An Integrated Individual-Organization Approach to Change Management
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The document discusses the integrated individual-organizational change management approach, emphasizing the importance of both individual and organizational change management models for successful transitions within organizations. It details the Prosci ADKAR model as a framework for individual change, while introducing a three-phase organizational change management process to support these individual efforts. The overall methodology aims to align activities with desired outcomes, ensuring that changes are effectively embraced by employees.
An Integrated Individual-Organization Approach to Change Management
- 1. Integrated Individual-Organizational Approach July 2015 || Reproduced with permission from Prosci
- 2. © 2015 E Source || Reproduced with permission from Prosci || 2 In today’s environment, organizations are continuously introducing changes in response to internal and external stimuli. Some of these changes are focused on processes, others on technologies and others on the structure of the organization. Regardless of the type, each of these changes impacts how individual employees do their jobs. The success of the change depends on the success of change management at encouraging and supporting individuals to embrace, adopt and utilize a required change. The Prosci Change Management Methodology provides change management practitioners with the processes and tools to build customized, targeted and best practice based change management strategies and plans to drive project results and outcomes. This tutorial presents the Prosci Change Management Methodology and how a change management practitioner can use the integrated individual-organizational change management approach to drive ROI and achievement of project objectives. IN BRIEF: Effective change management requires two components—an individual change management model that describes how a single person makes a change and an organizational change management process that supports the process and tools practitioners use. Prosci’s (www.prosci.com) uniquely integrated system of models, tools, and processes enables your organization to strategically execute change. The company’s sole focus is helping individuals and organizations build their own change management capability. This article was originally released by Prosci and the Change Management Learning Center. ADKAR and Awareness Desire Knowledge Ability Reinforcement are registered trademarks of Prosci Inc. All rights reserved.
- 3. © 2015 E Source || Reproduced with permission from Prosci || 3 INDIVIDUAL CHANGE MANAGEMENT Individual change management is an understanding of how one person makes a change successfully. Whether at home, in the community or at work, individuals move through the change process in a predictable and expected path. Individual change management provides a framework for enabling one person to make a transition. The Prosci® ADKAR® Model is the individual change management component of the Prosci Change Management Methodology. The following table shows how ADKAR describes the five building blocks of successful individual change. Prosci® ADKAR® Model Building blocks of change Questions answered Awareness Awareness of the need for change Why is the change happening? Why is the change happening now? What is the risk of not changing? Desire Desire to participate and support the change What are the personal motivators and organizational drivers that would cause me to support the change? Knowledge Knowledge on how to change What knowledge, skills and behaviors are required during and after the change is implemented? Ability Ability to implement required skills and behaviors How do I demonstrate the ability to do my job the new way? What barriers may inhibit me from making the change? Reinforcement® Reinforcement to sustain the change What will make the change stick? What are the rewards, recognition, incentives and consequences?
- 4. © 2015 E Source || Reproduced with permission from Prosci || 4 INDIVIDUAL CHANGE MANAGEMENT (CONT.) ADKAR is an individual model, so it describes the change process from the perspective of one employee whose job is being changed as a result of a project or initiative. Whether it is a new process, a new technology, a new job role or a new behavior, a person makes the change successfully when they have Awareness, Desire, Knowledge, Ability and Reinforcement. If the change impacts 1000 people, then it will happen when those 1000 people have Awareness, Desire, Knowledge, Ability and Reinforcement. An individual change management model is crucial for effective change management because of the reality that change ultimately happens one individual at a time - when impacted employees move from their own current state to their own future state. In the Prosci Change Management Methodology, ADKAR is used in a number of ways including: 1. Making sense of change 2. Guiding change management plans 3. Measuring progress 4. Diagnosing gaps 5. Developing corrective actions 6. Enabling managers and supervisors Having an individual change management model like ADKAR is crucial because change ultimately happens one individual at a time.
