EDITOR ’ S COMMENT
RAKESH PARBHOO , CEO AT WESTCON-COMSTOR , SUB-SAHARAN AFRICA
In times of crisis , a customer ’ s interaction with a company can trigger an immediate and lingering effect on their sense of trust and loyalty .
The current pandemic has had a massive negative impact on the world ’ s economy . The World Bank has forecast a 5.2 % contraction in global GDP this year . Meanwhile in South Africa , statistics released on September 8 show the country ’ s GDP declining by 51 % in the second quarter , its fourth consecutive contraction . To this end , it has become critically important for
businesses across industry sectors to embrace a digital experience to remain competitive .
Giving impetus to this transition is the expectation that most countries will be plunged into a recession this year . In fact , the contraction of global per capita income is the worst it has been since 1870 . Perhaps more telling is that if the Coronavirus persists and any disruptions to economic activity are prolonged , the recession could deepen significantly . In this new operating environment , companies and customers alike must be willing to do things differently than they did at the start of 2020 . Being able to effectively deliver on customer service must therefore transform on all levels using an enabling digital platform .
Technology shift
Research shows that companies are having difficulties in coming to terms with managing customer demand and contact centre engagements . The former centres on the unpredictability of demand for products and services while the latter deals with empowering agents and sales representatives to work more efficiently from remote locations . While part of this entails using more agile digital solutions , an important aspect is managing the human component . Irrespective of industry sector , companies must ensure their employees have access to this technology and are comfortable using it .
Nobody knows for certain what the ‘ right ’ path to take is in this new normal . However , the needs of customers are more acute now more than ever as organisations need to differentiate themselves not only from a Value Add perspective but also on how they engage with critical stakeholders . In times of crisis , a customer ’ s interaction with a company can trigger an immediate and lingering effect on their sense of trust and loyalty . This means having real time insights into customer preferences are fundamental to being able to adapt faster and deliver more rapid innovation .
Turning to digital
According to McKinsey , companies should consider four actions that can address immediate customer needs and prepare for the future . These are : focusing on care and concern ; meeting customers where they are ; reimagining the post-COVID-19 world and building more agile capabilities .
Tying these elements together is a reliance on digital models , practices and capabilities that manage all this in an online environment . Being responsive to customers using more immediate solutions such as those provided in a cloud-centric platform help business move faster and deliver quality offerings .
While it might sound like a cliché , the truth is that every business and customer is in this unique situation together . How effectively a company leverages the potential of digital in this regard will go great strides in giving customers a sense of comfort despite the volatility of the world around them . •
INTELLIGENT TECH CHANNELS
INTELLIGENT TECH CHANNELS Issue 33
17