If in the past, a single sales channel was sufficient, today's dynamic business environment requires a multi-layered concept with perfectly orchestrated channels. Customers simply want to buy whenever and wherever they are, and since the start of the pandemic, during lockdowns increasingly from the privacy of their home.
Because the greatest lessons learned from the pandemic is the fact that society has changed: the boundaries between work and leisure are becoming increasingly blurred. Content is now consumed along the way via mobile phones, tablets, and the like.
Asynchronous communication determines our everyday life and the associated need for relevant content – regardless of the time of day or night – is real and an indispensable part of communication. That’s so because everyone is nowadays digitally on the go and acquires information actively, meaning passive information consumption is now active information acquisition – from push to pull!
Regardless of whether it is via chatbot, forum or central service website, anyone who cannot deliver the right content across channels will sooner or later barely be able to secure a collaboration – especially in times like these. It is therefore important to activate the field service and enable communication across all channels in a valuable and particularly personal way.
Of course, that takes some time and know-how, and requires an analysis of where the field service is and what the consequences are. Because one thing is for sure: there won’t be a 100%-return to face-to-face business making after the pandemic is left behind. It is therefore important to determine the current level of technology and the level of knowledge of the individual employees, to be able to meet the 24/7 information requirements.
The best way is now to develop a real field-force-based customer centricity program for the numerous salespeople in the long term to become as future-proof as possible and, above all, crisis-proof! In fact, every industry must now be changed for the better with new communication channels and technologies. Meaning, it is important to abandon old habits and actively address the fear of change. Because the target group has developed and digitized faster than initially thought, which is why the field staff of the future will have to be multi/omni-channel managers.
Now it's all about developing strategies to be welcome on all channels. A modern and up-to-date company must cope with a 24/7 information requirement and especially an asynchronous communication, without any hassle or trouble since business as usual will no longer exist.
Take, for example, a look at the health care industry, which, as we know, requires an enormous amount of due diligence and is looking for available, relevant, and sustainable solutions. The implementation of new, digital methods does not only require a reorientation, but an overarching overall strategy, connecting all levels within the company. In other words, real change management! Internal communication plays an important role and is considered the key to change in the process. Hence, permanent training and support are particularly recommended for managers, as is for the entire staff. Ultimately, it is then important to listen to your own target group, and to provide the right answers to questions using digital solutions, for example via video communication. Preparations could, for example, be demonstrated live on the screen or information could be presented interactively in real time. Training courses or conferences are also possible in this way, completely digitally. Interactive, exciting, and educational.