A new brand, clear communication, interactive training. We accompanied the PHOENIX Group through the rollout of an internal tool.
- The situation
- The PHOENIX Group relies on efficient digital processes. A new internal tool was meant to simplify collaboration and day-to-day workflows. But a tool like that changes established routines. Without clear communication and without identification it meets resistance. The task was to bring employees along early, build acceptance and explain the use of it in terms people understand.
- Approach
- We developed a change and communication strategy for it and rolled it out across several channels, from the first signal from the board to training at the desk.
- What we did
- Naming & brandingDeveloping an internal brand identity of its own for the tool, so that it is not perceived as yet more software.
- Board videoA personal introduction and strategic framing by the company leadership.
- Newsletter & campaignsContinuous communication to activate employees across the whole rollout period.
- Explainer videos & tutorialsVisual training for everyday use: knowledge where the work happens.
- Result
- The tool passed into everyday company life. Employees were involved from the start, which lifted acceptance markedly. Internal brand building, video communication and targeted training produced a changeover without a break.