Most brands strive for differentiation, growth, and relevance, which can only be successfully achieved when you are a company with a clear purpose. This pandemic has taught us that the true value of a brand is judged by the impact it creates not just on the business but also on the ground. It’s a litmus test for companies to confirm if their actions reflect their core values, and for employees and customers to reaffirm their trust, confidence, and loyalty to the brand.
Your Actions Reflect Your Brand’s Purpose
Having been part of a company with the purpose for years now, it became a natural, unanimous decision to pull together our technology, research, and expertise to protect our employees and customers, and make an impactful difference on the ground in our fight against COVID-19.
At Tech Mahindra, this was more than an initiative; we believe to ‘Resolve to RISE’ together. It has been all hands on deck with our employees, customers, partners rallying together to drive initiatives that support each other and the community at large.
With the second wave arriving at full force, each member of the Tech Mahindra family has rallied together alongside our philanthropic arm, the Tech Mahindra Foundation, to devote time, effort, and resources. This includes hundreds of hours of volunteer work on ground tracking SOS calls of our associates, converting our offices into COVID care facilities, enabling the supply of critical medical equipment like oxygen cylinders, facilitating vaccination drives for our employees and their dependents, equipping and training frontline workers, distributing ration kits, office, and school supplies, providing for those who have lost loved ones, partnering with NGOs to protect our most vulnerable communities, and more.
To be a ‘Brand for Purpose’, it is a moral and fundamental duty to continue to fight for a cause that’s bigger than you and the business. And for brands to truly succeed now and in the future, they must use their platforms, resources, people to rebuild what has been lost since the pandemic hit.
Keep People at the Center of Your Brand Strategy
Our employees have always been at the heart of everything we do. For any brand, big or small, COVID-19 made it even more critical to focus on employee mental health as the lines between work and home blurred. A new hybrid workplace emerged with the lockdowns and social isolation and posed new challenges for workforce well-being that needed to be addressed immediately.
We at Tech Mahindra are strongly rooted in the belief – Wellness before Business. Our strategies, goals, and initiatives continue to be people-centric, ensuring the holistic well-being of our employees, customers, and partners. It was important for us to create awareness about mental health, and educate and support everyone with the necessary tools and resources.
Across all our locations, we have doctors on standby; to advice and share relevant information that can protect our people. On the same note, we have appointed a wellness officer to ensure holistic employee wellness across the brand. We also have rolled out COVID Support Policy for the families of our employees who have succumbed to COVID-19. This ensures career and educational opportunities as well as counselling sessions for immediate family members. It’s about ensuring holistic wellness and taking care of each other through tough times. We will continue to prioritize employee mental health, guided by our values to empower all to RISE and be a brand that deeply empathizes and cares.
The Future of Brand is Human-Centered EX
Finally, whatever our actions may be, technology will remain the core enabler to create a crisis-resilient future and meet the dynamic needs of the customer. It is crucial therefore for a brand like ours to continue to extend support to our larger ecosystem of partners and customers.
Over the next few years, digital transformation will accelerate with the rapid adoption of technology in all business operations. A confluence of these technologies will further enhance customer experiences, allowing them smarter, lasting moments, which in turn will earn loyalty, trust, and growth for companies. Organizations must focus on employing comprehensive investment strategies across the full suite of digital technologies—from advanced analytics to machine learning. These investments correlate positively with financial profit and growth, underscoring the need for digital transformation as the world transitions to new ways of working and enhanced customer expectations.
The next years of transformation will be driven by enhanced ‘human-centered’ experiences, providing profound customer insights, technology enablers, and operations capabilities to help our partner customers embrace digital disruption seamlessly, pandemic or not.
