Developing a traveller-first change management game plan

Avoiding complacency 

The client concluded that to move their programme forward in a postpandemic world, they needed to embrace change despite the relative stability of their programme operations. A new travel tech stack, an optimised travel policy, and a future-forward mindset were necessary to achieve their goals – and they needed a partner that could match their pace. 

In March 2021, the client took their first step toward transformation by choosing FCM as their new TMC. They singled out FCM’s holistic tech offerings as their vehicle for a forward-focused travel programme, as well as FCM’s agility and partnership-focused goals. They also decided FCM’s experience, content, and strategy would ensure their stakeholders realised the benefits of transforming their TMC services. 

FCM placed an emphasis on creating a collaborative RFP process to ensure the FCM team had a full, comprehensive understanding of the client’s needs and goals. This resulted in their voice being elevated in the process, and the proposed solutions being truly customised and personal, not one-size-fits-al

Designing a persona-based change plan 

Massive change needs a framework that won’t collapse. The client knew that organisational change needed to be the driving factor behind their efforts, and they needed FCM to build a plan that would keep them moving while also providing peace of mind. 

To address the varying needs and motivations of different employees around the world, FCM designed a persona-based change plan that identified what will drive buy-in, the type of training each employee group needed, and how to measure success for each group. 

The scope of the project also required it to be rolled out in ten phases. To minimise back-and-forth and emphasise transparency, FCM built a project dashboard so FCM project team members, the client’s travel manager, and client stakeholders could track project status in real-time. 

Training & communication 

Throughout the months of June and July in 2021, FCM Account Managers conducted virtual and on-site training sessions to 4,000 employees that covered FCM technology and processes, and most importantly, how to book travel and accommodations. Client stakeholders noted that the training sessions were especially important to the rollout and rectified major change pain points. 

The final step of the change plan was to effectively communicate the upcoming changes to the wider employee base. FCM knew that to reach everyone, varying methods of communication needed to be used. The result was an omnichannel awareness campaign that included exciting teaser videos, digital flyers, physical flyers, and persona-based “hype” content to get employees onboard with the change. 

All promotional content was translated into the 11 major languages of the client’s traveller base. FCM’s conversational and alternative tone of voice proved especially helpful in this phase because employees felt engaged with and related to the communications.

The part of the process that really made the client's change so successful was the detailed communication plan, and it's where FCM's alternative energy really shined. By tailoring communications to persona, region, language, and more, we ensured everyone was engaged from the get-go.

- Ben Johnson, Director of Customer Strategy