What will unfold in the Consumer Journey if the internet ceases to function tomorrow? Will the Simpsons' prophecy for March 23, 2024,prove accurate

Inspired by the iconic TV anime "The Simpsons," which humorously predicted a solar superstorm on March 23, 2024, leading to a prolonged disruption of telecommunications and internet services, this short paper of Dr. Fanis Aritzis PhD, MBA (PhD Candidate) explores the practical implications of such an event on the economy, beyond the sphere of personal relationships. In the hypothetical scenario where digital connectivity is severely compromised for weeks or even months, the impact on various sectors of the economy would be profound and multifaceted.

In the realm of content media and digital creation, particularly on social media platforms, the financial repercussions would be significant. Content creators, who rely heavily on internet connectivity for the dissemination and monetization of their work, would face substantial revenue losses. This scenario would starkly contrast with the current digital age, where online platforms are central to the business models of countless creators and media companies.

Simultaneously, this disruption could lead to a resurgence of traditional communication methods, such as the postal service, which could experience a renaissance of sorts. The sudden reliance on physical mail would not only boost the revenues of postal services but also mark a return to more tangible forms of communication, reminiscent of the pre-digital era.

This shift from digital to physical would entail a broader societal transformation, akin to a journey back to the 1950s, where digital conveniences are replaced by more traditional, analog methods. The concept of a "major digital break" would force individuals and businesses alike to adapt to a world temporarily devoid of the internet's facilitation of instant communication and information exchange.

Continuing with the academic exploration of this topic, the importance of the Internet and AI in contemporary consumer behavior cannot be overstated. The exchange of information via the Internet and its processing by AI systems have become critical elements of the consumer journey, influencing product searches, price comparisons, purchasing habits, and overall customer experience.

In the literature review, significant studies such as those by Wang (2023) and ?ENYAPAR (2024) highlight the impact of AI on customer relationship management and marketing. Hassan's (2023) research in Somalia with Premier Wallet illustrates how low internet penetration can affect the adoption of digital solutions. Additionally, the study by Ndaguba and van Zyl (2023) examines the impact of the sharing economy on tourism and hospitality, indicating the importance of technology in customer interactions.

The methodology of this analysis focuses on examining the effects of a hypothetical internet disruption on the consumer journey. Qualitative and quantitative methods are employed for data collection and analysis, including case study analysis, expert interviews, and data analysis from existing studies.

The analysis centers on the role of the Internet and AI in shaping the consumer journey. It discusses how an internet disruption would affect information exchange and decision-making, highlighting potential consequences on purchasing behavior and customer experience.

Other implications:

Disruption of Online Shopping: The most immediate and obvious impact would be the cessation of online shopping. Consumers would no longer be able to purchase their items from online retailers, leading to a significant shift back to brick-and-mortar stores. This change would require adjustments in consumer behavior, as they would need to travel to physical locations, potentially facing limited inventory and reduced variety compared to online options.

Information Access: The internet is a key source of product information, reviews, and price comparisons. Without it, consumers would lose a critical tool in their decision-making process, potentially leading to less informed purchasing decisions. This could result in decreased customer satisfaction and a potential increase in reliance on traditional advertising and word-of-mouth recommendations.

Payment and Banking Challenges: Since many consumers rely on online banking and digital payment methods for their purchases. Without the internet, there would be a shift back to cash transactions and an increased use of checks or bank drafts. This could slow down the purchasing process and make some transactions, like those typically done online (e.g., bill payments), more cumbersome.

Impact on Consumer Trust and Confidence: The sudden loss of internet services could decrease consumer confidence, especially if the situation is perceived as unstable or indicative of larger infrastructural problems. This could lead to reduced spending, particularly on non-essential items.

Supply Chain Disruptions: The internet plays a crucial role in modern supply chain management. Its absence could lead to inefficiencies in the supply chain, resulting in stock shortages and delays. This would affect the availability of products and lead to increased prices due to the higher costs of manual inventory management and logistics.

Shift in Marketing Strategies: Businesses would need to rapidly adapt their marketing strategies, returning to more traditional forms of advertising such as print, radio, and television. This shift would likely result in increased marketing costs and potentially less effective targeting of consumers.

Reduced Personalization and Customer Service: Online platforms often provide personalized shopping experiences based on consumer data. Without the internet, businesses would lose this capability, potentially leading to a less satisfying shopping experience. Additionally, customer service might become more challenging, as many companies rely on online communication tools to interact with customers.

Economic Impacts: The overall economic impact could be significant, with potential job losses in sectors heavily reliant on the internet, such as e-commerce, digital marketing, and IT services. This economic shift could further affect consumer spending power and behavior.

Absolutely, readiness and preparedness are crucial in mitigating any crisis's impact, particularly one potentially disruptive as an internet or AI outage. Businesses and brands, both individually and collectively, play a critical role in this preparedness. Here are some key strategies they can employ:

Develop Comprehensive Crisis Management Plans: Each business should have a robust crisis management plan that includes scenarios like internet or AI outages. These plans should outline step-by-step actions for maintaining operations, communicating with customers, and ensuring the safety and security of data and infrastructure.

Establish Alternative Communication Channels: In the event of a digital blackout, traditional communication channels such as print, radio, and telephone should be ready to take over. Businesses should ensure that they have updated contact information for customers and employees that doesn't rely solely on digital means.

Educate and Train Employees: Regular training sessions for employees on crisis management procedures are essential. This includes educating them on manual processes, alternative technologies, and communication protocols in case of digital failures.

Consumer Education and Awareness Campaigns: Brands should proactively educate their customers about what to do during a service interruption. This could involve creating easy-to-understand guides, infographics, and even training modules that can be accessed offline.

Collaborative Crisis Ecosystem: The idea of creating a collective crisis ecosystem among brands is innovative. This platform could serve as a unified source of information and resources for consumers during a crisis. It could include a network of support services, alternative solutions for common problems, and real-time updates using non-internet-dependent technologies.

Invest in Non-Digital Infrastructure: Diversifying infrastructure to include non-digital elements can provide a safety net. For instance, physical stores can complement online retail, and paper records can back up digital data.

Regular Testing and Simulation of Scenarios: Regular drills and simulations of crisis scenarios, including internet outages, can help businesses identify potential weaknesses in their plans and provide opportunities for improvement.

Building Community Networks: Encouraging and supporting local community networks can provide grassroots support during a crisis. These networks can facilitate information dissemination and provide localized assistance.

Financial Preparedness: Setting aside emergency funds and resources to deal with the immediate financial impact of a crisis is crucial for business continuity.

Partnerships with Government and Agencies: Collaborating with government entities and emergency services can ensure alignment with broader national or regional crisis response strategies and provide access to additional resources and support.

References:

Wang, J. F. (2023). The Impact of Artificial Intelligence (AI) on Customer Relationship Management: A Qualitative Study. DOI

?ENYAPAR, H. N. (2024). The Future of Marketing: The Transformative Power of Artificial Intelligence. DOI

Hassan, M. M. (2023). Premier Wallet: Banking the Unbanked Population in Somalia. DOI

Ndaguba, E., & van Zyl, C. (2023). Exploring Bibliometric Evidence of Airbnb’s Influence on Urban Destinations: Emotional Solidarity, Airbnb Supply, Moral Economy and Digital Future. DOI