Technology implementations and summer road construction — two certainties with many similarities.
Both are necessary to improve safety, function, efficiency, and user satisfaction. Both require careful planning, are expensive, and heavily dependent on a sound communications plan. But contrary to road construction (which is frustrating no matter what), a well-planned technology implementation communications plan can dramatically mitigate frustration, confusion, change resistance, and productivity interruptions while improving user acceptance and satisfaction rates.
If you are planning a moderate or major internal technology implementation, follow the communications directions below (which are not available in your GPS) to ensure a pleasant road trip.
Technology implementation communication
Assess the situation
Don’t know your audiences well, or are concerned you might have blind spots? Conduct a change assessment! This will help you identify various audiences, their needs relative to this event, key messages, and language preferences.
Select effective communication vehicles
The change assessment helped identify and build understanding of your audiences. Now ask yourself:
- Do they spend the majority of the day sitting at a computer or using a smart device for work purposes? If the answer is yes, then it’s likely electronic communication tools such as email, intranet news, computer pop-up messages, collaboration channels/forums, etc. can be your primary communications vehicles. In-person engagement and print materials such as flyers, posters or table tents could also be used (depending on the “size” of the change).
- Do they periodically use a computer or mobile device to complete work tasks, including checking email, reading company news, etc.? In this case, tried-and-true in-person, in-person communication during team meetings/huddles/1:1 conversations should be your primary communication channel. Flyers and/or table tents in high-traffic areas and the electronic options listed in the first comms check above can serve as your second- and third-tier communication channels.
Chances are, you’ll have a blend of communications. Your plan should account for a robust mix of channels.
Tailor the message for each audience
What matters to one audience may not matter (or is less important) to another, so prioritize messages accordingly. Write concisely, and don’t bury the “need to know” content beneath a lengthy intro paragraph. This is especially important for audiences who are not at a computer consistently.
Example: When you’re stuck in traffic and running late, long-winded directions worsen your frustration. In those moments, you want short, specific instructions. This is also true for tech implementation communications delivered to busy, on-the-go people. Give them the brief instructions and warnings they need to efficiently arrive at their destination, and in a language they understand, before they become irritated and disengaged. Make lengthier messages (e.g., recommendations about roadside attractions) available to them to read about when it’s convenient for them.
Communicate in phases
Technology implementations benefit from multi-phase communications plans (e.g., pre-implementation, training, launch, post-implementation). A phased communication plan spreads messaging out to avoid overwhelming recipients. It also creates opportunities to communicate critical details multiple times to improve the likelihood that everyone who needs to hear it, hears it.
Early and “just in time” communication is, arguably, the most impactful. Road construction is announced early, allowing commuters to prepare for bumps in the road and detours before and as they approach them. Apply this same strategy to tech implementations to avoid catching your “commuters” off guard!
Lastly, incorporate rest stops into your phased communications plan to prevent fatigue and annoyance.
Technology implementations, like road construction, have the potential to cause irritation and resistance. But the communication strategy, if done thoughtfully, holds the power to reroute your passengers onto Easy Street.
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