Change Management
The Cornerstone for Effective CRM Deployment
Explore Your Options: Change Management
High Tech High Touch Solutions
When you say Change, they say:
This is a waste of time. Why change if it was working just fine before? If it ain't broke, don't fix it.
They never tell us whats going on!
How soon will this happen? How will this impact me?
Will I receive new training?
Whats in it for me. I doubt they are really serious about this.
Natural reaction to change: Resist Awareness of need to change: critical ingredient and must come first
High Tech Change Management Explore Your Options:High Touch Solutions
Service-change and CRM projects are all about culture, ownership, control and resistance, direction, management, vision, communications, structure, process and people people people.
Resource: A Practical Guide to CRM Background, Business Case & Case Studies Our Ref e2e/reviews/BR131101 Prepared by Richard Parkinson Barclay Rae e2e Customer Services Ltd
High Tech Change Management Explore Your Options:High Touch Solutions
1. Why change management is crucial to the success of your CRM project. 2. How to successfully use change management while focusing on the behaviors and attitudes to create champions of change. 3. Identification of the key components of change management 4. Components of an effective change plan: time lines, resources required, communication processes, documentation, and acceptance criteria.
High Tech Change Management Explore Your Options:High Touch Solutions
Before Embarking on Change
Align the change with the companys strategy Understand what youre likely to achieve Ensure executives committed to achieving change Verify there are sufficient resources
Assess need for external help, find outside resources
Change management is crucial to the success of any change effort.
High Tech Change Management Explore Your Options:High Touch Solutions
Key Components for Success
1. Formalizing the process 2. Defining the change program 3. Establishing a formal management structure 4. Communicating to the appropriate stakeholders 5. Involving people frequently to create champions of change Dont build it in a box alone
High Tech Change Management Explore Your Options:High Touch Solutions
Project Team
Executive Sponsors Management Team Project Manager / Project Assistant Not in handout Change Manager USERS!! Outside clients Key stakeholders Partners / vendors Database administrators IT!! (Technicians, engineers, system administrators, etc.) Help Desk and Call Center Users Auditing / quality control manager
High Tech Change Management Explore Your Options:High Touch Solutions
Business Dimension of Change
Elements of the business dimension of Change:
1. Business need or opportunity is identified 2. Project is defined (scope and objectives) 3. Proper management team is put in place
4. Risks, costs and business impacts are addressed
High Tech Change Management Explore Your Options:High Touch Solutions
Business Dimension of Change
Elements of the business dimension of change:
5. Business solution is designed (new processes, systems, and organizational structure) 6. New processes and systems are developed 7. Solution is implemented into the organization
High Tech Change Management Explore Your Options:High Touch Solutions
People Dimension of Change
Effective management of the people dimension of change requires managing five key phases:
1. Awareness of the need for change 2. Desire to make the change happen 3. Knowledge about how to change 4. Ability to implement new skills and behaviors 5. Reinforcement to retain the change once it has been made
Research shows that problems with this dimension of change is the most commonly cited reason for project failures. In a study with 248 companies, effective change management with employees was listed as one of the top-three overall success factors for the project. Helping managers be effective sponsors of change was considered the most critical success factor overall.
ADKAR
High Tech Change Management Explore Your Options:High Touch Solutions
Now it's your turn
Apply it to a personal situation that you are personally close to. 1. Identify a change you are having difficulty making in another person (friend, family member or work associate), that is not working regardless of your continued efforts. 2. Briefly describe the personal change you are trying to implement: 3. Answer and assign a score for the following questions.
Awareness. List the reasons you believe the change is necessary. Review these reasons and rate the degree to which the person you are trying to change is aware of the reasons or need to change (0% - 100%).
Desire. List the factors or consequences (good and bad) for this person that create a desire to change. Consider these motivating factors, including the persons conviction in these factors and the associated consequences. Rate his/her desire to change (0% - 100%). Knowledge. List the skills and knowledge needed to support the change, including if the person has a clear picture of what the change looks like. Rate this persons knowledge or level of training in these areas (0% - 100%). Ability. Considering the skills and knowledge identified in the previous question, evaluate the persons ability to perform these skills or act on this knowledge. To what percent do you rate this persons ability to implement the new skills, knowledge and behaviors to support the change (0% - 100%)? Reinforcement. List the reinforcements that will help to retain the change. Are incentives in place to reinforce the change and make it stick? To what percent do you rate the reinforcements as helping support the change (0% - 100%)?
High Tech Change Management Explore Your Options:High Touch Solutions
Complete the table to the best of your ability, rating each area on a scale of 0% to 100% Take a moment to review your scores. Highlight those areas that scored a 50% or below, and identify which was the first area to score less than 50%.
High Tech Change Management Explore Your Options:High Touch Solutions
You must address the area you scored 50% or less first. Awareness will be core
to the success of the project effort. Desire to change at the employee level must be addressed as resistance will be a
natural reaction to change.
As the change moves into implementation, you will need to develop knowledge about the change and ensure their ability to implement new skills and behaviors. Once the change is in place, you will need to reinforce the change to avoid moving backwards to old behaviors.
