New Logitech boss talks about her plans
Published: Thursday, Dec 7th 2023, 13:51
Updated At: Friday, Dec 8th 2023, 00:58
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On Thursday, the new Logitech CEO Hanneke Faber introduced herself to the general public for the first time. With the manufacturer of computer mice and UE Boom Boxes, she is taking over a company that "does a lot of things right", she said.
Former Logitech CEO Bracken Darrell resigned unexpectedly last June after ten years in office. During his time in office, he had turned a restructuring case into a flourishing company, so his departure was quite unexpected. The company was unable to present an immediate successor. Hanneke Faber was not introduced until the end of October.
"I hope they call me for this job," Faber said to her husband when she heard about Darrell's departure. Six months later, the time has come: at the beginning of December, the Dutchwoman took over the helm at the computer accessories manufacturer.
Putting customers at the center
As the new boss, she wants to build in particular on her previous experience at large companies such as Procter & Gamble and Unilever. There she learned that the customer must always be at the center of all considerations. "Everything starts with the customers who use our products every day," she emphasized. She wants to expand this existing culture even further.
For this reason, the "Consumers, Brands and Portfolio" areas are also the central cornerstones for the coming quarters. "The return to growth has top priority," Faber continued. This is because Logitech has recently had to contend with a significant decline in sales following the boom during the coronavirus pandemic.
Faber named sales as another area for improvement. Her experience to date has shown that considerable progress can still be made in terms of efficiency and direct customer contact with digitalization.
She sees a hybrid approach of digital and analog customer contacts as the ideal solution. The new boss wants to intensify digitalization, particularly in B2B sales. She also sees great untapped potential in direct sales via the company's own website.
Research and development remains the focus
On her fifth day as CEO of Logitech, the 54-year-old, who is also a seven-time Dutch national diving champion, was understandably unable to present a comprehensive new strategy. But one thing is already clear to her, she said. The area of research and development is not to be touched.
For the future of Logitech, it is crucial to always be at the forefront of technological development. It therefore does not want to make any fundamental changes to the comparatively high investments in this area.
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