Today, most b2b IT change communication assignments just concern one link in the chain: our customers ask us to help them in gaining internal support for their IT projects. The focus lies on creating awareness within their own organization and to increase the adoption rate of new applications by the end users. In itself, the fact that IT is communicating with the business is already a major leap forward. It has undoubtedly become necessary for IT to communicate internally about the business benefits it brings. Especially since the role of IT is questioned and its power – and financial resources – risks being transferred to the business. In other words, IT is under pressure to show its added value.
We can only welcome the first steps that IT is taking in the field of communication. However, we believe the unexplored gold mine is even bigger than most organizations now estimate. It also requires multiple departments, such as marketing and sales, to take part in the communication efforts.
Often, the only way to still make progress is to collaborate and to create a win-win situation for several parties.
A value chain of IT communication can be a catalyst to clarify the objectives of the IT department for everyone involved
Imagine that you would not only communicate internally about a major CRM (Customer Relationship Management) rollout, but would also involve your customers in its attendant communication actions. By communicating proactively about the upcoming change and its possible implications, you can also make your audience aware of your organization’s efforts in shifting from a product-oriented focus to a fully customer-centered approach and of the business benefits this will bring them. It’s an ideal moment to get in touch with your customers and to show your organization is constantly adapting to an ever-evolving world.
By deploying a value chain of IT communication you’re making IT people conscious about the impact of their work for the organization. It can even be a catalyst to clarify the objectives of the IT department for everyone involved and to crank up their pride and engagement.
On the other hand, if other departments – especially sales and marketing – are more aware of the way IT contributes to the organization and customer satisfaction, there will be more respect for the work IT delivers. Additionally, it can help show the added value of IT and change its perception as “only a cost”.