vc BUSINESS CLASS | SPRING 2024

7

SUSTAINABILITY

Susformation prepares companies for the long run

Every leader knows the dilemma. The annual pressure to increase revenue, win market share and pay dividends slams on the brakes when it comes to developing the company so that it would have what it takes to keep flourishing for years, even decades to come.

TEXT: TIMO MANSIKKA-AHO

O:

MA I JA

SAVO L AI N E N

BUSINESS CLASS | SPRING 2024

OT

8

P

H

H

owever, with the way the world is changing, significant adjustments must be made in most companies if they want to remain in business, let alone thrive, in the surprisingly near future.

Over the years, companies have come to terms with megatrends such as climate change, biodiversity, circular economy, and energy transition requiring more attention. Realizing the business opportunities behind them is still difficult – and that is why those opportunities are too seldom adequately leveraged.

“Integrating sustainability into the strategy and core operations is becoming a prerequisite for credibility and ability to compete”, says Maria Sangder, CEO at Gaia Consulting.

“Only by thoroughly changing the way they deal with sustainability issues can companies reshape their interaction with broader economic and societal context.”

This sustainable transformation, or susformation as Gaia’s experts call it, is a multi-dimensional procedure that takes a long time to complete. The leaders must be capable of transforming their companies for the future while ensuring short-term competitiveness.

The entire value chain will be restructured, and various sources of long-term business potential must be evaluated. Processes, operation models, structure, incentives, and such

Gaia Consulting’s CEO Maria Sangder points out that making operations sustainable starts with establishing the right mindset. must be renewed – not to mention the way all this is communicated both within and outside the organization.

It may be a long run, but you’ll never get to the finish line unless you start.

In susformation, the first step is the toughest one Maria Sangder understands that for many, susformation is a demanding task to address.

This is largely due to the lack of sufficient data that leaders are accustomed to utilizing in decision-making.

“The new megatrends are changing the markets, and new ways to be successful must be created. Unfortunately, there is no knowing what those ways precisely are. The lack of established data for markets that do not exist yet makes traditional analysis difficult, which again calls for more courage from the leaders.”

The good news is, once a company starts susforming, it quickly starts reaping benefits. New strategies typically have untapped demand. Thus, they appeal to customers and other stakeholders while also making operations more cost-efficient.

There is no better time than right now for the leaders to take a good look at their current business operations and think about the directions it might be heading. As in all transformations, the first solution might not be the one that changes everything. It is all about finding alternative methods and developing them to be the best solutions for future business.

After that, it is about making operations sustainable and successful, and about solving any challenge that the company might come across.

About just doing it. Deep down, that is the easy part. |

Read more at: gaia.fi

Part of Professio Group

SUSTAINABLE BUSINESS 8.5.2024 | Hybrid Event | Clarion Hotel Helsinki

STRATEGIES FOR SUSTAINABLE GROWTH

TOMI HILVO

CEO, CO-FOUNDER | NORDIC WAY GROUP

MINNA KRÖGER

VP CORPORATE RESPONSIBILTY | ELISA

TOMI LANTTO

TOIMITUSJOHTAJA | ANTELL

REGISTER NOW sustainablenordic.com BE PART OF SUSTAINABLE BUSINESS

Contact: ville.hollstein@professio.fi | +358 (0)44 353 5444

MAIN PARTNER

PARTNERS

BUSINESS CLASS | SPRING 2024

9

SUSTAINABILITY

The right data turns CSRD reporting into competitive advantage At the start of the year, the new Corporate Sustainability Reporting Directive (CSRD) took effect in the EU, applying to large public-interest companies with more than 500 employees. At the beginning of 2025, the directive will apply to every company with more than 250 employees.

TEXT: TIMO MANSIKKA-AHO

C

SRD is not a merely nice addition to a responsibility program. It is an element in the company’s official financial statements, which means that instead of any marketing-oriented sugarcoating, it must be done precisely by the book.

Which again means that for those failing, serious sanctions await.

“Reporting directives and regulation are issues that are often viewed as necessary evils in companies”, Markus Päivinen, Country Manager, Finland, at Snowflake, the Data Cloud company, mentions. “Many take the easy way out instead of digging deep and looking for a proper way to deal with them.”

This is not to say companies wouldn’t take sustainability reporting seriously even now.

However, the work is carried out mostly manually and without common guidelines. Putting the required data and key performance indicators together eats up resources, and even though there are software solutions and applications to support CSRD reporting, without sufficient data the way out remains difficult.

It takes a lot more than a simple investment in specific software to get sustainability reporting back on track. Markus Päivinen points out that while the goal looks the same, every company has its unique starting point.

“Making better use of existing data is the key, and that’s where the difference between companies lies. Background systems, procurement, processes, and maturities are just some examples of the numerous details that must be considered when pieces are put together. One size simply does not fit all.”

