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Empathy and Agility in Times of Disruption How has your life changed since the start of the COVID-19 pandemic? Do you shop differently? Have your mobility patterns changed? For many of us, our behaviour over the past 12 months has been defined by change. Deloitte has been fortunate to witness many organizations and small businesses embracing these behavioural shifts with the courage to think and do differently. The innovative mindset of the Kitchener-Waterloo (KW) business community could provide a new perspective for other organizations across Canada hoping to adapt to this new consumer landscape. Disruption, although exacerbated by the COVID-19 pandemic, is a constant feature in our world. Organizations that remain resistant to change are placing a risky bet on their futures. In contrast, learning from the accelerated shifts in consumer attitudes and behaviour will generate great resilience for businesses moving forward.
Attitudes and agility: Open to change and primed for disruption The businesses based in KW have a culture of innovation and this mindset has helped them to identify new opportunities in a time of disruption. Small businesses and scaling organizations are generally nimble and more accustomed to uncertainty. These agile organizations were able to pivot quickly during the restrictions implemented to limit the spread of COVID-19, adopting new ways of doing business. Mark Hall, head of marketing at eleven-x—a company that specializes in wireless data communication—explained that when the initial lockdown began in March 2020, business leaders in eleven-x needed to create a plan to meet their organization’s service level commitments as a fully distributed workforce. “Our teams did a fantastic job running our coastto-coast network from home and our service level never dipped below 100 percent uptime. This is an amazing feat and we were able to accomplish it because the team pulled together. Now we have the confidence to say we can work differently.” The ability to unite as a team and reimagine what’s possible is key to capitalizing on your organization’s appetite for thinking differently during times of flux.
Beliefs: Understanding needs and creating value Agility is important, but it is crucial that decisions are rooted in customer needs and backed up by data. The disruption the pandemic brought to bricks-and-mortar retail provided Piinpoint—a company that offers data-powered
retail insights—an opportunity to better understand their customers’ needs. The chief product officer, Sarah Steiner, explains that “we focus on being of service to our customers, this means being willing to live in that moment of uncertainty with them so that we can understand their needs and keep our solutions relevant.” Listening to customers then using evidence and data to help them make decisions ensures businesses continue to create value for all stakeholders.
Structures: Evolving toward a more human workplace During the pandemic, we have seen drastic changes to where and how we work. Many employees are balancing work while caring for family members, setting up an office at their dining room table, or working in environments that require them to wear personal protective equipment. Many of us have been learning new ways to communicate as we connect with colleagues through virtual channels. This can be challenging, but it is also an opportunity for employers and businesses to listen and make changes to their talent proposition. We’ve shifted away from face-to-face interactions as distributed workforces become more common. But the human need for social connection at work is essential. Organizations tuned into the needs and feelings of their employees have a significant advantage in their ability to attract and retain top talent. The future is full of uncertainty—you must ensure your organization makes informed decisions quickly with scenariobased planning and approaches relationships with empathy. Foster a culture and create structures that embed agility and creativity in everything you do. We believe the organizations that can do this will be best placed to identify new ways of doing business and, ultimately, be positioned to thrive.
ABOUT THE AUTHOR
Kyra Jones Kyra Jones brings deep knowledge of living systems to her work designing and delivering breakthroughs in the Deloitte Greenhouse. She designs ground-breaking approaches to tackle wicked problems, making her impact on leaders highly valued and sought after.
advocate March | April 2021
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