Advantages and drawbacks of digital communication in remote and hybrid work settings. A sectoral case study in professional services

Introduction Digital communication became a central element of organizational interaction during the COVID-19 pandemic and remains integral to remote and hybrid work. However, empirical evidence on the comparative effectiveness of digital and face-to-face communication in post-crisis hybrid settings remains fragmented and lacks comparative clarity. This study examines the advantages and drawbacks of digital communication in professional services and identifies which practices persist beyond crisis conditions. Methods A sectoral qualitative case study was conducted in management consultancies in the DACH (Germany, Austria, Switzerland) region during the pandemic. Thirteen semi-structured interviews were analyzed using reflexive thematic analysis. Follow-up interviews in 2024–2025 examined post-crisis developments and the durability of communication practices. Results Four themes emerged: (1) preparedness and infrastructure enabling rapid adaptation; (2) cultural change shaping engagement and meeting norms; (3) iterative testing and refinement of digital alternatives, including tool combinations and documentation features; and (4) enduring shifts toward hybrid “new normal” arrangements. Digital communication supported task coordination and cognitive efficiency in routine and technical exchanges. This was particularly evident in technical collaboration, geographically dispersed teamwork, and established one-to-one relationships.. It was less effective in contexts requiring relational trust, emotional attunement, and nuanced social signaling, such as business development, emotionally charged issues, and politically sensitive discussions. Conclusion The findings suggest a situational perspective on communication choice rather than universal medium superiority. Digital and face-to-face communication operate as complementary resources in hybrid work systems. The study contributes empirically by documenting the post-crisis persistence of communication practices and theoretically by challenging technologically deterministic accounts of media effectiveness. Instead, the findings emphasize contextual and relational contingencies. From a practical perspective, it offers guidance for selecting, supporting and continuously revising communication practices.