Does anyone here have the benefit of hindsight to share from their experience in either notifying customers proactively that there is new ownership in a company vs responding to rumours or questions about changes in ownership?

Have you seen any one approach work better than others?

If the business has a full management layer and all customer-facing staff will remain the same, do you think it's better to be proactive and reassure customers or let them discover it many months later, when you could perhaps say, "Well, that happened nine months ago, and nothing has changed?"


For what it's worth, specifically I'm thinking through the lens of a project based manufacturing business with generally longstanding repeat customer relationships and a pretty removed current owner.