The goal of enterprise information management for the customer is to provide a personal experience. You want systems in place to streamline your workflow because they benefit the customer. Less hassle and more personalized interface make interacting with your company easier. This simplified interaction creates loyalty. But how do you communicate impending changes to how you do business to the customer? Here are some things to remember.
Customers should be brought into the loop when the information is relevant. If you are unveiling a new step that directly impacts their interaction with you, then they need to know. So, before you draft a communication that details all of the exciting changes happening to your company, take a fair amount of time to only include relevant information to the customer. Enterprise information management improvements can be detailed and drastic, and your customers don’t need or want to know the ins and outs of every change you make. If there is a new addition to their portal or a beneficial new shipping feature on the website, communicate it. If the changes are internal and won’t affect how they do business with you, then refrain from overwhelming your customers with too much information.
Communicate changes that are going to benefit your customer. Ultimately, what’s in it for them? Is a new enterprise information management feature going to make their life easier? If so, then tell them. Keep the “sorry for the inconvenience” communications at a minimum. If you do have to infringe on the consumer’s space while making changes, then tell them how the result will benefit them. They want a rich, secure, and highly personalized experience with you. Show them that you have that in mind and your changes all lead to that one objective.
Time your communications to reach the most people at the right time. Give the customer plenty of time to prepare for upcoming changes. Transition them slowly and with a lot of support. List all the reasons this change or adjustment will benefit them. Change is hard for people in general. You don’t want to make them resistant to trying the new system by introducing further steps without assurance. People are willing to accept temporary inconvenience or pain if there is a payoff in the end. They will give you a chance so long as you provide the necessary information to them with enough notice.
How do your customers communicate with you? Who is your target audience? It isn’t enough to give out the correct information at the correct time. You have to use the correct vehicle so that your customers can be informed.
Enterprise information management changes will help strengthen your relationship with your customers. Don’t drop the ball when it comes to getting the word out about upcoming changes. Include all the channels that reach people. These channels include social media, website, email or all of the above. Plan to communicate in those channels, but you also need a deeper understanding of the channels themselves. How often should you email the change? How many times do you post on social media? What demographics should you target in your paid ad space? If you want to craft an intelligent communication strategy, you need to answer all of these questions related to communication channels.
Though enterprise information management changes are critical to improving your business, you don’t want to unknowingly surprise your customers with them. Sometimes improvements require that you ask something different from them than you have been asking. These types of changes take careful communication and planning. With excellent communication, your customer will gladly go along with the changes with you