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疫情过后,大公司将如何重塑疫情体验

疫情过后,大公司将如何重塑疫情体验

Danielle Abril 2021年05月30日
在新冠疫情期间出现的许多趋势已经让商业版图发生了彻底改变。

在新冠疫情期间,许多公司面临的最大挑战之一是开展基础业务:多数人被要求非必要不外出,因此,如何才能有效地拓展客户成了一大难题。此外,全球业务日趋数字化,例如,越来越多的病人选择虚拟护理服务,越来越多的消费者喜欢到网上购物。

如今,随着疫苗接种率不断上升、防疫措施逐渐放宽,业务也逐步回升。几位首席执行官表示,即使新冠疫情结束,一些在必要情况下形成的趋势也会持续存在。

“即便疫情结束,一切也不会回归往日的状态。”威瑞森(Verizon)的消费者集团首席执行官罗南·邓恩于5月26日在《财富》CEO另类视角虚拟会议上称。“我们正好可以借此机会想一想过去12至18个月出现的哪些趋势……是我们想要[长期]保持的。”

无论是银行业、影院业,还是医疗行业,各行各业的公司都在这场疫情中吸取了一些惨痛的教训。当公司无法经常与客户面对面交流、电影院无法放映电影时,它们就要反思如何开展业务以及如何与客户沟通。

AMC娱乐公司(AMC Entertainment)的首席执行官亚当·艾伦称,在新冠疫情期间,公司月度营收从4.5亿美元降至100万美元。今年3月,包括艾伦在内的全体员工休假。公司现金储备耗尽,经过五个关键时间节点,现金几乎全部用完。

“我们被勒令暂停营业,但重新营业后,我们又没有新电影放映,因为制片厂根本没有发行新电影。”艾伦称。“你只要时常与客户沟通……并且落实一系列消费者友好型政策,客户就会相信你在竭尽全力让每位客户满意。”

以威瑞森为例,该公司称找到了一种Fios(高速互联网服务)安装方法,不需要技术人员去客户家安装。该公司开发了一种装在牛奶箱中的Fios安装套件,方便客户自行安装。

“相比一年前,现在越来越多的人认为自己也能够完成安装或升级操作。”邓恩说。“人们发现这其实很简单。”

同样,高盛集团(Goldman Sachs)的消费者与财富管理全球联席主管斯蒂芬妮·科恩表示,人们已经习惯使用手机线上办理各类银行业务。科恩称,在新冠疫情高峰期,在高盛新开立的约三分之二支票账户是在线上办理的,较疫情前水平上升了近17%。

她说:“新冠疫情确实加快了已经出现的一系列趋势,我们对此深信不疑。”

医疗保健服务提供商一直在努力让病人到医院接受急症护理。克利夫兰诊所(Cleveland Clinic)的首席执行官汤米斯拉夫·米哈耶维奇称,病人仍然担心他们可能会在医生办公室或医院感染新冠病毒。因此,多数病人仍然选择虚拟护理服务,在新冠疫情高峰期,虚拟就诊人数增加了70%以上。随着美国新冠病例减少,虚拟就诊人数有所下降,但仍然比新冠疫情前高出近20%。

“据调查,我们发现,有些病人对数字平台有一定需求,而且也非常熟悉数字平台。”米哈耶维奇表示。“数字平台确实给人们带来了非常多的便利。”

邓恩认为,在新冠疫情期间出现的许多趋势已经让商业版图发生了彻底改变。但对威瑞森来说,这并非意味着要减少实体零售店数量(邓恩称,他实际上正在计划为实体零售店再招聘1,000名员工,并延长营业时间)。但是,这却意味着公司要重塑客户体验。

“我们一直在挖掘线下体验要素与数字化能力要素,并将二者融合在一起。”邓恩说道。“你可以称之为人性化数字体验或实体数字化。”(财富中文网)

译者:郝秀

审校:汪皓

在新冠疫情期间,许多公司面临的最大挑战之一是开展基础业务:多数人被要求非必要不外出,因此,如何才能有效地拓展客户成了一大难题。此外,全球业务日趋数字化,例如,越来越多的病人选择虚拟护理服务,越来越多的消费者喜欢到网上购物。

如今,随着疫苗接种率不断上升、防疫措施逐渐放宽,业务也逐步回升。几位首席执行官表示,即使新冠疫情结束,一些在必要情况下形成的趋势也会持续存在。

“即便疫情结束,一切也不会回归往日的状态。”威瑞森(Verizon)的消费者集团首席执行官罗南·邓恩于5月26日在《财富》CEO另类视角虚拟会议上称。“我们正好可以借此机会想一想过去12至18个月出现的哪些趋势……是我们想要[长期]保持的。”

无论是银行业、影院业,还是医疗行业,各行各业的公司都在这场疫情中吸取了一些惨痛的教训。当公司无法经常与客户面对面交流、电影院无法放映电影时,它们就要反思如何开展业务以及如何与客户沟通。

AMC娱乐公司(AMC Entertainment)的首席执行官亚当·艾伦称,在新冠疫情期间,公司月度营收从4.5亿美元降至100万美元。今年3月,包括艾伦在内的全体员工休假。公司现金储备耗尽,经过五个关键时间节点,现金几乎全部用完。

“我们被勒令暂停营业,但重新营业后,我们又没有新电影放映,因为制片厂根本没有发行新电影。”艾伦称。“你只要时常与客户沟通……并且落实一系列消费者友好型政策,客户就会相信你在竭尽全力让每位客户满意。”

以威瑞森为例,该公司称找到了一种Fios(高速互联网服务)安装方法,不需要技术人员去客户家安装。该公司开发了一种装在牛奶箱中的Fios安装套件,方便客户自行安装。

“相比一年前,现在越来越多的人认为自己也能够完成安装或升级操作。”邓恩说。“人们发现这其实很简单。”

同样,高盛集团(Goldman Sachs)的消费者与财富管理全球联席主管斯蒂芬妮·科恩表示,人们已经习惯使用手机线上办理各类银行业务。科恩称,在新冠疫情高峰期,在高盛新开立的约三分之二支票账户是在线上办理的,较疫情前水平上升了近17%。

她说:“新冠疫情确实加快了已经出现的一系列趋势,我们对此深信不疑。”

医疗保健服务提供商一直在努力让病人到医院接受急症护理。克利夫兰诊所(Cleveland Clinic)的首席执行官汤米斯拉夫·米哈耶维奇称,病人仍然担心他们可能会在医生办公室或医院感染新冠病毒。因此,多数病人仍然选择虚拟护理服务,在新冠疫情高峰期,虚拟就诊人数增加了70%以上。随着美国新冠病例减少,虚拟就诊人数有所下降,但仍然比新冠疫情前高出近20%。

“据调查,我们发现,有些病人对数字平台有一定需求,而且也非常熟悉数字平台。”米哈耶维奇表示。“数字平台确实给人们带来了非常多的便利。”

邓恩认为,在新冠疫情期间出现的许多趋势已经让商业版图发生了彻底改变。但对威瑞森来说,这并非意味着要减少实体零售店数量(邓恩称,他实际上正在计划为实体零售店再招聘1,000名员工,并延长营业时间)。但是,这却意味着公司要重塑客户体验。

“我们一直在挖掘线下体验要素与数字化能力要素,并将二者融合在一起。”邓恩说道。“你可以称之为人性化数字体验或实体数字化。”(财富中文网)

译者:郝秀

审校: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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