warning signs: recognize and navigate the changes that threaten alignment
TRANSCRIPT
April 15, 2023
Meet Your Presenter
Patrick HopkinsPresident of Imaginasium
Twitter:
@PatHop
@Imaginasium
Facebook:
Patrick J Hopkins
Imaginasium
Blog:
http://imaginasium.com/thinking
2 Warning Signs | Recognizing & Navigating Change
How to Participate
Type your comments & questions here throughout the presentation:
3 Warning Signs | Recognizing & Navigating Change
What You Need to Know
Every change — good or bad, large or small — causes disruption.
Six types of change have the biggest impact for employees and customers.
Minimize the disruption by evaluating and planning the experience to create alignment.
Go further, faster.
4 Warning Signs | Recognizing & Navigating Change
What will you get from this webinar?
5 Warning Signs | Recognizing & Navigating Change
Pres/CEO
• Situational awarness
• Impacts on organization
• How to resolve
Sales/Marketing Leaders
• Customer relations flags
• Aligning focus on customer
HR/Org Dev Leaders
• Helping teams cope
• Minimizing disruption
You might be thinking…
Change happens…we just deal with it.
Our pace is so fast, we can’t slow down.
There’s not much we can do because of…
Things are good…why worry?
We’re just going to plunge ahead so ______ doesn’t slow us down.
6 Warning Signs | Recognizing & Navigating Change
Any questions so far?
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April 15, 2023
The Problem
Warning Signs
8 Warning Signs | Recognizing & Navigating Change
Overview
9 Warning Signs | Recognizing & Navigating Change
Overview – Customer Journey
Advocacy
Loyalty
Experience
Purchase/Buy-in
Consideration/Evaluation
Awareness
10 Warning Signs | Recognizing & Navigating Change
Overview – Issues
Disrupt or ignore any of these, & there’s a problem: Actions Emotions/motivators Questions Barriers Touchpoints
11 Warning Signs | Recognizing & Navigating Change
Overview
12 Warning Signs | Recognizing & Navigating Change
Clarity drives results
Overview – Customer Journey
Advocacy
Loyalty
Experience
Purchase/Buy-in
Consideration/Evaluation
Awareness
13 Warning Signs | Recognizing & Navigating Change
Any questions so far?
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April 15, 2023
Seeing the Signs
Warning Signs
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Warning Signs
Six categories of potential disruption: Periods of growth Sales situations Marketing execution Customer experience Strategic initiatives Culture & alignment
16 Warning Signs | Recognizing & Navigating Change
Periods of Growth
Your company has acquired or merged with another company. You’re launching a new product, service or company. You want to increase geographic reach. You need to reposition your brand.
Massive, systemic upheaval
17 Warning Signs | Recognizing & Navigating Change
Sales Situations
A competitor mounts an unexpected attack on your brand. Your profit margin or market share is shrinking. Customers don’t see a difference between your brand or your
competitors. Research shows your brand isn’t understood by your audience.
Pressure & blame
18 Warning Signs | Recognizing & Navigating Change
Marketing Execution
Slow death of relevance. Telling your story — what to brand & how. Complexity — too many product names, sub-brands, logos,
taglines, etc. Disagreement on measurement & success.
Confusion/slow to market
19 Warning Signs | Recognizing & Navigating Change
Customer Experience
Gap between business vision & customer experience. Dissonant touchpoints/lack of consistency Need for relevance with changing customer base Not connecting at all touchpoints.
Decreasing customer loyalty
20 Warning Signs | Recognizing & Navigating Change
Strategic Initiatives
Experience at odds with strategy. Lack of clarity on position, strengths & weaknesses. Opportunities for brand extensions. Moving forward with umbrella & sub-brands.
The Big Dip
21 Warning Signs | Recognizing & Navigating Change
Culture & Alignment
Leadership churn. “Selling” new initiatives internally. Confusion on delivery role for customer experience. Getting executive buy-in for brand change.
Confusion/Disengagement/Turnover
22 Warning Signs | Recognizing & Navigating Change
Any questions?
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April 15, 2023
Further, Faster
Warning Signs
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What to Evaluate
Clear position Vision & values Planned experience Sales & delivery
execution Customer clarity Employee clarity Customer complaints
Repeat business #s Communications plans Customer journey
(plan vs. reality) Employee engagement USPs & UBPs
25 Warning Signs | Recognizing & Navigating Change
Making Change
ADKAR model (Change Management Learning Institute)
AWARENESS of the need for change
DESIRE to participate and support the change
KNOWLEDGE on how to change
ABILITY to implement the required skills and behaviors
REINFORCEMENT to sustain the change
26 Warning Signs | Recognizing & Navigating Change
Any questions?
?27 Warning Signs | Recognizing & Navigating Change
What You Need to Know
Every change — good or bad, large or small — causes disruption.
Six types of change have the biggest impact for employees and customers.
Minimize the disruption by evaluating and planning the experience to create alignment.
Go further, faster.
28 Warning Signs | Recognizing & Navigating Change
Meet Your Presenter
Patrick HopkinsPresident of Imaginasium
Twitter:
@PatHop
@Imaginasium
Facebook:
Patrick J Hopkins
Imaginasium
Blog:
http://imaginasium.com/thinking
29 Warning Signs | Recognizing & Navigating Change
April 15, 2023