introduction to stakeholder analysis

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

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

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Page 1: Introduction to Stakeholder Analysis

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

Page 2: Introduction to Stakeholder Analysis

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  

 

Page 3: Introduction to Stakeholder Analysis

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  

 

Page 4: Introduction to Stakeholder Analysis

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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

Page 5: Introduction to Stakeholder Analysis

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  

 

Page 6: Introduction to Stakeholder Analysis

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?  

 

 

Page 7: Introduction to Stakeholder Analysis

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”    

 

Page 8: Introduction to Stakeholder Analysis

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?  

 

 

Page 9: Introduction to Stakeholder Analysis

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  

Page 10: Introduction to Stakeholder Analysis

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  

Page 11: Introduction to Stakeholder Analysis

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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!      

 

 

Page 12: Introduction to Stakeholder Analysis

CONTACT US

Please  contact  Karen  Caruso  at  [email protected]    to  request  a  conversation  on  this  topic  and  how  it  can  work  for  you.  

 

Page 13: Introduction to Stakeholder Analysis

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