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| image: softex.br |
Unveiling the client's wishes is every entrepreneur's dream. As a result, in recent years, several techniques and tools have been developed to study users' behavior, their tastes and preferences, political opinions, consumption habits and how much more they are willing to make a purchase. All of this improved ads on and off the internet, in a strategy called ominichannel, and made many companies feel safe to create journeys for their consumers.
These behavioral certainties fell apart with the pandemic. While many lost their income, others simply cut spending because they did not know about tomorrow. If we analyze the most diverse areas, we can see that certainties, in part, have always been an illusion, especially in markets that are more sensitive to customer behavior. Companies that have already been trained to meet the demands of this new scenario will reap rewards more quickly.
For a long time it will be difficult to predict behavior. We are on a plane with no right destination and the trip is difficult to see - many times, even without trained teams. Therefore, the experience and feeling of the leaders will prevail. I am not referring to those of the past, attached to traditional ways of running a business, but to new leaders more able to read the trends of the future. They will make a difference in organizations.
The main challenge now is to develop agile and solid teams in order to convey the confidence that tomorrow will be better. It is in this context that technology plays its most important role. The pandemic has not changed the digital transformation process, but it has accelerated trends. Companies native to the digital environment, such as Uber, the largest transportation fleet in the world that doesn't even own a car, have not felt major impacts beyond the health and safety issues for drivers and passengers. Formal economy companies, on the other hand, will need to assimilate many new concepts necessary for their survival.
Humanizing processes and empowering people to form teams are fundamental actions in times of crisis. Leaders focused only on results will perish. What drives the company forward is the team. A cohesive, motivated team that studies and learns every day. Creating collaborative environments in which people can express themselves freely is essential, in addition to cultivating values such as cultural diversity, freedom of expression and corporate purpose. All of this, combined with new technological tools, such as Business Intelligence, Artificial Intelligence, RPA (Robotics Process Automation), among others, is what will take companies forward, allowing them to cut costs, maintain their staff and develop new sales strategies. more intelligent and assertive.
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