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疫情過后,大公司將如何重塑疫情體驗

Danielle Abril
2021-05-30

在新冠疫情期間出現(xiàn)的許多趨勢已經(jīng)讓商業(yè)版圖發(fā)生了徹底改變。

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在新冠疫情期間,許多公司面臨的最大挑戰(zhàn)之一是開展基礎業(yè)務:多數(shù)人被要求非必要不外出,因此,如何才能有效地拓展客戶成了一大難題。此外,全球業(yè)務日趨數(shù)字化,例如,越來越多的病人選擇虛擬護理服務,越來越多的消費者喜歡到網(wǎng)上購物。

如今,隨著疫苗接種率不斷上升、防疫措施逐漸放寬,業(yè)務也逐步回升。幾位首席執(zhí)行官表示,即使新冠疫情結束,一些在必要情況下形成的趨勢也會持續(xù)存在。

“即便疫情結束,一切也不會回歸往日的狀態(tài)?!蓖鹕╒erizon)的消費者集團首席執(zhí)行官羅南·鄧恩于5月26日在《財富》CEO另類視角虛擬會議上稱?!拔覀冋每梢越璐藱C會想一想過去12至18個月出現(xiàn)的哪些趨勢……是我們想要[長期]保持的?!?/p>

無論是銀行業(yè)、影院業(yè),還是醫(yī)療行業(yè),各行各業(yè)的公司都在這場疫情中吸取了一些慘痛的教訓。當公司無法經(jīng)常與客戶面對面交流、電影院無法放映電影時,它們就要反思如何開展業(yè)務以及如何與客戶溝通。

AMC娛樂公司(AMC Entertainment)的首席執(zhí)行官亞當·艾倫稱,在新冠疫情期間,公司月度營收從4.5億美元降至100萬美元。今年3月,包括艾倫在內(nèi)的全體員工休假。公司現(xiàn)金儲備耗盡,經(jīng)過五個關鍵時間節(jié)點,現(xiàn)金幾乎全部用完。

“我們被勒令暫停營業(yè),但重新營業(yè)后,我們又沒有新電影放映,因為制片廠根本沒有發(fā)行新電影?!卑瑐惙Q?!澳阒灰獣r常與客戶溝通……并且落實一系列消費者友好型政策,客戶就會相信你在竭盡全力讓每位客戶滿意。”

以威瑞森為例,該公司稱找到了一種Fios(高速互聯(lián)網(wǎng)服務)安裝方法,不需要技術人員去客戶家安裝。該公司開發(fā)了一種裝在牛奶箱中的Fios安裝套件,方便客戶自行安裝。

“相比一年前,現(xiàn)在越來越多的人認為自己也能夠完成安裝或升級操作?!编嚩髡f?!叭藗儼l(fā)現(xiàn)這其實很簡單?!?/p>

同樣,高盛集團(Goldman Sachs)的消費者與財富管理全球聯(lián)席主管斯蒂芬妮·科恩表示,人們已經(jīng)習慣使用手機線上辦理各類銀行業(yè)務??贫鞣Q,在新冠疫情高峰期,在高盛新開立的約三分之二支票賬戶是在線上辦理的,較疫情前水平上升了近17%。

她說:“新冠疫情確實加快了已經(jīng)出現(xiàn)的一系列趨勢,我們對此深信不疑?!?/p>

醫(yī)療保健服務提供商一直在努力讓病人到醫(yī)院接受急癥護理??死蛱m診所(Cleveland Clinic)的首席執(zhí)行官湯米斯拉夫·米哈耶維奇稱,病人仍然擔心他們可能會在醫(yī)生辦公室或醫(yī)院感染新冠病毒。因此,多數(shù)病人仍然選擇虛擬護理服務,在新冠疫情高峰期,虛擬就診人數(shù)增加了70%以上。隨著美國新冠病例減少,虛擬就診人數(shù)有所下降,但仍然比新冠疫情前高出近20%。

“據(jù)調(diào)查,我們發(fā)現(xiàn),有些病人對數(shù)字平臺有一定需求,而且也非常熟悉數(shù)字平臺?!泵坠S奇表示?!皵?shù)字平臺確實給人們帶來了非常多的便利?!?/p>

