How to effectively share TCF strategy communication within your organisation
An Effective TCF strategy communication plan helps share the importance of the TCF strategy, and why it matters to the employees of the organisation. The following strategies will help you reach your employees more effectively and gain buy-in.
Without employee buy-in TCF strategy becomes ineffective!
Keep it simple.
It is important to share the mindset behind TCF, and how it impacts behaviour on a daily basis. These TCF behaviours define how you share your TCF strategy communication, make decisions and the behaviour at executive levels. It is essential that this message is congruent and well articulated for employees. What is your purpose, your why, your core beliefs around TCF? Make it relevant to employees, in a way that makes them care about the principles and how the job they do links to them. These ideas should be at the core of all of your communications; a simple and inspiring message that is easy to relate to and understand. TCF strategy-specific messages that link to your purpose should reinforce the principles and help employees connect to them in their day-to-day work.
Tell a story.
Human communication trumps digital. Too many organisations share jargon filled “corporate speak” that comes across as insincere. We are wired to remember stories and experiences while data rich facts (as interesting as they may be) tend to be forgotten quickly. Sharing employee and customer stories helps embed the TCF principles and opens up a dialogue that leads to greater understanding of the desired TCF behaviours.
Market realities help employees gain context and understand why the behaviours and ideas matter. Sharing market and customer insights can add context and bring the TCF strategy to life. Sharing a customer’s TCF experience is far more powerful than a corporate strategy statement. Craft your messages so they can be shared across the organisation via multiple channels. Find ways to bring teams together to share new ideas and behaviours, based on what they have learned.
Inspire, educate and repeat.
Not all communication is equal. Information delivery needs to be prioritised based on its purpose and urgency. To break through the noise in a world overloaded with data, it needs to be inspirational. It needs to touch our hearts, make us feel something or be unique enough to stimulate our imagination. Our message needs to be relevant and relatable to those it is supposed to influence. Can employees understand how these ideas link to current goals, and how they positively impact customers? Repeat the message often across numerous channels (face-to-face, email, all-hands meetings, newsletters, etc) to increase retention and in ways employees are used to engaging. Our TCF communication needs to be simple, memorable and make us feel something.
Start a dialogue.
It is essential for these TCF strategy communication messages to be delivered through dialogue, rather than a leader monologue. Limiting communication to a top-down approach tends to stimulate cynicism and rumours. Talking at employees doesn’t allow them a voice and the ability to participate. Encouraging a TCF dialogue throughout the organisation increases buy-in, generates innovative ideas, and helps drive participation from the very people who need to implement the strategy. Creating a team of employees that can serve as ambassadors to deliver the TCF message at all levels can increase engagement. The message can have more credibility when we hear the same ideas from our peers than only in a one-way presentation. When leaders share your message ensure they are demonstrating best TCF practices as if they do not walk their talk, they are likely to increase cynicism.
Effective TCF strategy communication tips Infographic
Invest the time and energy required to get employee buy-in!
Employees can be a great asset or a great hindrance to any organisation. How employees are treated has a direct impact on how they interact with our customers, and how involved they are in making our business succeed. It is particularly expensive to replace skilled employees, so ensuring they are engaged and on the same journey is essential. Our employees colour the perceptions our consumers have about our business. The same employees that executes our TCF strategy, shapes our brand. It is therefore important to invest the time, energy and money necessary to help them understand and relate to our TCF strategy, and help them understand how they can participate in making it a reality. If we are unable to win over our employees we can’t win over our customers.
Ultimately, our employees manage the relationship with our customers, and influence their confidence in being treated fairly by our organisation.
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