How can you align change communication with customer service standards?

Change communication to customers must ensure that changes in products, services or policies are timely, empathically, and clearly communicated to the customers. This can be achieved by integrating the customer service principles into the change communication strategy. However, it is imperative that the communication is clear, concise, and jargon-free to ensure that customers get the messages well. Moreover, the communication must be two-ways, meaning, there should be a feedback thread which the customers can use to ask questions, voice concerns etc. This approach not only supports high customer service standards but also facilitates cementing trust and maintaining a positive relationship with customers while leading organizational change.

Start by thoroughly understanding your existing customer service standards. These standards usually include responsiveness, clarity, empathy, and consistency. Knowing these will guide the tone and content of your change communications.

As a startup founder, there is always a need to "change", and "fine-tune" our products to better serve our customers (and ensure they keep paying us). However, every change comes with its own risk - what happens if they customers do not like it, and the plan backfires? As such, I believe that ANY change should come with its own "feedback loop" that allows the leadership to capture data quickly to assess traction VS attrition when the change is implemented. Furthermore, we also need to track the Short and Long term impact of the change based on my methodology below : Short term - good (keep going) Short term - not good (pull the plug) Long term - good (keep change permanent) Long term - not good (keep changing)

To align change communication with customer service standards, leaders can courageously: ?? Integrate Customer-Centric Messaging ? Infuse change communication with customer-centric language and empathy, emphasizing how the changes benefit and align with customer needs ?? Leverage Consistent and Transparent Channels ? Utilize consistent and transparent communication channels to relay change messages, ensuring alignment with service standards and fostering trust and understanding PS: Aligning change communication with customer service standards is like choreographing a dance – it requires precision, harmony, and a clear narrative to ensure a seamless and delightful experience for all involved.

Humans are creatures of habit (yup, its coded in our DNA). As such, we are resistant to change. To change the customers, we must 1st get our customer service to embrace the change (any initial change will upset the customers, which your cust svc have to resolve). It is ONLY then, they will become the "firm believers" of change during their communciation to customers. As such, we need to train customer service on the "value" of the change, and give them "time" to accept it. After that, I will do role-play with them to handle customer objections. Remember this - customer service are our "frontlines" to customers. If we train them well, customers will be treated well.

Any change is disruptive at the beginning. The idea should be to make every possible change seamless and hassle free for customers. It is important to draw out a plan about the change in the communication channels and how to deliver that message to your clients. - Timelines needs to be drawn - PIC to be identified who will be responsible for different channels communications - identify PIC for SMBs and ENTERPRISE customers - Identify customers who needs more attention - create content based on the time lines - map out the journey of the channels of communication - deploy the same on basis of preference : website, App, social media, customised emails, follow up emails, WhatsApp

Create a detailed plan for how changes will be communicated. This plan should align with the tone and style of your usual customer service communications. It should clearly outline what will be communicated, to whom, how, and when.

In my experience, everytime we need to implement a change that may impact customer experiences, I will always want to throw in a "tidbit" to lessen the pain. For example, every time the Singapore government increases GST or ERP rates, they would typically give out "cash bonus" to the population 1st, to help them soften the negative sentiments that comes with the unfavourable increase. Likewise, in business, to ensure the customers stay loyal through the "change process", it is recommended that you also adopt this "give-and-take" strategy.

Avoid jargon and technical language in your communications. Use clear, simple language that is easy for all customers to understand. Ensure that the messaging is consistent across all channels, whether it's email, social media, phone calls, or face-to-face interactions. Inconsistencies can lead to confusion and diminished trust.

After communicating changes, gather customer feedback to understand their concerns and perceptions. This can be done through surveys, social media listening, or direct conversations. You can use the feedback to adjust the change implementation and future communications. This shows that you value customer input and are willing to adapt for their benefit. Monitor how the change communication is being received and evaluate its effectiveness. Look at customer satisfaction scores, feedback, and service metrics to gauge impact.

Aligning change communication with customer service standards is crucial for a smooth transition. Key strategies include clear and transparent messaging, framing changes from a customer-centric perspective, ensuring consistent and timely communication, and providing personalized information. Employee training and empowerment, feedback mechanisms, cross-functional collaboration, positive messaging, and accessible customer support resources are also essential. Measurement of customer impact through defined KPIs and continuous evaluation completes the approach, fostering a positive experience for both employees and customers during times of change.

Regularly review and adjust your communication strategies to ensure they remain aligned with customer service standards as both evolve.

In my experience, rather than aligning change communication with customer service standards, consider diverging. While consistency is often prized, change communication may benefit from a more tailored and context-specific approach. Prioritize clarity over conformity, ensuring the message resonates effectively with the unique needs of the audience. This personalized approach enhances understanding and buy-in during times of change.