Integrating data sources to sustainability indicators Sufficient responsibility reporting requires full visibility to the company’s entire value chain. For example, the emissions of a device that has been delivered to a customer must be followed throughout the product’s entire lifecycle. Companies must be a part of the ecosystem where their products and services are being used to be able to collect and utilize all the data that is required for adequate reporting.

10

BUSINESS CLASS | SPRING 2024

“Making better use of existing data is the key, and that’s where the difference between companies lies.”

– Markus Päivinen, Country Manager, Finland, Snowflake

Processing and reporting this data can be a complicated process, to which modern cloudbased data platforms can provide adequate help.

“An appropriate cloud-based data platform helps putting together core data for reporting purposes in near real-time by combining the company’s own data with data produced by third parties as well as commercial data providers”, Markus Päivinen explains. “Especially in heavily regulated industries such as finance, certain standards and authorities

allow the use of industry-specific data that is available in digital marketplaces.”

Combining data from various sources into one place enables creating key performance indicators for sustainability, which serves the entire industry. This helps organizations include these indicators in their business processes, which again leads to possible competitive advantages and benefits.

Not to mention smoothly fulfilling the upcoming CSRD requirements, but it does not have to stop even there. Doing CSRD properly also improves organization’s maturity towards data-driven decision-making which provides additional boost to overall reputation. This helps gain trust among investors, customers, and other stakeholders. |

snowflake.com

SUSTAINABILITY

PHOTO: ROOPE MALMSTRÖM

The modern consumer appreciates products that pay attention to sustainability in a wide variety of ways, says Kaj Pelamo, innovator from Limonade Oy.

A Ministream is the world’s smallest, yet greatest, CO2 carbonation device.

Small capsules making a big difference

In soft drink market, various CO2 carbonation devices have gradually expanded their share of total business. With their ability to decrease waste and utilize pure water, they make sense both when it comes to saving natural resources and household expenses – especially at times when sustainable ways to lighten the environmental footprint of everyday life are desperately needed.

TEXT: TIMO MANSIKKA-AHO

H

owever, even this particular soft drink segment has room for development. The sheer size of conventional carbonation devices often creates challenges, and juggling with carbon dioxide cylinders and various flavor concentrates is understandably often an unwelcome task.

In addition, various metal and plastic packages add to the global waste challenge. Less is a lot more when it comes to both package sizes and to the number of them.

Limonade Oy, a Finnish innovation company, has carried out rigorous development work to further reduce the environmental footprint of soft drink industry. The company’s newest all-in-one solution, characteristically named Ministream, is remarkably smaller than its conventional counterparts.

With flavor and carbon dioxide included in the same package, Ministream clearly stands out from others. As there is no need for separate taste syrups, the use convenience is clearly in a class of its own. The fact that a Ministream bottle can be re-used up to 200 times further contributes to the significantly

lighter environmental impact.

Using only natural flavors, Ministream is entirely free of sugars and sweeteners. As the overall well-being of people is on a decline, this is yet another advantage to help improve the market share of self-carbonated soft drinks.

Responsible products are today’s best business opportunities The modern consumer appreciates products that pay attention to sustainability in a wide variety of ways. With its cutting-edge ability to save plastic and metal waste, offer an easy and convenient user experience and provide a healthy, natural, and refreshing product to soft drink market, Ministream definitely has what it takes to become a successful business – even on an international scale.

Thus, it is no wonder Limonade Oy has set its sights on taking Ministream global. The company is actively seeking licensed representatives to make launches and handle sales on their respective markets.

The licensees will be provided full responsibility for planning and carrying out activ-

Using only natural flavors, Ministream is entirely free of sugars and sweeteners.

As the overall well-being of people is on a decline, this is yet another advantage to help improve the market share of self-carbonated soft drinks.

ities. As every soft drink market is different and variations in issues such as consumer behavior, price elasticity, competitive situation, and purchase criteria can be surprisingly significant, local knowledge and presence is essential for the best possible outcome.

This is yet another chance to make a success story out of a product developed in Finland.

The time to join a winning team is right now. |

www.ministream.fi

More information at info@limonade.fi BUSINESS CLASS | SPRING 2024

11

FUTURE OF WORK

Finland needs better solutions for talent attraction The shortage of capable labor keeps putting the pressure on companies and organizations, as well as on the entire nation. From healthcare and maintenance to ICT and gaming, business areas are suffering from the situation that is largely caused by inefficiency in matching the right candidates with the right jobs. The areas with the greatest demand for labor tend to be the ones showing greatest unemployment rates.

O

TEXT: TIMO MANSIKKA-AHO

n one hand this is about the lack of candidates possessing sufficient education. On the other, about proper communication and tools to bring people and jobs together.

