Business Adaptability in the Age of COVID-19

It’s no secret that flexibility and adaptability are two essential factors for success, whether you are the leader of a community organization, a mother of three, or a small business owner. Many landscapes and work environments are constantly changing, especially over the past few months. With organizations, businesses and individuals forced to re-evaluate and readapt during the COVID-19 pandemic, the SAGAX team has evaluated how our team members’ local businesses are adapting to a “COVID world.” 

Situation: Rachel, PR and Social Media Consultant at SAGAX, was out to dinner for the first time since March as outdoor dining regulations permitted reopening in Massachusetts. She and a friend had made a reservation for an outdoor, six foot-distanced table a day in advance and noticed all the other restaurant guests did a great job of abiding by wearing masks until they were seated and socially distancing themselves from other groups. However, about halfway into her meal, Rachel noticed her waiter had taken his mask off. He never put it back on for the rest of her visit and served meals, took orders and bustled around the dining area and into the kitchen without a mask on. On top of that, the restaurant manager had come over to her table during the meal to apologize for a drink being spilled, also not wearing a mask. He continued to walk around the entirety of the restaurant without a mask and never commented on the waiter’s lack of a mask either. It was clear other restaurant patrons also noticed the lack of personal protective equipment and were uncomfortable. To make a bad situation worse, Rachel’s friend left a negative review of the restaurant and detailed their experience on Yelp. The restaurant reached out to her on Facebook and accused her of lying, saying that none of what she wrote about had happened, and that if something had made her uncomfortable during the visit, she should have spoken up. 

Our evaluation: This is a brutal example of a restaurant failing to make necessary adaptations during COVID-19. Not only is this a Massachusetts Board of Health violation, it is a clear disregard of and lack of respect for customers’ health. Step one of being adaptable and flexible: follow new rules set in place for you. Whether these are BOH regulations, city policies, or federal laws, no business or organization is above the rules, whether you like them or not. It shows disrespect and a lack of value for your customers and for those who regulate your industry. 

Situation: Sydney, Business Administration Consultant for SAGAX, applauded the way her local liquor store in Hilton Head, South Carolina adapted to the evolving situation at the beginning of COVID-19. The store took orders and payment over the phone, then would bring the items out to your car and place them in your trunk for a no-contact shopping experience. In addition, the employees were kind and dedicated, taking the time to search in their back room for a specific product Sydney was looking for. When they didn’t have it, the sales associate recommended a similar product and gave her a four-pack to try and said she could return it if she didn’t like it. This was the only liquor store that she called that had this no-contact shopping available for those who wanted it. So now, they are the only liquor store on the island to get her business! It was a smart and adaptable business decision to offer this service at no additional cost. 

Our evaluation: Flexibility! Adaptability! Going the extra mile. This is such a great example of a small business taking fairly easy, simple steps to adapt to a new landscape and restructure their business to continue to succeed. The need didn’t change – customers will continue to purchase the product – but the shopping experience had to adjust to meet the evolving needs of many customers. This small yet pivotal addition to the store’s shopping experience not only demonstrated to their customers that they valued them in a unique time, but earned them loyalty from customers who recognized their efforts. Whether your business is a small liquor store, family-owned restaurant or downtown hair salon, this example can serve as the gold star for adaptability and flexibility in the age of COVID-19, regardless of your industry.

Situation: Kirsten, Principal of SAGAX, was disappointed with the way a large hair salon in her hometown dealt with communication amidst the pandemic. A month in advance, she made a hair appointment with the salon on a Sunday, grateful that they had space on a weekend, as it can be extremely challenging to find time to take care of personal needs as a single mom and business owner. “I even asked if they were sure they would be open on a Sunday and holiday weekend when making the appointment,” Kirsten recalled, “and the salon responded that they would be open since they had to spread out appointments with the new state regulations.” Upon the day of her appointment, Kirsten showed up to the salon only to find they had closed for the holiday weekend – and neglected to notify her. With her babysitter at her home and her busy Sunday carved out around this haircut, Kirsten left frustrated and called the salon to explain what had happened. A woman took her name and phone number and promised someone in management would call her back to reschedule. No one ever did, and she never received an apology for the miscommunication and inconvenience. “This is very concerning for me as an economic recovery expert here in Delaware,” Kirsten said.

Our evaluation: This lack of communication and poor customer service could have been avoided very easily. First, as a business or leader, do not make promises to your clients until you are sure you will be able to keep them. However, everyone makes mistakes – we are all human and nobody is expecting perfection. If you make a mistake or realize you have to go back on a promise, be up front, clear and concise with your communication in a timely manner. Offer a sincere apology when an apology is due. Understand that your customers’ time and resources are extremely valuable – they could very easily take them elsewhere. 

These are real experiences that our team has experienced interacting with businesses during the pandemic. Through these evaluations, one thing is clear: typically, adaptability and flexibility are not rocket science. It just takes compassionate leaders, creative pivots and the unwavering mindset that constant adaptation is essential to modern day success.

Have you had a positive or negative experience with a business or organization during these unprecedented times? We want to hear about it! Comment below or message us!