Communication during a full Enterprise Application Adoption Effort
By Steve Earnest
Successful adoption of your enterprise-wide application requires a multi-pillar approach, of which communication is a vital ingredient. Here is our take on communication: The primary objective is remarkably straightforward—we communicate so that stakeholders are informed about what’s coming, what they need to do, how to do it, when to do it, and why it is important. This clarity of purpose forms the doctrine of our communication planning and execution strategy.
What you need to know about communicating during an adoption effort:
Purposeful Communication Drives Action
Every piece of communication should serve a purpose—specifically, to drive action. If there’s no intended outcome or result, it begs the question: is communication really necessary? Each message should inspire a response or movement towards a goal.
Audience Connection
We understand that every audience is unique, with distinct needs and preferences. Therefore, we thoughtfully design our communication strategies around these specific audiences, ensuring that their needs are addressed, often through a multi-media approach.
The Importance of Early Awareness and Repetition
To help stakeholders prepare for change, early awareness and frequent updates are crucial. Informing stakeholders well ahead of time and reiterating key messages enables them to become comfortable with upcoming developments and adequately prepare for the change on the horizon.
Pushing, Pulling, and Interactive Communication
To keep stakeholders informed and engaged with the program, we employ a mix of Push, Pull, and Interactive communication strategies. This combination allows us to effectively distribute and make information available, as well engage with the audience to ensuring that they feel connected, informed, and provide feedback or concerns.
Maintaining a Single Source of Truth (SSOT)
Outdated information can lead to confusion and miscommunication. To mitigate this, we prioritize maintaining a Single Source of Truth for program information and resources. Instead of relying on emails, which can quickly become obsolete, we direct stakeholders back to this centralized resource for the most current status and details.
Think LEAN: Simplicity is Key
In our approach, we emphasize a LEAN methodology. This means utilizing only the essential tools necessary to meet the needs of our stakeholders and the program. An abundance of tools can complicate engagement and maintenance, making processes unwieldy. Therefore, keeping our communication strategies simple and efficient is paramount.
Designing for Ease of Consumption
To facilitate understanding, we prioritize the following principles in our communication design:
Consistency Creates Comfort:
Regularity in communication fosters a sense of comfort among the audience. When a weekly status report is scheduled for Thursdays at noon, it is crucial that it is delivered punctually each week. This consistency helps to relieve stress and enhances the audience’s ability to absorb the information being presented.
Familiarity Aids Consumption:
Employing communication tools and formats that stakeholders are familiar with can significantly enhance the absorption of information. There’s no need to reinvent the wheel; using established channels and methods reduces variables that could hinder understanding. However, we aren’t afraid to use the most optimal media delivery vehicle for the message, even if it is not currently employed in your organization.
Brevity enables Understanding:
Communications should focus on the fundamental elements: WHAT needs to be done, WHO is responsible, HOW it will be accomplished, WHEN it should happen, and WHY the subject matter is important. Succinctness in these areas ensures that stakeholders can grasp the essential information quickly and take the necessary actions.
Conclusion
Effective communication is more than just sharing information; it’s about ensuring that stakeholders are equipped to understand and act. By designing our communication with ease of consumption in mind—through consistency, familiarity, simplicity, and a focus on purpose—we can enhance understanding, foster engagement, and drive meaningful action within our stakeholder communities. By keeping our strategies lean and maintaining a clear, accessible source of truth, we navigate the complexities of communication so that your audience becomes instilled with the confidence and clarity they need to fully adopt your newest digital applications.