Why hire a communications agency specialized in Change Management?
An agency specialized in Change Management understands the complexities of organizational transformations and adapts communication using internal company resources, avoiding common pitfalls in this process and achieving positive results. It also customizes communication strategies for each project, differentiating itself from everyday internal communication.
How does Agência Sabiá work with Communication for Change Management?
Most consultancies offering Change Management services have communication skills, but they are not always prepared to direct this communication effectively to the company’s internal resources. This is an aspect in which the Agência Sabiá excels. Sabiá adopts a highly personalized approach, taking advantage of organizations’ internal communication tools and proposing integrated strategies for Change Management.
The channels, personas, target audience and frequency are adapted specifically to meet the needs of the project in transformation. This process differs from the usual internal communication flows, as it involves a change in the regular communication flow itself. In short, Agência Sabiá’s approach values personalization, efficiency and integration with the company’s internal operations, ensuring that communication is a critical component in the success of the transformation.
“People have the right to connect with a change or not. And, of course, this can determine whether or not they stay with a company that needs and must change. Fortunately, when a company follows a sensible path, most people will stay connected to it. The problem arises when a major transformation is poorly communicated and misunderstood. When this happens, people can feel pressured to accept and feign a connection that doesn’t exist, which tends to become an even bigger problem than explicit resistance. It is essential to promote an open dialog between employees, customers, partners and even clients. This is where Agência Sabiá plays a central role.”
Pedro Braga, Managing Director of Agência Sabiá
Who can use communication for Change Management?
Communication in Change Management can be applied by various organizations seeking to implement significant changes in their operating environment. This includes companies from multiple sectors, non-profit organizations, educational institutions, government institutions, health institutions, NGOs, civil society entities and research institutions, among others. Any organization that is going through a transformation process and wants 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 implementation of Salesforce in 2021, focusing on the Awareness and Desire stages using the ADKAR model. Good communication played a significant role in the successful adoption of the new sales tool, especially in the context of remote working. In general, projects that incorporate Change Management and effective communication show greater adherence to the released applications and an increase in engagement, with an estimated gain of 20% to 30% in the involvement of Key Users and end users, says Antônio Albérico de Souza Santos, IT Manager at Cibra.
Having a team dedicated to communication in change projects was an essential differentiator for Cibra, a company with a customer-centric focus and a startup approach. This is 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 relied on Agência Sabiá as a consultancy to help with Change Management processes, efficiently implementing the ADKAR methodology, and avoiding delays that are common in projects that don’t have a team dedicated to these aspects.
“Agência Sabiá conveys solidity and quality in every product delivered, adopting a highly collaborative approach that allows the client to make the necessary adjustments quickly and without compromising the quality of the deliverables. The meetings are clear; the methodology is well explained and precisely executed. The agency promotes an open and direct dialog about all the stages and processes, from start to finish. It is, therefore, a valid choice for processes that already have a change team and for those where you have no idea how to approach Change Management.”
Antônio Albérico de Souza Santos, IT Manager at Cibra
DSM
The former DSM, now 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 the return of employees to the offices after the pandemic. Together with Agência Sabiá, the company designed a project to symbolize the arrival of the future called “NEWORK”, recognizing the importance of communicating changes by actively involving employees throughout the process.
In this project, Sabiá was involved in Change Management and communication for Change Management. “Generally, companies in the market are focused on one or the other. And this combo made the difference in the project. The results and feedback were very positive because the employees saw that DSM was connected, and to this day, we are reaping the rewards.”
Giseli Cristina de Pinha Daniel, HR Manager for Latin America DSM-Firmenich
Durante o projeto, foi realizada uma pesquisa abrangente, que incluiu entrevistas para entender as diferentes necessidades e percepções sobre a mudança, resultando em uma iniciativa muito mais participativa. No processo, a empresa identificou três principais personas: administrativo, vendas e plantas. Cada uma recebeu abordagens específicas para acomodar suas necessidades, como o trabalho híbrido, flexibilização de benefícios e bem-estar. Além disso, foram desenvolvidos uma marca, slogan, aplicativo e campanha para refletir a modernização e a descomplicação da nova maneira de trabalhar. O projeto foi considerado um sucesso, com alta aderência e absorção pelas equipes, demonstrando a eficácia de uma abordagem integrada à Gestão de Mudança.
When you apply communication beyond a tool and do it in an integrated way, thinking along with the change project, you can achieve a much more refined result. The change management work with Sabiá was linked to a global project but focused on regional aspects. And that was a differentiator.”
Andreia Fernandes, Internal Communications Manager for Latin America at DSM- Firmenich