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The Behavioral Change in Employees

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Digital Marketing - Study Notes:

Impact of change on employees

Do not underestimate the happiness of your own employees!

With all new services, there is a ripple effect through the organization. It can be hard to understand what will happen exactly until it is actually happening.

This does not mean you should adopt a ‘let’s wait and see what happens’ approach. For example, improving a customer knowledge base could substantially reduce inbound calls. You might think this is a fantastic outcome, until you realize these contact center colleagues are now fearful for their own jobs. By thinking about what might happen, how relationships can change, and shifts of responsibility and power, you are providing all the foundations for the new services to work, not be sabotaged.

Planning change

By analyzing impacts on specific roles, you can plan, discuss, and action any behavioral change ahead of new service deployments. One of the most powerful and practical techniques is the Behavioral Grid from Professor BJ Fogg of Stanford.

The framework sets out change by five colors (green, blue, purple, gray, and black) and three timeframes (dot, span, or path).

For example, if the employee needs to start a new activity and do it just once, that’s a green dot. If they need to stop doing something forever, it is a black path.

Note: It’s difficult to achieve green and black behavior changes. Blue, purple and gray are easier to implement.

As a marketer, this may seem outside of your comfort zone. However, if you are responsible for changes to the CX, then change techniques should be a process you are fully aware of and can work through with your HR manager.

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Jonathan Lovatt-Young

Jonathan has over 20 years' experience in the areas of digital design, brand strategy and user experience. He has held senior roles within a number of high-profile agencies and consultancies including Tribal DDB, Accenture Digital and DigitasLBi, working with a range of major clients. 

By the end of this topic, you should be able to:

  • Systematically analyse CX within an organisation
  • Evaluate methods for delivering a designed CX
  • Reflect on tactics for maximising customer experience for an organisation

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    You can find more information and content like this on the Digital Marketing Institute's Membership Library


      CX Essentials
      Jonathan Lovatt-Young
      Skills Expert

      This short course covers the principles of customer experience, or CX, and demonstrates techniques and useful tools that you can use to manage CX for an organization.

      You will learn how to:

      • Understand the basic concepts of CX
      • Understand the steps involved in assessing the current CX
      • Understand the best practice processes to design what the CX should be
      • Understand the best practice methods for delivering the planned CX
      • Understand how an iterative approach to customer experience design can improve organizations’ overall performance