Why is effective and frequent communication so critical to a successful change effort?
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Why is effective and frequent communication so critical to a successful change effort? Describe either a good or a bad example of this from your organization or one that you have studied. How did the communication strategy affect the various internal and external stakeholders impacted by the change effort?
Sample Expert Answer
Effective communication is critical, especially during organizational change. Firstly, effective communication is crucial in decreasing uncertainties about the proposed changes. Given that human beings are naturally fearful of any changes, early communication and assurances boosts overall outcome. Additionally, effective communication helps aligns efforts in an organization. Employees in an organization are likely to perform well when changes are communicated easily.
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Moreover, communication is critical in the establishment of relationship with external stakeholders (Hall et al., 2023). External stakeholders require constant communication with the organization to understand new changes. Lastly, effective communication boosts trust and engagement as stakeholders know that their interests are taken care by the organization.
Microsoft is a model example of effectiveness of organizational communication. The company shifted from a software licensing model to a cloud-first, mobile-first strategy with the leadership employing effective communication practices to ensure both internal and external stakeholders were in support of the change (Ahmadi, 2023). The company ensured frequent internal communication via outlets such as blogs and newsletters.
The resultant effect of the communication is that Employees gained a clear understanding of the company’s new priorities. On the other hand, external stakeholders received consistent messaging about Microsoft’s future direction, which reassured them of the company’s stability and long-term value. The communication practice was critical in boosting growth mindset among workers, in addition to equipping them with new skills through retraining and reskilling on cloud services and AI development. As a result, Microsoft successfully transitioned from stagnating PC software sales to becoming a leader in cloud computing, showing how transparent, ongoing communication can accelerate cultural and strategic transformation.
References
Ahmadi, A. (2023). Microsoft customer relationship management for small and medium-sized enterprises: challenges and opportunities. Asian Journal of Computer Science and Technology, 12(1), 1-6. https://doi.org/10.51983/ajcst-2023.12.1.3505
Hall, K. R., Harrison, D. E., & Obilo, O. O. (2023). Building positive internal and external stakeholder perceptions through CSR storytelling. Journal of Strategic Marketing, 31(7), 1317-1338. https://doi.org/10.1080/0965254X.2021.1895289
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