Building and Sustaining the Digital culture during COVID-19 & Beyond

COVID-19 outbreak is a world-changing phenomenon that will have long-lasting implications for our global economy. It’s a once in a generation global impact event. This is the opportunity for each SERVICE PROVIDER to conduct an organizational re-framing of their pre-COVID business model, behaviors & practices. Flexibility and adaptability in operational control whilst continuing to operate as close to the prescribed core organizational culture, are the traits that will secure their futures.

We are witnessing that:

·       Pandemic has severely disrupted production processes.

·       Digital has helped through the rapid scale-up of platforms resulting in changes to the traditional boundaries of firms.

·       With the advent of new business models, digital platform first firms have been able to evolve rapidly. The year 2020 can be described as the year that “a forced test of many things we had thought about but not tried.”

Building and sustaining a digital culture during COVID-19 & Beyond would require:

·       Introducing flexible and adaptable operational controls to secure SERVICE PROVIDER’s future.

·       Skill & hire for technologies such WFH, digitally secure online presence, blockchain, and IoT.

·       And most importantly, enhanced Investments in automation space as the next big thing.

COVID-19 induced pandemic and disruption is being seen as the catalyst for a global reset and the acceleration of digital transformation. Across the organization, everyone must recognize that, for a business to achieve sustained innovation excellence, it is very important that an innovative mindset must be integral to every employee’s job profile. Also, Leaderships teams need to measure and reward innovation so that it becomes a core competency that drives priority-setting, resource allocation, talent acquisition, and the development of influential leaders.

New age leadership teams know that many old ways of working are basically incompatible with a successful digital transformation culture and a tremendous, yet subtle cultural change is required. Given that every company is different, according to Protiviti (https://www.protiviti.com/IN-en/insights/bpro102) the leadership teams should consider whether the organization is a digital follower, expert, or leader:

• Digital follower — under this category, a given company has developed a digital strategy and has a proven track record delivering on digital initiatives, which are typically focused on discrete aspects of the customer journey as well as internal process automation.
• Digital expert — under this category, a given company has a proven track record of adopting emerging technologies has achieved high levels of process automation and quantitatively manages digital aspects of its strategy enterprise-wide.
• Digital leader — under this category, a given company has a proven track record of disrupting traditional business models; digital aspects of strategic plans are continually improved based on lessons learned and predictive indicators.

Other experts tend to agree. According to the Danish business leader and leadership author Torben Rick (https://www.torbenrick.eu/blog/culture/culture-change-is-key-in-digital-transformation/) , digital transformation isn’t really about technology, it’s about organizational agility - and culture plays a vital role in the digital transformation of any business.

Building and sustaining a culture of digitalization is also the new core for each organization making an attempt to grapple with the onslaught of economic process fuelled by digital disruption from its competition. digitalization is regarding permitting technology to drive your organization – your product, services, client interactions, and core operations – so as to maneuver quicker. However, digitalization conjointly needs an organizational culture where folks are both ready and willing to adapt. Thus, digital culture and transformation go hand in hand. Ignore culture and risk transformation failure. Rick identifies digital culture transformation as leading the adoption of recent technology; it's the shift from ancient, analog culture, wherever choices area unit supported marketing research, careful business cases, and careful in-house reportage, to a digitally-driven surrounding, wherever choices area unit created by cross-functional groups supported live customer-centric information. It’s being ready to fail quickly instead of being averse to risk.

Organizations don’t transform, people do.

Digital culture is a company-wide change in mindset and behavior that has a good chance of succeeding only if it is instilled from those at the top. Leaders need to demonstrate their enthusiasm for new technologies and be prepared to develop new skills themselves in order to empower people to transform within the organization.

But then one might question, why all this fuss around digital and digital culture? Well, as it turns out, with empirical evidence, it does appear that digital organizations move faster, favoring continuous iteration over refining a product or service to perfection before launching it. Another fundamental tenet of digital culture that is highlighted in multiple articles is the great benefit of flattening organizational charts. When collaboration across teams is encouraged and valued over individual effort, and employees are trusted to make judgment calls – no matter what their role – empowerment follows, and this empowerment fuels motivation, which can lead to faster decision making and, ultimately, more wins.

As the teams learn to collaborate, the organization will become more transparent, and finally, as digital culture embeds in the business, the organization’s focus will inherently shift outward. Outside expertise and customer feedback will be sought-after rather than feared as the organizational culture changes into an agile and resilient digital powerhouse.

