The COVID-19 pandemic has significantly impacted businesses, making it crucial for companies to listen and understand the changing market landscape, customer needs, and sales data to make informed decisions about their products, services, and marketing strategies. As a result, businesses need to be innovative in identifying emerging or resilient sectors that can thrive in the "new normal" and adapt their products or services accordingly. In the medium-term, marketing efforts must focus on delivering relevant messages through digital channels, taking into account changing customer behavior and contact center operations. Longer-term, product development should prioritize new priorities and release schedules based on anticipated future market demands, rather than sticking to traditional plans, as the pandemic's impact will be felt for months and years to come.