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Introduction to Stakeholder Analysis

Change Management Made Easier - Know Your Stakeholders: Create advocates within your organization by understanding the motivations of your internal customers.

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Introduction to Stakeholder Analysis

  2. 2. DEFINITION Stakeholders  are…   •  Individuals  and  groups,  both   inside  and  outside  the   organization,  who  can   influence  the  success  of   project  implementation   •  Anyone  who  can  be   impacted  by  project   implementation    
  3. 3. PURPOSE OF STAKEHOLDER ANALYSIS To  assess  which  individuals  or   groups  are  likely  to  support,   resist,  or  remain  neutral  during   the  project  implementation…   Why  they’re  likely  to  respond  this   way…   And  how  they  may  be  influenced   to  ensure  a  response  most   favorable  to  achieving  project   goals    
  4. 4. PAGE 4 STAKEHOLDER ANALYSIS Stakeholder Strategic Importance Current Commitment Involvement Goals/Needs Steering Committee Defines and prioritizes use of resources to drive transformation 5 Decision Making •  Define ideal customer experience •  Define key performance measures •  Provide timely information •  Guide deployment of efforts Leadership Provides resource support and endorsement for transformational leadership 4 Support •  Overview of key activities/service issues •  Overview of performance measures •  Overview of all activities Council Provides a sounding board for decisions; ensures efforts are supported across the organization 4 Guidance •  Participate in surveys •  Contribute benchmarking data •  Identify existing efforts / initiatives Operations Elicit feedback and gather information from all members and their organizations 3 Administration •  Implement strategy •  Translate leading practices •  Report on successes Staff Streamline process and increase capacity; improve brand performance 3 Feedback •  Demonstrate expected behaviors •  Support leading practices •  Provide feedback on leading practices Defining key roles for organizational engagement
  5. 5. COMPLETING A STAKEHOLDER ANALYSIS Step  1:  Brainstorm  the  list  of   Stakeholders •  Who  can  influence  the  success  of   the  project?   •  Who  can  be  impacted  by  project   implementation?   •  Each  “who”  is  an  individual  or  a   homogeneous  group   •  Segment  the  stakeholders  into   meaningful  clusters  as   appropriate    
  6. 6. COMPLETING A STAKEHOLDER ANALYSIS Step  2:  Define  Stakeholders’   Strategic  Importance •  How  are  they  impacted  by  the   project?   •  To  what  degree  do  they  have   power  to  influence  the  success  of   the  project?   •  What  specific    support  is  needed   from  them  to  advance  the   project?    
  7. 7. COMPLETING A STAKEHOLDER ANALYSIS Step  3:  Rate  Stakeholders’   Current  Commitment •  How  favorably  do  they  currently  view  the   project?   •  To  what  extent  might  they  support,  resist  or   remain  neutral  to  the  project?   •  Assign  each  a  number  on  scale  from  1  to  5:   1  =  Negatively,  actively  or  subversively   working  against   2  =  Moderately  negative,  passive  resistance   3  =  Neutral   4  =  Moderately  positive,  passive  support   5  =  Active  support,  “all  in”      
  8. 8. COMPLETING A STAKEHOLDER ANALYSIS Step  4:  Clarify  Stakeholders’   Goals/Needs •  What  is  it  about  each  stakeholder   that  led  to  the  assessment  of  their   commitment?   •  What  do  they  want/need?   •  For  this  project,  what  does  success   look  like  to  each  stakeholder?      
  9. 9. COMPLETING A STAKEHOLDER ANALYSIS Step  5:  Determine   Stakeholder  Involvement •  How  will  each  be  engaged  in  the  project  to   enhance  their  feelings  of  ownership?   •  Stakeholder  involvement  may  include:   •  Decision-­‐Making   •  Approval   •  Support   •  Guidance   •  Feedback   •  Informed  
  10. 10. COMPLETING A STAKEHOLDER ANALYSIS Step  6:  Develop  Stakeholder   Strategy •  What  can  be  done  to  strengthen  their  commitment    to   the  project?   •  What  are  their  sensitivities?   •  What  can  be  done  to  maintain  support,  turn  neutrality   into  support,  or  deal  with  resistance?   •  Stakeholder  strategies  include:   –  Individual  Benefits   –  Involvement   –  Communication   –  Camaraderie     –  Special  Treatment   –  Defuse   –  Spotlight   –  Marginalize  
  11. 11. PAGE 11 UTILIZING STAKEHOLDER ANALYSIS DATA How  to  use  the  data  from  the  Stakeholder  Analysis: •  Incorporate  stakeholder  strategies  into  the  project  implementation  plan   •  Incorporate  major  risks  into  the  project  risk  management  plan   •  Incorporate  stakeholder  strategies  into  the  communication  plan   •  Review  immediately  if  project  appears  stalled  to  assist  in  diagnosing   roadblocks   •  Avoid  sharing  the  stakeholder  analysis  outside  of  the  team  that   completed  it!          
  12. 12. CONTACT US Please  contact  Karen  Caruso  at     to  request  a  conversation  on  this  topic  and  how  it  can  work  for  you.    
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