readings icon presentation iconquiz iconresources icon

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:

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

  1. What form does resistance to change usually take?
  2. Should you push back when people resist change?
  3. What is the key to getting people on board?
  4. Can resistance be good?
  5. How do you tell if the change process is working?

previous page arrow Previous Page