Shifting to a customer experience focused mindset is key but getting there won’t always be easy
In the previous issue, I mentioned the importance of inspiring teams to adopt a customer experience focused mindset.
Shifting a mindset dealership-wide can require changes in both process and behaviour. It requires team members to understand the bigger picture, and truly care about the experience of their customers.
In my work as a consultant, I’m often asked how to effectively implement and maintain change in a team. It can certainly be a challenge, especially if the rewards are not immediate.
According to a study by McKinsey, 70 per cent of change management strategies fail. Some common reasons why include: poor planning, poor communication, lack of engagement and active resistance. Here are my tips for successfully implementing and maintaining a mindset change in your team:
Strategy Development
“A goal without a plan is just a wish.” You’ve likely heard this popular quote before. Managing change is no different and the foundation of your success is your strategy. Begin by identifying your desired outcomes, and then get to work on a detailed action plan. Identify current processes and behavioural norms that need to change, and what changes are necessary to reach your desired outcome. Be willing to revise the plan as needed, and actively measure its impact.
Communication
Communication needs to happen throughout the change process. It should be focused on the individual benefits of the change, should address why the change is needed and what the desired outcome is for the dealership. Encourage questions and talk openly with your team. A team who understands the why and has the desire to change will be infinitely more successful than a team who are just ordered to change without full understanding of the bigger picture.
Fostering Engagement & Desire
Consider involving select team members in strategy meetings. Their input and perspective will not only assist you in crafting effective processes, but they are also much more likely to be engaged in the process, want to make changes, and influence other team members to do the same.
For example, I recently worked with a large dealer group to create a sales playbook that would standardize and elevate the customer experience across the group.
Our first step was to put together a development panel comprising of Senior Leaders, General Managers and Sales Managers to assist with creating each step of the process. The result was the creation of processes that are not only effective but have been welcomed by sales teams across the group. Engagement levels are high, feedback extremely positive, and success is already being achieved by those who have received training so far.
Identify current processes and behavioural norms that need to change, and what changes are necessary to reach your desired outcome. Be willing to revise the plan as needed, and actively measure its impact.
Handling Resistance
If you are making a change, you can expect to encounter some resistance! When resistance is identified, address it without delay and take the time to uncover the root cause. Often, it comes down to a lack of understanding around why the change is necessary, or a lack of knowledge/ability to enforce it.
Taking the time to address this directly with resistant team members will allow you to engage them efficiently and mitigate the risk of their resistance having a negative effect on others.
Supporting Success
Effectively implementing changes requires significant leadership support. Provide quality training to educate team members and equip them with the necessary skills. Such training should be supported with ongoing coaching. Put your change leaders in charge of coaching and collecting feedback. Not only will this support the development of future leaders, but you are also more likely to receive honest feedback from other team members through them. Continue to collect feedback throughout the process and be willing to adjust where necessary.
Of course, even the best laid plans don’t always run smoothly. Ensure you keep on the lookout for potential issues or obstacles and address them immediately. Celebrate the small wins with your team along the way and maintain a positive environment by praising good behaviour in public and correcting poor behaviour in private.
While successfully creating a change in mindset is not easy, it is worth it. A strong focus on customer experience throughout the dealership will have a significant impact on the long-term success of your store, break down silos and unite all dealership departments with a common goal.
