Any kind of change—and let’s face it, we’re in a constant state of change these days—has the potential to disrupt both employee engagement and customer relationships. Even positive changes like growth, new leadership, new strategy, or new products can throw an organization off kilter, until staff and customers fully embrace the “new normal.” There are early warning signs, though, for both positive and negative situations. And when you recognize them, you can be proactive, taking extra care to minimize the impacts of change—or prevent misalignment issues altogether.

1. June 30, 2015

2. Meet Your Presenter
Patrick Hopkins
President of Imaginasium
phopkins@imaginasium.com
Twitter:
@PatHop
@Imaginasium
Facebook:
Patrick J Hopkins
Imaginasium
Blog:
http://imaginasium.com/thinking
2 Warning Signs | Recognizing & Navigating Change

3. How to Participate
Type your comments & questions here
throughout the presentation:
3 Warning Signs | Recognizing & Navigating Change

4. 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

5. 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

6. 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.
6 Warning Signs | Recognizing & Navigating Change

7. Any questions so far?
7 Warning Signs | Recognizing & Navigating Change

8. June 30, 2015
The Problem
Warning Signs
8 Warning Signs | Recognizing & Navigating Change

9. Overview
9 Warning Signs | Recognizing & Navigating Change

10. Overview – Customer Journey
Advocacy
Loyalty
Experience
Purchase/Buy-in
Consideration/Evaluation
Awareness
10 Warning Signs | Recognizing & Navigating Change

11. Overview – Issues
Disrupt or ignore any of these, & there’s a problem:
 Actions
 Emotions/motivators
 Questions
 Barriers
 Touchpoints
11 Warning Signs | Recognizing & Navigating Change

12. Overview
12 Warning Signs | Recognizing & Navigating Change
Clarity
drives
results

13. Overview – Customer Journey
Advocacy
Loyalty
Experience
Purchase/Buy-in
Consideration/Evaluation
Awareness
13 Warning Signs | Recognizing & Navigating Change

14. Any questions so far?
14 Warning Signs | Recognizing & Navigating Change

15. June 30, 2015
Seeing the Signs
Warning Signs
15 Warning Signs | Recognizing & Navigating Change

16. Warning Signs
Six categories of potential disruption:
 Periods of growth
 Sales situations
 Marketing execution
 Customer experience
 Strategic initiatives
 Culture & alignment
16 Warning Signs | Recognizing & Navigating Change

17. 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
17 Warning Signs | Recognizing & Navigating Change

18. 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
18 Warning Signs | Recognizing & Navigating Change

19. 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
19 Warning Signs | Recognizing & Navigating Change

20. 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
20 Warning Signs | Recognizing & Navigating Change

21. 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
21 Warning Signs | Recognizing & Navigating Change

22. 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
22 Warning Signs | Recognizing & Navigating Change

23. Any questions?
23 Warning Signs | Recognizing & Navigating Change

24. June 30, 2015
Further, Faster
Warning Signs
24 Warning Signs | Recognizing & Navigating Change

25. 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
25 Warning Signs | Recognizing & Navigating Change

26. 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
26 Warning Signs | Recognizing & Navigating Change

27. Any questions?
27 Warning Signs | Recognizing & Navigating Change

28. 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

29. Meet Your Presenter
Patrick Hopkins
President of Imaginasium
phopkins@imaginasium.com
Twitter:
@PatHop
@Imaginasium
Facebook:
Patrick J Hopkins
Imaginasium
Blog:
http://imaginasium.com/thinking
29 Warning Signs | Recognizing & Navigating Change

30. June 30, 2015