Ask the Board – April 30, 2018 | BILL MASLYN

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“What are some key elements of change management required to successfully implement DS?”


Throughout my career in digital product management, I’ve come to realize that the only constant is change. On a daily basis, we navigate our way through changes in consumer behavior, technological capabilities, leadership, and personnel, partner and customer needs. There are few industries where that is truer than digital signage. Now more than ever, we’re required to be agile and develop a competency in change management to meet those changes.

Regardless of which model or approach to change management you may subscribe to, I’ve found that being data-driven, investing in open communication and recognizing success have enabled successful navigation through the process.

Effective change management must be data-driven. Perhaps it’s my bias towards lean and agile product development, but it’s been my opinion that you can’t improve what you don’t measure. Gathering metrics and key performance indicators and understanding benchmarks help you identify areas of opportunity for improvement and are the basis for reinforcing any transition your organization is undertaking.

Imagine that you’re considering a unification of your content management systems. Will it increase efficiency? Will it free up resources for high-value tasks? How much? How often? Will it enable new products? How many? Will it be more or faster than your competitors? Will that open new revenue channels or lead to greater market share? Whether you’re motivated by internal or external factors, consider the data. The more you can base your rationale on data, the higher the likelihood of success in effecting change and minimizing resistance.

Nevertheless, all the data-driven rationale in the world won’t make a difference without sound training and communication plans. Training is most effective when impacted teams are involved in its development. They’re more likely to be invested in the transition and supportive of the effort. Communication plans need to translate data, metrics and goals into meaningful benefits for all stakeholders. And communication must be a two-way street including feedback loops for teams to vent frustrations, applaud what is working and suggest alternatives for what isn’t.

Lastly, it’s vital to celebrate wins and achievements along the way, no matter how small. By keeping an eye toward data that matters, supporting teams who are invested in learning and communicating and recognizing milestone achievements along the way, you’ll have more success managing change in your organization.

About Author

Vice President of Product, Content & Ad Technology
Intersection

FORMER MEMBER OF THE DSE ADVISORY BOARD
Out-of-Home Network Council

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