鄧恩認為,在新冠疫情期間出現(xiàn)的許多趨勢已經(jīng)讓商業(yè)版圖發(fā)生了徹底改變。但對威瑞森來說,這并非意味著要減少實體零售店數(shù)量(鄧恩稱,他實際上正在計劃為實體零售店再招聘1,000名員工,并延長營業(yè)時間)。但是,這卻意味著公司要重塑客戶體驗。

“我們一直在挖掘線下體驗要素與數(shù)字化能力要素,并將二者融合在一起?!编嚩髡f道?!澳憧梢苑Q之為人性化數(shù)字體驗或?qū)嶓w數(shù)字化?!保ㄘ敻恢形木W(wǎng))

譯者:郝秀

審校:汪皓

在新冠疫情期間,許多公司面臨的最大挑戰(zhàn)之一是開展基礎業(yè)務:多數(shù)人被要求非必要不外出,因此,如何才能有效地拓展客戶成了一大難題。此外,全球業(yè)務日趨數(shù)字化,例如,越來越多的病人選擇虛擬護理服務,越來越多的消費者喜歡到網(wǎng)上購物。

如今,隨著疫苗接種率不斷上升、防疫措施逐漸放寬,業(yè)務也逐步回升。幾位首席執(zhí)行官表示,即使新冠疫情結束,一些在必要情況下形成的趨勢也會持續(xù)存在。

“即便疫情結束,一切也不會回歸往日的狀態(tài)。”威瑞森(Verizon)的消費者集團首席執(zhí)行官羅南·鄧恩于5月26日在《財富》CEO另類視角虛擬會議上稱。“我們正好可以借此機會想一想過去12至18個月出現(xiàn)的哪些趨勢……是我們想要[長期]保持的?!?/p>

無論是銀行業(yè)、影院業(yè),還是醫(yī)療行業(yè),各行各業(yè)的公司都在這場疫情中吸取了一些慘痛的教訓。當公司無法經(jīng)常與客戶面對面交流、電影院無法放映電影時,它們就要反思如何開展業(yè)務以及如何與客戶溝通。

AMC娛樂公司(AMC Entertainment)的首席執(zhí)行官亞當·艾倫稱,在新冠疫情期間,公司月度營收從4.5億美元降至100萬美元。今年3月,包括艾倫在內(nèi)的全體員工休假。公司現(xiàn)金儲備耗盡,經(jīng)過五個關鍵時間節(jié)點,現(xiàn)金幾乎全部用完。

“我們被勒令暫停營業(yè),但重新營業(yè)后,我們又沒有新電影放映,因為制片廠根本沒有發(fā)行新電影?!卑瑐惙Q?!澳阒灰獣r常與客戶溝通……并且落實一系列消費者友好型政策,客戶就會相信你在竭盡全力讓每位客戶滿意。”

以威瑞森為例,該公司稱找到了一種Fios(高速互聯(lián)網(wǎng)服務)安裝方法,不需要技術人員去客戶家安裝。該公司開發(fā)了一種裝在牛奶箱中的Fios安裝套件,方便客戶自行安裝。

“相比一年前,現(xiàn)在越來越多的人認為自己也能夠完成安裝或升級操作?!编嚩髡f?!叭藗儼l(fā)現(xiàn)這其實很簡單?!?/p>

同樣,高盛集團(Goldman Sachs)的消費者與財富管理全球聯(lián)席主管斯蒂芬妮·科恩表示,人們已經(jīng)習慣使用手機線上辦理各類銀行業(yè)務??贫鞣Q,在新冠疫情高峰期,在高盛新開立的約三分之二支票賬戶是在線上辦理的,較疫情前水平上升了近17%。

她說:“新冠疫情確實加快了已經(jīng)出現(xiàn)的一系列趨勢,我們對此深信不疑?!?/p>

醫(yī)療保健服務提供商一直在努力讓病人到醫(yī)院接受急癥護理??死蛱m診所(Cleveland Clinic)的首席執(zhí)行官湯米斯拉夫·米哈耶維奇稱,病人仍然擔心他們可能會在醫(yī)生辦公室或醫(yī)院感染新冠病毒。因此,多數(shù)病人仍然選擇虛擬護理服務,在新冠疫情高峰期,虛擬就診人數(shù)增加了70%以上。隨著美國新冠病例減少,虛擬就診人數(shù)有所下降,但仍然比新冠疫情前高出近20%。

