New Services (Across Europe)
What we set out to do:
communicating services internationally is more complex than products because local cultures play an even greater role, so we needed to explain the benefits of the new offering without losing the flexibility for local implementation (within acceptable parameters).
What happened:
overcoming resistance to change amongst the company’s own employees proved the greatest challenge - once they were convinced they became ambassadors promoting the new approach to customers, but this took much longer (and
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cost more) than anticipated and required consistent reinforcement through internal communications especially documentary video showing that the new services really were better on the ground.
What we learnt:
people may say they are ready for change but they need hard credible evidence (in this case video) to really win them over, and you must never forget the power of the internal grapevine: handy to harness but poisonous when it works against you.
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