Past the Point of No Return: Customer and Employee Experience Post-Pandemic
By Mandy Reed, Global Head of Marketing
Last month I attended Gartner’s IT Symposium/Xpo 2020, EMEA which was fully virtually this year. As you’d expect, there were lots of presentations discussing the various impacts of the global COVID-19 pandemic and what the ‘new normal’ will look like for communities, businesses and individuals as we head into 2021.
In a number of the sessions I streamed, the presenting analysts specifically made a point about the fact that when it becomes safe for our day-to-day lives to return to a more pre-pandemic ‘normal’, we will not be able to take that step as the same people we were at the beginning of 2020. We will all bring with us the experiences and knowledge we internalised during this year of lockdowns and quarantines. Students and teachers will return to classrooms with a new set of technology skills. Employees and employers will re-evaluate the need for physical office space based on the successes and failures of remote working. Customers will approach buying decisions with new access to and experiences with digital and online options.
This observation isn’t ground-breaking. Any significant life event we experience creates a change in who we are and how we view ourselves and the world – the birth of a child, a life-threatening illness, a major career change, living or studying abroad, a natural disaster. The difference with the experience of COVID-19 is that it has happened to the world. And while each of us has still had an individual experience and been impacted in our own unique way, it has also been a global event that is leaving lasting, substantial effects on communities and companies everywhere.
Keeping this in mind will be essential as your company moves forward into the new year and beyond. Your business plans and strategies must take into account the impacts – both good and bad – the current public health crisis has had on your employees and customers. At the end of the day, your organisation’s success depends on the people and the experiences you deliver internally and externally. If you don’t adjust those experiences based on the new skills and knowledge and the changed expectations and views of employees and customers, you can’t be successful in a post-pandemic world.
That might be pushing ahead plans to add or scale up customer self-service. That might be giving more opportunities and support to employees wanting to work remotely. That might be continuing to utilise digital options for client meetings when possible to decrease your team’s carbon footprint. That might be providing trainings and workshops for employees to improve their stress management and emotional intelligence.
We are collectively past the point of no return. We have experienced too much uncertainty, overcome too many unexpected challenges, developed too many new digital skills and created too many new expectations to be the same as we were prior to this global pandemic. Your organisation needs to acknowledge these changes and leverage them to become a better company.