You may have seen Time Warner Cable’s new ad campaign about the company changing. “Changing for Good”, in fact. That’s the slogan. With access to more channels, newer technologies and a focus on customer service, there’s a sweeping effort coming from TWC, as well as Comcast, Charter and the other cable giants to show customers that cable companies are different now. Really and truly different.
Well, actually, they aren’t that different. Beside the new technology, which has updated consistently but glacially through the years, not much has really changed. They’ll still be late, but instead of a four-hour window of time for arrival, they give you a one-hour window. They’re 98.8% sure they can hit that. And they’ll send you a notification when they’re on the way. That seems to be it.
But there is a lot of merit in this particular campaign. Sure, they aren’t making massive changes in policy, price or customer service — the important stuff. Regardless of (my) personal vendettas against the cable companies, one has to acknowledge the vast networks of employees, data and technology that these companies have to manage. Yes, I’m calling for sympathy for the much-maligned cable companies. Don’t shoot. They’re admitting that they’ve messed up. You may see the sentiment as “the least they could do,” communicating the fact that they have been terrible, but this is the first step. There may be real changes on the horizon. And as a customer they’re telling you one, very important thing: no matter the changes, they’ll be communicated to you.
Companies can take a lesson from the transparency demonstrated here. Change management is one of the toughest areas of internal communication. Even at the helm of the company, leaders may not know exactly how changes will unfold. You may feel like you can’t communicate unless you have all the answers. As a result, managers may not feel well informed about what’s happening, and employees will feel out of the loop. The truth of the matter is, no news does not mean good news in the corporate world. People need to know what’s happening, no matter what.
Hence, there is one cardinal rule in change management: communicate. So, you may not know what’s happening exactly. Tell employees everything you do know. Give your people a heads-up that there are certain possibilities on the horizon. What’s truly important is keeping everyone on the same page, and showing them that they can trust you to continue that communication. With that trust comes the confidence to weather the changes and even voice improvements and opinions as to how the changes can happen as smoothly as possible.
Want to find the best ways to communicate change with employees? Give Tribe a call. We’d love to help.