KEHA Centre, a development and management organization whose strategic development is steered by The Ministry of Economic Affairs and Employment of Finland, has been working with this challenge that is already casting shadows over the entire country’s competitiveness, let alone ability to handle tasks that are critical from the infrastructure’s point of view.

”As the employers post a recruitment ad on Job Market Finland, the AI-based matchmaking features suggest candidates with the right abilities.”

12

BUSINESS CLASS | SPRING 2024

One of KEHA’s tools to release this pressure is Job Market Finland, a digital platform for employers and job seekers to get in touch with each other efficiently. The job seekers can list their areas of interest regarding employment, as well as their key skills to handling that kind of duties.

This makes it significantly easier for the employers to find candidates that are up to the task.

Efficient screening brings quick results As the employers post a recruitment ad on Job Market Finland, the AI-based matchmaking features suggest candidates with the right abilities. Getting in touch with the preferred ones, the employers can start the discussions directly. Thanks to its lean structure and convenient interface, Job Market Finland is an easy and efficient channel to find the talent that is out there looking for their next career move.

With approximately 250.000 profiles and over half a million monthly visitors, Job Market Finland is clearly up to the task it has been set out to do – helping the right people and

the right jobs find each other. With a substantial number of visitors from countries such as Germany, United States, Great Britain, France, and India, the platform has managed to attract international talent as well.

As international workforce becomes more critical, employees should keep in mind the simple things that can make a big difference in the eyes of the right people. Writing the recruitment ad in English is obviously necessary, but conveying the message of English being accepted as the only language required at work immediately makes the ad – and the job – more interesting. As competition for the right kind of talent intensifies, small details start playing a decisive role.

Encouraged by the success Job Market Finland has received, KEHA Centre is putting an increasing effort to market the service to an even wider audience during 2024. In addition, the employers will be provided guidance for creating ads for international audience. |

Read more at tyomarkkinatori.fi/en

HEALTHCARE

Marko Rauhala and Toni Suihko encourage the wellbeing services counties to work together to solve one of Finland’s greatest national challenges.

Public healthcare needs a national development roadmap

Generative AI evolves at a fast pace, but reaping the benefits makes painfully slow progress. While new ways to streamline operations, generate savings and make work more rewarding keep appearing, the eagerness to put those opportunities to use remain, to say the least, varied. Organizations lack either the resources to test how generative AI can best impact business operations, or the ability to lead the inevitable change that adopting new practices includes.

T

TEXT: TIMO MANSIKKA-AHO

he first step for leaders is to understand that in the very near future, AI-infused technology will not only run the organization’s IT operations. It will run the work itself.

“Most of all, the change in workplace is a matter of leadership, and this means that the leaders must set their focus on the potential of generative AI”, says Marko Rauhala, Managing Director, Health & Public Sector at Accenture Finland. “Not in the sense of learning technical details, but in the sense of understanding why AI is important to us, and how it transforms our business.”

Many still ponder, which tasks should be moved over to AI, which ones should remain with people, and which ones should be taken care of together. Rauhala points out that it all begins with the willingness to continuously learn more.

“There is no knowing where the greatest opportunities lie. Leaders must have the courage to test various alternatives and gradually shift resources to the most potential directions.”

The keys to success are already out there, even when it comes to public healthcare. Value

potential, cost savings, quality improvement, customer satisfaction and shortfall of resources are examples of challenges that even by themselves are almost insurmountable these days.

Not so if the potential would be even partially utilized. According to Accenture’s global research, up to 40 % of tasks in healthcare can be automatized through AI.

Kanta-Häme blazes the trail of AI utilization in wellbeing services counties In the wellbeing services county of Kanta-Häme in Finland, it has been calculated that automation can contribute to substantial savings in working costs. For doctors, the potential is 22 %, for nurses 20 % and for administration and back-office personnel 34 %.

Monetarily, this adds up to the annual savings of 15 million euros.

Toni Suihko, Chief Development and Information Officer at Wellbeing Services County of Kanta-Häme, points out that implementing generative AI is not only about cutting costs.

Deep down lies the main challenge of being able to provide sufficient care for everyone,

inevitably with fewer people.

“In the near future, 20 % of healthcare professionals will retire, with no such amount available to replace them. At the same time, due to aging, longer lifetime expectancy and other issues, the need for healthcare services will increase by 10 %. Concrete tools and new operation models are mandatory to discover and implement.”

To lower the threshold of turning good ideas into tangible action, Suihko suggests sharing best practices and development work that has already been done between wellbeing services counties. As the preparedness levels vary quite a bit, learning form others is a good way to start testing how certain ideas and models would apply to us.

