Starting point
In spring 2022, Visma Tampuuri, a real estate sector software provider, acquired Festum Software, developer of Hausvise system used by property management companies. The new company was named Visma Real Estate, but more than just the name was changing. To support the merger, the company would also need good change leadership, a way to integrate two company cultures and transparent communication on their new strategic course of action.
Visma Real Estate wanted to create a solid foundation for change communications and invited Netprofile to advise on the project. The newly merged company wanted its staff to be committed to the strategy and be motivated to execute it. Other stakeholders also needed to understand why the change took place and what it would lead to.
A reputation strategy is much more than a traditional change communication plan
Using Netprofile's methodology, the team set out to identify the key changes in Visma Real Estate’s operating environment, and the critical factors for their business. At the same time they also mapped out the objectives and vision for Visma Real Estate's change communications. The process included an analysis of the market situation and competitors, and it delved into the expectations and viewpoints of staff and other stakeholders.
At the onset, Netprofile also surveyed the Management Team’s opinions through a questionnaire. The survey was used to quantify the collectively perceived baseline and it helped in finding a basis for the Visma Real Estate story.
Overall, the process led to the identification of critical points in the company culture, which were then examined from the perspective of both staff and external stakeholders. This cultural analysis led to the crystallization of the core narrative which was to guide the entire organization’s activities.
Results and customer experience
The newly formulated core narrative made it clear why Visma Real Estate exists, what it does and for whom. It provided a tool in guiding existing customers through the transition and it helped in engaging employees in achieving strategic goals and in building stakeholder trust. In short, the effective reputation strategy, which was the final outcome of the project, contributed to the company's mission and transformation, and strengthened its position as a part of Finnish society.
Netprofile's work for Visma Real Estate won the Finnish Communications Awards 2022 Change Communications category.
