Highly Effective Companies Structure Communication in Times of Change
According to research released by Towers Watson, highly effective companies include structured communications in their change management processes. The 2011–2012 Change and Communication ROI Study sheds new light on the pivotal role these communications play in global organizations today. According to the research, organizations that perform substantially above their peer group are considered highly effective companies.
As part of the study, participants answered a series of questions about the role of communications in their companies’ change management processes. Highly effective companies responded with the following statistics:
- 87 percent communicate the business rational for change
- 68 percent communicate what change means to individual employees
- 66 percent clearly articulate what employees need to do differently to be successful
- 62 percent have an internal communication function as part of their change management staff
Overall, communication is shown to have a significant impact on the effectiveness of a company’s change management process. However, less effective companies report much lower percentages when asked about how internal communications factor into their change management processes:
- 28 percent communicate the business rational for change
- 13 percent communicate what change means to individual employees
- 12 percent clearly articulate what employees need to do differently to be successful
- 26 percent have an internal communication function as part of their change management staff
The sharp contrast between these two sets of data indicates that effective companies communicate with their employees during times of change. Less effective companies would do well to follow the change management processes employed by their more effective competitors.