This document discusses stakeholder management and customer centric approaches. It defines stakeholder management as interpreting external and internal environments to create positive relationships through managing expectations and objectives. The stakeholder management process involves identifying stakeholders, analyzing their influence, managing expectations, communicating, and reviewing. Key templates discussed include the RACI matrix for communication and using questions to assess stakeholders. Qualification techniques like the meta model and mirroring are presented to better understand stakeholders and build rapport.

1. Customer Centric
Stakeholder
Management
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2. • Introductions
• What is stakeholder management?
• Stakeholder environment
• Stakeholder management process
• RACI – Stakeholder communication
template
• Assessing stakeholders through
questions
• Meta model qualification and
violation
• Gaining rapport with stakeholders
Conte
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3. Customer Centric Stakeholder Management
Take care of your network with
proper stakeholder management…
… by blending best practice with
customer centric approaches!
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4. What is Stakeholder Management?
Stakeholder management supports an organisation's strategic objectives
by interpreting and influencing both the external and internal environments
and by creating positive relationships with stakeholders through the
appropriate management of their expectations and agreed objectives.
Stakeholder Management is a process and control that must be planned
and guided by underlying customer centric Principles.
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5. Stakeholder Environment
Business
processes
Constraints, limitations
Needs / wants,
requirements &
expectations
OutcomesResources
CUSTOMERS
CUSTOMER
PARTNERS
REGULATORS
CUSTOMER
REPRESENTATIVES
SALES & MARKETING
PEOPLE
PRODUCT / SERVICE
MANAGER
SERVICE
MANAGER
EMPLOYEES
RISK MANAGER
INITIATIVE
OWNERS
SYSTEM
OPERATORS
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6. UNDERLYING
CUSTOMER
CENTRIC
PRINCIPLES
High Level Stakeholder Management Process
Appears simple, BUT the trick is in the detail!
Identify
stakeholders
Communication &
documentation
needs
Analyse influence
& interest & power
of stakeholders
Manage
stakeholder
expectations
Take action
•Communicate
•Lead
Review & amend
& repeat
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7. RACI – Stakeholder Communication Template
R = Responsible C = Consulted
A = Accountable I = Informed
STAKEHOLDERS &
RESPONSIBILITIES
COMMUNICATION
MEDIUM
ACTIVITIES AND MANAGING
STAKEHOLDER EXPECTATIONS
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8. How do we assess Stakeholders?
Involve as P1
Involve as P2
Involve as P3
Keep informed
Advice
Involve as P1
Keep informed
Involve as P2
Involve as P3
TO oriented
AWAY
oriented
Interest
Power
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9. Generic Stakeholder Assessment Questions
• What are your priorities for this year both from a
company and personal perspective?
• What currently motivates you most?
Conversely what do you see to be the biggest de-
motivators?
• What do you see to be the biggest hurdles or
challenges facing you in achieving these objectives?
• What does your organisation need to do differently in
order to get to these objectives?
• How can you personally impact this change
process?
• How much time do you perceive you could roughly
dedicate to assist the change process?
• What are the top three things you could do to make
change happen in your organisation?
• What guidance do you have in working with you that
will make your life easier or to ensure the right level of
involvement?
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10. Meta model Qualification
 What, How, Where, What, When, Which,
Why (be careful with why)
 The aim is to get the stakeholder to give
insight via historical (not justification)
perspective
 “Why” does not appear in the meta
model unless you have deduced the
stakeholder is giving a historical
perspective.
 Construct questions to unpack
understanding of what was truly meant.
Use of a set of precise interrogatory techniques to gain a more
complete understanding of the stakeholder.
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11. Meta model Violation (part 1)
• Which targets do you specifically mean?
• Which targets are the most important?
• How did you deduce which targets are the
most important?
• How did you deduce this limit on timing?
• When did you decide what these targets
were?
• What’s preventing you achieving these
targets?
• Note – “Why do you need to achieve these
targets by year end?” can create a skewed
message depending on whether the
stakeholder is using historical information or
justification
“We need to achieve change targets by year end!”
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12. Now structure to:
• Objective
• Issue
• Need
What?
• What targets to you mean specifically?
• What issues are preventing you achieving these
objectives?
• What specifically do you need to achieve these
objectives?
How?
• How did you define these targets?
• How are the key issues preventing you from
achieving targets?
• How did you analyse what your company truly
needs?
Now apply to other
interrogatory statements
and unpack
understanding
and beliefs…
Meta model Violation (part 2):
“We need to achieve change targets by year end!”
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13. RACI – Communication Template
 Assess key components of business
processes or project plan and fill in
activities section.
 Assess all stakeholder both
individual and groups who are
likely to be involved
 Assign RACI
 Define what RACI means in terms
of responsibilities
 Devise communications plan for
each stakeholder type and
frequency (amend RACI spread
sheet for content as necessary)
Suggested approach
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14. Gaining Rapport with stakeholders –
Basic technique “Match and Mirroring”
Tonality
o Understand speed and pitch
o Partially mirror, but don’t copy
Physiology
o Observe body language and partially mirror
o Be careful – direct copying can create the wrong
message
Communication
 Understand personal agenda and motivation strategy
 Build on that understanding using meta model qualification
 Create examples where you share similar outlook and unpack beliefs further
 Mirror (not match) observed communication patterns
 Keep note as part of stakeholder qualification
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15. Summar • Introductions
• What is stakeholder management?
• Stakeholder environment
• Stakeholder management process
• RACI – Stakeholder communication
template
• Assessing stakeholders through
questions
• Meta model qualification and
violation
• Gaining rapport with stakeholders
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16. THANK YOU FOR
WATCHING THIS
PRESENTATION!
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