Ensuring a successful transformation:

The role of change communication agencies

Change communication agencies support their clients with planning and implementing an upcoming transformation – and communicating with all internal and external stakeholders to ensure that the change is a success both internally and externally.

This is important because, in the current era, employees in particular are often unsettled and have an aversion to change. The right communication can help alleviate concerns, build knowledge and create transparency.

To this end, a change communication agency has a large number of experts with the required expertise and experience. It can also offer its clients an independent, objective perspective.

At the same time, it supports the company in strengthening employee loyalty and trust. These are two decisive factors in preventing resistance from arising in the first place and in getting all stakeholders on board with the new direction.

To achieve this, partners are needed who can not only strategically manage change management communication, but who can also penetrate deeply into the specific corporate environment and make it their own. We at Ruess Group have been doing this successfully for decades.

Your contact

Angela Kunwald

Managing Director

T: +49 711 16446-71
M: angela.kunwald@ruess-group.com

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Antalis Packaging campaign

We helped to develop and shape the change process in key development stages - including the (communicative) actions aligned to the individual stages with the guiding principle of "growing together".

Schubert sustainability microsite

“Mission Blue” is the name of Schubert’s new Sustainability Initiative, which bundles all activities relating to sustainability. The new microsite is the focal point of all communications across all channels, externally and internally at Schubert. Concept, design, technology and editing – all from a single source – made by Ruess Group.

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Welcome to the century of transformation

The world is changing rapidly. Technological innovations, business dynamics, social challenges, environmental challenges and cultural changes are only some of the reasons driving this transformation.

First and foremost, the digital transformation is responsible for many of the changes we are all experiencing. The exponential growth of information technologies is playing a decisive role in a transformation surge that impacts all areas.

At the same time, globalisation is reshaping the economy. Trade is increasingly crossing borders and the relocation of production to other countries is leading to a new economic order in which change is really the only constant.

But it doesn't stop there. Social changes are also driving the transformation. Demographic changes, urbanisation and migration are leading to a restructuring of individual societies.

Furthermore, climate change, the scarcity of resources and the decline in biodiversity are forcing us to adopt more sustainable economic practices and lifestyles, and to fundamentally transform our energy supply.

This will even have a major impact on very fundamental factors: How energy is produced and consumed, how cities are planned and built, and how societies and states deal with scarce resources.

Norms and values will become volatile and lead to dynamic and often polarised debates about identity, belonging and the future of society, the planet and the coexistence of all.

At the same time, since the end of the Covid pandemic, it has become clear to everyone that flexibility and resilience need to be entirely rethought. This is radically changing the way individual employees work, with home offices increasingly replacing company headquarters.

It is clear that there are countless factors leading to an age in which change is not only inevitable, but downright necessary. After all, conditions are changing rapidly and response times are getting shorter and shorter.

However, all this not only brings risks, but also many opportunities. If people and companies successfully manage change, it can become a decisive factor for new success and prosperity.

Opportunities and risks in the change process

The change process refers to a phase of transformation in which strategies, structures and philosophies need to be adapted and changed in order to respond positively to current and future challenges.

The driving forces behind this are technological developments, market changes, new legal and political requirements or, quite simply, a new strategic direction. The aim is to emerge from the entire change process as a better company through successful change management.

The opportunities of change processes:

Innovation and competitiveness: Change processes trigger new technologies and methods, which in turn promote innovation and strengthen the company as a whole.
Increased efficiency: Changes to processes and operations increase efficiency, save costs, improve productivity and ensure a leaner, more efficient and resilient company overall.
Employee development: Change processes give employees opportunities to develop new skills, strengthen their motivation and consolidate their loyalty to the company.
Adaptability: Successful change processes increase the adaptability of companies and make them more capable and prepared to face any future challenges.

The risks of change processes:

Resistance: Those directly affected by the change are usually sceptical about change projects at first. This has to be addressed through internal communication, as resistance often impairs the effectiveness of a company and its processes. Successful change communication initially means informing the affected employees about upcoming changes at an early stage and then keeping them continuously up to date.
Costs: Change processes can be costly, with significant costs and time spent on training, system changes and time lost during the transition phase.
Lack of focus: Change processes can also fail if the goals are not clearly defined or the strategy is not carefully thought out. This can result in a waste of resources.
Business interruption: Change processes take time and often fundamentally change the company. This can disrupt normal business operations and lead to productivity losses.

