Change is a constant for many contact centers. But poor communication during times of change can lead to resistance and confusion — and reduce employee morale, all of which can have a direct impact on customer service outcomes.

Effective communication is critical for the success of any change initiatives, particularly for contact centers where employees are the frontline representatives of an organization. This article provides a strategic framework for communication that can be used to help minimize disruption and ensure alignment of all team members throughout the change process in a contact center.

Key Challenges in Contact Center Change Communication

Contact Center Environment: The typical contact center environment can be fast paced with high employee turnover. A less-tenured staff, along with decentralized teams, could create an unintentional communication barrier within the organization and make it difficult to maintain consistent messaging for all stakeholders. 

Employee Emotional Needs: Contact center employees manage a large volume of inquiries and often engage customers during high-pressure interactions. Continual updates to policies, regulations and technology can lead to information overload for many team members.

These ever-changing circumstances could create a culture of uncertainty and result in employees fearing how these changes might affect their job security. Ultimately, this can cause resistance to change.

To help team members buy into changes, effective communication must not only share what’s happening — but why.

Framework for Effective Change Communication

1. Harness the Power of Relevant Communication Inputs

  • The case for change and the documented impacts to affected stakeholder groups are powerful inputs that can form key messages not just for those stakeholders but also for the organization at large.
  • Don’t make the mistake of planning change communications around what you want to convey. Instead, leverage the business case for change to help stakeholders and lines of business understand why the change is happening. Be sure to review the results from change readiness impact assessments to understand the excitement and pains each stakeholder group is experiencing with respect to your proposed changes. And use communications to speak directly to those topics. 
  • Be sure to leverage the business case for change to help stakeholders and lines of business understand why the change is happening.

2. Use Appropriate Communication Channels

  • Recognize that stakeholder groups usually require different communication channels. Be sure to document and account for them in the communication plan.
  • Give each channel a purpose, recognizing that change communications must provide space for two-way interactions. Stakeholders will need to know who to engage and how they can respond to communications with feedback and questions.
  • Be proactive in soliciting stakeholder feedback. Surveys, road shows, open forums and office hours can be effective channels to gather feedback. Once feedback is submitted, have a plan to address it and share that plan with the organization.
  • Consider establishing a dedicated change management portal where employees can access additional information, such as FAQs, training materials and updates on your change initiative.

3. Create Communications That Align with Your Stakeholders’ Change Journey

  • Remember that your stakeholders are in an earlier stage of their change journeys than the project team. So, they must be brought along.
  • Prioritize early communications to build awareness of the change. Effective awareness campaigns will empower your stakeholder groups to articulate what’s changing, why it’s changing, when the change will take place and whom it will affect.
  • Resist the urge to focus remaining communications on knowledge and skill development. Instead, take time to help stakeholder groups buy into the change by clearly stating how the change will affect their daily lives and their teams, including the benefits they can expect and the support they’ll receive throughout the journey.
  • Once stakeholders have been presented with a clear picture of what the change means for them, share communications around proficiency and skill development. Stakeholders should understand the actions they’ll need to take and how they’ll be trained.
  • Following deployment, communications should focus on reinforcing the new behaviors. Be sure to share success stories and provide remediation as needed to support your stakeholders.

4. Empower Managers as Communication Champions

  • Frontline managers and supervisors are powerful change agents who can significantly enhance your communication campaign.
  • Be sure to provide these teams with toolkits and talking points to promote consistent messaging. These leaders are the preferred communication channel for gaining buy-in across the organization.
  • Train managers on how to handle resistance and answer questions effectively. And allow these leaders adequate time to move through their change journey to ensure they can become effective communicators of the change.

Tips for Delivering Effective Change Communications

Start Early: Communicate intentions before the change is rolled out to build trust and reduce uncertainty.

Highlight the Why: Clearly articulate the reasons for the change and how it aligns with organizational goals.

Use Multiple Communicators: Leverage change agents and champions to reinforce communications and to be points of contact for stakeholders as part of established feedback loops.

Show Empathy: Acknowledge the challenges employees might face during these changes and offer support resources.

Celebrate Wins: Share positive milestones and success stories to build momentum and morale.

Communicate Clearly and Succinctly: Use simple, direct language to explain complex changes. Avoid technical jargon except when necessary and provide examples when possible.

The journey to a successful cloud implementation begins with understanding and managing both the technical and emotional dimensions of change. Genesys CX Advisory Services can help you define an adoption readiness strategy to support your employees and customers.

Get the tactics you need to help ensure all stakeholders embrace this new technology so they’re eager and prepared to embrace it. Then your organization can begin to fully realize the ROI and transformative benefits of the cloud. Contact us today.