The importance of planning in a vuca world

THE IMPORTANCE OF

PLANNING IN A VUCA WORLD

While the concept of a volatile, uncertain, complex and ambiguous (VUCA) world arose in the late eighties, it has never been more relevant than it is today, as Mark Dickinson, founder of DONE! Hospitality Training Solutions, points out.

Let’s pretend that we can turn the clock back three years. Who was prepared for the global chaos that has ensued since? If you were to ask every business leader at that time if they had a disaster plan for their organization, most of them would have said no. Today, I would ask the same question: Do you have a disaster plan for your organization? Yes? Not yet? Well, you must! Volatility

VUCA paints the world as a volatile place, which today it most certainly is. A Tweet or an Instagram post inappropriately shared can create untold mayhem. Volatility is similar to a person sitting on a pile of gunpowder and casually lighting a cigarette: it will go off and the consequences will be disastrous. The world is gunpowder, and we are not in control of who has the lighter. Volatility means that entire industries can disappear overnight, and companies that are balanced on a tight cash flow edge can instantly fold, creating fear. A great disaster plan will thus remove the element of fear. Uncertainty

Uncertainly has always been a component in doing business, and in isolation it is neither good nor bad: it just is. Uncertainty is risk. Should we or should we not? We eliminate uncertainty by preparing good plans, and we mitigate the risk through long-term strategy and creating contingencies. Complexity

Complexity is an interesting one; you can either embrace it or be victim to it. Embracing complexity means that you seek to understand it and to draw the growth of available technology and digital advances into your business. Those who own and there are always those who will seek to appear bigger than they are, more capable than they are and smarter than they are. These are fatal flaws of character and create ambiguity. These traits of ambiguity can be eliminated by having solid structures, great communication channels that are clearly defined and reasonably respected, and an exceptional authority matrix that allows those in authority the power to take effective decisions without constantly being challenged.

Uncertainty is risk. We eliminate uncertainty by preparing good plans.

operate large organizations are well versed in the way their businesses work and frequently become entrenched in doing business the way they have always done it. It is essential that these owners and leaders analyze the complexities and simplify the way business is run. Concentrating on clients’ needs simplifies, while focusing on organizational goals complicates. Complexity is the result of growth and expansion; simplicity is the result of design. By planning with the objective of pleasing customers and eliminating what does not do that, you are removing complexity from the equation. Ambiguity

Ambiguity is all about biting off more than you can chew, trying to put the square peg into the round hole. Yes, there are always the clever answers to these statements, and The antidote to VUCA

To ensure your organization is run by an outstanding structure that will stand the challenges that we face in a VUCA world, have: • A disaster plan (within the limits of your capacity to build one) • A strategic plan for the long term (five to 10 years from now) • A customer-focused organization dedicated to embracing technology • An exceptional organizational communication structure and authority matrix

HOW COMMUNICATING WITH CUSTOMERS HAS EVOLVED

All brands aspire to have the best communication strategy with their customers, online and offline. As challenging as it can be, the basics can be very simple and straightforward, as Dr. Maria Frangieh, managing director of Socialprise, explains.

Nowadays, communication with clients often takes place via digital channels, such as email, Zoom, Facebook, Instagram, Twitter, Google my business, LinkedIn, TikTok, Snapchat or other platforms.

The pandemic marked a milestone in our lives, signaling a turning point for digital communication. Connecting online became the norm, especially during lockdown, and the digitization of industries became essential for maintaining operations. Brands that were already digitally versed and well equipped with the corresponding digital tools and skills were able to quickly adapt, while those that didn't have the resources struggled. Some simply preferred to exit identified markets.

Although we cannot be sure whether communication between brands and their customers will be fully digitized in the near future, what is certain is that the digital revolution is here to stay. How are we communicating today?

Today's customers are more demanding and informed than ever. They seek brands that listen to them and provide them with products and services that add value and are worth spending their money on. Customers expect an unmatched experience. Hybrid

A hybrid communication technique helps brands reach out to the customers who are brave enough to step outside their houses and those who are still reluctant to. Customer-centric

Adopt a customer-centric communication strategy. Why? Because it is all about the customers and not only the brand.Customers expect a brand to adapt to their needs. Flexible

Implement a flexible marketing strategy and agile business model to reflect how the brand satisfies customers' needs. How? By simply sending the right message to the right audience.

What is certain is that the digital revolution is here to stay.

Community

Create a community around the brand and keep it engaged with activities. Don't underestimate the power of customers' feedback. They will share ideas on how to improve the brand so you can ultimately sell them more and generate greater revenue. Never ignore negative feedback; it can be constructive.

Unique

Provide unique services or products. Customers are looking for more bespoke services and products than ever. Experiences

Today it is all about experiences. With so many brands to choose from, it is sometimes difficult to make decisions. Online competition can be fierce, with no geographical boundaries. Make the experiences you offer remarkable and memorable. Remember to listen to the community and be creative. Values

Be true to the brand’s values and highlight them clearly. Do not overpromise. Customers today want to consume brands that share the same values as them, so brands need to highlight them in posts published on their social media platforms. Data

Keep a close eye on data. Be prepared and adopt the right strategies to collect enduser data. Analyze insights from your social media and adjust your communication strategy accordingly. Don't hesitate to get the help of an analyst as these numbers can be tricky. Focus on what is important, as not all the numbers are always necessary and can be overwhelming. Be sure to set KPIs that will help the brand reach its goals. In short, successful communication strategies will improve the relationship between the brand and its customers, keeping them engaged, increasing revenues and ensuring the sustainability of the business.