Driving business goals through a variety of stakeholders and channels
Situation
Our client was faced with the challenge of keeping pace with their consumers’ expectations for digital communications, as well as the challenge of onboarding customers via electronic signature. A countrywide education and communication plan was needed to re-educate and enable the sales team to learn how to operate in this new environment. Educating sales agents would have a compound effect – allow the company to remain relevant in the minds of consumers, stay competitive within a crowded marketplace, and reduce the costs of doing business.
Approach
Champion from the top-down; train from the bottom-up. Orchid Strategy Group was engaged to help the client through the change management process for sales agents and executive leaders. Our approach was three-fold:
Segment the sales group into specific personas, setting regional goals and crafting communication strategies that would quickly “move the needle” within the target groups. We began with a data deep-dive and quick quantitative study to understand key hurdles to overcome with the communications plan
Engage with leaders to gain executive buy-in and help drive the initiative from the top-down. This included constructing a compelling business case including the opportunity, cost savings, and alignment with corporate goals
Educate and motivate sales agents to embrace digital onboarding
Solution
Orchid Strategy Group developed a comprehensive change management communications plan taking into account all impacted stakeholders. The plan activated multiple channels, ensuring communications were holistic and targeted throughout all levels within the organization. Our cross-functional work spanned numerous business units including the development of a corporate relations communication kit, executive engagement presentations, a complete rebuild of the internal sales website, training seminars via webcasts, and support materials for agency communications and sales expos. We provided full project management to ensure timely delivery of the components and engagement with appropriate divisions.
Results
While still in relaunch mode, early results are extremely positive. Orchid Strategy Group successfully deployed country-wide training for new agent sales reports, our sales training webinar video is one of the most viewed videos, and 97% of sales agents rated the training webinars as helpful.