Organizational engagement: Bend but don't break
By Robert Van Arlen
Senior Advisory Group
Invoking change is not easy, but it is a necessary function of any practice in order to remain open and functioning.
Engagement is how you make a connection with your clients between your unique selling proposition and their specific needs and emotional buy in. We’ve talked about how to better engage each client on an individual level, but not about how to organize your practice around the engagement concept.
Change is necessary for survival. There are six major forces for change:
- nature of workforce/clientele
- social trends
Create an environment and business culture that leads by example and promotes an overall mission objective that is geared towards service. This can be unique to you and your selling proposition but should be more of an ideal to strive for.
When your practice gets derailed, you will have a reference to help get it back on track.
To successfully implement and promote a healthy and positive culture you must address past and recurring issues. Identify problem areas within your practice that led to upset customers, loss of sales, loss of focus, loss of revenue and places that could be improved. Take each of these on one at a time.
Change your organizational habits and the habits of others within your practice. After 30 days of repetition something becomes habit. Once your new model has been implemented for 30 days, without recurrence, you are ready to move on to the next area slated for improvement.
Create incentives for organizational and behavioral modification
Put your money where your mouth is. This means rewarding everyone within your practice for correctly implementing business culture changes and eliminating recurrence. Celebrate change together as a group to ensure a group identity that solidifies the changes that have been made. Reward yourself for implementing change.
Promote functional alignment
Resistance to change occurs on multiple levels for multiple reasons:
- Habitual: Programmed responses that have been ingrained within our behaviors to deal with daily activities in an easy and automatic nature. If change goes against these habits, they must be addressed cognitively in order to modify behavior.
Make sure to always question problems and solutions in a healthy and constructive manner to make sure that they are sound and reasonable to attain. Using SMART goals is a good way to ensure that the implementation of change is feasible.
Analyze your flow of business
Create a flow chart that illustrates business processes within your practice. Are there any areas that are bottle necks? Any areas where flow should be restricted in order to better serve customers or allow time for other processes to occur?
Address these issues by centralizing or de-centralizing process behavior and streamlining sources of inconsistency.
How easy is it for you to access the information that you need? How quick is it? Put systems in place that allow everyone who needs access to information to do so in the fastest and most convenient way possible. This means everything from having a great website for your clients and leads, to digitalizing client information and forms for quick and easy access.
Clear and concise communication is key to interpersonal business, as well as all relationships. First response systems at call centers are great models for maximizing communication effectiveness within your practice. This means that upon the first contact the issues or questions are dealt with. If a customer has a concern or question, deal with it right then and there so that it never needs to come up again. Extrapolate this concept to the systems and procedures within your practice. Make sure that when an issue arises it is dealt with right then and there.
Invoking change is not easy, but it is a necessary function of any practice in order to remain open and functioning. Remember, the winds of change are always blowing and by bending to them and not resisting, your practice will survive. By keeping up, you and your practice can stay on top of your competition and realize continued success.