Warning Signs: Recognize and Navigate the Changes That Threaten Alignment
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Transcript of Warning Signs: Recognize and Navigate the Changes That Threaten Alignment
![Page 1: Warning Signs: Recognize and Navigate the Changes That Threaten Alignment](https://reader030.fdocuments.us/reader030/viewer/2022032505/55c6d21abb61eb8c0a8b479c/html5/thumbnails/1.jpg)
April 15, 2023
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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
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How to Participate
Type your comments & questions here throughout the presentation:
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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
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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
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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.
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Any questions so far?
?7 Warning Signs | Recognizing & Navigating Change
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April 15, 2023
The Problem
Warning Signs
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Overview
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Overview – Customer Journey
Advocacy
Loyalty
Experience
Purchase/Buy-in
Consideration/Evaluation
Awareness
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Overview – Issues
Disrupt or ignore any of these, & there’s a problem: Actions Emotions/motivators Questions Barriers Touchpoints
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Overview
12 Warning Signs | Recognizing & Navigating Change
Clarity drives results
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Overview – Customer Journey
Advocacy
Loyalty
Experience
Purchase/Buy-in
Consideration/Evaluation
Awareness
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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
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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
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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
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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
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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
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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
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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
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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
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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
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Any questions?
?27 Warning Signs | Recognizing & Navigating Change
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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
![Page 29: Warning Signs: Recognize and Navigate the Changes That Threaten Alignment](https://reader030.fdocuments.us/reader030/viewer/2022032505/55c6d21abb61eb8c0a8b479c/html5/thumbnails/29.jpg)
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
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April 15, 2023