Traditional corporate crisis responses will not suffice for COVID-19 pandemic

As the COVID-19 outbreak sweeps the world, businesses are now in unchartered territory. Traditional crisis responses will not suffice. In this interview, GRI CEO Dr. Mahesha Ranasoma explains how the Group is handling this disruption and what can customers expect.

 

Q: How have GRI’s business operations been impacted by the COVID-19 pandemic and what action has it taken?

 A: We had our eye on global developments and expected supply chain disruptions. Therefore, we were quick to anticipate and build crisis scenarios quite early. We have worked to plan ahead and to understand how customers will be impacted. As the crisis hit us, we were well prepared to take on the challenges and execute our anticipated crisis actions.

Designing new operating processes, stringent sanitisation procedures and ensuring employee safety were immediate priorities. Putting sufficient digital platforms in place for remote working where possible, was another. Communication and dependability are paramount in a crisis and we swiftly executed our communications plans to make sure we are always in close contact with our employees, customers, and suppliers.

Our preparation has helped us a lot in the past month and we are also focusing on the new norms of operations in a post-crisis environment.

Q: How has GRI responded to its customers’ needs worldwide?

A: A crisis like this is unprecedented. You also get to know a person better in times of crisis and we have worked hard to be a dependable partner for our customers throughout these uncertain times. Our nimbleness and business agility have helped add value to our customers worldwide. The importance of clear communication at a time like this cannot be emphasised enough. We have got closer to our customers to understand their needs, and their insights have been invaluable. Understanding our customers’ priorities has helped us plan production capacity to support their requirements in this time of need.

We increased our engagement with customers as well as potential prospects through digital means. These engagements included replacing customer face-to-face meetings with virtual meetings, conducting product training via live streaming and virtual meetings with new business prospects.

Q: What steps has GRI taken to support its employees and communities?

A: Employee safety – both personal safety and the safety of their families – was a priority at the onset. We started early to share lessons learned from other countries battling the pandemic. We were prepared well ahead and designed new operating procedures across the board, in line with international and Government guidelines, to safeguard employees. From factory sanitisation practices, implementing remote working measures where possible and ensuring the families of our employees are safe – our crisis preparedness and adaptability have been an asset. We are also extremely proud of how our staff has stepped up, going the extra mile to ensure that nearby communities are provided essentials.

Q:  How have Sri Lanka’s business regulations changed due to the pandemic?

A: Sri Lanka’s rubber manufacturing industry is a vital export arm. As a rubber-growing country, it helps the entire global supply chain and supports the livelihood of a large community of rubber farmers. Therefore, the Government of Sri Lanka declared rubber manufacturing companies as essential services, and this helped us augment our crisis readiness while enhancing our overall capability to serve our customer needs.

Q: What are the industry challenges and opportunities you foresee in the months to come?

A: We are currently seeing certain countries implementing phased exits, after reaching the peak of the pandemic. While the economic impact of COVID-19 will linger and another wave of challenges is anticipated, we have to create new strategies of operation in these fluctuating conditions. Our new norms of operating will therefore be attuned to address the post-COVID-19 ground realities – staying lean, staying agile, connected with customers, eliminating waste, and delivering our value propositions far more effectively and efficiently than before. Also, due to the current situation worldwide, there may be certain shortages in some markets which GRI will step up to fulfil for our customers. We have proven that we have the foresight and agility to respond effectively to uncertainty and we will always be there for our customers, in good times and bad.