Originally published in CMS Wire.
The unique temperament of daily upheaval meets social quiet made 2020 feel like it lasted a decade. Yet for most businesses, 2020 passed at breakneck speed, marked by compulsory transformation and disruption.
Most every business is competing on customer experience, and your customers won’t accept the inflexible, siloed, or archaic normal business pitfalls of past. Don’t let a pursuit of normal reverse progress. Instead, continue to embrace change to drive competitive momentum and meet customers’ evolving expectations.
Whereoware CEO, Michael Mathias, sat down with CMS Wire to discuss putting the pedal to the metal in the post-pandemic world of digital marketing and e-commerce. A few highlights:
- Get Out of the Way – Embrace Digital Transformation: Before the crisis, execs expected it would take 585 days to change their organization to meet increased customer demands for online purchasing/services. When COVID-19 forced execs’ hands, it took 21.9 days — a 27-times acceleration. To put it simply, anything can happen when we get out of our own way, if the risks we take are tempered, based in data, and centered in customer value.
- Future-Proof Your Business – Embrace Channel Diversity: Your customers got used to browsing and buying online, and 70-80% of B2B decision makers now prefer remote interactions or digital self-service. Future-proof your business and protect it against external forces by diversifying your channel mix to give customers’ the purchasing power and options they expect.
- Give Customers What They Crave – Embrace Flexibility: 75% of customers have used some form of buy online and pick up in store program in the last 12 months. As businesses shift from panic mode to a calmer next normal, stay committed to improving the digital conveniences most critical to your customers’ experience. Determine the pieces of your digital strategy and execution to handle in-house and outsource the rest, but don’t push pause on your business evolution.
- Don’t Slow Down: Do your business and customers a favor and don’t abandon this momentum. Instead, thrive in unending transformation. Commit to continuous testing and learning. Grow in areas you’d never imagine, and tirelessly seek ways to improve your value offering for your customers.
To read the full article on leaning into the “new normal” we marketers face, head over to CMS Wire.