Role of communication during change initiatives : case study in a financial institution’s customer service
Kütük, Mehmet (2024)
Kütük, Mehmet
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024060722061
https://urn.fi/URN:NBN:fi:amk-2024060722061
Tiivistelmä
Poor communication can hinder change initiatives, leading to resistance from employees, confusion, and ultimately, failure. Communication is therefore a key determinant of the success of change initiatives as it helps to create a sense of urgency, build support for the change, and foster a culture of continuous improvement.
The purpose of this thesis was to explore the importance of effective communication in change management within the corporate customer service centre of target bank. The research was conducted both by qualitative and quantitative methods. A semi-structured interview was held with the manager of the case company and a mixed-method survey was sent to employees responsible for change implementation to which 21 out of 58 employees answered. The study aimed to identify the factors that influence the effectiveness of communication strategies and how current change processes are planned and perceived in the case organization. Additionally, the study provided recommendations for the customer service organization to improve their change management processes by addressing communication issues.
The significance of this study lied in its potential to enhance the understanding of the role of effective communication in change management within the corporate customer service centre of target bank. By analysing the case study, along with previous studies and theories introduced in the thesis, it was proven that acknowledging and understanding different types and personalities of people, utilizing versatile communication channels, and involving employees can lead to benefits such as increased clarity and understanding towards change initiatives. This, in turn, can lower change resistance and create larger support for change initiatives.
The purpose of this thesis was to explore the importance of effective communication in change management within the corporate customer service centre of target bank. The research was conducted both by qualitative and quantitative methods. A semi-structured interview was held with the manager of the case company and a mixed-method survey was sent to employees responsible for change implementation to which 21 out of 58 employees answered. The study aimed to identify the factors that influence the effectiveness of communication strategies and how current change processes are planned and perceived in the case organization. Additionally, the study provided recommendations for the customer service organization to improve their change management processes by addressing communication issues.
The significance of this study lied in its potential to enhance the understanding of the role of effective communication in change management within the corporate customer service centre of target bank. By analysing the case study, along with previous studies and theories introduced in the thesis, it was proven that acknowledging and understanding different types and personalities of people, utilizing versatile communication channels, and involving employees can lead to benefits such as increased clarity and understanding towards change initiatives. This, in turn, can lower change resistance and create larger support for change initiatives.