Why External Communication is Needed in Implementing New Billing System (Customer Management System)

Communicating with external audiences is essential for the success of any organization, in businesses, governments or non-profit organizations. Increasingly, companies succeed or fail depending on their public perception.

The main objective of external communication is to inform all organizations about implementation of the new Customer management system within COMPANY. The main objective of the presentation is to improve the external image of the organization. External communication is related mostly to the different types of customers (residential, commercial, industrial, agricultural) and/or communication with collection points (banks, on-line and off-line payment points). It is important to inform customers of the new services provided in commercial offices, and of new telephone numbers, etc.

Mission of External communication:

Transferring to different audiences the basic messages, corporate values and the administration style represented in the brand image that COMPANY wants to transmit continuously.

Receivers of the information:

- Customers (residential, commercial, industrial, agricultural, etc.)
- Suppliers (of equipment, products, services, etc.)
- Public organizations and other institutions

Problems of external communication:

The problems related to external communication can be classified into the following groups:

• Information for customers – customers do not have any information or very limited information about the changes. Customers do not know why the Company is doing the changes and how the changes would affect them.
• Information for collection points – the collection points have not sufficient information on how the changes can affect the collection processes which may lead to problems and misunderstandings.
• The information is not distributed before the implementation – Customers or collection points obtain the information when the system is already implemented.

How to solve the problems:

• Preparing the information campaign related to different types of customers (impacts or changes) and explaining with details or examples what concretely is going to be changed and how a new process should be done.
• Preparing the information for collection points including explanations of the communication changes (collaboration).
• Preparing the campaign or other material before the system implementation.
• These kind of preparations can be sub-contracted to any business consulting companies.