1. Help your customers understand the "why" behind your company's changes. Be clear as to "What's in it for me?" for the customer. Share the benefits to the customer as to why you are making the changes. Capture the heart of your customer by being clear as to how your changes benefit them and you can capture their loyalty.

2. Make sure you are coordinating and collaborating with other departments within your company. Be wary of overlaps and the potential competition that may develop between departments due to the organizational changes. It is very frustrating when two or more different departments all call the customer. The customer very quickly concludes that you really don=t know what you are doing.

3. Obtain customer feedback on the change(s). Consider conducting focus groups or surveys of customers to gain their input on potential changes. Invite your key customers to be part of the change process. Ask your customers, "How can we better serve your needs as our customer?" If you ask for feedback, listen and be willing to consider the customer's input.

4. Be proactive in your communication but recognize that many customers don't read your marketing literature. Therefore, increase the various types of external communications you develop. Use newsletters, advertisements, and your web site to inform customers of your change(s).

5. Broaden your customers' understanding and perspective about your change(s). Customers don't want to switch to another service/product provider unless they must. Make it easy for your customer to do business with you. Be the best in providing a system of procedures and policies and way of doing business that was designed with the customer in mind AND be the very best at delivering service that your competitors cannot match.