Any time an organization adopts new technology, some elements of change management are required to ensure the process is effectively scaled for a wider user base. Group messaging for business is no different.
Why Group Messaging For Business Is Growing In Popularity
Today, group messaging for business represents an opportunity for leveraging additional communication channels to increase collaboration and ensure work teams remain cohesive, even as they may be geographically dispersed.
Email, video conferences and project management software help streamline work processes and facilitate interaction, but group messaging can play an important role as well. Time-sensitive updates and internal dialogue around highly collaborative topics, which require input from multiple parties, are two examples of how this technology can prove useful. Users can cut through inbox clutter to maintain contact in between meetings.
However, to make sure that businesses fully realize this potential, leaders need to be committed to a thoughtful expansion of the program, and they need to use a platform that has scalability at its core.
How To Scale Group Messaging For Business
During the change management process, scaling up can take several different forms. A 2020 article from McKinsey & Company outlines three different scale-up methods: linear, geometric and the so-called big bang approach. Each option proceeds at a faster pace than the previous method, and all of them require different patterns of resource allocation in order to be successful.
A geometric approach might be useful for driving adoption of a group messaging platform, but you should decide for yourself which option makes the most sense for your needs. In a geometric scale-up method, the organization essentially scales in waves that affect more areas of the company each time.
Whether you employ one of these three methods or you devise your own strategy, many scaling efforts will employ three separate phases like those listed below.
All efforts have to begin somewhere, and before you consider scaling your group messaging platform, it might be best to start small.
That could mean that you first identify a group of early adopters led by advocates from across the organization, including a strong cross section of stakeholders from all relevant departments.
Alternatively, you might want to decide on a limited range of use cases in which to first try out the technology, demonstrate its value and create a process for implementation. Some examples of where to begin could include:
- Emergency notifications: This can provide a clear and tangible value, and it can help you become familiar with the basic features of group messaging for business.
- Time-sensitive updates: Use cases like these may be more feasible for a practical trial, since you never know when an emergency could strike. In addition, they could help you source questions around group messaging conventions, which will be useful for the second phase.
Refine and Standardize
After implementing a couple of early-stage trials like those mentioned above, you're likely to learn more about group messaging for business and how it can work within your company's culture.
In addition to using early trials to smooth out any technical hiccups, you'll also want to start developing a set of standards and expectations for group messaging etiquette. Think about how to handle things like:
- Timing of messages.
- Staying on topic.
During this phase, you should meet with your group messaging vendor to find out if the company has any resources that can help you refine your approach to technology adoption.
Expand Your Efforts
Pointing to trendsetter Amazon as an example of how to scale thoughtfully, a 2020 article from Bain & Company emphasizes that scaling is accomplished by growing what works while closing out what doesn't.
After assessing the feedback of stakeholders following your initial rollouts, a successful group messaging expansion will depend on your ability to identify areas in which the technology has added value for the participants.
Distil your learnings and then provide the necessary resources to help other departments implement group messaging for business in a way that's likely to succeed.
Can Your Group Messaging Platform Scale With Your Needs?
In addition to a carefully administered plan for scaling the adoption of your group messaging platform, you'll need to use a solution that's designed to grow with your needs. GREXT from Swift SMS is easy to learn and robust enough to expand with you and your business needs. Learn more about the Swift SMS solution to group texting for business.