High Tech Change Management Explore Your Options:High Touch Solutions
Process Dimension of Change
Process elements for change:
1. Define methodology 2. Identification of activities 3. Back-out process documented
4. Prioritization of change tasks
5. Agreed upon Service Levels
Offer Collaboration Space Email distribution lists Weekly status reports
Weekly team meetings
Teleconferencing
High Tech Change Management Explore Your Options:High Touch Solutions
Process Dimension of Change
Process elements for change:
6. Develop project plan
Communications plan Action items list Issues list New requirements Project review documents
7. Identify documentation requirements
8. List training needs 9. Produce implementation plan
High Tech Change Management Explore Your Options:High Touch Solutions
Technology Dimension of Change
Technology project elements of change:
1. Appropriate software and or hardware is identified.
2. Technical and functional requirements gathered. 3. Installation, develop, design, test, and pilot 4. Production installation
JAD sessions Post-it note exercise Involve the users!
High Tech Change Management Explore Your Options:High Touch Solutions
Technology Dimension of Change
Technology elements of change:
4. Final testing including user testing 5. Notification, audit trails, measurements
6. Solution is implemented into the organization
Workshops Design reviews
High Tech Change Management Explore Your Options:High Touch Solutions
Recognize or identify change Initiate request
Identify detailed reqs. Document
policies for support Gather function knowledge
Change Management Model- Technology
Post Implementation Review
Identify risk, cost, benefits Prioritize requests
Schedule
Identify training needs
Design prototype
Schedule and perform training Populate knowledge base Testing
Go Live!
Kick Off Celebration!
Review Gain approval
Include Help Desk and Call Center!
Pilot
Production release
High Tech Change Management Explore Your Options:High Touch Solutions
Roadmap to Change
Explore Your Options: Change Management
High Tech High Touch Solutions
Create Champions of Change
Help people feel comfortable with their being asked to do something differently. 1. Tend to think first about what they have to give up 2. Feel isolated even when others are going through similar changes 3. Different resilience levels, none of us can absorb unlimited change 4. Concerned that they dont have enough resources If not addressed all of these can lead to resistance.
High Tech Change Management Explore Your Options:High Touch Solutions
Communication Involve Others
1. Build a comprehensive communications plan targeting affected units and stakeholders 2. Leverage preferred communications methods and vehicles 3. Focus initial rounds on creating awareness and building support 4. Provide periodic updates in subsequent rounds to keep all stakeholders informed and engaged. 5. Task senior executives to play an active role: * Sponsorship in global communications and funding
* Participation in key project activities
* Engaging other key stakeholders 6. Involve other leaders through working sessions 7. Leverage other communication events and training sessions to involve entire staff 8. Create a stakeholder engagement plan for active involvement
9. Collect stakeholder concerns during all interactions
10. Build buy-in to the business case 11. Leverage quick wins and test and learn activities 12. Build comprehensive reporting
High Tech Change Management Explore Your Options:High Touch Solutions
Utilize Advanced Project Management Methods
1. Actively monitor project activities 2. Track concerns and issues along the way and determine appropriate action 3. Leverage existing organizational processes for conducting formal readiness assessments 4. Ensure the CRM Program leverages existing organization norms for: Cross-organizational involvement Active use of steering committees 5. Adopt a partnership approach with CRM vendors and or consultants to facilitate results 6. Leverage best practices for Program Management tailored to unique CRM requirements 7. Create a roadmap or overall approach to achieve the CRM vision 8. Adopt a phased implementation approach 9. Focus on quick wins along the way 10. Enhance organizational readiness by rolling out across all areas over the long term
High Tech Change Management Explore Your Options:High Touch Solutions
Foundation for Success
Involve people up-front and gain their support Identify the team and stakeholders Utilize standard procedures
Change control Documentation Communication paths
Keep it simple
Small phases
Deploy technology following a formal process
High Tech Change Management Explore Your Options:High Touch Solutions
If you're not riding the wave of change...
you'll find yourself beneath it."
High Tech Change Management Explore Your Options:High Touch Solutions
HTHTS Newsletter
eSharings
Exclusive Help Desk and Call Center professionals newsletter, ad exempt*, loaded with resources & tips.
Just email solutions@hthts.com or visit www.hthts.com
* If there is an event we think you should know about, we do include those.
High Tech Change Management Explore Your Options:High Touch Solutions
Industry Newsletters
Help Desk Northwest Just email memberships@hdnw.org
Northwest Call Center Professionals Just email nwccp@hthts.com
High Tech Change Management Explore Your Options:High Touch Solutions
Ivy Meadors
High Tech High Touch Solutions, Inc.
Business Consultant, Speaker, Writer Ivy@hthts.com www.hthts.com (425) 398-9292
High Tech Change Management Explore Your Options:High Touch Solutions
CRM Guides www.ismguide.com
High Tech Change Management Explore Your Options:High Touch Solutions
www.crm-toolkit.com/
www.crm-toolkit.com/SamplePlans.html
Not in handout
www.projectconnections.com/knowhow/template_list/newformat/samples/ CommunicationsPlan.doc
www.iodinc.com/tools.php3
www.pfdf.org/leaderbooks/l2l/spring2000/bridges.html www.ncrel.org/sdrs/areas/issues/educatrs/leadrshp/le5spark.htm www.crmproject.com/document.asp?d_id=2198 www.projectconnections.com www.crm-toolkit.com
High Tech Change Management Explore Your Options:High Touch Solutions
