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High Tech High Touch SolutionsExplore Your Options: Change Management

Change Management Nadeem AslamThe Cornerstone for Effective CRM Deployment


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 what’s going on!”

“How soon will this happen?”

“How will this impact me?”

“Will I receive new training?”

“What’s in it for me.”

“I doubt they are really serious about this.”


‘Service-change’ and CRM projects are all about culture, ownership, control and resistance, direction, management, vision, communications, structure, process and people… people… people.


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.


Before Embarking on Change

• Align the change with the company’s strategy

• Understand what you’re likely to achieve

• Ensure executives committed to achieving change

• Verify there are sufficient resources

• Assess need for external help, find outside resources


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


Project Team

• Executive Sponsors• Management Team• Project Manager / Project Assistant• 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


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


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


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


Now it's your turnApply 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 person’s 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 person’s knowledge or level of training in these areas (0% - 100%).

Ability. Considering the skills and knowledge identified in the previous question, evaluate the person’s ability to perform these skills or act on this knowledge. To what percent do you rate this person’s 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%)?


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.


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


Process Dimension of Change

Process elements for change:

6. Develop project plan

7. Identify documentation requirements

8. List training needs

9. Produce implementation plan


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


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


Recognize or identify change

Initiate request

Identify risk, cost, benefits

Prioritize requests

Schedule

Design prototype

Review

Gain approval

“Include Help Desk and Call Center!”

Identify detailed reqs. Document

policies for support function

Gather knowledge

Identify training needs

Schedule and perform training

Populate knowledge base

Testing

Pilot

Production release

Post Implementation Review

Change Management

Model- Technology

Kick Off Kick Off CelebratioCelebratio

n!n!

Go Go Live!Live!


Roadmap to Change


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 don’t have enough resources

If not addressed all of these can lead to resistance.


Communication – Involve Others1. 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


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

Utilize Advanced Project Management Methods


Foundation for Success

• Involve people up-front and gain their support

• Identify the team and stakeholders

• Utilize standard procedures– Change control

– Documentation

– Communication paths

• Deploy technology following a formal process


“If you're not riding the wave of

change...

you'll find yourself beneath it."

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