At best, that might lead to a collaboration framework that would even include government funding. A clear, common roadmap about how AI will be developed in a harmonious way would help even the Ministry of Social Affairs and Health to steer the available funds to where they matter the most. |

Read more at accenture.com/fi-en BUSINESS CLASS | SPRING 2024

13

FUTURE OF WORK

Duunitori’s Lauri Vaisto believes that to attract the best talent, every organization must pay more attention to the way they present themselves to potential candidates.

Employer brand – an underrated key to finding the best talent

Every organization, whether operating in the private or public sector, is increasingly dependent on its ability to attract and retain capable professionals. In the light of ever-tightening competition and sheer labor shortage, at least when it comes to certain lines of business, successful recruitment has recently become a downright rarity.

TEXT: TIMO MANSIKKA-AHO

L

auri Vaisto, Principal Consultant – Strategy & Employer Brand at Duunitori Oy, believes that this is largely due to the fact that organizations have not understood the real strategic value of a strong employer brand. Capable workforce is out there, yet unable to connect with the right jobs.

“Especially when it comes to small and medium-sized companies, even the level of general recognition can be surprisingly low,” Lauri Vaisto points out. “The local area where the company operates simply can’t produce enough candidates, so the company must head farther from its home turf in its quest to find the right professionals.”

Even though this problem can often be solved by spreading the word on a larger scale, Vaisto reminds of the pitfalls of simply raising the volume. To make the message relevant and just right, it must be clear to everyone what kind of professionals are being targeted.

The organization may also be well-known, but for wrong reasons from the viewpoint of

14

BUSINESS CLASS | SPRING 2024

Capable workforce is out there, yet unable to connect with the right jobs.” recruitment. Fazer is known for chocolate and Nordea for banking services, but those organizations are full of other tasks as well.

If Fazer is hiring an IT specialist, it certainly does not want applications from people who simply like its chocolate, even though just that connection might make many want to work for Fazer.

Perhaps the most challenging type of inadequate employer brand is seen in areas where a thoroughly wellknown organization fails to hire quality professionals – because they rather go elsewhere. Healthcare is a perfect example

of this: both the employers and tasks are well-known. Yet, some hospitals manage to get all the best talent.

“Especially in these situations, a skillfully and systematically built employer brand makes all the difference,” Lauri Vaisto says.

“The organization must find a way to stand out and address the candidates in a way that resonates in a powerful way.”

Duunitori publishes the annual National Recruitment Study on recruitment, talent experience, recruitment marketing and employer brand management. The 2024 study shows that organizations have difficulties in linking recruitments to strategy. Furthermore, employers and talent alike are not satisfied with either employers’ ability to stand out from the crowd or the ways workplace culture is communicated to talent audiences. | Download the National Recruitment Study here

Luteet ovat olleet viime aikoina pinnalla uutisissa eteläisissä matkakohteissa, kuten Ranskassa, Kreikassa, Espanjassa ja Portugalissa. Bug Bustersin ammattilaiset pakastaa laukkusi, jotta voit matkustaa huolettomammin.

MATKALAUKUN PAKASTUS ON HALPA VAKUUTUS – ÄLÄ PÄÄSTÄ LUTEITA KOTIISI.

-25 ASTETTA

100% SUOJA

• Pakastuspiste: Hyvinkää • Tuontipiste: Helsinki-Vantaa Aviapolis vain 2 km Helsinki-Vantaan lentoasemalta Lisätiedot ja ajanvaraukset: bugbusters.fi/pakastuspalvelu

p. 0600 96 669 bugbusters.fi

AI & TECH

CLEARED FOR LAUNCH

Microsoft’s new office AI is poised to change the way we work Copilot for Microsoft 365 is the perfect wingman for today’s office warrior. Available for organizations of all sizes – Copilot is an embedded AI companion across Microsoft 365 products such as Word, PowerPoint, Outlook and more.

TEXT: SAMI J. ANTEROINEN

I

“ t’s a AI assistant that we put inside our

products,” explains Kalle Saarikannas, Business Group Lead, Modern Workplace, at Microsoft Finland.

Microsoft introduced Copilot in order to reduce digital debt and increase productivity, so that people can focus on the work that is uniquely human. At this point, of course, everybody is asking the same question: will generative AI truly transform work as we know it? The early results are in – and they do suggest that there’s something big brewing out there.

Microsoft’s Work Trend Index Special Report, published in November 2023, tracks the experiences of early users since March. 70% of Copilot users said they were more productive, and 68% said the AI improved the quality of their work.

Overall, users were 29% faster in a series of tasks (searching, writing, and summarizing).

AI assistant to the rescue But what does all this mean in practice?

Saarikannas gives an example: if you are juggling between two Teams meetings at the same time, you can show up late for one, and Copilot will present you with a handy sum16

BUSINESS CLASS | SPRING 2024

“For the organization, Copilot can introduce completely new capabilities, boosting both productivity and employee experience at the workplace,” says Kalle Saarikannas, Business Group Lead, Modern Workplace, at Microsoft Finland.

mary of what you missed.

