Digital Transformation at WAGNER GROUP

The WAGNER Group is a leading global manufacturer of innovative coating technologies for the finishing of surfaces with powder and wet coatings, paints and other liquid materials. The group of companies includes 18 operating companies, around 2000 employees and six production sites on three continents. The WAGNER Group serves three customer groups in B2B and B2C: industry, craftsmen and do-it-yourselfers. It regards innovation as a key driver and operates nine technology centers worldwide for research, development and training.

For WAGNER Group, the Institute for Marketing and Customer Insight organized a customized Digital Transformation Training with more than 60 global executives from June to November 2022. In a conceptual phase, the training content was specifically tailored to the needs of the WAGNER Group. Subsequently, a physical kick-off, digital input sessions with interactive presentations, discussions and workshops on the topics of Customer Experience Management, Business Model Innovation, Digital Products and Internal Operations took place over a period of six months. Between the input sessions, participants worked in groups on selected digital WAGNER projects. The success of the projects was ensured by various practical presentations, personal coaching and interim and final presentations. The central goal of the training was to enable the top executives to recognize the opportunities of the digital transformation and to use them in their business areas for the development of the WAGNER Group. After the program, the participants know the opportunities of the digital transformation. They are on the same level of knowledge with regard to the opportunities and challenges of digitalization, feel responsible for digital progress and can develop perspectives for their own area of responsibility.


  • “Alignment”: Creation of an equal level of knowledge in the area of digitalization
  • “Digital Mindset”: imparting applicable knowledge on digital transformation
  • Empowerment to deal with digital opportunities and challenges
  • Direct application of the learned methods and concepts in the company’s own digital projects
  • Strengthening collaboration between managers through group work and personal coaching



“One of the most valuable things we learned as a company in conducting our Digital Transformation Training with the University of St.Gallen for our leadership team is that this is as much a cultural transformation as it is a technological and/or digital one.”

Guido Bergman
CEO, WAGNER International AG, CH