Responding to Internet Technology Changes

Gloria Farmer | 25 July 2006 |

We are in the Age of Information, and the Internet has brought a whole new level of communicating and marketing. It is a fast, powerful, and international information resource, transforming the way we view and use information. Technology trends in our field are dynamic; what may have been current two years ago is obsolete today. Because Blizzard Internet Marketing, Inc. is directly tied with the internet, it is crucial for Blizzard to stay current with internet technology research. The research we conduct is required for Blizzard to stay competitive in its field and to provide excellent customer service.

The primary impact to Blizzard and its clients when implementing new technology is found in the nature of change and how we respond to it. Constant change can be unsettling for some. Blizzard refines change management on an on-going basis. To mitigate change ‘in-house’, Blizzard is upfront during the interview process, requiring employees to have the ability to adapt to change. A main interview question is “How do you deal with change and give an example”. Blizzard has also created a culture where all employees work together as a team to help each other with questions and problems, having constant lines of open communication. Another part of adapting to change at Blizzard is providing regular information and training sessions, keeping all employees current. Since change is a ‘normal’ part of the work environment at Blizzard, employees are more prepared.

Applying change management to our clients is a different process, one that is integrated with our customer service skills. At times it can be frustrating to clients because, for some, this fast paced technology has changed so much in such a short time. Our explanations seem to not be enough. Resistance to change by clients is more common because, at times, change can feel forced and threatening. We try to counter this by being upfront with clients and providing lines of communication, making customers feel comfortable asking questions.

Gloria Farmer - Blizzard Internet Marketing, Inc.