“That way, you’ll get up to speed in no time without needing to disturb others in the meeting.”

According to Work Trend Index, users were able to get caught up on a missed meeting nearly four times faster.

Almost two out of three (64%) of users said that Copilot helps them spend less time pro-

cessing email. Copilot will also keep track of the urgency of your e-mails.

“Coming back from your summer holiday, for example, you can ask Copilot, whose e-mail should I respond to first,” Saarikannas offers a sure-fire life-saver tip.

Never gonna give you up According to Work Trend Index, Copilot makes people more productive and creative while saving time – right out of the gate. And here’s probably the most telling take-away from the report: 77% of early users said they don’t want to go back to working without it.

Saarikannas has been using Copilot for Microsoft 365 for several months now. Has the AI companion charmed him as well?

“In the beginning, it took me some time to figure out how I get the most out of Copilot.

But when I got the hang of it – now, it would be really difficult for me to give it up,” he says.

And here’s the exciting part: this is all just the beginning. As use of generative AI at work spreads, personal productivity is elevated – along with the capability of the entire organization. Copilot will help each employee to gain the skills to write, design, code, analyze data...

“For the organization, Copilot can introduce completely new capabilities, boosting both productivity and employee experience at the workplace.” |

copilot.microsoft.com

AI & TECH

SASCHA MEIER is the Head of EMEA Presales Solutions Architects at Dell Technologies. In his role as CTO Ambassador, he is also responsible for discussing and defining the technology strategy of key customers and prospects.

Getting back on the AI track starts with getting back to the basics There is no doubt about Artificial Intelligence being perhaps the hottest topic in business, no matter what line of industry we are in. Everyone is looking at AI, trying to figure out how to harness all that power and knowledge to work for their advantage.

A

TEXT: TIMO MANSIKKA-AHO

s Michael Dell, Chairman and CEO for Dell Technologies, puts it: If you are not applying AI across your organization and thinking deeply about re-invention, you’re already behind.

The AI train is running at an increasing speed, and companies are running out of time to get onboard. The best ideas are lost in the mayhem.

IDEAS SUCH CREATING a solid foundation in the form of digital strategy.

“The possibilities for gaining new forms of value creation and more comprehensive insights from existing data have exploded thanks to artificial intelligence”, Sascha Meier, Head of EMEA Presales Solutions Architects at Dell Technologies, explains. “However, if a company wants to make the most of those possibilities, it needs a corporate vision and the ability to implement strategic and transformative projects.”

On the one hand, resources need to be allocated to developing innovative products and solutions – on the other, to following the innovation work of start-ups within the company’s own line of business. That way, companies can establish an understanding of new available technologies that are entering their line of industry and impacting their markets.

“The real opportunity lies in making AI enterprise-ready, and that can’t happen without making it a strategic priority”, Meier adds. “That is the only way for companies to leverage the power of their own data to supercharge their organizations.”

Bringing company data to large language models Meier refers to integrated approach which helps benefit from faster implementations of generative AI. This can be achieved by using various pre-trained large language models and tuning them with the company’s own “knowledge”.

The data in a standard AI application such as ChatGPT may either be old – for example, when it comes to exchange rates – or not fulfilling trade-specific requirements – for example, when communicating legal issues.

However, when the communication skills of a standard AI can be combined with special soft skills of the company, and used in a secure way, significant synergy effects can be generated.

THIS IS WHERE DELL TECHNOLOGIES comes in.

With the Dell Validated Design for Generative AI, Dell Technologies offers infrastructure blueprints for generative AI. The design was developed in collaboration with NVIDIA and enables companies to build a modular, scalable, and secure generative AI platform on-premises.

“We want to help companies to bring their own data to an AI application, and to run the application in a cloud, in a private data center or at the Edge”, Sascha Meier points out. “That is the fastest and most secure way to deploy generative AI solutions in an organization, in a way that brings home the best possible benefits.” |

dell.com BUSINESS CLASS | SPRING 2024

17

Governance in AI – a necessary evil or a flywheel to success?

AI & TECH

Artificial intelligence keeps creating opportunities for a wide variety of businesses and purposes, but a coin always has two sides. Making the right investments in this emerging tech could deliver a strategic advantage that pays massive dividends. But the wrong bets could open the door to data privacy concerns, legal liabilities, and a whole host of ethical issues. As the pressure for finding fast ways to boost businesses keeps increasing, it is no wonder that decision-makers are downright begging for someone to point them towards the right direction.

