Michael Pointner (ROBEL Bahnbaumaschinen) about their experience with ODI

Michael has extensive work experience of over 14 years in strategic and operative product / portfolio management with a strong medical device background. Additionally, he has recently graduated his master studies in “Digital Transformation”. He has been familiar with JTBD theory for many years. At the moment, Michael is Group Portfolio Manager at ROBEL Bahnbaumaschinen GmbH which is a part of the Plasser & Theurer Group. In this organization, he is responsible for providing innovative approaches to better understand the customer’s problems and strategic orientation for the company strategy as well as for the innovation roadmap of the ROBEL Group. At ROBEL he also works on expanding and professionalizing the product management team.

What is the biggest benefit of ODI?

The biggest benefit of Outcome-Driven Innovation® is that it forces companies to look at innovation from a completely different perspective. With ODI you do not start with your current technical solution, but you start with asking what the problems of your customers are and you really get to the basis of their needs.

Project Summary

The objective of the project for ROBEL was to develop a customer-centric growth strategy for maintenance of rail systems. ROBEL wanted to identify new strategic directions as well as improvements of existing product and service offerings with ODI and JTBD.

"ODI helped us tremendously to get down to the details what our customers really want."
Michael Pointner, ROBEL Bahnbaumaschinen

About ROBEL Bahnbaumaschinen

ROBEL Group manufactures railtrack machines and solutions to ensure sustainable economic success of the railway systems. The group exports into 70 different countries.