新型冠狀病毒散播全球，人類面臨大型社交隔離、經濟臨時癱瘓等前所未有的挑戰。由於流動性被限制，導致人與人之間的溝通變成遙距、數碼化，並改變了消費者的行為和經營模式。公司東主正面臨各方面的挑戰，由財政狀況、面對顧客互動行為的改變、透過遙距維持營運，以至建立新的方法，把握危機後的市場 —— 企業需用新的模式與團隊和客戶互動，並尋找解決方案，讓公司在危機後繼續營運及反彈。

為了幫助企業建立靈活性，並減低疫情帶來的破壞力，我們整合了一系列可行方案要讓您作為參考，在疫情低潮間好好規劃策略。請注意，文章中提到的要點，只供您參考訂立潛在方向。

1. 以可持續的財務能力營運您的業務（燃燒率和跑道）

 

動性是所有業務的生存關鍵。我們見證過最近股票市場的跌宕，投資者紛紛拋售各種資產，情願緊握現金。預測未來投資動力維持呆滯，直到疫情結束為止。在下一輪募資前，初企創辦人需盡可能保留最多現金在手。

• 從新規劃財政預算：保持實際心態、重新調整銷售渠道和收入預測，並透過壓力測試，分析每月能負擔的費用
• 減少變動成本：由於消費意欲和銷售量下降，因此需適度削減開支，包括：人力資源、工時、工資以及市場行銷預算
• 申請財政支援：各國政府提供紓困基金和低息貸款計畫，幫助各行業渡過難關

2. 採用新的顧客互動模式，轉移零售渠道組合

新型冠狀病毒大流行正影響全世界，不少範疇包括：旅遊、娛樂及餐飲零售等行業的整個供應鏈都受到影響。但是，有幾個領域在過去幾個月有明顯增長，他們都是集中在數碼化渠道的行業，如：電子商貿、外賣及影片串流。因應社交隔離，數碼化溝通成為與顧客互動的關鍵橋樑。與您的顧客緊密聯繫，能夠幫助您的銷售渠道保持運作。

• 透過電郵更新資訊：有聲勝無聲。不妨透過電郵，通知客戶知道疫情下公司及貨存的最新狀況。而這些預防性的訊息，給予顧客對公司的信心，並繼續光顧您的商店。他們也可以透過電郵，繼續跟您討論業務
• 輔以創意內容的每月通訊：透過定時、有用又有趣的通訊內容與顧客聯繫、維持關係，並促成新的網上購物機會
• 利用社交媒體鼓勵購買：加強品牌網上曝光，時刻將服務和產品放在顧客眼前，例如：建立網上產品目錄，方便客人訂貨，又或者利用WhatsApp和Messenger等社交渠道讓顧客查詢
• 目標溝通：認清核心顧客群，並投資資源建立個人化訊息及內容，以影響他們的購買行為

3. 縮短營運低潮期

不少公司鼓勵員工在家工作，而清晰的營運指引能維持員工的生產力及效率。

• 維持人力資源的流動性：將多出的勞動力轉移到其他活動，像是與其積極推銷新業務，不妨讓銷售團隊專注管理現存顧客，透過即時通訊工具及管理銷售渠道，提高服務品質
• 改善內部工作流程：借助現有時間建立更好的服務品質，以及改善購買及送貨流程，藉此提升日後的工作效率

4. 裝備好迎接疫情後的增長

鑑於全球經濟低迷，預計業務商談活動持續放緩。或許這是好時機分析現存產品的質素，並且提升產品功能，準備好經濟改善時再次進入市場。

 

• 與顧客共創：遙距工作帶來新的需求和服務，而積極與顧客聯繫能得到他們對產品和其功能的意見回饋
• 探索新的營商模式：社交隔離改變顧客行為，並提升他們對虛擬和數碼化平台的依賴性。這或許是一個好時機，將現有產品重新包裝成軟件即服務（SaaS）模型或其他網上渠道

疫情發展一日千里，以上行動概要只是對現況的部分回應。疫情不斷持續，未來必須借助科技訂下長期計劃，加快應用5G網絡、虛擬實境和智能城市等科技，迎合大眾對遙距互動日益增加的需求，以及體現科技對危機管理的重要價值。

延伸閱讀：
The Matrix for COVID-19: https://medium.com/sequoia-capital/the-matrix-for-covid-19-c25bd5195f46
Managing your burn rate and runway is key to sustain business operations at uncertain times:
https://www.inc.com/steve-blank/coronavirus-covid19-pandemic-startup-leader-response-plan-strategy-crisis.html
Stay connected to customers during Coronavirus:
https://www.uschamber.com/co/grow/customers/stay-connected-to-customers-during-coronavirus
10 tips to help your business communicate throughout the coronavirus crisis: https://thenextweb.com/growth-quarters/2020/03/12/10-tips-to-help-your-business-communicate-throughout-the-coronavirus-crisis/

圖片來源：
Getty Images / eternalcreative, US Chamber, Pexel

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