Not only is change unavoidable in the contemporary technical world, but it is also imperative if a business is to remain competitive. For companies that want to succeed in the digital world, the ability to transform seamlessly and without disruption is critical. This is where effective change management, in this case originating from a product manager’s perspective, is of crucial importance. An expert on this subject, Namratha Peddisetty, has more than 11 years of experience helping organizations achieve digital transformation, with a focus on marketing platforms and digital transformation initiatives.
Throughout her career, Peddisetty has significantly impacted the organizations she’s worked with. A significant learning from Peddisetty’s experience is that change management is not a magic bullet. Different users react differently to change. There are those who are ready for it; others may experience anxiety with the thought that life can vary in the norm. For those who are directly engaged with legacy systems or processes, even a small change in the way things are done can create undue worry. Therefore, clear communication is essential. Peddisetty argues that successful change management necessitates providing not only what changes are being made but also why they are being made and when these changes will occur. Importantly, that information has to be specific enough to be useful to the most directly affected by the change, such as changes in job tasks or in tools.
Her work, and most notably her projects around modernizing and digitalizing marketing technology, has consistently been embedded with change management. Each of these projects required navigating the complexities of transforming systems and ensuring that users were onboard every step of the way. These changes were not just technical in nature—they had a direct impact on the people involved. In such projects, it became clear that no amount of planning or technological advancement would succeed without support from leadership. Peddisetty emphasizes the vital role of leaders in articulating the benefits of change and ensuring alignment across teams. It’s not the change managers that make the difference alone; without strong leadership, the change process will fail.
Peddisetty also notes that one of the most influential components of change management is the development of a framework, such as a change management plan, that is based upon the project or product development plan. Jointly, when these two components are synchronized, the possibility of a successful switch is exponentially enhanced. This roadmap should not only detail the exact nature of the modifications but also provide mechanisms for continuous feedback, which can be used to assess user acceptance. According to Peddisetty, the ability of users to adapt to the change plays a key role in the success of the implementation assessment and also points toward changes that need to be made. This feedback-based strategy guarantees that no one is omitted from the process.
Another important area, according to Namratha, to support change is training. Her capacity to collaborate effectively with stakeholders in training, demos, and continuous communication has led to improvements in the adoption rates. A quantifiable elevation in customer engagement was a direct result, and this was supported by the constant communication systems that she and her team supported. Furthermore, Peddisetty’s strategies directly contributed to the improvement of customer satisfaction (CSAT) scores. This was done by maintaining detailed records and making information accessible with a clear, actionable format for users.
Looking forward, Peddisetty points out the possibility of exploits in emerging technologies, including artificial intelligence (AI) and generative AI, in transforming change management. These technologies can significantly expedite the creation of training materials, tailored communication, and user resources, making change management processes more efficient and personalized. With the technology evolving in this field, embedding AI in this area will certainly be even more crucial.
