Editorial
The Gist
- Holistic approach. Effective change management requires considering all stakeholder impacts and organizational nuances for long-term success.
- Long-term metrics. Focusing on organizational success metrics helps prevent platform dissatisfaction and the need for future replacements.
- Comprehensive communication. Tailored messaging, real-time updates, and continuous engagement ensure successful digital platform adoption.
While launching a new website can be a big deal, adopting a new digital experience platform can be an ordeal. Over the years, I've been through hundreds of platform launches, and one of the biggest indicators on how successful a marketing technology change is over time is the amount of attention that's been paid to your change management strategy.
Broaden Focus for Tech Adoption Success
Too often, the focus for preparing an organization for this kind of change is limited to the core users of the platform: training content authors, marketers and other direct users of the system in how to do their jobs with the new tooling. We don't spend enough time thinking through the other impacts of the new system, how it impacts other stakeholders and everything that is really needed to make the adoption of the technology in an organization successful in the long term.
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Long-Term Success Metrics
Without a long-term organizational view of the success metrics for the project, it's very likely you'll be looking for another platform in a few years. But if you really reflect on the reasons for dissatisfaction in a digital experience platform, it's rarely a technical problem. It's just a lot easier to blame your existing technology and believe the promises of vendors that their platform will be different than to reflect on organizational barriers that are much more difficult to fix.
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A Holistic Change Management Strategy
This is where taking a holistic approach to change management can be so impactful. There are many approaches to a successful change management strategy; ACMP, the Kotter 8 Step Process, the ADKAR model and several others. These models are generic approaches to introducing change in an organization, and while they can be applied to a project that introduces a new digital experience platform, they are not specifically designed to support rolling out one.
Related Article: The Role of Technology in Change Management
Commitment: Your Website Matters
These structured approaches to a change management strategy require a certain level of commitment from an organization to implement successfully. Unfortunately, most organizations I've seen will not fully commit to that process. They don't view their website platform as critical enough to rally enough support for a full-blown organizational change methodology. We can learn from those structured processes to define a minimum viable change management strategy that will ensure we take that broader view for setting the organization up for long term success.
A Pragmatic Change Management Strategy for Digital Experience Platform Adoption
To support the successful long-term adoption of a digital experience platform, your change management strategy needs to address a few key areas: organizational alignment, communication planning, roll out support and sustaining success.
Related Article: Digital Experience Platforms (DXPs): What to Know
Organizational Alignment
Most digital experience platforms directly impact the daily jobs of marketers, content authors and some IT personnel, many of whom will be involved throughout the project to build and deploy the new platform. However, the organization is much larger and more complex, and indirect stakeholders can be critical for the long-term success of the platform.
Groups and Stakeholders
It's important to consider the needs and perspectives of these different groups of stakeholders. These groups can be in separate business units, different geographies or even completely different functions. The connections to the platform may not be straightforward.
While some groups, such as sales and customer service, may have clear needs, others might not be as obvious. For instance, the HR department might use the platform for managing job postings, while the legal team might be required to review certain types of content.
Analyze This
To effectively align the organization, it is crucial to conduct thorough stakeholder analysis. For each group, think through their specific needs and how the new platform will impact their daily operations. Interviewing representatives from these groups can validate your assumptions and refine your approach. For example, speaking with a member of the sales team might reveal specific features they need to track customer interactions more efficiently, which you hadn't initially considered.
Regional Impacts
Regional impacts should also not be overlooked. Stakeholders in different regions may have unique needs and concerns. For instance, a marketing team in Europe might prioritize GDPR compliance features, whereas a team in Latin America might focus more on integration with local social media platforms.
By acknowledging and addressing these regional differences, you ensure that the platform meets diverse requirements and gains broader acceptance.
Leadership Buy-In
Having key leaders in the organization buy into the solution is critical for success. These leaders can champion the messaging and provide feedback at crucial times during the change process. For example, if a department head publicly endorses the platform and highlights its benefits, it can significantly influence their team's acceptance and enthusiasm. Additionally, leaders can facilitate communication between different stakeholder groups, ensuring that everyone remains aligned and focused on the shared goals.
By involving stakeholders from various departments and regions, conducting thorough analysis and securing leadership support, you create a comprehensive and inclusive approach to organizational alignment. This not only helps in smoother adoption of the digital experience platform but also sets the stage for long-term success and continuous improvement.
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Communication Planning
With a thorough understanding of the organization and its various stakeholder groups, you can start crafting a comprehensive communication strategy. Effective communication is crucial to ensure everyone is informed, engaged and supportive throughout the process of adopting a new digital experience platform.
Set Expectations
Start by considering the messaging for different stages of the rollout. Early on, focus on building awareness and setting expectations. Share the vision, objectives and benefits of the new platform, making sure to highlight how it aligns with not only the organization’s goals but how it will address the needs and concerns of all the stakeholder groups you focused on during organizational alignment.
Prepare Stakeholder for Change
As the launch date approaches, shift your messaging to prepare stakeholders for the upcoming changes. Provide detailed information about the implementation timeline, training schedules and what each group needs to do to get ready. This is also the time to address any concerns or questions that may arise. Focus on direct users like content authors, marketers and IT personnel and use training sessions, workshops, webinars, instructional videos and FAQs to communicate effectively.
Real-Time Updates
During the launch, keep the momentum going with real-time updates. Ensure everyone is aware of the launch status, offer support resources and share early success stories to boost morale. Encourage feedback and provide clear channels for assistance. Use a mix of real-time updates via emails, intranet notifications, support hotlines and chat support to keep everyone in the loop.