A

TEXT: TIMO MANSIKKA-AHO

s undeniable as the opportunities are, business leaders still wrestle with various challenges in scaling AI across their organizations with full confidence”, Riku Ahlroth, Country Leader at IBM Software, explains. “While the capabilities of AI are widely recognized, there are still several ethical issues to deal with.”

Ahlroth refers to issues such as explainability – whether the concept if AI is fully understood and a relevant reason for decision-making – and bias – whether AI really solves problems or simply does things we want it to do.

“The CEO Study carried out by IBM shows that especially generative AI still lacks trust among decision-makers. Safety and ethical aspects keep raising concerns.”

Appropriate governance could help. When AI activities are monitored, directed, and managed in a universally agreed manner, the reliability would instantly rise.

The good, the bad, and the governance Data must be governed to track lineage, understand quality, and control access to sensitive fields. Model bias, explainability, and robustness must be constantly measured, and the consistency, transparency, and compli18

BUSINESS CLASS | SPRING 2024

Riku Ahlroth, Country Leader at IBM Software. ance must be ensured throughout the process.

“Trustworthy AI is about trusting the data, the models, and the process”, Riku Ahlroth sums up. “That way, everyone can consume data with confidence, control the risks in a smart way and create reliable AI lifecycles from finding and preparing data through building sufficient models all the way to deploying and monitoring performance.”

As self-evident as the role of governance sounds, common acceptance is still to be established.

For the AI enthusiasts that have caught the first wave and riding it at full speed, the dilemma is obvious. With all this governance

in place, the cure must work – but doesn’t the patient die at the same time, as the indefinite, albeit uncontrolled, opportunities of AI are so heavily restricted?

Even when it comes to AI, the lunch is never free. To get access to the opportunities, certain obligations must be properly addressed.

The good news is, even that does not have to be complicated. Deep down, it is about restructuring the operating model, streamlining deployment, and ensuring that the business benefits are realized. While an opensource platform provides a solid foundation, an expert who can manage it – and the process – in a controlled way, also when it comes to commercialization, is required to ensure smooth progress.

“At the end of the day, adequate governance leads to better efficiency, improved control, deeper understanding and, eventually, better results”, Riku Ahlroth emphasizes. “When both obligations and opportunities are understood, new business can be created.”

Compared to the potential benefits that wait ahead, the cost is downright minimal.

In the long run, governance works for everyone’s advantage. |

Read more at ibm.com

Matthew Doerner serves as the Chief Data and Analytics Officer at Teleperformance Nordics, where he has taken the helm of data and analytical strategies across four pivotal Nordic markets. Beyond his role in steering corporate strategy, Doerner’s leadership extends to owning the AI, RPA, and Business Intelligence functions, driving large-scale organizational restructuring and growth.

AI & TECH

The new faces of customer service

During the past year, the hype around AI has grown rapidly – in the opinion of many, even out of proportion. As new ways to automatize human tasks keep popping up, concern over restructuring organizations – and, hence, losing jobs – intensify.

TEXT: TIMO MANSIKKA-AHO

M

atthew Doerner, Chief Data and Analytics Officer at Teleperformance Nordics, explains that especially in the contact center and BPO world, it is an obvious fact that AI is already disrupting organizations and the entire industry – particularly when it comes to deploying AI within the business.

The times of customer service professionals sitting in a large room answering every phone call and email are already over. Chatbots are handling those tasks better and better, supported by omnichannel presence and other advanced tools. Generative AI bots and large language models are being developed to build continuously more comprehensive problem-solving sets for an even wider variety of purposes.

“According to Gartner, 20% of inbound customer service contact volume will come from machine customers by 2026”, Doerner says. “This means a significant skill shift for customer service – from answering the phone to supervising the interaction between machines who are capable of even discussing between themselves via their own chatbots.”

A dishwasher can send a problem signal to a service center, and in the best case the

problem is solved before a human even notices it. While the outcome sounds good for the customer, it means a serious wake-up call for the customer service companies who are still to figure out the role of AI in their business.

Every new technology should still make sense The most recent AI hype, fueled by the launch of ChatGPT at the end of 2022, has fundamentally changed our world. At the same time, it has raised questions and even concerns of where the real value of this development may be.

“While AI may make us more productive, it can also take us away from reality”, Doerner points out. “When we speak about a user experience being ‘with a human touch’, I think that this will get increasingly difficult to discern as we move forward. We will always have a role of course, but most of the interactions won’t need our involvement.”

Do people really care if I exist, if I solve their problems – and do they even know they have a problem if AI is able to predict it, and prevent it from happening at all? Those are examples of questions that will soon need to be answered on all fronts. The role of an

employee in a company, as well as the role of the company itself, needs to be thoroughly reconsidered.

“The market has a fascinating way of dusting off old concepts and creating new heroes for the modern time”, Doerner continues. “We must really start to ask ourselves again, what exactly is an expert? If ChatGPT and similar tools already can pass legal bar exams, write PhD papers, and do advanced financial calculations, is a human field expert really needed anymore?”