“據(jù)調(diào)查,我們發(fā)現(xiàn),有些病人對數(shù)字平臺有一定需求,而且也非常熟悉數(shù)字平臺?!泵坠S奇表示?!皵?shù)字平臺確實給人們帶來了非常多的便利?!?/p>

鄧恩認為,在新冠疫情期間出現(xiàn)的許多趨勢已經(jīng)讓商業(yè)版圖發(fā)生了徹底改變。但對威瑞森來說,這并非意味著要減少實體零售店數(shù)量(鄧恩稱,他實際上正在計劃為實體零售店再招聘1,000名員工,并延長營業(yè)時間)。但是,這卻意味著公司要重塑客戶體驗。

“我們一直在挖掘線下體驗要素與數(shù)字化能力要素,并將二者融合在一起?!编嚩髡f道?!澳憧梢苑Q之為人性化數(shù)字體驗或?qū)嶓w數(shù)字化?!保ㄘ敻恢形木W(wǎng))

譯者:郝秀

審校:汪皓

One of the biggest challenges for companies during the coronavirus pandemic was a business basic: How to effectively reach customers at a time when many people were hunkered down at home. Out of that, the world became more digital—with more medical patients opting for virtual care and customers favoring digital purchases, for example.

Now, As business rebounds from loosened restrictions and rising vaccination rates, several CEOs say some of the trends that began out of necessity will long outlive the pandemic.

“We’re never going back to where we were,” Ronan Dunne, CEO of Verizon's consumer group, said during a virtual session of Fortune’s CEO Perspectives Series on May 26. “There is an opportunity to be thoughtful about which elements of the last 12-18 months … we want to introduce [permanently].”

Companies across industries—from banking to cinemas to health care—all learned some tough lessons during the pandemic. Namely, they had to rethink how they do business and communicate with their customers at a time when they couldn’t physically see them as often or, in the case of movie theaters, have a product to offer them.

Adam Aron, the CEO of AMC Entertainment, said his company went from making $450 million in monthly revenue to $1 million during the pandemic. In March, Aron furloughed his entire staff, himself included. The company ran through its cash reserves and five different times almost ran out of cash entirely.

“We were ordered shut but when we were opened, we had no new movies coming out because the studios weren't releasing new movie titles,” Aron said. “You just keep communicating with them … and you put in a whole series of consumer-friendly policies so that your customers think you're bending over backwards to be fair and treat them well.”

In Verizon’s case, the company said it found a way to install Fios, its high-speed Internet service, without sending technicians to customer’s homes. The company created Fios installation kits in milk crates and left them at customers’ doors for self-installation.

“What's happening now is more people feel competent to do a self-install or the self-upgrade than they did a year ago,” Dunne said. “People realize it's actually pretty straightforward.”

Similarly, people are becoming more comfortable with mobile and online banking, according to Stephanie Cohen, global co-head of consumer and wealth management at Goldman Sachs. At the height of the pandemic, about two-thirds of new checking accounts at Goldman Sachs were set up online, up nearly 17% from pre-pandemic levels, Cohen said.

“We really believe the pandemic has sped up trends that were already happening,” she said.

In health care, providers have struggled to bring patients back to their facilities for acute care. Patients are still afraid they could contract the coronavirus at a doctor’s office or hospital, said Tomislav Mihaljevic, CEO of the Cleveland Clinic. As a result, more patients opted for virtual care, causing virtual visits to rise more than 70% at the height of the pandemic. With COVID cases dropping in the U.S., virtual visits have declined but are still nearly 20% higher than pre-pandemic levels.

“What have we learned is that certain patients have certain needs and a greater familiarity [with digital platforms],” Mihaljevic said. “It's a convenience.”

Dunne said many of the trends that started in the pandemic have changed business forever. For Verizon, that won’t mean downsizing its retail stores (Dunne said he’s actually recruiting 1,000 more staffers for retail locations and extending the hours of operation). But it will mean reinventing the customer experience.

“What we’ve been focusing on are what are elements of the physical journey and elements of the digital capability and bringing them together,” Dunne said. “You [can] call it humanizing digital or phy-gital.”

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