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Hands-off? Lessons from high-touch professionals about going virtual

Author

Listed:
  • Lord Ferguson, Sarah
  • Smith, Claudia
  • Kietzmann, Jan

Abstract

The COVID-19 crisis has fundamentally changed how many businesses operate and connect with their customers. Previously unheard-of government restrictions and sheltering-in-place requirements forced most professional services to transition to remote delivery methods (e.g., email, telephone, video consults, Shopify storefronts). Providers of low-touch services (e.g., lawyers, accountants) naturally lent themselves to remote delivery; however, those that offer high-touch services, particularly those in healthcare (e.g., doctors, chiropractors, physical therapists), experienced a drastic change in working conditions when going virtual. Despite a long history of resistance to virtual delivery, the pandemic created an unprecedented incentive for these high-touch professionals to experiment with underutilized care models such as telehealth: the provision of healthcare services remotely using telecommunications technologies. We examine the rapid adoption of telehealth during COVID-19 through the coming together or convergence of previously unrelated technologies, spaces, and practices. Our analysis reveals opportunities and challenges associated with going hands-off that apply to many other professionals providing high-trust services. Specifically, we offer nine guiding principles for building and protecting cognitive and affective trust in virtual and hybrid delivery models. This is important given the pace of compounding technology convergences that lie ahead for service professionals.

Suggested Citation

  • Lord Ferguson, Sarah & Smith, Claudia & Kietzmann, Jan, 2022. "Hands-off? Lessons from high-touch professionals about going virtual," Business Horizons, Elsevier, vol. 65(3), pages 303-313.
    • Handle: RePEc:eee:bushor:v:65:y:2022:i:3:p:303-313
    DOI: 10.1016/j.bushor.2021.03.002
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    References listed on IDEAS

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