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Smart business practices for when we’re out of Covid

Emerging Business Trends: What’s on the Horizon?


Konstantin Zaripov - Business Express

By Konstantin Zaripov, Managing Director at MultiPass

Over the past few years, businesses have experienced substantial transformations and encountered immense challenges, including the COVID-19 pandemic, geopolitical instability, and worldwide economic turbulence. Unfortunately, political and economic challenges are projected to persist in 2023. Companies will confront the consequences of global current affairs that influence politics and the global economy, as well as the rapid development of technology.  Given the challenging factors affecting all businesses to a greater or lesser extent, companies must become agile and learn to adapt to succeed in this dynamic environment. Let’s take a look at the biggest trends that will shape business over the next year:  

Digital Transformation 

The COVID-19 pandemic has served as a catalyst for digital transformation, accelerating the need for businesses to adapt to remote work and online sales. The businesses that had already embraced digital transformation were better equipped to maintain continuity and remain agile in the face of uncertainty. However, the need for digital transformation is not just a response to the pandemic. With the continuous advancements in digital technologies and evolving customer needs, it has become crucial for businesses to adopt digital transformation strategies to stay competitive and relevant. By integrating digital technology across all aspects of their business, companies can streamline operations, increase productivity, and provide a seamless and personalized customer experience.  The future of business belongs to those who embrace digital transformation, as it offers countless benefits and opportunities for growth in today’s digital-first world.

Environmental Consciousness

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Today, customers are more aware of the impact of business activities on the environment and society, and they increasingly prefer to support companies that are environmentally and socially responsible. As a result, companies that have not prioritized environmental, social, and governance (ESG) issues are now realizing that this lack of focus is having a negative impact on their reputation, customer loyalty, and overall business performance.  Customers are more likely to do business with companies that are transparent about their ESG practices and take active steps to reduce their carbon footprint, support social causes, and promote ethical business practices. Therefore, companies that recognize and prioritize ESG factors are not only meeting their ethical obligations but also positioning themselves for long-term success in an increasingly environmentally and socially conscious market.  

Customer-Centered Approach  

Experience is the key factor that customers prioritize in 2023. However, this does not indicate that the price point and quality are no longer important. To some degree, both still influence how customers experience the process of selecting, buying, and utilizing the products and services they invest in. A customer-centered approach has become essential in modern business as the customer experience with a service or product has emerged as a key unique selling point. Customers now expect more than just a product or service; they demand a seamless, personalized experience from start to finish. In response, companies are investing heavily in customer experience management, recognizing that a superior customer experience can lead to increased customer loyalty, positive word-of-mouth recommendations, and ultimately, higher revenues. To meet customers’ high expectations, businesses are gathering feedback, conducting market research, and using advanced data analytics to better understand customer preferences and behavior. Companies that prioritize customer-centered strategies are better positioned to stay competitive, build strong customer relationships, and drive long-term success. 

Unit Economics

The recent economic slowdown and lowest level of venture capital (VC) funding have compelled companies to shift their focus from growth at all costs to unit economics. Companies are realizing that prioritizing growth without achieving sustainable unit economics can be detrimental to their long-term success. Instead, businesses are now focusing on optimizing their unit economics, which involves understanding and optimizing the costs and revenues associated with a single unit of their product or service. By prioritizing unit economics, businesses can identify inefficiencies, optimize pricing strategies, and reduce operational costs. This approach can lead to a more sustainable business model, improved profitability    

In summary, businesses that want to succeed in 2023 and beyond must stay ahead of the curve and embrace the trends that will shape the business landscape. Digital transformation, environmental consciousness, customer-centred approach, and unit economics are just a few of the most important trends that companies must prioritize. By doing so, businesses can build resilience, foster innovation, and achieve sustainable growth in a dynamic and competitive market.  

The challenges and opportunities that lie ahead are many, but companies that are willing to adapt, innovate, and put customers and the environment at the center of their strategies will be well-positioned to thrive in the years to come. As the world continues to evolve, businesses must be prepared to evolve with it and stay agile in the face of uncertainty. 

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