How Do I Know When My Change Initiative is Complete?

Making transitions, whether to new systems and policies or a totally re-engineered business approach, requires a well designed and effective change communications initiative. Communicating so people know what to expect, what to do and why, are just table stakes.  The key to real transformational success is using many aspects of change management to ensure stakeholders actually adopt and adapt to the change successfully and it becomes integrated into “business as usual”.

Recognizing when a change communications initiative is nearing completion isn’t always easy, but the best ones are tied to measurable results. That can mean something as simple as raising awareness about a particular strategy or as complex as leading total change. Here are some of the ways you can help assess when a change communications initiative is complete.

Defining Success

For most change strategies, it’s best to predefine success. By clearly identifying not only the objectives but the specific results you wish to achieve and how you’ll measure success, it’s easier to identify when a change communications initiative is finished. Defining success doesn’t have to be intricate. In fact, it can be as simple as, “Success will be obtained when 85 percent of the people have adopted this change.” After the initiative is over, surveys can be conducted to see if specific outcomes have been met.

The Importance of Measuring Impact

Measuring the effectiveness and impact of a communications initiative to assess whether or not it has been successful at reaching the desired outcome is of critical importance. Essentially, baseline measurements take place prior to communications, measuring for existing knowledge, attitudes and behaviors of employees. Following the initiative, comparison measurements are made against the baseline to measure impact. Measurement helps companies tailor internal communications to ensure they deliver quantifiable value.

Why Measuring Doesn’t Always Get Done

Measurement is one of the key components required to receive an award from the International Association of Business Communicators. Yet as important as it is to measure impact, communications departments have traditionally had some gaps when it comes to measuring success. Either people don’t want to spend the money or the time or they’re preoccupied with the next project. In either case, they’re missing tremendous opportunity to understand how successful change communications are and to know when to shift from change communications to business as usual communications.