Indian PSUs, still far from a digital deluge in Technology
Public sector undertakings (PSUs) are the nation builders of
India. Over the past couple of decades, they’ve catapulted the country onto the
world stage in sectors from energy and finance to agriculture and
transportation. Now they face a new challenge: digital, a force that’s
impacting PSUs from the corner office to the factory floor. New digitally savvy
rivals are gaining on traditional turf. The question becomes: Are PSUs ready to
build the workforce of the future?
Maharatna. Navratna. Miniratna. The jewels of India’s public
sector undertakings continue to shape the competitive landscape of India,
contributing an impressive 25 percent of the overall gross domestic product.1
They represent some of the most trusted brands for consumers, and coveted employers
for workers. Like other leading companies around the world, PSUs are investing
in technology. Particularly digital innovation that will put them ahead of
competitors, making them more agile and competitive.
But to date, one critical element of PSUs’ digital strategy
has been overlooked: the workforce. It’s as if the prevailing thought is,
“We’ll invest in the technology and our people will be digital by default.” But
gaining the agility required to compete in the age of disruption goes beyond
systems. It requires a deep shift for PSUs: in leadership, recruitment and
organization. The current PSU culture is not well suited to such sweeping
changes. Accenture Strategy research has identified the top ten attributes that
correlate to successful culture change.
PSUs are on par with non-PSUs in only half of those
attributes.2 PSUs rank in the bottom quartile for the remaining attributes,
including talent management, adaptability and confronting conflict. In
addition, current PSU employees are more skeptical about their organization’s
readiness to leverage digital advances. Fewer than half (47 percent) of PSU
employees, versus 56 percent of non-PSU employees, expect to derive
productivity improvements or drive innovation from digital transformation.3
It’s a challenging starting point, but the direction is clear. PSUs in India
need to embrace digital or witness their long-held national dominance quickly
evaporate.
Accenture Strategy research has identified the top ten
attributes that correlate to successful culture change. PSUs are on par with
non-PSUs in only half of those attributes.
Digital has upended many traditional business models,
philosophies and processes. One of those concerns the idea that leadership is
practiced only at the top levels of the organization, by leaders who advanced
through the ranks of an organization based largely on seniority. It was a
system that worked well in an environment that was much less volatile and more
predictable. Where skills like organization and delegation were paramount.
While those skills are still important, there are other, more critical ones in
the digital age.
Leaders today need to
thrive at building crossorganization and industry connections that lead to new
sources of innovation. They need to influence all levels of the organization
but without the authoritarian approach that marks traditional management. They
also need to grasp new technologies and their impact on growth and gain the
ability to experiment quickly and move on if the desired results aren’t achieved.
PSUs need to open their organizations to feedback and ideas that lead to
innovation. And flatten hierarchies, cutting out the layers and processes that
impede agility. An influx of young talent signals a truth about PSUs in the
digital age: old school leaders cannot lead digital transformation alone. They
need to build mentors throughout the organization. And push out decision making
to the edges by developing a pool of leaders with high digital quotient.
Leading at the edge
The requirements of digital—to tap sources of innovation
across functional boundaries and industries—means a change in the way PSUs are
managed. Digital is horizontal. Traditional is vertical. While PSUs have
invested in new systems and hardware to connect their operations, they have overlooked
a critical element: the workforce. 73 percent of PSU employees recognize that
digital will seriously transform the nature of their work over the next three
years.4 They won’t be “digital by default.” Employers must rise to the
challenge and change their current talent pools. Retraining them to handle new
challenges and attracting a much more diverse new team. Let’s take energy as an
example, an industry that is increasingly deregulated and privatized. As the
industry shifts to a profit-driven business model, companies will need to
recruit new skills like analytics, and sophisticated customer relationship
capabilities. This will require expanding beyond the usual degrees in fields
like IT and engineering, to backgrounds in statistics and internet marketing.
In some instances, PSUs may want to tap into non-traditional sources of
specialized skills such as on-line talent exchanges, or third-party
partnerships.
Your workforce is not “digital by default”
73 percent of PSU employees recognize that digital will
seriously transform the nature of their work over the next three years.
4 | Indian PSUs
To keep the sparkle in Maharatna, Navratna and Miniratna
there are three things PSUs can do now to lead in digital: Define a disruptive
business model Because of their traditional reach, and long-established
marketplace presence, it used to be that no other rival could match the
strength of a PSU. But digital allows startups to forgo brick and mortar
infrastructure and rapidly achieve new levels of scale unheard of even a
handful of years ago. Consider the Bank of India and ICICI Bank. In under two
decades time, ICICI Bank has catapulted from startup status to competing
neckand-neck with the PSU.5 How? By early on developing an aggressive online
strategy that includes virtual banking and next generation mobile banking apps,
among other digital moves. The message: it’s time for PSUs to get serious about
digital investment. They need to take an ‘equity investor’ approach and
incubate digital plays. That requires redesigning the organization for speed to
leap ahead of competition instead of treating digital as adjunct to their
current strategies. Leaders should learn from juniors With the long tradition
of command-and-control leadership style, this flies in the face of management
wisdom for most PSUs. But to survive in a digital world, senior leadership
needs to turn to younger counterparts to gain a digital edge. This requires
“reverse mentoring” where senior leaders learn from their younger counterparts.
This learning goes beyond the basic skills like using apps and internet devices
to learning about the internet of things, leveraging social networks for
employee / customer engagement, and seeing opportunities where earlier none
were apparent. PSUs are taking heed: in the general insurance sector, a raft of
young officers were fast-tracked to the position of general manager in
companies including National Insurance, New India Assurance and United India,
among others. As a result, PSUs are starting to infuse new blood into their
highest echelons.6 It’s a shot across the bows to PSUs that aren’t moving far,
or fast enough.
.
Rewrite the value proposition to create competitive
advantage To attract and retain the kind of talent digital requires, PSUs need
to craft value propositions that include benefits to society as well as
opportunities for personal growth. Previous generations of Indians were focused
on climbing the socioeconomic ladder of success. Now that many have “arrived,”
the focus of newer generations is giving back. PSUs, by the nature of their
services, are about contributing to the good of the country. Companies need
only to underscore that in their value propositions to attract new pools of
talent looking for reward through social contribution. PSUs also need to
emulate the offerings of their non-PSU competitors. Consider National Thermal
Power Corporation.7 This PSU launched an innovative plan to attract and retain
young talent at their often remote locations. They developed the concept of
“PUPS,” which stands for providing urban facilities at projects. Included in
the new facilities are cafes, libraries, Wi-Fi hotspots and other trappings of
city living.
Brilliance of the jewels
Thanks to Accenture for the content.