What does it mean to be 'People Centric' vs 'Process Centric'? Standardised vs Customised Communication
Traditional methods rely on one-size-fits-all messaging, while the Human Quotient approach customizes communication to resonate with different user groups, encouraging two-way dialogue and addressing specific fears and motivations.
Traditional, standardised communications might involve single message, or linear messaging sequences that highlight generic benefits such as ‘Streamlined workflows’ and ‘centralised storage’. Singular FAQs with basic guidance on ‘how to login’ might exist but lacks a level of detail that might make this type of communication piece more valuable to users. Measurement of adoption might also be ‘bundled together’, data like ‘75% of users have logged into the system’ instead of highlighting the various levels of engagement from different persona types to get more comprehensive insight into where benefits may be being realised.
Taking this approach creates missed opportunities to speak to the unique and powerful value propositions that exist across different user types & demographics, reducing role-specific buy-in to the program.
To deliver communication that truly resonates with different user groups, start by tailoring messages that address the specific benefits each role cares about. For example, designers might want to hear about easier access to creative assets, while project managers would value insights into improved workflow visibility. Hosting role-specific workshops allows each team to see the impact on their unique tasks, providing space for open discussion and addressing concerns directly.
Creating user personas can help guide these communications, ensuring the tone and content feel relevant and relatable to each audience. Additionally, offering open channels for feedback, such as forums or Q&A sessions, invites two-way dialogue, making users feel heard and valued. When feedback results in system improvements, share those updates to reinforce that user input genuinely shapes the technology.
Using proper storytelling skills to illustrate real-world success can also be impactful. Sharing how a similar team reduced campaign timelines through the new system, for example, brings the benefits to life in a way that abstract messages cannot. By personalizing communication in these ways, the organization builds trust and encourages active engagement, creating a smoother, more people-centred transition.