To summarize, digital transformation depends on having a digital culture supporting it because digital culture:

·      Enables focus on customer needs rather than internal processes

·      promotes agile thinking

·      places high emphasis on collaboration

·      drives transformation

·      empowers workers across the company

Creating a customer-centric value chain through Digital Transformation

Customer Journeys and resultant experience has been impacted severely due to the pandemic. When the lockdowns initiated and people started working from home, a lot of our daily habits, rituals, and work-related practices become digital. It affected us both as service providers and as customers or consumers. I believe that this digital-first customer behavior is here to stay. 

After all, what matters to customers is their experience derived throughout the journey when dealing with your brand. It doesn't matter to your customer as to what your processes are, whether your SOPs are documented in a certain way or whether you have a funnel of some sort through which you are categorizing your prospect or customer – what matters to them is their experience, across the channel of the interaction of their choice and at the time of their choosing. That's a big sort of a dilemma. As a company, as a brand, we are used to thinking about the process, while the customers have always been thinking about the experience. There seems to be a big disconnect. No wonder, in spite of massive investments by brands in streamlining their processes and attempts to enhance customer experience, the customer perception conveys a big departure from what brands think and what customers experience.

Digital, among other things, can facilitate in bridging the gap between the business process and customer journey. That's the best thing that digital technology affords us as brands or service providers when it comes to customer-centric value chains is that it can allow us to have much more control of the measurement and hence improvement in customer journeys and hence customer experience. However, there are certain rules that we have to follow which include the cycle of Predict, Intervene, Collaborate, and Integrate.

The following aspects are crucial to creating a customer-centric value chain:

·       The ability to predict in advance what the customer experience is going to be is a crucial advantage in delivering a superior customer experience. However, questions remain as to what this ability constitutes. Is it going to be a score that one calculates, based on a lot of factors? Well, as it happens, there’s a lot of factors, based on the demographic based on the past transaction history, based on their service, complaints that, have come to you or to your competitors. However, the more data points that we collect better becomes our ability to predict the kind of experience we are or can deliver. This is a crucial pillar of the customer-centric value chain. The focus is the customer and not the process itself.

·       Then next is the ‘intervene’ part. Once one can predict, the next logical question is what can be done about an adverse experience about to happen. Being able to intervene in real-time is critical and that makes one relevant as a brand for the customer in that moment of truth. Can we design the systems in such a way that relevant intervention happens at the right time in the journey?

·       The third part is ‘collaborate’. Being able to collaborate in bringing the automation and human experience from both the employee side and the customer side together at that moment. This is also where the human part comes in. So you intervene and then are able to collaborate through an omnichannel engagement system where your employee, with your subject matter expert, can be tagged into that particular moment of truth and become contextualized to what the customer is reaching out there for and imagine the system being able to tag the right subject matter expertise from within the same automation system (for example a chatbot). So that's the collaborative part in bringing the human experience and both from the employee side, and the customer side together at that moment.

·       The fourth part is the ‘integrate’ part. Being able to integrate that flow mix into the core business process and provide seamless and continuous services even if one of the components fails. Once that happens, the great experience can be delivered, so your ERP, the back office, your CRM and when you combine all that together, you get an amazing value chain that's making your customers happy, excited, big advocates a few at the same time, making you money as well.

We all know customer experience delivery through various services comes at the top in the BPO industry. Even though the BPO industry has been facing many challenges in current times, we should keep eye on the ball in order to get through these difficult times. Customer-centric processes are the new normal where we are adjusting our business models according to the needs of the customer.

Traditional approaches, however, do not work when the operation is in thousands of agent’s homes. We witness that a lot of businesses often rely on their documented culture when challenged on how they wish to work. Yet culture is ethereal. Non-physical. Difficult to prove. But there’s little doubt it exists in every Service provider, especially BPO businesses. Service Providers or BPOs typically employ operating culture with a great practical purpose as compared to many other sectors. This may be because of the desired ability to influence the behavior of a large number of associates in an environment with relatively low numbers of managers & supervisors since managing large groups of people requires procedural controls to guarantee steady and predictable output. However, this also presents a dilemma of delivering consistent and predictable, and most importantly positive customer experiences across various touchpoints with different associates and other backend systems participating in the whole journey.

These days, thousands of contact center advisors and back-office staff are working from home with little or no managerial ‘eyes’ on behavior. How can the operation be evidentially controlled? How can Data Security be guaranteed? How can BPOs ensure that the operating culture is consistent, especially in a very dispersed and distributed workforce?

Digital is playing a key role in addressing all these aspects. Systems and practices intertwine together to provide a perfectly monitored, yet more collaborative environment, with virtual assistants (aka bots) not only helping automate tasks to bring efficiencies but also helping keep associates aligned with the culture of the organization. This brings benefits in areas of both experience and efficiency as well as ensuring compliance.

Customer-centric processes are the new normal where we are required to adjust our business models, practices, and processes according to the needs of the customer with a predict, intervene, collaborate and integrate cycle.