Published on 11/10/2023 at 3:38 PM
A specialized Change Management agency understands the complexities of organizational transformations and tailors communication using companies' internal resources, avoiding common pitfalls of this process and achieving positive results. Furthermore, it customizes communication strategies for each project, differentiating itself from day-to-day internal communication.
How does Agência Sabiá approach Communication for Change Management?
Much of the consultancies that offer Change Management services possess communication skills, however, they are not always prepared to direct this communication effectively to the company's internal resources. This is an aspect in which Agência Sabiá stands out. Sabiá adopts a highly personalized approach, leveraging organizations' internal communication tools and proposing integrated strategies for Change Management.
The channels, people, target audience, and frequency are specifically tailored to meet the needs of the project undergoing transformation. This process differs from usual internal communication flows, as it involves a change in the usual communication flow itself. In summary, Agência Sabiá's approach values personalization, efficiency, and integration with the company's internal operations, ensuring that communication is a key component for the success of the transformation.
“People have every right to connect or not with a change. And obviously this can determine whether or not they stay at a company that needs and must change. Fortunately, when a company follows a sensible path, most people will remain connected to it. The problem arises when an important transformation is poorly communicated and misunderstood. When this happens, people may feel pressured to accept it and fake a connection that does not exist, which tends to become an even greater problem than explicit resistance.”
”It is essential to promote an open dialogue among employees, clients, partners, and even customers. It is at this point that Agência Sabiá plays a central role.”
Pedro Braga, Managing Director of Sabiá Agency
Who can use communication for Change Management?
Communication in Change Management can be applied by a wide variety of organizations seeking to implement significant changes in their operating environment. This includes companies from various sectors, non-profit organizations, educational institutions, government agencies, healthcare institutions, NGOs, civil society entities, and research institutions, among others. Basically, any entity undergoing a transformation process and wishing to ensure a successful transition can benefit from Change Management communication.
Check out some of the Change Management projects carried out by Agência Sabiá below.
Cibra
Communication in Change Management was applied during the Salesforce implementation in 2021, focusing on the Awareness and Desire stages using the ADKAR model. Effective communication played a significant role in the successful adoption of the new sales tool, especially in the context of remote work. In general, projects that incorporate Change Management and effective communication show higher adoption rates for the rolled-out applications and increased engagement, with an estimated gain of 20% to 30% in the involvement of Key Users and end users, highlights Antônio Albérico de Souza Santos, IT Manager at Cibra.
Having a dedicated communication team in change projects was an important differentiator for Cibra, a customer-centric company with a startup approach. This becomes evident in projects such as the migration to SAP S4/Hana, where the presence of professionals specialized in Change Management and corporate communication is essential. The company also had the support of Agência Sabiá as a consultancy to assist in the processes of Change Management, efficiently implementing the ADKAR methodology, avoiding common delays in projects that do not have a dedicated team for these aspects.
“Sabiá Agency conveys solidity and quality in every product delivered, adopting a highly collaborative approach that allows the client to make necessary adjustments swiftly and without compromising the quality of the deliverables. The meetings are clear, and the methodology is well explained and executed with precision. The agency promotes an open and direct dialogue about all stages and processes, from start to finish. Therefore, it is a valid choice both for processes that already have a change team and for those where there is no idea how to approach Change Management.”
Antônio Albérico de Souza Santos, IT Manager at Cibra
DSM
So DSM, today DSM-Firmenich, applied communication to Change Management, which focused on safety and a restructuring of the safety department, but also expanded to address Change Management related to employees returning to the offices after the pandemic. The company, together with Agência Sabiá, designed a project that symbolized the arrival into the future, called “NEWORK,” recognizing the importance of communicating changes by actively engaging employees throughout the process.
In this project, Sabiá provided Change Management and communication for Change Management. “Generally, companies in the market are focused on one or the other. And this combo made all the difference in the project. The results and feedback were very positive, because the employees actually saw that DSM was connected, and we are still reaping the benefits to this day.”
Giseli Cristina de Pinha Daniel, HR Manager for Latin America DSM-Firmenich
During the project, a comprehensive research was conducted, which included interviews to understand the different needs and perceptions regarding the change, resulting in a much more participatory initiative. In the process, the company identified three main peopleadministrative, sales and plants. Each one received specific approaches to accommodate their needs, such as hybrid work, benefit flexibility and well-being. In addition, a brand was developed, slogan, app, and campaign to reflect the modernization and simplification of the new way of working. The project was considered a success, with high adherence and absorption by the teams, demonstrating the effectiveness of an integrated approach to Change Management.
“When you treat communication as more than just a tool and do so in an integrated way, devised alongside the change project, you achieve a much more refined result. The work of Change Management with Sabiá, it was interconnected with a global project, but focused on the aspects of the region. And that was a differential.”
Andreia Fernandes, Internal Communications Manager for Latin America at DSM-Firmenich
