New Normally Proactive Business Roadmap
One of the sectors most affected by the pandemic process is the service sector. In this process, businesses that differentiate from others with creative solutions and benefit from the opportunities of technology can differentiate themselves in the eyes of their customers with creative tools. The key components of today's businesses' action plans for the new normal are; they protect their most critical capital, human capital, by establishing strong social bonds with their customers, they re-complete who the business is and create more meaning from experiences and focus on common success and solidarity with other stakeholders. Contactless service is the new normally, core component of luxury and featured service. The service sector, on the other hand, is one of the most fragile and most affected sectors of the epidemic. Businesses that act proactively can turn the epidemic into an opportunity. When evaluated in the context of marketing mix strategies, effective and effective, adapted strategies that have absorbed the epidemic well will determine the winners. Adapted Services Will Come to the Fore Social distancing economy makes it more essential to plan the capacity correctly and maintain the balance between supply and demand. Pricing products in a flexible and value-added manner, applying bundle pricing, and abandoning the discourse of discount-oriented price strategy are considered critical for correct positioning in the eyes of the customer. Creating alternative income mechanisms, focusing on products that will provide scalable income, and offering high value-added services to customers are of great importance. The conditions created by the epidemic; economies of scale have been removed from the agenda, and economies of scope have been brought to the table. No longer, it is not possible to earn from the release, tailored and high added value services will be today's ribbon embracing. Businesses Differentiating With Creative Solutions Will Win Establishing customer interactions that will create closeness with the customer will create a distinctive differentiation strategy. It is important to create a set of moments that will create reasons for the customer to get out of their safe comfort zone and purchase services. It has become more essential than ever before that the service has a story to tell to the customer and to create memorable moments. Thus, it will be possible to apply the precautions and rules without creating a placebo effect. If the serviced customer feels himself in an aquarium or in an open office due to the measures taken and new rules due to Covid-19, the service cycle will suffer greatly. Being among the companies that differentiate themselves from the others with creative solutions is the first condition of being a winner. Businesses that also benefit from the possibilities of technology can differentiate themselves in the eyes of their customers with creative tools and can enter the protective wings of their customers. A convinced and advocating loyal customer is more effective than a serious advertising budget. Creating social media hashtags, asking customers to share their service experiences about you, creating Zoom back plans and making them available to customers, adapting all necessary elements such as masks, disinfectants, and disposable materials related to hygiene and social distancing to the business is simple, low-cost, but highly effective. are methods. Businesses that also benefit from the possibilities of technology can differentiate themselves in the eyes of their customers with creative tools and can enter the protective wings of their customers. A convinced and advocating loyal customer is more effective than a serious advertising budget. Creating social media hashtags, asking customers to share their service experiences about you, creating Zoom back plans and making them available to customers, adapting all necessary elements such as masks, disinfectants, and disposable materials related to hygiene and social distancing to the business is simple, low-cost, but highly effective. are methods. Businesses that also benefit from the possibilities of technology can differentiate themselves in the eyes of their customers with creative tools and can enter the protective wings of their customers. A convinced and advocating loyal customer is more effective than a serious advertising budget. Creating social media hashtags, asking customers to share their service experiences about you, creating Zoom back plans and making them available to customers, adapting all necessary elements such as masks, disinfectants, and disposable materials related to hygiene and social distancing to the business is simple, low-cost, but highly effective. are methods.
Managing Expectation Correctly Satisfaction; is the size of the difference between perception and expectation. This result; It can be achieved with low expectation or high perception. Correctly managing the expectation is as critical as creating a high perception. Businesses that can manage the expectations of their customers correctly start the game with a zero lead. It is not possible for businesses to survive with yesterday's regrets and tomorrow's doubts. By focusing on the present, leaders and managers must first believe in themselves and their employees, and then persuade their customers to walk and fight together. It is essential that customers believe that when they buy services, they both support the relevant business and the national economy, and increase their own purchasing power, and strive to keep this cycle unbroken.
Source: Prof. Dr. Feride Bahar Ray
https://www.kobiaktuel.com.tr/yeni-normalde-proactive-isletmelerin-yol-haritasi-makale,2799.html
