Know your stakeholders

Change can be hard. This is true for many reasons; but at an organizational level, one of the main reasons is that the people involved in or affected by a change may resist it. Maybe the change will be too hard for them to learn, maybe it deprives them of benefits they were getting under the old system, or maybe … well, they could have all sorts of reasons. But if a few of them dig in their heels, the whole job of implementing even a minor change becomes exponentially harder.

Of course this is why change management is a field, and why stakeholder engagement is one of the main topics in that field. Over the years, practitioners have discovered that some methods work better than others to win people over to your side when you are trying to implement a change. Today there are organizations, like the Change Management Institute, that focus on nothing else.

Yesterday I had the opportunity to attend a webinar sponsored by the Quality Management Division of ASQ, which introduced the CMI's Body of Knowledge (CMBoK™). The webinar was presented by Douglas Wood and Sandy Furterer, both of ASQ. Of course, in a single hour the presenters could touch on only a very few topics, but I found it useful all the same. And for those already looking ahead to next year, Wood and Furterer promised they will be back in 2025 to present an overall change management approach for middle managers. Stay tuned! (Yesterday's webinar was part of a series that began last month with "The Faces of Change Management.")

I want to talk today about a tool that Furterer described for evaluating your stakeholders and planning how to engage with them. Conceptually it is very simple; but that simplicity makes it useful and powerful, because it is so straightforward to apply.

The tool is just a table that lists all the stakeholders involved in a particular change initiative. It has six columns, as follows:

Stakeholder: List each stakeholder by role, not by name. Use the structure of the subject process to identify every single role that is affected in any way. List them all. 

Type: A role that is directly affected or impacted by the change—one that actually touches the process or system or technology—is primary. All others are secondary.

Primary role: What does this stakeholder do in this process? Why are they listed here?

Potential Impacts/Concerns: What does this stakeholder care about? What are their fears, or concerns, or issues? What matters to them? Note that sometimes when you do this analysis, you'll find that one of your roles has several unrelated concerns. Maybe you identified "Customers" as a stakeholder, but it turns out that domestic customers have very different concerns from customers abroad. If that happens, it's a sign that you need two rows. You have just learned that Domestic Customers and Foreign Customers are actually two different categories of stakeholder.

Initial Receptivity: What does this stakeholder think about this change today? Where are they now? Are they for it or against it? Furterer's example included three ratings: Strongly support, Moderately support, and Neutral. (I suppose that for completeness your table should also allow for Strongly opposed and Moderately opposed, although naturally we'd all like to avoid that case if possible.)    

Future Receptivity: Here is the critical planning question: Where do you need this stakeholder to be (with respect to this change), before your plans can go forward? Note that you don't necessarily need strong support from every stakeholder. It all depends on the details. Of course you hope to avoid strong opposition from anyone; but for some stakeholders it might be enough if they are neutral, so long as they do not actively interfere. For others, if you do not have their strong support you will get nowhere. So work out what target state you need to achieve in the mind of each stakeholder. 

Now look at the differences between your last two columns: Initial Receptivity and Future Receptivity. Those differences tell you where you have work to do, before you can launch your change initiative in earnest. Identify which stakeholders you have to win over, and how far you have to win them over. Then look at what they care about, in order to figure out how best to approach them.

For example, if one stakeholder is currently opposed to the change and all you need is for them to be neutral, you can focus on addressing their fears. Find out why they oppose the change, and then show them how those concerns have already been considered in the planning. You might not get their active enthusiasm; but if you can show them that their fears are ungrounded then you may move them from opposition to neutrality.*

If another stakeholder is neutral—or even opposed—and you need their support, you have a different job. This time you have to show them how they will positively benefit from the change you have in mind. Answer for them the basic question, "What's in it for me?" Presumably you already have a good answer: you wouldn't be doing this change if it weren't on balance a benefit for everyone. But make sure that your stakeholders understand what it is before you ask for their support.

It's a simple tool. But it shows you at a glance what your stakeholder strategy has to be.  

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* I assume that their concerns really have been addressed in the planning already! If you've made these plans without even thinking about their concerns, maybe it's time to go back to the drawing board. 😀