A New Beginning

Communication Plan Process

The purpose of this document is to help aid in your implementation of the new organizational change. Change can be difficult, so it will be important to implement the following steps and utilize the tools to ensure your team will have a smooth transition through the change. This document will also help you handle potential resistance from your team. Items to be discussed include:

  • Release of the change message
  • Technology you will use
  • Tools for effectiveness
  • 360* feedback
  • Handling resistance

Getting the Message Out & Creating Urgency

Dillard's is looking for a shift to improve the customer experience as well as the employee's overall satisfaction. Transparency will be key to help transition the employees through the change. Each manager is being supplied with data from the recent employee surveys, candid customer feedback, past year sales numbers and projected forecast. This information should be used to help convey the importance of the change.


~Employ any feedback or observations you may have had within your own department store to connect this data for your employees.

~Identify change agents within your staff to help with the change. Meet with these individuals first, share the reasons for the change, address their concerns, acquire their feedback, and get their buy-in.

~Use multiple channels to deliver the message to maximize on transmission of the message. Ideal delivery to include a face-to-face all staff meeting. This would be followed by mini meetings or individual meetings to gather feedback and concerns. Weekly email communication reminding of the change, highlighting staff actively engaging in the change, and reinforcement of the value for the change.


Technology tools will aid in the delivery of the communication plan, midpoint assessments, and evaluations of the change process. Below are a few technologies to assist you, in addition to the company provided power point presentation, to deploy the change.

These technologies span from the initial message with Padlet, to the new company recognition system Wooboard. Your change coaches have been trained in each technology to assist with any questions you may have with it.

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To be used in your smaller setting meetings. This will allow your staff to text questions and concerns in the moment without braking up the presentation delivery. You can reinforce your relationships with staff members by taking designated time to answer their questions.
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A recognition site that allows staff to recognize each other for good behaviors and daily successes. It has social features and custom reporting options to measure employee engagement and to create a more engage happy staff.

Effectiveness & Generating Feedback

Our vision for Dillard's and it's continued success has brought about this change. Reevaluation and additional changes will be required to see success in customer service, employee morale, and ultimately our bottom line.

The assessment and feedback tools listed below will help gather important feedback to determine the effectiveness of the manager to communicate the change and to reinforce the message.

It will also gather the staff's feedback on the actual change, successes and shortfalls, as well as ideas to improve it in the future.

Handling Resistance

There will be a few different types of resistance you will face through this transition and it will be important for you to address each of them timely and with a tailored approach.
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This illustration outlines some of the reasons why your employees will be resistant to the change. When meeting with these employees, consider the following steps to help move them through the change process:

~Meet face-to-face

~Use active listening skills and discovery questions to truly understand their concerns.

~Discuss options and strategies to help overcome their concerns

~Temp check often to ensure they are moving in the same direction of the change.

~Give praise and provide feedback

*Your genuine interest can create a more open and trusting environment. Your employees want to know you support them.


Cawsey, T. F., Deszca, G., & Ingols, C. (2012). Organizational change an action-oriented toolkit (2nd ed.). Thousand Oaks, CA: SAGE Publications, Inc..

Dillards. (2015). Retrieved from http://www.dillards.com/

Emergenetics. (2015). Retrieved from https://www.emergenetics.com/our_approach.html

GRA Resources. (2015). Retrieved from http://www.gra.net.au/resources/insights-and-publications/2013/08/13-change-management-fundamentals-part-1

Ken Blanchard Companies. (2015). Retrieved from http://www.kenblanchard.com/