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‎03-25-2020 10:07 AM

Considerations in Building a Message

There are many types of communications that can be useful in driving change and acceptance of ServiceMax.  As you create your communication plan and identify the messages you want to include throughout your project, consider the following. 

  1. What is the Purpose of the Message?
  • Share vision, purpose and/or benefits
  • Communicate project details, progress and timeline
  • Build interest and excitement
  • Solicit response and feedback
  1. Who is the Message Meant For?
  • Identify all the teams/persons affected by the change
  • Consider how each team/person will best receive information (formats, key meetings, etc.)
  • Remember to include active users and passive users
  • Think about users indirectly affected by the information (i.e. Finance, Customers)
  1. What is the Best Resource for Communication?
  • Is it communication or engagement?
  • Is the information better written or in person?
  • Are there tools/resources that a team pays special attention to? 
  • Is it a Mass Communication for everyone or designed for a specific team/audience?  
  1. Who Should the Message Come From?
  • Does the message need executive presence?
  • Do you have influencers & leaders at peer level that can help?
  • How will the message be best received?
  • What questions might arise from the message?


Types of Communication

Some communication methods are meant to share information while others are designed to provide interaction or engagement. 

Types of communication.png


Example Communications

  1. Start of Project- Project Vision

Purpose:  Why Implementing ServiceMax, Key Benefits, General Timeline

Resources: Newsletters, Monthly Meetings or Email messages.  

Ownership: This should generally come from a high-level executive


  1. During Project- Project Progress

Purpose:  Updates where you are at, project team details, key wins, current vs. future state, key benefits for each role.  Encourage leaders to foster questions, concerns and excitements to document & share

Resources: Newsletters, Email messages, prepared messages for mid-level leaders to share personally

Ownership: Project team leadership, executive sponsor, mid-level leaders


  1. During UAT/Testing- Sneak Peaks

Purpose:  Visuals of the new system, future state benefits, updated timelines, foster excitement. Talk about training and support plans-resources & hyper care.

Resources: Newsletters, Email messages, prepared messages for mid-level leaders to share personally

Ownership: Project team leadership, executive sponsor, mid-level leaders


  1. At Go-Live- Prepare teams for new system & processes

Purpose:  Provide training details, support plan, resources and expectations for system use. Have a Town Hall for all key stakeholders a few weeks prior to Go-Live- including CEO purpose message, key stake holders sharing vision, high level & benefits for each area; go Live plans; and celebration (giveaways)

Resources: Town Hall Meeting, Go Live Support Packages, Emails, calls & email communication to partners & customers

Ownership: CEO, Project team leadership, executive sponsor, mid-level leader


Best Practices for Communication

Now that you understand the importance of communication throughout your project, you have ideas of when to share and what to share, let’s review some best practices of communication during a project. 

  1. Be specific with purpose and details
  2. Share changes clearly with current & future state
  3. Include specific benefits & motivators
  4. Provide progress, key dates, deliverables
  5. Be honest with the good and the challenges
  6. Provide avenues for feedback & two-way communication
  7. LISTEN & provide response
  8. Build knowledge and excitement throughout the project
  9. Perform communications’ audits to ensure that the messaging is being heard (surveys)
  10. Share success stories to motivate and excite your teams
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About the Author
Training and Change Management professional with focus and commitment to customer success. 20 years of training, sales, customer service, project management and leadership in many industries and verticals. Passionate about driving business results focused on whole business collaboration. Dedicated to excellence in everything I do.