The art of communicating change (when you digitize parking management, for example)

Heraclitus (Greek philosopher) is said to have said, “Change is the only constant in life.” A timeless quote that also sets the tone for this blog post. Change is something we all encounter sooner or later. As an organization, change communication is a super good tool to facilitate the process for everyone internally. We at Mobility46 help our customers transform their parking management. Over the years, we have accumulated a lot of experience in the field of change communication, which we wanted to share more with you.

In this article you will learn:

1. A little about how we humans deal with change
2. What changes will come with digitized parking management
3. How to Plan a Successful Change Project
4. How to adapt the message correctly
5. How to Identify Your Audiences
6. How to choose the right channel based on the type of communication
7. A smart model for planning your change communication

Finally, we tie the bag together with a complete checklist for your next change project.

“Change is the only constant in life”

— Heraclitus (Greek philosopher)

One way to understand how we humans deal with change is to take a closer look at “The Kubler-Ross model”, originally developed by Elisabeth Kubler-Ross in the 1960s. It is a model consisting of five stages, “The five stages of grief”. It is used to describe how people deal with big changes. Since Kubler-Ross presented his model, it has been used in a variety of contexts. For example, in change projects for organizations and companies.

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What changes will come with digitized parking management?

When you digitize parking management, many processes will be automated and streamlined. Internally, for example, there will be new work processes and procedures. Externally, it will include new digital tools and more automation.

Internal change

The tasks of employees will change as many processes are automated. The positive thing is that automation frees up employees' time, which they can use to focus on more value-creating tasks. For example, customer care. In addition, there are many new powerful tools to be implemented in the everyday processes.

With a digital system also comes the ability to use data to make better decisions. This means that you internally need to learn how to use data to make decisions. For example, if you have made decisions based on gut feeling and experience in the past, you need to weave data into the decision base.

• Automated tasks that free up employee time
• New digital tools that everyone needs to learn
• Data as a basis for decisions instead of just gut feeling and experience

External change

Many of the manual processes (payment, queue management, contract changes, etc.) are automated and take place digitally. Digital keys and digital p permits are also introduced. In some cases, agreements are also changed. For example, from reserved seats to dynamic use. All of this means a pretty big change for your tenants. Even if the whole parking procedure becomes simpler, it still risks creating uncertainty. Many people may find themselves asking, “Have I done everything right?” and “have I missed any important feature?”. All of this can of course be countered with clear communication of change!

• Automated processes (payment, queue management, contract changes)
• Digital keys to open garages, for example
• Digital parking permits where tenants can easily move it between different vehicles
• Changes in contracts (from reserved seats to dynamic ones, for example)
• More Kring services such as electric car charging
• New digital administration platform

With us at Mobility46, Josefina is leading the effort to help our new customers get started with their new Parking Management System. Curious about how it works out? Read our interview with her here.

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Successful change projects are carefully planned

We at Mobility46 have been digitising parking management for 10 years. Over the years, we've seen many different ways to communicate change. We have learned a lot over the years (but, of course, learn more with each project we undertake). The projects that succeed best are often the ones that are carefully planned. Both in terms of work process and change communication.

The projects that succeed best are often the ones that are carefully planned. Both in terms of work process and change communication.

One thing that many do not think about, but which is very important, is that the change occurs both internally and externally. For you and your employees, this means changes in work processes, methods and tools. It also means a change of approach. From analog to digital. Externally, your customers and tenants need to adapt to the new conditions.

Changes, if made for the right reasons, should bring about improvements. With good planning and communication, you will get there. But there are some pitfalls you'd like to avoid. Internally, it is about keeping the working environment positive, efficiency high and personal well-being at a good level. Externally, it is about keeping customers safe and happy so that they do not exchange you for someone else.

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Adapt message and tonality correctly

If there's anything we've learned from the Corona pandemic, it's that positive messages contribute to change in a way that negative messages never can. When we are in a precarious situation, we are good at shutting out negative messages. If we use positive messages instead, there is a greater chance that the recipient will actually absorb the messages.

We are motivated by different things

No matter who we are, we are motivated by certain things. According to E. Tory Higgins (Professor Psychology, Columbia University), we humans have two different ways of reaching our goals. It is either the preventive way or the promotion. People who use the promoting way (promotion-focus-orientatie) are motivated by opportunities and aspirations. The people who use the preventive means (prevention-focus orientation) are motivated to a greater degree by safety, security and avoiding negative consequences.

We humans have two different ways of achieving our goals: the preventive way or the promoting one.

Communicating electric car charging to people who are Promotion-focused For example, it might sound like this: “Now we are upgrading the parking spaces with electric car charging. That means you have the opportunity to finally buy that electric car you've been longing for, travel cheaper and contribute to a cleaner world for the next generation. Get started by calling our support.”

