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Business Transitions and your Brand

Contact Centers Must be Steadfast in Moments of Change

From the sale of Twinkies to potential airline mergers, 2013 has been a landmark year for large business transactions in a range of industries. The New York Times has even declared that the "mega-merger is back."

Business Transitions and your Brand

While mergers, acquisitions and other major business changes are busy times for company leaders, it is crucial that executives prioritize educating key stakeholders and identifying communications paths to deliver their new message. Brand, marketing and communications departments in particular must be prepared to raise important, tough questions about the impact of the business transition on stockholders, employees and, most critically, customers.

What does this change mean for your customers?
Once answers to this potentially complex question have been distilled into simple, meaningful messages, they must be disseminated. Contact centers, with their scalability and already existing connections to customers, are ideally positioned to proactively or reactively get the word out. They are also invaluable for relaying potentially unforeseen considerations learned in conversations with customers back to company leaders.

What does this change mean for those most loyal to you?
Loyalty and the customer accolades that go alongside it are incredibly valuable in today’s marketplace. Beyond the immediate effects on brands and customers, companies involved in mergers and similar business activities need to clearly define and communicate their new path to their most loyal buyers. These relationships are the key to providing an anchor for revenues – and brand advocacy – moving forward. In order to respect them, company changes should be communicated directly via the contact center and other channels.

What does this change mean for your brand?
In short order, an entire company must get behind a new branding strategy. This is a potential pain point for existing customers. To avoid confusion, contact centers and others who interface with customers need to be quickly re-educated and come into alignment with the new reality of the brand they represent. Only the most nimble and experienced outsourced partners will be able to manage this challenge.

If handled correctly, large-scale business changes can build excitement and fuel growth. Giving the company contact center a seat at the table is a worthwhile investment that will simplify and streamline the process. Regardless of the exact circumstance, a forward-looking, proactive stance is necessary to ensure a smooth transition.

We hope you found this month's Dialogue informative.

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