7.4.2 Communicating change to stakeholders
When introducing change, especially to systems and strategies, it is necessary to identify how such changes will impact upon an organisation's stakeholders. This is a common exercise in strategic planning processes. The organisation identifies stakeholders, lists them by name and later, after goals and objectives have been framed, revisits to see which stakeholders are impacted by particular goals and objectives. Strategies are then devised to secure the support of affected stakeholders. Strategic planning is itself an initiation of change - hopefully an incremental and controlled evolution of people, systems and processes, but nevertheless a change process.
Just as we need to identify stakeholders in strategic planning processes, so too the manager when planning any change process. The table below lists an example of an organisation that has identified stakeholders, their expectations (think of stakeholders as customers with expectations that define the qualitative target that the organisation should satisfy), and how change may impinge upon satisfaction of these expectations.
The company is about to introduce a new ISO 9001-2000 quality management system.
Table 2 Determining stakeholder expectations prior to change
Organisation |
Country Clothing Company |
|
Stakeholder |
Expectations |
How the change may be perceived by stakeholders to impact on their expectations |
Shareholders |
High share earnings Stable market share High asset values High profits after all expenses and tax |
Consistency of competitiveness Short term higher costs may reduce profits
|
Employee representative groups (unions) |
Job security High reward for work contributions to company success Fair and well regulated work conditions |
Standards of performance will need to be reconfigured Reward systems may alter Efficiency may reduce need for as many jobs |
Suppliers |
Price security Forward orders Certainty and early notification of demands Clear conditions and terms for supply |
High supply standards Suppliers need quality systems which will be expensive to introduce New reporting systems |
Management |
Authority to act Job security High reward for work contributions to company success Premium for success |
Need new training and ways of making decisions Workforce disruption may mean longer work hours Need to work as a team and 'convey the same message' |
Customers |
Expectations satisfied Service standards that consistently meet requirements Price, price, price Quality of product |
Quality may necessitate prices rise Expectations and relationships managed by communicating benefits |
Regulatory agencies (government) |
Compliance of people, systems and processes with requirements Safe working environment Compliance of services and products |
Important they are informed of this positive move Quality of services and products needs to be reflected in working conditions and processes |
Etc. |
|
|
Activity 9
Examine the above table 'Determining stakeholder expectations prior to change'. Consider how the third column may change if for instance we were to introduce the following changes:
- Introduction of new safety clothing.
- An acquisition of a smaller company and its workforce.
- Modification of production to meet new safety requirements.
- Can you see how change may vary in terms of both its:
- Pace and scale; and
- Internal or external nature?
Whatever the circumstances and change dimensions the manager can map stakeholders and constantly review how change will impact their expectations. It is the failure to consider all stakeholder needs PRIOR to introducing change that can seriously derail support during the change process, or necessitate management of expectations, rather than the outcomes.
Reading 4
Breen, B & Dahle, C (December, 1999) 'Resistance Fighter', Fast Company Magazine , 4 pages. Sourced May 2000, at http://www.fastcompany.com/magazine/30/toolbox3.html .
Activity 10
- What form does resistance to change usually take?
- Should you push back when people resist change?
- What is the key to getting people on board?
- Can resistance be good?
- How do you tell if the change process is working?