The uncertainty arising from the COVID-19 pandemic makes it necessary to pre-empt the impact on the economy and companies, and establish baseline scenarios for taking decisions to mitigate the fallout and contribute to subsequent recovery. Corporate digitisation is essential for dealing with these circumstances now and in the future. According to the report Impact of COVID-19 on management skills and digitisation strategies, produced by Esade and RocaSalvatella, more than 430 managers in companies located in Spain say they are ready for the new normal, but their digital behaviour has failings: 85.7% of the managers interviewed said that their skills must change, in the wake of a crisis that has hastened digitisation in 79% of the firms surveyed. Against this backdrop, online leadership (the ability to manage and coordinate scattered teams working on-line and in digital settings) and a strategic outlook are both crucial management skills.

The survey focuses on the skills managers need to take data-based decisions about the digital transformation processes that today’s world needs. “Social and economic instability means that commitment to digitisation cannot wait. Foresight will determine survival”, said Julio Villalobos, co-author of the report, head of the Esade programme #inDIGITAL and lecturer in the Esade Department of Marketing. “To overcome the crisis we will need courageous leaders able to design new strategic plans, shorten leadtimes and adapt to countless scenarios” emphasised the former director of Esade Alumni, Xavier Sanchez, also a co-author of the report together with Marc Cortés, partner and managing director of RocaSalvatella; Gerard Vélez and Guillem López, the director and manager of digital transformation at RocaSalvatella, respectively.

Impact of the pandemic

The recent lockdown and ensuing economic standstill, whilst necessary to contain the spread of the virus, have had a huge impact on many companies, particularly in the areas of sales (according to 75% of those surveyed), work processes (86% of cases have implemented working from home as an emergency measure) and productivity. The sectors that have suffered the most fallout include businesses in tourism, hotel and catering, and automotive. This health crisis has also changed consumer habits (65% of managers report an increase in online purchases), forcing many companies to speed up digitalisation at points of sale and contact with customers. Customer relations and in-house co-operation will be the main areas for improvement, according to the report, in the transformation of corporate culture.

Acceleration of change

Of the persons interviewed, 47% said that the crisis will facilitate strategic planning and the digitisation of processes and view these two areas as priorities for recovery. Secondly, 45% of managers believe that it will speed up digital commercialisation, and 37% think that the end of the pandemic will re-orient their business model to adapt it to the new normal. In addition to the foreseeable improvement in processes and commercial models, a turning point can be seen in the incorporation of new skills: the new strategic planning will shine the spotlight on the development of digital skills and new forms of personnel management, and also in-house innovation, to deal with the new normal. Likewise, 73% of the persons interviewed think they should adopt a new decision-taking model and, in this respect, 57% agree that the introduction of flexible methodologies based on on-going adaptation will be a priority, and likewise the introduction of transversal and collaborative mechanisms.

New management skills

Despite the uncertainty, the managers interviewed feel ready to deal with the digital challenge: 79% of them think that their company is competitive in a market dominated by the digital economy, although they are aware of a considerable gap in all digital skills, particularly regarding online leadership and strategic outlook. About 40% of managers believe that the development of these skills is very necessary. In this respect, 33% of managers say they will change their on-line leadership habits; 47% of managers will make online follow-up meetings part of their routine; and 39% will implement protocols to avoid too many meetings between teams.

In addition to digital behaviour, they also mentioned the need for a different leadership style: 80% think there is a need for more flexible leadership able to adapt to a volatile, less predictable environment, and manage uncertainty; whilst 63% also point out that leadership should be more creative and able to think outside the box.