When it comes to evaluating the lasting impact of COVID-19 on your distribution channels, it’s clear that the pandemic has accelerated changes that were already in motion. The physical limitations brought about by social distancing have necessitated full-scale digital adoption, requiring businesses to rapidly grow their digital products, services, and infrastructure – as well as forcing an understanding of how digital channels can ultimately drive value for their customers. As the post-pandemic world comes into sharp focus, a lot of these changes will be here to stay.
How will this impact you?
After making significant investments in your digital infrastructure during the initial stages of the pandemic, you will need to refocus your efforts in the short-term – looking instead to understand how your channel strategy will need to change in the post-COVID world. How you can meet the new customer requirements that will emerge. Failure to treat this new phase of the pandemic differently will present the risk of failing to meet emerging customer expectations, as well as the detrimental commercial implications of having a channel mix that isn’t fit-for-purpose. Presenting customers with a delay because of high call volumes is no longer acceptable.