In this respect, a change process is a double-edged sword that needs to be carefully planned and precisely implemented – in other words, thoroughly prepared and clearly communicated to all stakeholders, with a willingness to constantly adapt and learn.

The right change management communication

A change process is a company's response to internal or external stimuli. It involves adapting existing structures, practices and cultures to new challenges and a new era.

Change communication plays a prominent role here and should not be underestimated. It is the tool that makes the vision and necessity of change visible and takes all stakeholders with you on the journey.

To achieve this, it serves as a bridge, from the company's current state to its target state. To the desired vision. It explains the reasons for the transformation and creates the narrative that motivates everyone to become part of this new path and follow it.

Only when the reasons for the change are clearly communicated can everyone understand why it needs to happen. This is essential to ensure acceptance and support of the process.

Communication becomes the guide that picks everyone up where they are and takes them along the journey. Now it is not only important to convey information, but also to have a real ability to listen empathetically.

To gather concerns and ideas that will improve the process and lead to innovative solutions. To convey a sense of appreciation and respect to everyone and to boost morale and commitment.

In this respect, transparent communication can determine whether the basis of trust in the company is maintained. After all, employees who feel that they are being kept in the dark tend to mistrust and speculate, hindering any possibility of positive change.

To avoid this, change management communication needs to ‘humanise’ the change. It has to recognise that behind every function there is a person with their own personal mindset and needs. A person who needs support to be able to adapt and grow.

This is where effective communication addresses the more emotional aspects of the transformation and contributes to reducing fears and promoting a positive attitude towards change with open, transparent communication.

But this isn’t as easy as it may seem. Even a slightly misguided change management communication can lead to confusion and rumours. Careful planning and consistent messages are needed to unite rather than divide.

Analysis and evaluation are key here, in order to take into account the needs and expectations of all internal and external stakeholders and to satisfy them in a targeted manner with the right narrative and images.

That is why a change process that is supported by strong communication from an experienced change communication agency has a much higher chance of success, as it is ideally based on a common understanding.

Only structured change processes can be successful

As a rule, a well-structured change process comprises the following steps. Regardless of whether it was triggered by technological advances, market changes, internal restructuring or a new business model.

1. The prelude

Every change process begins with the realisation that change is necessary. This may be the result of strategic analysis, customer feedback or the emergence of new market and industry trends.

The direction and goals of the change process are then defined based on this. It has to include a careful analysis of the internal and external environments to understand and respond to the driving forces.

2. The vision

A clear vision is always decisive for success. It should include a direction and a goal that everyone can align with. It should inspire and clearly demonstrate that all changes lead to a better company.

Of course, this vision also needs to be authentically aligned with the company's values and purpose. It is the only way to ensure credibility and the support of all those involved with the company, both internally and externally.

3. The communication strategy

Effective communication is the be-all and end-all of every change process. It includes the continuous and consistent communication of information as well as the reason, the impact and the scope for all stakeholders.

To achieve this, the communication strategy should use a wide range of channels and methods to ensure that messages reach all corners of the organisation.

4. The employees

The most important stakeholders in a change process are, of course, the employees. Their involvement and empowerment are key to the success of all measures and activities.

This is usually done through workshops, training sessions and regular meetings where employees are encouraged to ask questions, raise concerns and make suggestions for improvement.

Here, managers should also act as change agents – credible, trustworthy company ambassadors – and drive the change forward in close collaboration with the workforce.

5. Implementation

The result of a change process can be the introduction of a new technology, the further development of processes, the restructuring of the organisation or the realignment of the corporate culture.

It is important to always be flexible and to react to any feedback, to make adjustments and, if necessary, to change direction again. Because a change is and must remain an organic process.

6. Resistance

Resistance to change is a natural part of the process. To overcome it, it is advisable to keep your eyes and ears open to understand the concerns of the workforce.

At the same time, solutions should always be worked on that address these concerns. It is also advisable to incorporate so-called quick wins here. These are rapid, visible successes that bring the advantages of change to life.

7. Monitoring

Change processes rarely run in a straight line and call for ongoing monitoring and a great deal of flexibility. It is the management's job to evaluate progress, measure success and make adjustments as needed.

Now is the time to be open to feedback of all kinds and to iterate the process accordingly. Because only those who are open to all possibilities will ultimately achieve the optimal solution for the company.

