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New research revealed that responsibility, transparency and trust are now perceived to be more important than they were prior to the pandemic. These values are deemed to be so important that over seven in 10 directors of UK companies stated that their customers are now paying more attention to how responsible their business practices are compared to before the COVID-19 crisis.

Responsible business is just one of a number of data points in some joint research and accompanying report by Gobeyond Partners and Webhelp which underlines the importance of a human experience, as we move to a more digital age. It also highlights that organisations will need to work hard to manage this emerging trend, which will be crucial to the future of customer service as we enter this new normal.

Gobeyond Partners and Webhelp surveyed 500 respondents of director level and above across a range of industries about the impact of COVID-19 on their businesses. By combining Webhelp’s expertise in customer engagement with Gobeyond Partners’ customer journey design and transformation, the two organisations were able to evaluate the impact of COVID-19 across a number of key areas and offer recommendations to businesses as they start to plan towards a post pandemic world.

Mark Palmer, CEO of Gobeyond Partners comments on the findings: “When considering the seismic changes that COVID-19 has already driven for businesses on a global level, it is heartening to note that many brands have responded remarkably; adapting to rapidly shifting consumer demands and rethinking propositions at unprecedented pace. However, some have also suffered significant damage too. Certainly, at the start of lockdown, social media feeds were awash with examples of brands accused of behaving irresponsibly and this hasn’t gone unnoticed by their customers. As organisations rush to respond to changing consumer behaviour and working practices, by making much-needed technology and operating model changes, our research highlights the importance of doing this in a responsible, and human way.”

Other key findings from the joint research include:

  • 70% of businesses have seen a direct impact to their bottom line as a result of COVID-19, with more than half being negatively affected.
  • These financial impacts are expected to last, with more than 80% of respondents believing they will be financially impacted for six months or more and 50% expecting their finances to be affected for more than a year.

Craig Gibson, Chief Commercial Officer at Webhelp Group continues: “Since the start of the pandemic, there has been a major shift when it comes to the health and wellbeing, and of course, the safety of team members. However perhaps more interestingly customers have been paying even more attention to how companies deliver on this. We have already seen, and indeed will continue to see, a new more “responsible” behavioural shift, with more empathy for those at the front line. This in turn will place more pressure on businesses to deliver on responsible human work practices and ensure this is communicated as part of their customer journey. Never before has there been a greater need to demonstrate transparency and create genuine and deep emotional connections with customers and colleagues.”

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