Companies with highly effective communications and change management are 3.5 times more likely to outperform their peers who do not communicate or manage change effectively, according to Towers Watson’s 2013-2014 Change and Communication ROI Study.

The study surveyed 651 organizations from a broad range of industries and found the most successful companies actively build a culture to support their employees and drive behaviors aligned with their business strategy.

They ensure everyone in the company, from the management team down, are in alignment with regard to the vision, mission, values and strategic positiong of the company. Employees are empowered and engaged. They know the company story and know what makes their company “different and better.”

The study highlights key findings on the relationship between superior financial performance and effective communication and what the most effective organizations do differently:

  • 93% of highly effective organizations say they understand what messages resonate with new employees, while only 48% of less effective organizations say the same.
  • 98% of highly effective organizations say they understand what messages resonate with top-performing employees, while only 42% of less effective organizations say the same.
  • The most effective organizations are 3-times more likely to be focused on the behaviors that drive organization success, instead of being focused on the program cost.

It’s clear that to be a highly effective organization you must understand your employees’ mindset, which is critical for communications to be effective, and focus on the behaviors that get desired results.

Have face-to-face conversations with your employees to ensure they understand why they are doing what they are doing and why their job is critical to the company accomplishing its goals.

The more you communicate with your employees, the more you empower and engage them.

Doing so helps your business.

Empowered employees will deliver excellent customer experiences and help your company grow. Whereas, disengaged employees can destroy your brand without even realizing what they’ve done.




Tom Smith

Experienced marketing professional who has worked with more than 120 clients in 18 different vertical industries. ♦ Differentiate products and services by improving UX and delivering memorable CX to create an emotional connection to the brand. ♦ Obtain insights from analytics to solve business problems and drive revenue. ♦ Develop and implement marketing campaigns that double traffic and leads in three months. ♦ Certified Marketing Automation Professional ♦ Certified Voice of the Customer (VOC) Professional