Elodie O’Rourke is the Global Customer Success Manager at Financial Times and a member of Vitally’s Success Network.

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When we think about change management in Customer Success, we typically focus on guiding clients through adopting new products or processes. However, internal change management within the CS team is equally crucial. 

Here’s how I effectively manage internal changes within our CS team.

Navigating Internal Change in Customer Success: 9 Proven Strategies

1. Communicate Clearly and Often

Communication is key in any change management initiative. In fact, there is no such thing as over-communicating change. Repeatedly relaying expected outcomes and how it aligns with our company's goals is essential. Using a variety of communication channels ensures the message reaches everyone. 

This includes: 

• Video calls
• Shared Forums
• Team meetings
• Written summaries 
• Q&A sessions
• Regular or recurring updates via team messaging platforms

This continuous communication helps reinforce the message and address any lingering concerns. 

Pro tip: To make this as effective as possible, our approach is to emphasize listening to feedback from the team rather than only giving it.

2. Align Change Initiatives With Broader Organizational Goals

Aligning change management efforts with the broader goals of the organization is crucial. Ensuring that the team understands how changes contribute to these goals helps secure the necessary resources and support from senior leadership.

When embarking on a major restructuring of the CS team, clearly communicating how the changes align with the company’s strategic objectives, such as improving customer retention and driving revenue growth, helps demonstrate the connection between initiatives and the overall success of the organization. 

This can secure buy-in from senior leadership and other departments, ensuring the support and resources needed for a successful implementation.

3. Tailor Messages to Different Audiences

When pitching ideas, tailoring messages to different audiences within the organization is important. For example, explaining how changes will make life easier for CSMs versus how they will drive success for leadership. Understanding the different needs and perspectives of each audience helps in effectively conveying the benefits of the change.

For example, when presenting a new initiative to the leadership team, focusing on how it aligns with the company’s strategic goals and drives business success is essential. 

However, when communicating the same initiative to the CS team, emphasizing how it will simplify their workflows and enhance their ability to serve customers effectively is crucial. Tailoring the message to each audience ensures that everyone understands the value and importance of the change.

4. Build Trust by Addressing Concerns Directly

Building trust is vital. Listening to the team’s concerns, validating their feelings, and providing reassurance are crucial steps. Transparency about the change process can alleviate fears and build confidence. 

For example, team members might fear that scaling and AI mean they are no longer needed. Addressing these fears directly and explaining how these changes help them work more efficiently reassures the team.

5. Address Cultural Differences in Communication

Navigating geographic and cultural differences is crucial in our global team. Different cultures have varying communication styles and preferences, so we adapt our approaches accordingly. 

For example, while some cultures may prefer direct communication, others might value more indirect methods. Tailoring our communication strategies to these cultural nuances helps ensure our messages are effectively received and understood.

In our interactions with customers in Asia, we adopt a more formal and respectful tone, considering the cultural emphasis on hierarchy and respect. In contrast, with customers in the U.S., we take a more casual and direct approach. 

By being mindful of these cultural differences, we build stronger relationships and foster better understanding with our global customers.

6. Involve the Team in the Change Process

Encouraging active participation from the team fosters a sense of ownership. Creating a safe space for team members to share their thoughts and suggestions often leads to more innovative solutions and a smoother implementation process.

For instance, when revamping our customer onboarding process, organizing brainstorming sessions where team members contribute their ideas and insights helps gather valuable input that shapes a more effective and efficient onboarding strategy. 

This collaborative approach improves the final outcome and increases the team's commitment to the new process.

7. Emphasize Practical Application

Internal change has many benefits but these can only be fully realized if explained from various angles. Not only will this make adoption smoother, but it will also help team members be more effective at their jobs. Here are three main ways to achieve this:

Demonstration Through Success Stories and Case Studies

To demonstrate the benefits of the changes, sharing success stories and case studies is effective. For example, using automated journeys and customized outreach under the CSM's name to scale our efforts shows how similar changes led to positive outcomes in other teams or organizations. This makes the abstract benefits more concrete and relatable for the team.

Adopting Industry Best Practices

Making the team more modern and aligned with industry best practices is an ongoing mission. Even if you’re successful with traditional methods, embracing new practices ensures competitiveness and meets the evolving needs of customers. This includes regularly updating tools, processes, and approaches. By demonstrating the success of these best practices through real-world examples, team members can see the tangible benefits of adopting these methods.

Offer Comprehensive Training and Ongoing Support

Ensuring that the team has the necessary skills and knowledge to adapt to new processes is critical. Investing in training programs that focus on the new tools and processes and providing continuous support help the team feel more confident and capable.

8. Highlight Wins

Highlighting internal successes boosts morale and provides a roadmap for others to follow. If a particular team or individual thrives under the new approach, sharing their story with the entire team can be inspiring. Even something as small as acknowledging a team member who successfully adopts a new process can boost morale and motivation.

For instance, a regional team of ours successfully implemented a new customer engagement strategy that resulted in significant improvements in customer satisfaction and retention. Sharing their story during a company-wide meeting not only celebrated their success but also provided a valuable case study for other teams to learn from and emulate.

9. Adopt a Test-and-Learn Approach

Encouraging a mindset of continuous improvement within the team is essential. Adopting a test-and-learn approach allows adjustments based on feedback and performance metrics, helping to fine-tune strategies and achieve better results.

For example, when launching a new customer engagement initiative, starting with a pilot program involving a small group of customers allows close monitoring of results and gathering feedback from both customers and the CS team. 

Based on this feedback, adjustments can be made before rolling it out more broadly, leading to a more successful and impactful implementation.

Wrapping Up: Embrace Change to Drive Success

Effectively managing internal changes within your CS team is essential for driving successful outcomes and fostering a positive organizational culture. By segmenting your portfolio, leveraging scaling tools, addressing cultural differences, and involving your team in the change process, you can navigate change more smoothly and ensure your team is engaged and motivated.

Remember, clear communication, building trust, celebrating progress, and continuously improving your strategies are key components of successful change management. Aligning change initiatives with broader organizational goals and adopting industry best practices will help you stay competitive and meet the evolving needs of your customers.

If you found these insights helpful, visit the Success Network blog for more tips and strategies on leading a high-performing Customer Success team.