Keeping Momentum Going
After the launch, it’s essential to reinforce adoption and address any ongoing issues. Share post-launch support information, celebrate initial successes and communicate the ongoing benefits of the platform. Regular follow-up emails, surveys, feedback forms and continued training sessions will help keep the momentum going.
Beyond the Launch
Thinking beyond the initial launch is crucial. Keeping stakeholders informed and engaged over the long term involves regular updates on platform enhancements, new features and user success stories. Celebrating milestones and achievements related to the platform’s use can also help maintain enthusiasm and demonstrate the platform's ongoing value. Regular communication about how the platform contributes to the organization’s strategic objectives and improves operational efficiency is key to sustaining long-term engagement.
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Gather Feedback
Creating robust feedback mechanisms is another important aspect of communication planning. Consider how to gather and act on feedback to identify and address issues before they become significant problems. Regular surveys and polls can provide valuable insights into user experiences and challenges. Make feedback forms easily accessible on the platform for users to report issues or suggest improvements. Organizing focus groups with representatives from different stakeholder groups can also offer in-depth insights. Regular check-ins with key stakeholders and user groups can help ensure their experiences are positive and any concerns are promptly addressed.
Related Article: What's Your Definition of a Digital Experience Platform?
Roll out Support
While a great communication plan lays the foundation for long-term success, the actual rollout of the platform needs to go as smoothly as possible. First impressions matter immensely, and a problematic rollout can leave lasting negative impressions that are hard to overcome in the following weeks and months.
Previews
One effective strategy is to preview the new experience with stakeholders ahead of time. This can be an extension of User Acceptance Testing (UAT), but it doesn't necessarily need to be tied to the acceptance process. Giving stakeholders a sneak peek allows them to familiarize themselves with the platform and provide valuable feedback that can be addressed before the full launch.
Training
For the users of the platform, proper training delivered before the launch is crucial. This means ensuring that content authors know how to create and manage content using the new templates and components, and IT personnel are comfortable managing the new environments. Tailored training sessions, detailed guides and hands-on workshops can help ensure everyone is prepared to hit the ground running from day one.
Change Champions
Another key aspect is identifying change champions within different stakeholder groups. These are the people who can become the first line of communication after the rollout. By selecting enthusiastic and respected individuals, you create a network of support that can assist their peers, answer questions and help troubleshoot minor issues. These champions can play a pivotal role in fostering a positive attitude toward the new platform and encouraging wider adoption.
Planning
The actual go-live event should be meticulously planned and heavily scripted. Develop comprehensive go-live checklists, prepare communication emails, and ensure every step of the cutover plan is documented and rehearsed. This level of preparation helps mitigate risks and ensures that everyone involved knows their roles and responsibilities, leading to a smoother transition.
Technical Support
Finally, having clear technical support channels and touchpoints is essential for addressing any issues that arise. Set up a dedicated support team ready to respond to problems quickly and effectively. Ensure users know how to reach out for help and feel confident that their concerns will be addressed promptly. This could include a helpdesk, a support hotline and an online ticketing system, along with an extensive knowledge base for self-service troubleshooting.
Sustaining Success
The launch of your new digital experience platform is a significant milestone, but the real measure of success lies in how effectively the new processes integrate into the daily operations of your organization. Ensuring that business-as-usual activities are not just maintained but improved is crucial for long-term success.
KPIs
Start by defining key performance metrics and establishing a process for collecting and responding to them. These metrics should align with your organizational goals and provide a clear picture of how well the platform is performing. Regularly review these metrics to identify areas for improvement and ensure the platform is meeting the needs of your users.
Refinement
Implementing feedback loops is essential for continuous refinement. Encourage users to share their experiences, challenges and suggestions. This feedback should be systematically collected, analyzed and acted upon to refine processes, address user needs and enhance platform functionality. Regular feedback sessions, surveys and open forums can help maintain an ongoing dialogue with stakeholders.
Handling Requests
Another critical aspect is having a well-defined "front door" for handling requests. Whether it’s for new microsite creation, platform enhancements or deployment coordination, having clear and consistent processes builds trust with stakeholders. Establishing a transparent prioritization system ensures that all requests are handled efficiently and fairly. Clearly communicate how requests are evaluated and prioritized and provide regular updates on their status.
Documentation
Documenting outage and disaster recovery processes is also vital. Ensure you have comprehensive plans in place for handling any disruptions. These plans should be well-communicated to all relevant parties, so everyone knows what to do in case of an emergency. Regularly review and update these processes to keep them current and effective.
Recognition & Celebration
Finally, recognize and celebrate achievements and milestones to maintain enthusiasm and reinforce the platform's value. Tie these celebrations to your communication plan by regularly highlighting updates, enhancements and positive results. Share success stories and metrics that demonstrate the platform's impact. Recognizing individual and team contributions also fosters a sense of ownership and pride among users.
Seeing the Forest From the Trees
There are a ton of things that go into a change management strategy for digital experience platform implementation. Just managing the requirements, design considerations, technical approaches, acceptance criteria, implementation process, content migration and quality assurance activities require a ton of focus, and it's easy to lose track of stakeholders and their individual perspectives and goals.
Carving out time to think through the organizational impacts, communication needs and how the platform will be adopted ensures you are thinking through the organizational nuances and avoid problems you may not have considered. These are the kind of problems that may not surface during the initial implementation, but instead will surface months after the launch.
Addressing these types of issues early and often will improve the chances that your new digital experience platform will be considered a success years after the launch.
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