Avoid these emotional TCF change issues at your peril
A successful TCF change process takes into account the emotions of the relevant stakeholders. Change doesn’t happen without an emotional buy-in. An effective communication strategy shares the impact of that change, the reasons, benefits and way forward.
A TCF change strategy needs to address the emotional concerns of the key stakeholders.
Address your TCF change issues with these three key questions:
1. What is the message?
- Share a problem stakeholders can relate to before trying to sell your solution
- Connect the reason with why change is needed
- Share your understanding and intentions in a clear manner
- Share the big picture – how does the change impact them, and how can they participate?
- Eliminate jargon and corporate speak from your message
2. What will actually be different?
Make sure your destination and motivations are clear in your mind, particularly what will be different after the change. Be careful not to start your process without a clear destination your audience can relate to. Some changes may seem urgent to the organisation’s leadership, but if the employees can’t understand it (or if the destination seems a little vague) it is likely to fail. Make it a priority to get the destination clear and why it is urgent we move.
3. What is the real cost of the change?
There is always a cost associated with any change. Members of an organisation undergo a psychological transition as the status quo changes. Some changes have a greater impact than others. Managing change requires putting ourselves into the shoes of those impacted by the changes. A message based on empathy is received better than one based on the outcome alone. When our message recognises the realities employees face, it is far more effective. Failure to manage the emotional impact of a change will produce mistrust and increase resistance.
Congruent communication is essential to avoid TCF change issues
The guiding principles of an effective TCF change communication strategy:
- Make your message clear and memorable – one that speaks to the listener’s concerns
- Message tone – ensure the tone and delivery of the message are sincere
- Focus – deliver the right message to the right people
- Timing – the ideas need to be timeously repeated in different ways, and through different channels
- Feedback – this helps support and maintain transparent two-way communication
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