Change Management. Overcome reticence
Do you need to change your process, products, brand image, software, tools, machines ?
Are you afraid of the reaction of your teams, distributors, users ?
We campaign for a universal approach, declinable in each country and culture, simple and pragmatic and using free tools…
“Change brings opportunity.” Nido Qubein
You shall initiate a communication plan highlighting the benefits and proof of success of the change to be made. Below is our communication plan.
Challenges
- Why is change important to the business ecosystem? Focus your story on the problems and concerns of the old solution. Adopt an educational approach by evangelizing the new solution.
- Define the communication axes of the solution for each region of the globe, country.
- Share, publish, print and explain the advantages of the new solution.
- Analyze the impact of the solution on the operational and financial results of the business and demonstrate the expected ROI.
- Convince users to implement the new solution.
- Explain to users what the changes and benefits are.
- Adaptat the communication to different user profiles, languages, cultures.
- Make a Gantt Chart of actions by categories / groups.
- Deploy internal campaigns.
- Define and analyse the conversion ratios.
You have to turn fear into enchantment.
- Compliance with expectations. Give evidence.
- Lead by example.
- Demonstrate the effectiveness of the new system with references, testimonials.
- Illustrate in figures, in data.
- Identification: Make happy people talk!!! (Interview of satisfied users by group, cultural similarities…)
Campaign strategy
The strategy aims to make current users confident about the fear and risks inherent in change.
We will seek to use a simple, universal, pragmatic, concrete, direct and effective approach. How ?
Using:
- The list of defects of the old solution and the reasons for the change.
- The 10 key advantages of the new. “What will the solution bring you?” Accent your points around strong words; Easy, Immediate, Concrete, Economic…
- Illustrate strengths. Make an impact. “What are these benefits going to do for you?” For example screenshots, photos, videos. Example : Before/After. “Watch a tutorial video on “youtube” (Video filming the user’s screen).
- Encourage people to try. “Top 3 Reasons You Should Choose the new solution now”.
- Ask decision-makers what their intention is to change and measure the impact on the agenda of the international teams in charge of implementing the new solution.
- Offer a reward for involving people. Organize a winning contest for all those who come to read the message and answer a quiz, for example.
- What are your internal campaign goals ?
- Define concrete and achievable objectives country by country for the different actions.
- Targeting
Target “populations” by user profile and do the adaptation of sales pitches, translations, problem-solved, benefits and screenshots. - Technology
Drafting of arguments, creation of visuals > PDF file
Push : Paper mailing, invitation letter, printable A4 poster, powerpoint, email newsletter.
Pull : Intranet, Website, Corporate social-media. - Broadcast in waves
Country > CEO > VP > Heads of departments > users - Remove obstacles
Depending on the implementations and feedback based on customers or equipped pilot entities, collect FAQs and write success storiesd “how to successfully use my new service” and feed a user’s FAQ knowledge base to reduce calls to internal user support.
In this type of project, it is important to fight the “reluctant” and overcome the objections to change. Fear of the unknown is a natural human reaction. Especially in a professional context where people are judged and paid for the results gained… Inertia is reassuring. Making mistakes scares users. - Drive the community and show progress and change.
Continue broadcasting in successive targeted waves of simple and educational messages.
Animate meetings, trainings, seminars and evangelize. Preach the good word and convert your followers. Turn them into ambassadors. Train an expert in each country who will serve as your local point of support, particularly in linguistics. - Celebrate success !
Organize mini events after system implementation. This type of event makes it possible to bring users together around common objectives and to encourage relations in an informal setting, to communicate values and to reinforce the staff in the idea that they work in a good company. It helps to create or maintain friendship, fraternity.
“Progress is impossible without change, and those who cannot change their minds cannot change anything.” George Bernard Shaw.
Happy CEO 