8. Anchoring

A change is only sustainable if it is anchored in daily operations and the corporate culture. New practices and processes should become standards and be incorporated into company routines.

Here, too, management plays a leading role. Quite simply by continuously supporting and exemplifying the changes. After all, a change that is not embraced is not a change at all, but nothing much more than a bunch of empty intentions.

9. Measuring success

The success of a change should be measurable. To do this, clear indicators and metrics (KPIs) have to be defined. Only in this way can the effects of the change be evaluated.

This not only helps to analyse the current change, but also provides valuable insights for future changes of direction. Quite simply because “after the change is always before the next change”. Yes, these are challenging times.

10. Reflection

Once the change process has ended, it is advisable to reflect on all the processes. What didn't work? What was good? What was better? And what can be learned from this for the next change?

It is precisely this non-stop learning that is important to make a company adaptable and competitive. The basic framework for this encompasses strategic planning, effective communication and strong leadership.

A change agency needs a wide range of skills

A change communication agency is expected to have a wealth of specialised knowledge so that it can navigate a company through the complex challenges of a change process.

Or, to put it another way, skills that are essential to reach, inform and motivate not only employees but also external stakeholders. Here are just a few of the most important required skills:

1. Strategic planning expertise

One of the most important tasks of a change communication agency is to develop strategic communication plans that simultaneously meet the short-term requirements of change and the long-term corporate vision.

To achieve this, an agency has to understand the company's goals, analyse the initial situation and define the objectives. And always remain flexible to adapt to changing circumstances and structure everything so that it runs smoothly.

2. Solid understanding of change management

In-depth expertise in the principles and models of change management is just as important for a change communication agency as a deep understanding of employees and how they react to change.

All targeted to making the transition from one status to the next easier and smoother. It also calls for in-depth understanding of human behaviour, motivational theories and group dynamics.

3. Empathic communication skills

Communicating effectively alongside the change process requires a high degree of empathy and open-mindedness. The agency should always be able to put itself in the shoes of the various stakeholders in order to understand their concerns.

It needs to create messages that not only convince rationally but also appeal to people emotionally. Because only with empathy can the right messages be developed and communicated to reach people where they are.

4. Creative problem-solving

Unexpected challenges often arise in change processes. That is why a change communication agency needs to always be able to solve these problems creatively and quickly.

It is important to break away from traditional thought patterns and be willing to explore new avenues to achieve the communication goals.

5. Stakeholder analysis skills

In every change process, it is imperative to know exactly who the stakeholders are, what triggers them and how they can best be reached. That is why the agency should have all the tools and options for doing so.

6. Crisis communication expertise

Crises are an intrinsic part of the change process. And this is when quick, decisive action is required, along with the immediate development of strategic crisis communication.

The agency also has to be able to manage these situations calmly and judiciously, to respond quickly and constantly adapt its communication in order to maintain the stakeholders' trust and avert damage.

7. Performance measurement

A success is only a success if it can be measured and analysed. All this requires a deep understanding of data collection and its analysis based on well-established KPIs, as well as the appropriate tools.

8. Intercultural expertise

In our globalised world, communication strategies of course have to work across national and cultural boundaries. It is important to understand cultural differences and manage them – to avoid communication traps.

9. Technological savvy

The digital world produces technologies in rapid succession, with which the change communication agency should be familiar. Not only in terms of communication channels, but also in terms of tools for managing communication.

10. Flexibility and adaptability

A change communication agency needs to be flexible and adaptable. After all, the processes are highly dynamic and call for quick thinking and adaptation. So, it's not a matter of following a set pattern, but of empathetic work 24/7.

Change is sort of like open-heart surgery for the company

The work of a change communications agency involves an interplay of analytical research, creative thinking, technical know-how and empathetic, interpersonal sensitivity.

All of these skills are needed to build a bridge between a company's current state and its future vision – and (most importantly) to get everyone involved on board.

Only in this way does change transform structures, processes, corporate culture and employee behaviour. Only in this way does it lead to new business models, new technologies and new processes.

In short, change aims to make the company and its workforce more resilient, more competitive and more adaptable to new challenges in changing markets.

It is sort of like open-heart surgery for companies and, of course, a huge responsibility for the change communication agency. At Ruess Group, we know this. We have successfully completed many projects for customers who see every change as an opportunity.