Large projects like moving to a new CRM can be difficult for staff and members to adjust to. Communication is key to make the transition to new technology as smooth as possible. Here are 5 key strategies to effectively communicate changes to your members.
1. Provide context for the change
If changing your technology is likely to have a big impact on members, the most important thing is to explain is the reason why you are doing it. Before the change occurs, explain to your members what is happening and how it’s likely to impact them. If there is likely to be downtime in their access or ability to complete something, provide them with enough warning.
2. Outline the member benefits
Your new tech should be providing a solution to a problem and supporting you on your digital transformation journey to be more efficient. Explain how the changes will have a positive impact for your members. Will your learning management system be easier to use with more functionality? Will it be a quicker process to renew membership? Will setting up a direct debit be easier?
3. Be transparent
With all the best intentions, sometimes processes can take longer than planned. It’s still advisable to have a timeline in place and where possible provide options to your members. For example, if there is a change to renewals could a member do it early before the change is implemented? Keep your members regularly updated with changes or notify them if any issues arise. Your members will appreciate transparency.
4. Provide helpful resources
It can take time to get used to a new system so it can be helpful to have resources in place to help with the transition. Video tutorials, step-by-step instructions, webinars and guides can help support members with getting used to a new system. These resources should be easy to access along with your contact details if people need further support. You might also need to factor in more team resource to help with member support.
5. Get your members involved
Before you make changes, it is good to get your members’ feedback; this can be through surveys, focus groups or discussing with your advocates. For example, you can ask them what resources would be most beneficial to help them with the transition. You should also get feedback on the new technology so you can plan in for any adjustments or improvements.
Having a clear plan of communication for members, understanding their needs and focusing on the long-term benefits of the new technology will help you on the path of digital transformation.
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