The Art of Communicating Change (When You’re Digitising Your Parking Operations)

Heraclitus famously said: “Change is the only constant in life.”
A timeless truth — and a perfect introduction to this article.

Change is something every organisation eventually faces. And effective change communication is one of the most powerful tools you can use to make that transition smoother for both employees and customers.

At Mobility46, we support organisations in transforming their parking management. Over the years we’ve gathered extensive experience in what works — and what doesn’t — when communicating change. Here, we’ve summarised our most valuable insights.

In this guide, you’ll learn:

• How people respond to change
• What changes come with digital parking management
• How to plan a successful transformation project
• How to tailor your messaging and tone
• How to identify your key target groups
• How to choose the right communication channels
• A practical model for planning your change communication
• And finally: a complete checklist for your next change initiative

“Change is the only constant in life.”

— Heraclitus

One helpful way to understand how people process change is the Kübler-Ross Change Curve, originally developed in the 1960s. While the model was first used to describe emotional processing, it has since become a standard framework in organisational change — illustrating how people move through denial, resistance, exploration and acceptance.

How Digital Parking Management Changes Your Organisation

Introducing a digital parking management system brings significant change — both internally and externally.

Internal change

Digitalisation typically introduces:

• Automated tasks that free time for higher-value work (such as customer care)
• New digital tools that employees must learn
• A shift towards data-driven decision-making instead of gut feeling

This requires new skills, new routines, and often a new mindset.

External change

Your tenants and parking customers will experience changes too:

• Automated processes for payments, queues and contract updates
• Digital keys and app-based access
• Digital parking permits
• In some cases: new parking rules (e.g., moving from reserved to dynamic usage)
• Additional services such as EV charging
• A brand-new digital administration platform

Even if the customer experience becomes significantly better, change can still cause uncertainty — which is exactly why clear and reassuring communication is essential.

Successful Change Projects Are Always Well-Planned

After ten years of helping property owners and operators digitalise their parking management, one pattern is crystal clear:

The most successful projects are those that are carefully planned — both operationally and communicatively.

Remember:
Change happens both internally and externally, and each side requires its own communication strategy.

Internally, you need to maintain energy, clarity and motivation.
Externally, you need to ensure customers feel informed, safe and supported — so they don’t become frustrated or switch provider.

With the right planning and communication, change leads to improvement. Without it, it risks confusion, resistance and dissatisfaction.

Tailor the Message — Tone Matters

One key lesson from the pandemic is that positive communication drives engagement far better than warning-based messaging.

People filter out negativity under uncertainty — but we respond strongly to positivity, opportunities and reassurance.

Different people are motivated by different things

According to psychologist E. Tory Higgins, we tend to orient ourselves towards goals in two different ways:

Promotion-focused individuals

Motivated by:

• Ambition
• Opportunity
• Growth

Prevention-focused individuals

Motivated by:

• Safety
• Security
• Avoiding negative outcomes

Example: Communicating EV charging

Promotion-focused message:
“Your parking space is now upgraded with EV charging — giving you the freedom to finally buy that electric car you’ve been considering, save money on travel and contribute to a cleaner future.”

Prevention-focused message:
“We’re upgrading your parking space with EV charging. You don’t need to do anything — everything is handled for you. Using the charger is optional and won’t cost anything unless you choose to activate it.”

Both messages describe the same change — but resonate with different personalities.

Identify Your Audiences and Their Needs

Every successful change project starts with a clear understanding of the people involved:

• Internal teams (administrators, property managers, finance, customer support)
• External audiences (tenants, visitors, EV drivers, business customers)

Within each group, create personas to understand motivations and fears — e.g.:

• “Ambitious Anders” who loves optimisation and efficiency
• “Experienced Eva” who values order, stability and clear instructions

Knowing what each persona needs (clarity, reassurance, timelines, training, control, involvement) helps you tailor communication that works.

Choose the Right Communication Channels

Not all messages belong in the same channel.
A key principle: Match the message to the medium.

Examples

• Detailed documentation → intranet or email
• Short encouragement → internal chat
• Critical updates → SMS
• Important reminders → physical signage (garage entrance, elevators, payment stations)

It’s often smart to ask your audience which channels they prefer — involvement increases engagement.

For external audiences, mix digital and physical communication:

• SMS
• Email
• Printed letters
• Posters in garages
• Stickers on doors or lifts
• Signs at entrances and exits

Repetition across multiple channels increases reach and reduces confusion.

Use the ADKAR Model to Structure Your Change Communication

The ADKAR model is a simple but powerful framework focused on the individual’s journey through change.

A — Awareness

Explain clearly why the change is happening.
Goal: everyone understands the reason and accepts that change is coming.

D — Desire

Create motivation and willingness to participate.
Use tailored messaging based on personality and needs.

K — Knowledge

Provide information on how the change will happen.
This can include training sessions, Q&A meetings or instructional material.

A — Ability

Give employees and customers guidance, tools and time to practice.
Coach, support and adapt the process as needed.

R — Reinforcement

Follow up, celebrate milestones and reinforce new behaviours.
True change requires continuous support — not just a one-time launch.

Checklist: Your Next Change Project

Use this checklist to ensure a smooth and successful transformation:

• Confirm that the change is well-motivated and beneficial
• Document what will change — and why
• Build a cross-functional project team
• Create a project plan, timeline and communication plan
• Identify everyone affected and group them into personas
• Determine whether each persona is promotion- or prevention-focused
• Choose communication channels (and what type of information goes where)
• Choose a change management framework (e.g., ADKAR)
• Craft messages for each step of the model
• Execute each step carefully and consistently
• Follow up, measure and optimise continuously

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