The client faced the persistent communication challenges of a head office and national retail operation. Distance, technology, motivation and the volume of retail stores meant that a meaningful dialogue with its retail operations seemed impossible.
A social network analysis identified key opinion leaders (KOLs) who connected head office with the retail stores. These were highly influential and highly connected individuals, who were perfectly placed to both inform and disseminate communications between the two areas of the business.
The client was able to establish working groups, drawn from the KOLs, who supported the traditional communication channels between the different areas of the business. They allowed the business to communicate through contagion – a two way conversation that allowed both retail stores and head office to feel informed and listened to.