Efficiency of change communication management towards institutional digital transformation in Egyptian organizations

This study aims to assess the efficiency of change communication management in Egyptian organizations towords institutional digital transformation, and to identify the effectiveness of change management communications, to evaluate the communication stages, internal communication tools and methods used in change management, and to determine which of the most effective strategies in light of change management communication. To achieve digital transformation in organizations, as well as to identify the obstacles faced by change communications during the change processes of digital transformation in Egyptian organizations, by applying the "case study on the Egypt Post ". It was relied on: ADKAR model& Zareen Hussein's change communication model.The case study approach was relied upon using:
 (a) In-depth interviews with four officials in Egypt Post, (b) conducting a survey on a sample of (140) respondents from employees in Egypt Post. The results of the study showed that there is a direct and significant correlation between the efficiency of change communication management and the achievement of change management aspects towards institutional digital transformation.That means the more positive the efficiency of change management communications, the more positive the achievement of change management aspects towards institutional digital transformation. This indicates that organizational change management communications help facilitate the acceptance and support of organizational change initiatives towards achieving digital transformation. Change communication management is one of the most important organizational conditions for achieving digital transformation in organizations. It turns out that one of the reasons for the failure of organizational changes according to the study indicators may be the individual needs of its employees, through the absence of a statistically significant correlation between the individual needs of employees and the extent of evaluating the efficiency of change communication management towards achieving institutional digital transformation. This indicates that organizational change towards digital transformation does not only depend on the organizational context and needs, but also depends on the individual context of the employees. The most important and most effective communication strategies used in managing institutional change communications towards digital transformation are both the rational strategy and the directed awareness strategy. And the means of direct communication (whether with the direct manager or the employees with each other) advanced to achieve workers’ acceptance of the institutional digital transformation, which indicates that direct communication still have an effective impact on organizational change management communication. The lack of qualified human cadres for change towards digital transformation came in their preference, and priorities among employees with regard to communication obstacles in managing change towards institutional digital transformation.