Things change fast and it can be disruptive to the customers’ experience. Technology and automation change, demographics change, trends and tastes change, and even regulation or laws change that impact a business. For example, on July 1st Canada’s “Implied Consent” for internet communications change. I believe I have followed all the rules in that you signed up for my newsletter – and you can always unsubscribe.
A company’s big changes create a lot of little effects (and irritations) for us customers. For example, in the past month my credit card company recently switched to another banking institution and I was issued a new card, and my “points” or level seems to be changing so fast I can’t keep up with what I have or don’t have! My vacation property listing company is also making sweeping changes to their web portal in just a few days; this leaves me with quite a bit of work to update new photos and match items. Even my long-time favorite brands of face makeup and hair gel have changed their product formulas; I can’t replace them with the same quality and am now forced to look at their competitors.
On a grander physical scale, when airports get new terminals and sometimes even new “rail service” (such as in Toronto and Honolulu), these, too, cause changes that affect hurried travellers on a deadline to make their next flight.
How does a company keep up and keep customers happy? I’ve called the call centres, I’ve written emails to the company to check what they could recommend, and even went into the retail store to compare and find something suitable. It can be an exercise in futility for both the service representative and the customer. Often the customer will walk out if they don’t feel they’ve been guided or directed to a possible solution or option.
So what are some simple steps to aid in the transition of a product change? It comes down to training both your customer and staff. In other words, have a change management training program in place.
1. Identify and clearly communicate to staff what the changes are.
2. Gather a list from your staff of the fears they have around these changes. They may be able to anticipate a customer’s complaint and you can be prepared.
3. Use these challenges to identify best possible solutions so your company is “armed” with appropriate answers, suggestions and recommendations. In fact, the company should have identified and implemented the changes or have the “work-around” in place before the new product launch.
4. Determine a communications plan on how you will arm your staff with the information, such as “job aids”, cheat sheets, possible scenarios.
5. Determine a communications plan on how you will “teach” your customers what the differences are. Know how you will use website, emails, newsletters, ads, letters, and phone calls to ensure you are pointing out the “benefits” to the customer (even though the company may be doing the change for its own benefit). Ensure your staff are equipped with the “why” the change and “how” it helps the customer.
6. Ensure that staff members are equipped with a list of possible options (products or solutions) to the expected problems, and that they are clearly matched to a customer’s particular challenge that the change will impact.
Example: Hair gel product discontinued.
Customer Problem – New product does not give same lift
Possible Solutions
• Put all product lines with descriptions on website and guide customer to a selection (This will provide a resource for call centres as well as in-store retail staff to guide customers to)
Example: New Terminal for Departing Airlines
Customer Problem – Traveller gets lost; the taxi or person dropping them off is unaware of the new location. Someone may miss their flight.
Possible Solution
• Airport and airline use social media and internet to get word out.
• When tickets are issued online, an announcement about the changes is highlighted in RED.
• Staff are encouraged to announce the change and suggest ideas pre-emptively
• Provide maps or QR codes with map, or a mobile “app”.
• All ground transportation and local taxi companies are notified.
• Maps are distributed and requested they be put on all websites for related companies.
• Post signage for a period of time both before and after the changes
These are just a few examples to highlight the challenge of keeping customers happy during change. For each change your company will go through, use the power of the whiteboard with a group of leaders and front-line staff to prepare and develop communications and training programs to help everyone including your customers through the transition.
Change is hard on your employees, leaders and customers. Your strategic plan for the change should always have your customer in mind.
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