While many companies at first think the development inevitably leads to less revenue potential out of customer service, Matthew Doerner still sees the glass half full. As processes become more automated, the volumes can increase accordingly.

“The solution lies in shifting the top-line focus into delivering more products, expertise, and technologies instead of delivering sheer manpower. This, now more than ever, is a scale game, and the ones already with the largest reach should be able to maintain their influence within the industry.” |

Read more at teleperformance.com BUSINESS CLASS | SPRING 2024

19

MARKETING

Markus Laurio, CEO at Paytrail.

20 BUSINESS CLASS | SPRING 2024

Online shopping at a crossroads

As the overall growth of online shopping is slowing down, continuous development is critical for success. With technological development assuming an increasing role in online shopping, balancing efficiency with service has become essential. Automation can make things run smoother, but more is not necessarily more.

TEXT: TIMO MANSIKKA-AHO

A

rtificial Intelligence and other technological advancements have found their way into practically every online shop, and the temptation to become blinded by all new opportunities is understandable. With AI taking care of tasks in even the simplest of tools such as Microsoft Office, why not put it to use at full force, sit back and watch the revenue pile up?

While the plan sounds obvious, the reality will most likely look a lot different.

“Technological development is one of the trends that is most significantly changing the nature of online shopping”, Markus Laurio, CEO at Paytrail agrees. “However, research shows that also the appreciation of personal attention is becoming more important.”

Laurio refers to Paytrail’s new “The trends of online shopping 2024” report, which clearly demonstrates this dilemma. Technology keeps creating solutions that can make operations more efficient. However, there is a tipping point also in online shopping where customers turn against automation and begin demanding individual service.

The secret to success is to understand where that tipping point is, and then set up operations accordingly.

“In big stores, where volume is the core of profitability, the role of technology can be bigger as it contributes to faster turnaround time and even lower prices. The more specialty store we are talking about – such as a sporting goods store for a particular sport – the more customers expect and appreciate personal service, even to the point of live discussion with an expert.”

The key in finding the balance between technology and service is in understanding

“Maintaining your own identity and tone of voice is essential.

That is something you can’t delegate to technology.”

– Markus Laurio, CEO at Paytrail

the nature of the online store. The more expensive products, and the more limited volumes, the more should the scales lean towards individual approach and service.

Tougher times call for new ideas for growth Another significant trend in Paytrail’s report is the overall economic development, which calls for new ideas from online stores.

As both inflation and interest rates rise, customers must make choices between various categories – a new television and a holiday trip are these days often competing against each other. While the overall amount of online shopping is still increasing, certain business areas are facing substantial challenges.

“Consumer goods business, which obviously peaked at the time of Covid-19, is still declining”, Markus Laurio explains. “On the other hand, the services sector is rising quite sharply. For example, travel, hotels and even barbers are doing very well at the moment.”

The development puts an increasing pressure on those online stores who have counted on continuous growth with old set of tools. However, there is no point in simply waiting for the interest rates go down

and purchasing power to rise, as the future remains impossible to predict.

The stores that can develop operations and make the required investments, will emerge as winners. To help merchants deal with temporary shortages in their working capital, Paytrail has launched a simple funding solution.

“When consumers delay purchase decisions, inventory turnover times become longer”, Markus Laurio says. “With our solution, merchants can finance their working capital conveniently.”

In Paytrail’s solution, the merchant’s previous revenue stream works as collateral. Based on that, the merchant can make an application at Paytrail’s own online management system. This is an easy way to arrange for example campaigns: the goods can be purchased with Paytrail’s funding, and after the campaign, when the goods have been sold, the merchant can pay off the loan flexibly.

As consumers use money with greater consideration, the success of any online store starts with getting the fundamentals straight. Making the most of technological opportunities without sacrificing distinctive customer experience is critical, as is managing finances in a way that keeps the store operating even through occasional bumps in the road. As Markus Laurio concludes, you can’t underestimate the importance of personal service, especially when the market starts recovering.

“Maintaining your own identity and tone of voice is essential. That is something you can’t delegate to technology.” |

Read more at paytrail.com BUSINESS CLASS | SPRING 2024

21

Overcoming the challenge of personalization at scale

Personal user experience, consistent across all touchpoints, is not an easy task to begin with.

As the number of those touchpoints increase and growing customer expectations keep piling up the pressure, many companies find themselves facing unexpected challenges. Combining economies of scale with individual memory trace may often seem impossible, but in the world of modern digital commerce, it has become a downright prerequisite.

TEXT: TIMO MANSIKKA-AHO

T

he good news is that for those able to pull through the demanding task of personalization at scale, significant business opportunities await.

