Change Process Communication Plan Cindy Douglas AET560 June

Change Process Communication Plan Cindy Douglas AET/560 June 26, 2017

Communication Plan Objectives All stakeholders will demonstrate an understanding of the: rationale for training based on customer service and sales data; training program design and expectations; theories of change to support training outcomes; strategies to overcome employee resistance to change; use of shared diagnosis; process to measure the effectiveness of the training; plan for continuous improvement. All stakeholders will demonstrate an understanding of the commitment to manage the changes and support the organizational transformation through the process of implementing the approved recommendations.

Target Audience Based on stakeholder analysis, there are four main groups that will receive information on the communication plan: Walmart Executive Management CEO and Board of Directors Executive and Senior Vice Presidents Walmart Upper Management Education Head Branding and Marketing Head Consulting and Training Head Walmart Lead Management Business Analysis Manager Implementation Manager Training Manager and Marketing Managers HR Manager Walmart Local Management Regional Managers Store Managers

Target Audience Rationale: Executive Management and Board of Directors Roles and Responsibilities Audience Justification Responsible for creating and sharing the company's vision Understanding the plan for customer service improvement helps guide the sharing of the company's vision. Responsible to understand the current details and comparisons on company sales and marketing Having an awareness of the plan to increase sales informs marketing discussions. Respsonsible to understand the current information on customer responses and concerns Having an awareness of the current feedback from customers and the plan to resolve customer concerns is a critical part of decision-making discussions Responsible to understand all barriers to increasing sales revenue Understanding the customer service concerns and the plan to remediate informs ongoing decision-making. Responible for approving, developing and Policy decisions are informed by the plan guiding policies to increase sales revenues. to improve the customer service issues.

Target Audience Rationale: Walmart Upper Management Roles and Responsibilities Audience Justification The Head of Education designs and coordinates the implementation of information for all levels of the corporation. Understanding the customer service data and plan for improvement prepares this person to support the implementation and sustained improvement over time. The Heads of Branding and Marketing are responsible for advertising and customer perception of the company Having an awareness of the customer service data and plan for improvement provides valuable information to create branding and marketing information. The Head of Consulting and Training is repsonsible to design and oversee the trainings that are provided at all levels of the corporation. This position will be critical to develop the calendar and location of all trainings throughout the organization.

Target Audience Rationale: Walmart Lead Management Roles and Responsibilities Audience Justification The Business Analysis Manager is responsible for gathering, clarifying, and analyzing data that informs decisions for Walmart business plans. Understanding the customer service data and plan for improvement helps in the analysis of the current business plan and helps to inform needed changes. The Implementation Manager is responsible for all technical systems and software within the organization. Having an understanding of the training program is critical as software support will be needed throughout the training design. The Training and Marketing Managers support the implementaion of all trainings and the public relations and sales plans throughout the organization. These positions will be critical to support the implementation of the employee trainings, as well using the trainings as a marketing and promotional tool. The Human Resources Manager develops systems and processes within the Walmart organization that address the strategic needs of the company. The employee training program will be dependent on this position to ensure it is sustainable and that employee evaluations incude the new expectations.

Target Audience Rationale: Walmart Local Management Roles and Responsibilities Audience Justification Regional Managers oversee the operational practices of all stores in their area, making sure each runs smoothly, cleanly, complies with marketing and sales campaigns and meets budget and sales goals. Regional managers need to understand the customer service data and plan for improvement in order to ensure there is effective implementation across their region. Store Managers are responsible for the day-to-day operation of their store. They are also responsible for employee evaluations, keeping their employees motivated, resolving conflicts and providing effective leadership. Store managers need to understand the customer service data and the plan for improvement in order to use the information as part of the employee evaluation. They also need an indepth knowledge of the information to lead and motivate their employees.

Procedures for Sharing Information A special meeting of the Board of Directors will be scheduled to present the communication plan and address any questions or concerns. Break-out sessions will be scheduled at the National Walmart Leadership Conference to share the communication plan information and to address questions and concerns with all levels of management in small group settings. Information regarding the break-out sessions will be sent in advance via email to all target audience groups. Executive and administrative assistants will receive additional email information regarding the upcoming national conference break-out sessions and how to access the information at the conclusion of the conference.

Procedures for Sharing Information At the National Walmart Leadership Conference, the communication plan will be shared through break-out sessions using power point, discussion groups, and electronic feedback systems. Electronic copies of all materials will be available during the sessions, as well as at the conclusion of the conference. Executive and administrative secretaries will also have access to the materials to support ease of accessing the plan by management at any time. The plan will be revisited at regional managers' meetings, as well as store managers' meetings over the next three months.

