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

1. INTRODUCTION TO
STAKEHOLDER ANALYSIS
ASSESSING AND ADDRESSING STAKEHOLDER
COMMITMENT FOR SUCCESSFUL ROLLOUTS

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. CONTACT US
Please
contact
Karen
Caruso
at
kcaruso@endeavormgmt.com
to
request
a
conversation
on
this
topic
and
how
it
can
work
for
you.

13. PAGE 13
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