Radical transformations question internal operating modes, work processes or corporate culture. They are decisive and dangerous moments in the survival of companies. But how can we succeed in such a radical transformation while preserving the adhesion of the teams, the latter being often the first concerned by the changes?
Change, an imperative for business performance
Change is now a constant in the business world. With the acceleration of technological innovations, the evolution of consumer expectations, market globalization and economic crises, companies are obliged to adapt to remain competitive. But this adaptation, when it results in a radical transformation, can generate internal tensions and a feeling of uncertainty within the teams.
The major changes, whether they concern internal organization, commercial strategy, or the introduction of new technologies, have a direct impact on business performance. A study conducted by MCKINSEY In 2023 revealed that 70 % of change initiatives in companies fail, mainly due to poorly executed change management. Indeed, a lack of communication, a blurred vision or insufficient support for teams can quickly transform an ambitious transformation into failure. However, successful management management can lead to a significant improvement in performance, better adaptation to market developments and more motivation for employees.
Human issues of change
The main difficulty in a radical transformation lies in its human management. Change always implies a certain form of rupture with the past, and this rupture can cause legitimate resistance, fears and questions within the teams. A key element of the success of a transformation lies in the way in which leaders manage the human dimension of change.
Cécile Dejouxexpert in change management and professor at ESCP Business Schoolunderlined in an article published in 2022 that “the main challenge of a transformation lies in the management of human emotions”. She explains that employees can feel threatened by change. This creates an environment of stress and mistrust. Managers must therefore ensure that employees feel involved, understood and supported throughout the process.
There communication is one of the most powerful levers for a successful transformation. It must be transparent, regular and understandable. The lack of clarity in the reasons for the change or in the objectives pursued can be perceived as a lack of leadership, which leads to a loss of membership. Thus, it is essential that leaders explain not only why change, but also how And The expected benefit for the whole business.
Team involvement
One of the best practices for a successful transformation is to involve the teams from the first stages of the process. According to a study carried out by Harvard Business Review In 2023, the companies that succeeded in their change management are those who succeed in involving employees in the development and implementation of the change. The involvement of teams in this co-creation generates not only of membership, but also a real commitment to the new management of the company.
French start-ups, often at the forefront of changes in the business world, perfectly illustrate this collaborative approach. Doctolibthe medical appointment platform, thus integrated its teams from the first stages of its development. During its last transformation in 2022, which aimed to deploy a new offer for health professionals, Stanislas Niox-Châteauco-founder and CEO of the company, has favored participatory management of change. Employees were invited to share their ideas on improving services, which made it possible to reconcile innovation and adequacy with the real needs of end users. The process of co -creation not only facilitated membership, but also strengthened the corporate culture of doctolib, listening to listening and responsiveness.
Support and training: prepare teams for new practices
Another essential key to change management lies in supporting teams. Change can involve the adoption of new tools, new working methodologies or new organizational structures. In this context, the continuing education and the coaching are crucial levers to prevent the teams from feeling lost in the face of new requirements.
For example, Back marketa French start-up specializing in the sale of reconditioned electronic products, had to manage a radical transformation when it decided to diversify and expand its offer internationally. The company has set up an intensive training program for its teams, aimed at transmitting the skills necessary to evolve in this new context. This program included training workshops on international project management, mentoring sessions and moments of direct dialogue between managers and employees.
The need for a strong direction
Leadership is a determining factor in change management. Managers must embody the vision of change and be the first to defend it. Philippe Lemoineexpert in change management and president of The Change Factoryindicates that “leaders must be active relays of change. Their ability to federate around a clear vision is essential to maintain the membership of the teams ”.
With this in mind, one of the French companies having brilliantly succeeded in its transformation is Veepeethe online sales company. In 2023, she launched a radical change to move from a flash sales model to a more focused model on the customer experience. This change was guided by Jacques-Antoine Granjonits founder, who embodied the transformation by constantly explaining to employees the benefits of this strategic reorientation. The company has also set up internal support structures to support teams throughout the process, including feedback spaces and regular sessions to answer employee questions and concerns.
The role of corporate culture: preservation or evolution?
When a company decides to transform itself radically, it is often necessary to review certain practices, structures or values. However, this development should not necessarily be synonymous with rupture with existing corporate culture. On the contrary, a successful transformation must integrate this culture while enriching it.
