“In the future or after this pandemic is over” has become a very frequently expressed phrase because it is the only kind of escapism that people from every corner of the world are most optimistic about these days. We are still living through the dreadful consequences brought about by the global pandemic halfway into 2021 and while it has exposed the most vulnerable aspects of humanity, it has also highlighted our ability to change and adapt. The accelerated migration of consumers towards a virtual world became a more practical solution for our society that was previously sluggish in embracing a digital transformation. The invention and advancement of new technologies were already revolutionising how products, services, and contents are consumed but when the pandemic forced us into a lockdown, it prompted a series of changes as smartphone and internet usage became integral to routine life. While some noteworthy industries capitalised on the situation by embracing e-commerce and new digitized strategies to survive this reorientation, others catapulted into a terrible disruption. It goes without saying that this digital makeover is also changing consumer behaviour in a way that they are transforming into active participants and contributors to brands’ success.
Social networking platforms have developed into public opinion podiums that have a significant impact on community building. This has resulted in a new cohort of consumers who are very digitally conscious and vocal about those issues that influence their engagement and relationship with brands. This also means that consumers expect brands to deliver content that is relevant to them and on devices that they prefer. Studies have indicated that brands are more likely to retain higher engagement rates if they accomplish digital transformation. However, assuming a state of digital transformation is not an endgame, rather, it is a continuous process of mapping changes in consumer behaviour concerning this digital culture and creating an in-depth chain of solutions that encompasses technology, people, and the process. Incorporating a holistic approach leaves enough room for both flexibility and agility that allows a better understanding of human behaviour and subsequently, consumer needs. After all, it is futile to adopt digital transformation without understanding humans who are essential collaborators in this process of change.
We are currently living through the most transformational period in human history where everyone and everything is connected. Therefore, we must endeavour beyond algorithm induced data to understand human emotions and behaviours if we want to comprehend technology and digital experience. Technology is imperfect because it has been created by human beings who are fatally flawed and as such, technology is subjected to universal challenges that are created and faced by human beings. Given that human beings are always in a constant flux of progress and inertia, it may be unsafe to assume that every digital experience induced by the pandemic will stay with us forever.
The very basic standpoint of human nature is that we try to pursue a comfort zone that eases any sudden rush of overwhelming change. When things go differently, we feel a sense of discomfort that threatens what we consider normal. A rapid digital transformation personifies discomfort and reluctance, which was felt during the early phases of the pandemic. When people found themselves locked up during the pandemic, social media and the internet of things provided an alternative escape route into the outside world that our society craves the most, but it is hard to predict if it is a temporary settlement. For now, we can reach an agreement that technology is part of the solution in our pandemic riddle world and assuming that people retain these habits, companies can carry these digital experiences forward. The fastest way to witness any change in this pattern is to look within the company and obtain suggestions from their valuable group of diverse employees.
Organisations who jump on the digital transformation bandwagon often forget about the digital change and experiences that their employees are subjected to. Concepts like digital transformation, artificial intelligence and workflow automation have increased fear regarding the rising unemployment rates during such strenuous situations. The best way of moving forward and eradicating such fear is to consider employee training and satisfaction. It is important to start at the grassroots level by understanding and encouraging employees regarding the different potentials of technology. Upgrading training programs is the best way to equip them with the necessary skills. Companies who wish to survive the different phases of digital transformation must reconsider their customer-first policy and focus more on a happy-employee policy.
Even though it is impossible to set a date or predict when the pandemic will end and while “In the future or after this pandemic is over” may have become a repetitive phrase, companies must act fast and start at the earliest if they wish to build resilience during this growing digital transformation.
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