The multinational contact center GSS Covisian Group organized a digital summit to celebrate its arrival in Colombia.

In recent months, due to the Covid 19 pandemic, companies have had to adapt their activity to the digital world practically overnight. In this new landscape dominated by technology, businesses must respond to their increasingly demanding customers, quickly and safely.

But how to achieve a true digital transformation at a time when society and consumers are changing rapidly? This was the main topic of the discussion: “New business models in times of COVID: innovation and customer experience as key elements to impact results”.

The event, organized by GSS Grupo Covisian, a company that provides outsourcing services and contact center solutions, together with Covisian Academy Latin America, had the participation of David Luna, former Minister of Information and Communication Technologies of Colombia, and the Spanish Jorge Martínez Arroyo, President of the Customer Experience Development Association.

During his presentation, Luna assured that, although the pandemic forced companies to adapt and make quick decisions about digitization to guarantee their survival, the true digital transformation goes further.

“While digitization is using technological tools to improve the operation of companies, digital transformation is a one hundred percent cultural issue, which uses technological tools to make the process more effective, but there must be a commitment from the entire organization. “

Similarly, he pointed out that digital transformation “does not destroy jobs, it transforms them.” But, for this, it is essential that companies are truly convinced of the change process, that they analyze how their environment is working to know what processes should be improved with digital tools and that the decision is made by the entire company, not only by the piramid.

For his part, Jorge Martínez, President and Founder of the DEC Association (Customer Experience Development) spoke about how consumers and their relationship with brands are changing. In this sense, he said that “customers are rethinking themselves and making decisions regarding their purchases, they change brands, products and purchase channels; this represents an opportunity and a threat, businesses must achieve better offers and adapt to the needs of their customers.

Martínez added that, although the data varies by country and by category, the increase in e-commerce is clear. However, this trend will not continue in all categories after the pandemic. For this reason, it gives a recommendation to companies “be careful with summer loves, you must be rigorous when analyzing demand and realistic in online sales projections.”

To end his presentation, he gave four tips to deal with the pandemic from a business point of view:

  1. Resolution: Ensure contact and operability with customers, suppliers and employees. Being creative when communicating, it is important to generate trust, relationship and emotional bonding, empathy and closeness can be given through technology.
  2. Resilience: Define how long the company can last in difficult times and have a resilience plan.
  3. Return: How to return to the previous situation, strategy to reach precovid income levels.
  4. Reimagination: Introduce new ideas to the value chain in a systematic and continuous way.

Closing the discussion Cesar López Pérez, CEO of GSS, indicated that “omnichannel is very important, but many channels without optimal integration do not achieve value or productivity for companies. Technology should help to have more empathy and humanize the relationship of brands with people, this is the bet that GSS makes in Colombia. “