But to communicate the same thing to Contraception-focused people could instead sound like this: “Soon we will upgrade the parking lots with electric car chargers. You don't have to do anything, we take care of everything. If you don't want to use the chargers, it won't cost you anything. If you want to use the electric car charger, you are always welcome to contact our support and we will help you”

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Identify the target groups and their needs

It may seem obvious, but identifying the target groups is important for a journey of change. There is often both an internal and an external perspective. In addition, within these two groupings there are a number of different personas that need to be identified in order for communication to motivate them. It could be, for example, “Ambition-driven Anders who loves to optimize and improve” or “Experienced Eva who loves order and order”.

Once you have an eye on your personas, it's smart to try to define what needs they have in a process of change. Do they want to know how they will be affected? Or do they want to keep track of the schedule? Is security and stability important or do they want an exciting journey of change with a lot of skill development?

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This is how you know which communication channels you can use

It is not just the process of change communication that needs to be planned. You also need to make sure that you communicate the right things through the right channels. With the right channels, it will be much easier to achieve great results.

The best way to figure out which channels to use is to ask the people who are going through the journey of change. When people are allowed to influence, the chances of them getting involved increase.

Customize channel selection by type of communication

In a process of change, there are many of things to communicate. Both small light messages and heavier text documents that need to be read through. By choosing a channel based on the information, you will have a better impact. For example, a long document with workflows performs better on the intranet than in a group chat. But a little peppery message that everyone is doing a brilliant job is better suited in a group chat. Remember that a message can be communicated several times in several different channels! For example, the long document with work processes can be broken up into infographics and communicated several times over.

Internally, you probably already have a number of digital communication channels that you can use. But remember that a note on the door can be a good trick to get there in a different way.

The best way to figure out which channels to use is to ask the people who are going through the journey of change.

When it comes to external communication, it is smart to be creative with the channel choices. SMS, email and direct mail are standard channels that are important to use. But remember that it is also possible to put information on the windscreen of the car, at the entrance and in physical places directly related to the parking spaces. Take Stockholm Central Station as an example. There it is common to see important information stuck on the floor, because we humans tend to stare at the floor when we walk around.

• Ask recipients which communication channels they want to use
• Communicate the right things in the right channels
• Complement the digital channels with physical channels (for example, the floor at the parking lots)
• Communicate in multiple channels to ensure everyone gets the information

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Plan communication with the ADKAR model

Because change processes consist of many different steps, it can be difficult to keep an overview of the process. However, by using a working model, work usually flows better. There are many different models, each of which has its strengths and weaknesses. We like the ADKAR model because it is concrete and easy to understand. There are five steps that focus on the individual change. Each letter in the name (ADKAR) represents each step.

Awareness. The first thing that needs to happen in a process of change is understanding why change needs to happen. At the end of this stage, it is desirable that everyone affected by the change is on board and understands that the change should happen.

Desire. When the people affected by the change are aware of the “why”, we must create an engagement and awaken their willingness to be active in the journey of change. At this stage, it is important to think about the personal motivations of each person. There isn't a general message that gets everyone involved. Here it is about identifying the different motivations of all people and using that in communication going forward.

Know-how. I hope everyone knows that there will be a change. Those affected are also committed and willing to help. The next natural step is to provide them with information on how to make the change. This could be, for example, sitting down with each person and explaining what is happening or inviting information meetings where everyone can ask questions.

Abilidad. It's finally time to implement the change! Of course, it takes time to learn new things. Therefore, it is important to provide the opportunity to test new and to experiment. Also, make sure that you are constantly evaluating, coaching and adapting the learning process. Teaching new things to engaged and confident people is wonderful and energizing.

Reinforcement. As people in the process of change learn new things, it is important to confirm and reinforce the new behavior through positive communication. It is also important to continue training and coaching for a longer period of time. Change does not happen overnight. But you can have a positive movement forward by, for example, celebrating the small successes and evaluating each step.

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Checklist for your next change project

Finally, we would like to send you a checklist that you can use in your next change project to succeed in communication.

• Ensure that the change is justified and leads to improvement
• Write down in detail what changes will take place and why
• Assemble a project team that consists of both project managers, communicators and the necessary expertise.
• Develop a project plan, schedule and communication plan that are interrelated
• Identify the people affected by the change
  • Group them into different personas
  • Find out if these people are motivated by promotion or prevention messages
• Decide which channels to communicate in (and what kind of information to send out in which channel)
• Choose which change management model you want to use (we like ADKAR)
• Formulate messages for each stage of the change model tailored to the recipients
• Plan and implement each step of the change model carefully
• Follow up on the change and continue to work on it over time

Good luck with your next change project! Whether it's digitizing parking management or something else entirely.