Smoothing the path of integration

Purpose – This paper aims to underline the importance of the training and communications process in implementing business integration solutions, securing employee commitment and building a customer‐centric culture. Also, to demonstrate how the benefits of a systematic based approach can help organizations by improving customer service skills and building effective teams. Design/methodology/approach – These points are illustrated through the use of a supporting case study example that describes the process. Initial research and consultation with management and staff was used to understand issues and anxieties and identify skills gap. Results are used to inform the strategy development and to agree how the required information needs to be presented to achieve maximum buy‐in. In the case of Trend, the training and communications process commenced with an introductory letter from the managing director to introduce the aims of the program. The program was delivered in two streams which were cascaded down through the organizations: managers attended a two day workshop to build coaching skills and reinforce service skills. The rest of the company attended a two day interactive workshop focusing on the service excellence and looking at customer/employee integration. Findings – Tangible and measurable results from training initiatives can sometimes take a long time, but at Trend there was an immediate impact in staff morale, motivation and departmental communications with a plethora of glowing internally referenced e‐mails supporting the increase in service standards. More importantly, the difference has been recognized by Trend's customers and acknowledged in a series of congratulatory testimonials. Originality/value – This paper demonstrates the value of a strategic approach to learning and managing change – increasing motivation, improving departmental communications and raising service standards.