There is no doubt that the last eighteen months has seen some dramatic changes in the way companies have conducted their business, as the pandemic pushed much of commercial activity on-line and video meetings became the norm rather than the exception.
As we continue to emerge from the wide ranging restrictions that have become part of our everyday life David Proud General Manager of Reich Drive Systems UK looks at the shape of the future business landscape and whether we will return to the perceived normality of face to face meetings and participation in events, or whether the video call will remain the prime method of business communications.
At the outset of the pandemic the concept of engineering and industrial businesses continuing to operate successfully, even if not completely normally, was somewhat daunting. However, agile businesses quickly leveraged the potential of digital communication channels to replace travel and face to face meetings, enabling them to maintain both customer / supplier relationships and conduct business even if in a somewhat unorthodox way.
Fast forward to today and we have almost come full circle, travel restrictions are being lifted, the success of the vaccination programme combined with the general awareness of the need to continue to operate in a COVID safe manner means the for many there is the option to return to an office environment even if not full time.
David Proud comments: “With the exception of a few individuals who have been manning the office and warehouse, the majority of our activities have been conducted remotely over the last eighteen months. Whilst we have all become used to video conferencing, and there is little doubt it has been a valuable tool, it cannot replicate the natural engagement and atmosphere of a face to face meeting.”
Of course, we have all come to accept the limitations which video conferencing places upon us during calls when for example audio quality is poor, there is the inevitable time lag between responses and the technology can and sometimes does fail.
David Proud continues: “In addition to the potential technological shortcomings of video conferencing there are also human factors to consider as some individuals may feel isolated or not fully connected to the conversation which can lead to a lack of focus. Spontaneity can also be limited during remote meetings and it is much more difficult to introduce supporting information in the form of documentation, also you can’t just use the traditional whiteboard to illustrate or enhance your point.”
Within any business environment loyalty and trust are essential attributes and this is best achieved when face to face with your customer. Also, within what is definitely a more focused environment it is much easier to communicate goals, objectives and expectations. Despite the proliferation of digital technology in much of what we do every day, relationships, both personal and business can really only be built and strengthened by physically meeting and interacting with others.
David Proud concludes: “The last eighteen months has taught us that digital communications technology can be and will remain a valuable asset to our businesses. However, it has also highlighted if not reinforced the importance of person to person interaction at meetings and industry events. With our own Business Development Managers now enthusiastically planning face to face appointments and accepting customer invitations to site meetings, we are delighted to be playing our part in beginning to re-address the balance between technology and person to person interaction.”
