How businesses can digitally transform in times of COVID-19

Although COVID-19 has brought closures of offices and outlets, restricted movement and eventually business interruptions, but what COVID-19 has done has been accelerating digital transformation.

Many were driven to a point of disruption or death as company change operations to cope with the new world order. This has meant switching from walk-in ordering to online ordering model for certain companies or using virtual broadcasting to replace gatherings, meetings and conferences. As individuals and businesses deal with the new measures, more effective ways of doing the same job will come to light, which will definitely have an impact on digital road-maps.   

Digitalization of business processes has always been on the agenda for organizations of all sizes since the dawn of time, but has generally landed in the back-burner, 'we'll eventually get to it.' Businesses would speak about live video chat or automating end-to-end operating processes but would eventually agree not to go ahead because they could not justify the cost of internal transition to sustain it. But now, new processes are being adopted; companies have already adjusted to accommodate the changes and the reliance on digital technologies becomes inevitable.

As cultural mindset shifted with an openness to experiment with new technology, digital innovation gets introduced into the businesses. Obstacles that prevented companies from adopting new innovations were very seldom related to the technology itself but were linked to bureaucracy and an unwillingness to disrupt existing ways of working. Since companies have had to adapt to new measures, teams now become more flexible and progressively change the mindset of 'this is how things work around here' with a 'let's try and see how it works' approach.

Transforming Physical World Processes

Self-service is nothing new, but with COVID-19 the need has up a notch and become a priority for many companies now.

Although digitalization was a way to remain ahead of the game just a few months ago, it is now necessary to digitalize processes to eliminate human interaction. Many of these facilities are now available online and there is no going back from the need to print, fill and post forms or even to go to a mall just to search for the best bargains.

Digital road-maps are being re-routed away from the websites' core development streams, with more time and budget assigned to automating customer journeys. The human element is still involved for verification, but the process is running digitally, ensuring users have all the required information through virtual chat support, video description and FAQ segment, rather than relying solely on a person.

Businesses which demonstrates that their digital solutions are operational and capable of taking orders and answering inquiries are always in high demand. These aren't new to the market, but even the most digitally mature brands didn't see them as integral until the lockdown measures were imposed and consumers became even more digitally dependent. And when these consumers are familiar with the digital process, they get to what they needed sooner and with less effort; they are usually going to favour the businesses that offer world-class customer journeys.

Technology is the glue that keeps operations running in these uncertain times, and decisions and actions businesses now take will determine the recovery period once trading returns to normal. As priorities shift in the short term, companies that have accepted the need for change are now moving ahead on their digital transformation path, setting the groundwork for customer engagement and loyalty to reap long-term benefits.

Transforming Physical Communication

B2C businesses usually reach consumers on various channels: physical (face-to-face), remote (by mail or telephone), and digital (by online sales and support services). Having lost the face-to-face contact that creates a personal connection between the customer and the business, businesses need to consider how to expand the principles of that personal touch into their online operation, in order to adapt to the current situation.

Businesses have a greater chance of engaging and retaining their customers through well-managed customer service experiences. This boils down to effective communication, and features such as live chat, chatbots or smart search will provide the answers the company needs, to not only provide the customer with a better experience but also help the sales process with a new productive acquisition route.

Live chat is a valuable function to incorporate, it reduces the burden of operating call centres for the client. By enabling remote work and funnelling requests to live chat services, the customer service operation can be managed without needing the phones to be manned by a floor of customer service officers.  

Rolling out live chat with existing resources on digital channels requires little deployment, and can be fully operational within a month. Adopt an agile development strategy, perform due diligence required but do not get 'rabbit holed' into long assessment phases. Speed to market is important given the current economic climate.

Failing digitally is the new normal

 “I have not failed. I've just found 10,000 ways that won't work.” -Thomas A. Edison

Don't worry about imperfection, period. Companies often speak about the importance of agility, and the need to "fail fast." This is the perfect time to implement that concept. The customers will understand if you are being authentic and really trying to help them. And in fact, it will help you forge a bond with them by showing that you are human, just like everyone else.

There's also a hidden opportunity: When all bets are off, you can go ahead and test innovative new customer care approaches that you may have been too risk-averse to try before. Consider giving your most loyal customers the ability to test projects like this as a way to deepen your interaction with them. And, in general, consider what you can do for your loyalists. For instance, some online grocers have sought to prioritize delivery to loyal customers.

If you show your customers that you are doing what you can to protect and support them before pursuing profits, that you realize that this is not the time for business as usual, they will be even more tolerant of bad results, organizational glitches, and weak video connections.

For most companies, particularly those more averse to change and risk, the COVID-19 crisis has created a great opportunity for digital professionals to apply innovative thinking outside the boundaries of comfort. You will never have the chance to get fast traction on a tactical concept like this again, and the freedom to execute it without jumping through a thousand hoops. People, take on new technologies and new ways to do things without fear of failure. At worst, you will create no change in the current, unique climate, but at best you might revolutionize the way the business works.