How do you communicate change and innovation to your customers?

Change and innovation are essential for any business that wants to stay competitive and relevant in the market. But how do you communicate these changes to your customers without confusing them, losing their trust, or creating resistance? In this article, we will share some customer communication strategies that can help you convey your vision, value, and benefits of your changes and innovations, and engage your customers in the process.

1 Understand your customers

Before you communicate any change or innovation, you need to understand your customers' needs, expectations, and preferences. How do they use your products or services? What problems do they face? What are their goals and motivations? How do they prefer to receive information and feedback? By conducting customer research, surveys, interviews, or feedback sessions, you can gain valuable insights into your customers' perspectives and tailor your communication accordingly.

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David Hart

Director @ DCHme Limited | FIMI | Customer Experience | Consultant | Project Management | Digital Communication
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Understanding your customers should be the reason that you make a change or don’t . Often changes seem to be made on assumption not fact and time money and effort can be wasted in “giving” something to customers that they may not want or actually need

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2 Explain the why and the what

One of the most important aspects of communicating change and innovation is explaining the why and the what. Why are you making the change or introducing the innovation? What is the problem or opportunity that you are addressing? What are the benefits and value for your customers? How will it affect their experience or relationship with you? By answering these questions clearly and honestly, you can help your customers understand the purpose and rationale behind your change or innovation, and how it will improve their situation.

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3 Use simple and clear language

Another key factor in communicating change and innovation is using simple and clear language. Avoid jargon, acronyms, or technical terms that might confuse or alienate your customers. Use words and phrases that are familiar and easy to understand for your target audience. Use examples, stories, or analogies that illustrate your points and make them more relatable. Use visuals, such as images, videos, or diagrams, that support your message and make it more engaging.

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4 Anticipate and address concerns

When you communicate change or innovation, you might encounter some resistance or skepticism from your customers. They might have concerns about the costs, risks, or implications of your change or innovation. They might have questions or doubts about the feasibility, effectiveness, or quality of your change or innovation. They might have emotional reactions, such as fear, anxiety, or frustration, to your change or innovation. To overcome these barriers, you need to anticipate and address your customers' concerns proactively and empathetically. Listen to their feedback, acknowledge their feelings, provide reassurance and evidence, and offer solutions and support.

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5 Invite participation and feedback

One of the best ways to communicate change and innovation is to invite your customers to participate and provide feedback. By involving your customers in the process, you can make them feel valued, respected, and empowered. You can also gain more insights into their needs, preferences, and expectations, and adjust your change or innovation accordingly. You can invite your customers to participate and provide feedback in various ways, such as surveys, polls, beta testing, focus groups, webinars, or social media.

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6 Follow up and update

Finally, after you communicate your change or innovation, you need to follow up and update your customers regularly. By keeping your customers informed and engaged, you can build trust and loyalty, and increase adoption and satisfaction. You can follow up and update your customers in various ways, such as newsletters, emails, blogs, podcasts, or videos. You can also use metrics, testimonials, or case studies to showcase the results and impact of your change or innovation.

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Srishty Khullar

Customer-Centric Customer Marketing & Community Expert | People-Centric Manager Fostering High Performing Teams | Strategic Business Leader | B2B | SaaS
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Every communications strategy needs to be a closed loop, and yet the potential of follow up is often not exploited. Check in on how your customers are doing after they've adopted the change. Are there any lingering concerns or areas of optimization? Is there potential for improving your comms the next time? Are there any channels you've missed out on? What can the customers expect from hereon? Show them your commitment. Show them that they can trust you. Build a relationship.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you communicate change and innovation to your customers?

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1 Understand your customers

2 Explain the why and the what

3 Use simple and clear language

4 Anticipate and address concerns

5 Invite participation and feedback

6 Follow up and update

7 Here’s what else to consider

Customer Communication

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