CHANGE, WHAT CHANGE?
AUGUST 2008
Some things never
change,
A lot of businesses and executives get caught up with the
challenges of change.
The current dynamic, competitive and volatile market place
can be adrenalin pumping, elevating and, yes, in many ways
rewarding.
New strategies are formulated, documented and implemented.
Complementary, short-term and local tactics are being introduced
with the attendant benefits of focussing the attention and
actions of frontline staff members. Just to be part of the
process is motivating.
New products, services and initiatives contribute to the
sense of heightened energy. There is a new story to present,
product knowledge to be learnt and competitive advantages
to be exploited.
Typically, care is taken to ensure that all staff members
are informed, enthusiastic and “on board” as
the company “moves forward”. Staff meetings,
business development workshops and launch events extend
to the prevailing sentiment of importance and progress.
______________
Suddenly, reality dawns. Unexpectedly, unwanted and disturbing
statements from existing, prospective and past customer
and clients register.
It becomes evident to all within the company that……..
The one constant is not change.
It is the customer’s perceptions.
The train has left the station, but the customers remain
on the platform.
Nothing has changed. Customer images, expectations, preferences
and intended buying intentions are founded on past and often
long standing experiences, references and mindsets.
Clearly, they have been left behind, uninformed, uncommitted
and ignorant of any perceived or real new advantages and
benefits.
Advertising, promotions and point-of-purchase merchandising
will not be sufficient to “move the world” for
many customers.
Such communication is typically dismissed as being irrelevant,
unless and until the customers have been informed, involved
and educated, usually over an extended period of time.
Strategic, long-term changes in image, market positioning,
product ranges and services are seldom, if even, time specific
events. Therefore the process of osmosis needs to evolve
and with it, the consumers and market place at large require
education, reassurance and redirection.
Single shot, product driven advertising will not achieve
the set objectives. It is probable that a single digit percentage
of existing, prospective and post clients will consider
the message timely or relevant. Thus, the communication
will be ineffective.
Rather, an integrated schedule of ongoing communication
through a number of media, including telephone calls, personal
visits and mailed invitations to visit and make contact
will foster and be a catalyst for target groups and individuals
to initiate contact.
In short, presume nothing. That which indulges and embraces
the attention, thoughts and actions of those within an entity
may have little relevance or recognition among those who
are external to the company, for instance.
Consideration may be required for a campaign which will
“unlearn” customers, distancing and making redundant
past practices, relationships and expectations.
It is a sobering realisation that many lost sales opportunities
are founded on the consumer statement :
“But, I thought………..”
Little did they know……… period.
Blame for such cases resides with the change agent and the
changing entity.
With a changing world, some things remain the same. Those
who have attended class reunions after a lapse of 25 years
will know the experience. Suddenly, one finds oneself surrounded
by aging, lined and often rounded individuals in their 40’s.
It was not what or who you remember. Life and people have
changed. The memories remain……… constant.
The circumstances are mirrored in countless, if not all,
business scenarios. Therein lies the causal factor for lost
sales, a lack of contact, an ebbing of repeat business and
loyalty.
Relationships need to be nurtured if they are to grow and
develop, underpinned by ongoing communication.
Gaps in perceptions and expectations are often a consequence
of gaps in or an absence of communication.
Perhaps recognition is required for the need to change mindsets,
buying patterns and preference by a calculated and disciplined
program of communication.
The alternative of lost revenue, profits, repeat business
and referrals is not evident in the balance sheet or profit
and loss statements. However, the reality weights heavy
in many business and management teams.
Therefore, a true and comprehensive understanding of the
concept of stakeholders needs to be fostered and promoted
among all people in business, with due recognition of the
presence and importance of consumers.
So, yes, the one constant in business life is change. However,
with consumers it wont necessarily happen on its own.