- 5. © 2015 E Source || Reproduced with permission from Prosci || 5 ORGANIZATIONAL CHANGE MANAGEMENT Organizational change management describes the steps, activities and tools a project team or change management resource can follow to enable the required individual changes to occur. The Prosci 3-Phase Change Management Process presents a research-based approach for creating customized change management strategy and plans. The Prosci 3-Phase Change Management Process is built in three phases, each including associated activities and tools a practitioner can use. The table below outlines the activities a practitioner would complete with the guidance of the Prosci 3-Phase Process. Whereas the individual change management model is focused on how a single person makes a successful change, the organizational change management process focuses on the activities taken by a team to enable and encourage those individual changes. 1 2 3
- 6. © 2015 E Source || Reproduced with permission from Prosci || 6 Prosci 3-Phase Change Management Process Phase Activities Phase 1: Preparing for change Conduct readiness assessment Develop risk analysis Identify special tactics Identify anticipated resistance Document strategy Architect team structure and prepare the team Develop sponsorship model and prepare sponsors Phase 2: Managing change Understand customization based on strategy analysis Create communications plan Create sponsor roadmap Create coaching plan Create training plan Create resistance management plan Integrate plans into the overall project plan Execute change management plans Phase 3: Reinforcing change™ Collect feedback proactively Listen to employees Audit compliance Identify gaps Identify resistance and pockets of resistance Celebrate successes Transition to business as usual (assessments and communications plans are two common tools that can be effectively integrated)
- 7. © 2015 E Source || Reproduced with permission from Prosci || 7 AN INTEGRATED MODEL DRIVES RESULTS Effective change management requires two components—an individual change management model that describes how a single person makes a change and an organizational change management process that describes the process and tools practitioners use. The individual change management model provides the outcome-orientation to change management. The Prosci ADKAR Model describes “what you are trying to achieve” when you work to manage the people side of a project or initiative. The organizational change management process provides the activity-orientation and lays out the actions a practitioner must complete for a project or initiative. The Prosci 3-Phase Process describes “what you will do” to encourage those individual transitions required by your project. Managing change without both perspectives is ineffective. Without an individual change management model, you do not have the necessary focus on the true outcomes you are trying to achieve. You become focused on your work (e.g. sending a newsletter) instead of what you are trying to achieve (e.g. sharing why the change is necessary.) Without an organizational change management process, changes become unwieldy to manage when they impact dozens or hundreds or thousands of employees. The organizational change management framework guides actual work in a manageable and repeatable way. The Prosci Change Management Methodology uniquely integrates individual change management and organizational change management. The table below shows a few ways these perspectives are integrated in action when a practitioner applies the Prosci 3-Phase Process. The unique integration of individual and organizational change management combines a results-driven model for supporting a single individual through change with a process for practitioners built and refined on a decade of research.
- 8. © 2015 E Source || Reproduced with permission from Prosci || 8 Integrating Individual and Organizational Change Management OCM phase Integration of individual change management Phase 1: Preparing for change Identifying impacted groups Defining the individual changes required Anticipating resistance from impacted groups Creating a sponsor model representing impacted groups Phase 2: Managing change Answers the question: what do we communicate? Answers the question: why are sponsors important? Answers the question: what coaching is needed? Answers the question: what training is needed? Answers the question: how will resistance be managed? Sequencing activities appropriately Phase 3: Reinforcing change™ Collecting individual feedback Listening to impacted employees Auditing compliance at the individual level Measuring if the change is happening Identifying gaps and developing appropriate responses
- 9. © 2015 E Source || Reproduced with permission from Prosci || 9 CONCLUSION An integrated individual and organizational approach may require a shift in thinking, away from just doing work toward focusing on the desired outcome of that work. Successful change management results from an integrated approach utilizing an individual change management approach with an outcome-orientation and an organizational change management approach with an activity- orientation. By aligning what we are trying to achieve with what we are doing, the Prosci Change Management Methodology provides the structure and tools necessary to drive project results and outcomes by managing the people side of change. For some practitioners, this integrated approach requires a reorientation of thinking—away from the work being done toward the desired outcome of that work. But in the end, since the individual is truly the unit of change, successful change management must leverage an individual change management model and an organizational change management approach. WHAT THIS MEANS FOR UTILITIES Rather than instituting organizational change and expecting employees to embrace it, progressive utilities are using change management techniques to equip and support their staff to be successful through the change. Utilities, like any other companies, are made up of individuals. If those individuals don’t embrace the change, the initiative is likely to fail. Prosci’s ADKAR Model can help utilities catalyze individual transitions to deliver organizational results.
- 10. © 2015 E Source || Reproduced with permission from Prosci || 10 MORE INFORMATION About E Source For 26 years, E Source has been providing research, consulting, and market research to more than 300 utilities and their partners. This guidance helps our customers advance their efficiency programs, enhance customer relationships, and use energy more efficiently. Visit www.esource.com to learn more. About Prosci Prosci’s uniquely integrated system of models, tools, and processes enables your organization to strategically execute change at three levels: (1) With individuals through the popular Prosci ® ADKAR® Model; (2) On projects through the robust Prosci 3-Phase Process; (3) As a competency across the organization through the cutting- edge Prosci Enterprise Change Management Suite. Prosci’s sole focus is helping individuals and organizations build their own change management capability. Learn more at www.prosci.com. Register for the free E Source web conference Deliver Business Results with Utility Change Management: Learn the Seven Critical Factors for Successful Change, being held on July 22, 2015, and join E Source and Prosci for a utility-specific change management certification course, September 14–16, 2015.