Procedures for Sharing Information: In Person Sessions Research Support The primary venue for sharing the information will be at the company's national leadership conference. The decision to provide the information during face-to-face breakout sessions is supported by research that indicates receiving information in person continues to be the most effective way to communicate complex information. Research also indicates that when there is large body of material to be presented, instructor-led programs remain the most effective and efficient method. The ability to build a relationship during the sharing of important information can only be done through personal settings. Rhee, 2003

Procedures for Sharing Information: In Person Sessions Research Support Research also concludes that richness of information and memorable experiences are communicated through behavior and body language, including mannerisms, gestures, tone, language, and volume of voice. Face-to-face communication allows the entire experience to not only be heard but also seen and felt. The ability to experience the sharing of information in a group setting with answers, as well as conversations with other participants, enhances the ownership of the information long term. Israel, 2008

Procedures for Sharing Information: In Person Sessions Research Support Virtual training creates a blanket of anonymity that enables learners to participate disingenuously. Without physical stimulation, they are limited to learning through watching and typing. In some cases, the presentation is reduced to participants basically reading off the computer; no added value is received. Israel, 2008

Forms of Communication Prior to the communication plan presentation, email notifications will be sent regarding the purpose, and information session details and options. At the National Walmart Leadership Conference, the communication plan will be shared through break-out sessions using power point, discussion groups, and electronic feedback systems. Electronic feedback platforms include: Padlet: Provides a platform for participants to place electronic post-it notes with questions and feedback. The page is accessible to all participants throughout the information session using computers and phones. All information being shared is projected on the large screen. Kahoot: Provides a platform for multiple choice questions accessed and responded to on computers or phones. Participant answers appear anonymously on the large screen. Correct answers are also provided, making this a highly effective self-assessment. Quiblo: Provides a platform to create scored assessments that will be viewed only by the training team.

Forms of Communication (continued) Electronic copies of all materials will be available during the sessions, as well as at the conclusion of the conference. Executive and administrative secretaries will also have access to the materials to support ease of accessing the plan by management at any time. In person discussions will take place in small group settings throughout the information sessions and again at managers’ regional and store meetings Discussion Boards through Padlet and a specified google document will be available at the conference sessions and continue to be available throughout the customer service employee trainings. Materials from the information session will also be available on the company website and via email by request.

Evaluation of the Communication Plan by Target Audience Target audience surveys regarding the information session, as well as the communication plan, will be conducted immediately following the information sessions. An open google document for ongoing feedback, posting questions and answers, and providing feedback on the communication plan will be provided. Managers will be encouraged to add comments and questions throughout the customer service trainings for employees.

Alignment between Goals and Information Sharing Process Objectives: All stakeholders will demonstrate an understanding of the: Procedures / Modalities for Sharing Information Frequency • Rationale for training based on customer service and sales data • National conference break-out sessions using power point, discussion groups, self-assessments, scored assessments, scenarios focused on change resistance • Multiple sessions at the national leadership conference (once) • Padlet, Kahoot, and Quiblo will be the programs used to share scenarios and assessments • Store managers’ monthly meetings (3 months) • Training program design and expectations • Theories of change to support training outcomes • Strategies to overcome employee reistance to change • Use of shared diagnosis • Plan for continuous improvement • Process to measure the effectiveness of the training • Process to evaluate the communication plan • Open google document for ongoing feedback, and posting questions and answers • Electronic copies of all materials available at the session and on the company website • Scored assessments and target audience surveys conducted immediately following the information sessions • Open google document for ongoing feedback, posting questions and answers, and providing feedback on the communication plan • Regional managers’ monthly meetings (3 months) • Board of Directors’ special meeting (once) • Open google document for feedback and questions will remain available throughout the implementation of the customer service trainings • Scored assessments are given at the end of the conference sessions • Surveys are conducted immediately following the national conference • Open google document for feedback and questions will remain available throughout the implementation of the customer

References Rhee, Y. (2003). The employee-public-organization chain in relationship management: A case study of a government organization. Institute for Public Relations. Retrieved from http: //www. instituteforpr. org/wpcontent/uploads/2003_Rhee. pdf Israel, S. (2008). Organizational communication. Retrieved from http: //redcouch. typepad. com/weblog/2008/08/index. html