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Effective Change Management:
The Role of Communication
IABC – San DiegoMay 18, 2011
Sharon Lieder
Lieder Consulting Group1
Provide a Change Plan
Identify key communication points
Explore your role in the change process
Build the business case for expanding your role
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Types of Change
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Evolutionary Change:Gradual and incremental. Can prepare and plan.
Strategic Change:Sense of control, driving the change, or keeping pace.
Shock Change:Unexpected. Either sets you back or spurs you on
Discussion Questions
How does your organization currently manage change efforts?
What is the success rate?
What is your role typically in these change efforts?
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Failure Rate
70 percent of large-scale system implementation change efforts fail
Of these failures more than 70 percent are due to culture-related issues: employee resistance to change unsupportive management behavior
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Possible Roles
On the planning committeePrepare communication planCoach leaders on communication
approachesCoach leaders on their skillsPrepare announcements
“press kit” – internal“press kit” – external
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Possible Roles - 2
Support the Change AgentFacilitate employee discussionsWrite stump speechesConduct surveys....No role or late in the process
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Success Factors
Managers were more successful when:objectives were set and the need for
action made clear at the outset
a search for ideas was carried out
participation was used to engage people with the planned change
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CHANGE PLAN
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2. Harmonize and Align
Leadership
2. Harmonize and Align
Leadership
1. Challenge the Current
State
1. Challenge the Current
State
6. Evaluate and
Institutionalize the Change
6. Evaluate and
Institutionalize the Change
5. Guide
Implementation
5. Guide
Implementation
4. Nurture &
Formalize a Design
4. Nurture &
Formalize a Design
3. Activate
Commitment
3. Activate
Commitment
©ASTD
Challenge the Current State
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1. Challenge the Current
State
1. Challenge the Current
State
Gather & Analyze Data
Findings
Options and Opportunities
Recommendations
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Establish a Need
Compelling Business Case
Assessing Organizational ReadinessGeneral Considerations:
Size of Change
Current Internal Stress
External Impact
Change History
Supportive Culture
Clear Internal Processes
People Variables:
Workforce Talent Executive Leadership Skilled Change Agents Management Support
Resources: Time Commitment Money Access to Workforce Structural Flexibility
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Harmonize and Align Leadership
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2. Harmonize and Align Leadership
2. Harmonize and Align Leadership
Change Management Roles
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Change Leader
Change Management
TeamChange Agent
A Change Leader’s View for Success
Visionary
Inspiring
Enthusiastic
Wisdom
How would you help here?
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Creating & Sharing a Compelling Vision
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Designing Communication Plans
Identify People
Identify the Specific Information
Identify the Methods
Identify the Timeline
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Activate Commitment
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3. Activate Commitment3. Activate Commitment
Build a Critical MassCommitment Chart
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O
No Change Commitment
O
X
X6.
OX5.
XO4.
X3.
O2.
XO1.
Make Change Happen
Help Change Happen
Let Change Happen
Key Players
Understand Reactions to ChangeInnovators
Early Adaptors
The Early Majority
The Late Majority
Laggards
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Activity
Identify a recent change you resisted.
Why did you resist?
What would have helped you to accept it more easily?
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The Four “P”s
Purpose for the change
Picture of expected outcome
Plan for navigating
Part the employee will play
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Use a Process to SHIFT Resistance
Surface the resistance
Honor the resistance
Identify the kind of resistance
Find out what resister would prefer
Thank the person
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Nurture and Formalize a Design
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4. Nurture & formalize a Design
4. Nurture & formalize a Design
Selecting and Using Metrics
PurposeTrack progressCelebrate accomplishments
What to setProject itselfChange management success
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Guide Implementation
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5. Guide Implementation5. Guide Implementation
Change Agent RoleQuery executives
Update management teams
Implement capacity-building efforts
Create transition strategies
Know the informal leaders
Engage stakeholders
Reach out to the naysayers
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Evaluate and Institutionalize the Change
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6. Evaluate and Institutionalize the Change
6. Evaluate and Institutionalize the Change
Avoiding Regression
How to make the change stick!!....
What role could you have here?
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Your “Take-Aways”
.
.
.
.
.31
If I can be of help…..
Sharon Lieder
619-871-4696
www.LiederConsultingGroup.com
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Definitions
Changeto make or become different
Synonyms:AlterModifyVary
Communication“Shared meaning”
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