According to Vaimo, a company specializing in digital commerce and customer experiences, personalization, when done right, can increase overall revenue by up to 15 per cent, with the best-of-class companies able to reach even 25 %. In addition, personalization can open doors to better conversion rates, improved average order value, better customer retention and other such benefits.

Instead of whether to personalize or not, companies should ask themselves, how to do it in a way that makes sense?

Marko Rytkönen, Vaimo’s Business Development Director, advises that it all starts by putting first things first.

“In defining your success, it’s important to start by focusing on the customer experience first before moving on to technology: that is, moving from the strategic side to the operational side. The first step should be clarifying your mission and vision as well as setting objectives for your journey.”

As technology does not set limits in modern business, targeting it the right way is one 22 BUSINESS CLASS | SPRING 2024

More content than ever is needed to create personal experience

Vaimo’s Marko Rytkönen reminds companies that even in personalization, success does not happen by playing it safe.

The desire for success should be greater than the fear of failure. of the most essential keys to success. Marko Rytkönen continues that identifying the right target audience helps make the most of available resources.

“Knowing which use cases you want to implement allows you to identify the required capabilities for the solution, processes and people supporting these. All this leads to solution design, where you can define the architecture and tools you’ll need.”

The core of the personalization challenge is in the fact that today, the average customer has up to eight connected devices in use. Providing a fluent customer experience across all those touchpoints requires a clear view on the customer’s needs, interest, and desires in an efficient and effective way, while being compliant with legal constraints.

“Getting that single view requires collecting and stitching both known and unknown customer data”, Marko Rytkönen explains. “All that should take place in a flexible environment that encourages experimentation and testing new things.”

Successful personalization may look like an insurmountable obstacle, but Marko Rytkönen encourages companies to roll up their sleeves. With the right approach and determination, even that mountain can be conquered.

“Sufficient technology needs to be in place, but deep down, great experiences are built by people and processes.” |

Read more at vaimo.com

The role of branding in market entry Bringing a product to a new market is about a lot more than the act of making the goods available.

Especially in the mayhem of fierce international competition, standing out and creating a memory trace is crucial. Even to the point of overtaking physical delivery in importance.

TEXT: TIMO MANSIKKA-AHO

A

t the very least, branding should be the first task at hand for anyone aiming to succeed in international launch. It is also the phase where many keep falling short.

“Companies still think that the best way to generate sales is to simply hire people to sell”, Anne Laitinen, CEO of Buorre, says. “However, if you work without a sufficient basis, your sales efforts are quickly lost in the crowd and wasted.”

Whether companies like it or not, branding is the only way to make a lasting first impression and build credible presence. That calls for patience and investments – both of which make conventional salespeople squirm in agony.

The fact that branding is not even an openand-shut project but continuous process where every act counts is like rubbing salt to the wounds. An international breakthrough suddenly sounds like an insurmountable task – at least if you don’t take it with the seriousness that it deserves.

But when you do, the opportunities suddenly arise.

That is what Riikka Kosola, CEO of Vamo, has done, and experienced.

Vamo is a Norwegian-Finnish company that fishes for red king crab and sells it to luxury restaurants. With France as the company’s newest market, Kosola relies heavily on the power of branding.

PHOTO: STEVE WELLS

MARKETING

The product, and everything that can be associated with it “Red king crab is a high-quality product, but a successful market entry also requires sharp approach and full commitment”, Kosola points out. “The core of the brand must be crystal clear and thought through.”

As an outcome of this vision, Vamo created a brand statement “Fish is fashion” and is currently doing plenty of legwork in pushing it through to a carefully picked target audience.

Every piece of marketing material, every action reflects that statement – as well as builds exclusivity through unique experiences. The brochures have a special feel, and they are given only to selected recipients. At the tasting events, a trained top chef knows how – and in which order – to make and present every part of the crab so that the overall

CEO of Buorre Anne Laitinen and CEO of Vamo Riikka Kosola both emphasize that understanding and respecting market-specific differences is essential. experience is the best possible. Restaurants are visited, gifts are given to chefs. Not in the purpose of expecting something in return, but to show appreciation.

That is the French way, and that is only one of the examples where the understanding of local culture – another thing so often overlooked by the anxious export professionals – proves downright essential.

Riikka Kosola and Anne Laitinen both emphasize that understanding and respecting market-specific differences is essential.

While the values and other brand fundamen-

tals should be recognized everywhere, some room must be left for localization.

After that, it is about meeting with the customers, feeding imagination, providing experiences, and becoming unforgettable. Not necessarily an insurmountable task anymore, but still definitely not easy.

Then again, if it were, then everyone could do it. A great brand is a prerogative of the chosen few.

Designing growth.

Read more at buorre.fi & lecrabvamo.no BUSINESS CLASS | SPRING 2024

23