The perspective I have of change management is through creating communications to engage and inform about reasons for change and the corresponding new vision. Following from this there are usually some specific communications revolving around roles and the implications of change.
What is the communications issue? Most organisations are built to serve particular customer profiles. While customers change, a customer profile and the practices to serve this customer can become solidified within an organisation’s roles and hierarchy. Even in the face of convincing evidence of a changing market environment, perspectives and practices can be quite resilient. This is why the situation, and therefore the communication can’t be considered as business as usual.