Many change programs fail because one or more key stakeholders were not engaged in the process of change.
Change Program Stakeholders
For your organizational change program to succeed, you will depend upon a range of people. These people can be divided into five stakeholder groups.
A stakeholder is any person with an interest in the process or the outcome of the proposed organizational change. Consider each group separately if you are to avoid one or more groups falling off the edge of the map just when you find that you need them the most.
The table below provides a description of each change program stakeholder group and examples of each.
|change recipients||intended receivers of the products of change or change outcomes||
|decision makers||people that approve a change effort and decide its scope and direction||
|resource holders||people authorized to release financial and human resources required by a change effort||
|program implementers||people charged with the responsibility for bringing about the change||
|external parties||people that are not the intended recipients but who are impacted by the change||
Once you have identified your stakeholders, consider the key messages you will need to deliver to each group in order to gain their support. You will need to tailor your message for each group, showing them the “pay-off” or the WIIFM (“what’s in it for me”). Once you have settled on your key messages for each stakeholder group, how will you communicate these? Consider the communication style and preferences of each target group. Some methods and modes of communication will suit some stakeholder groups and put others right off.