Change management is a strategic approach to steer an organisation’s evolution in goals, processes, or technologies. It focuses on driving change, managing it effectively, and supporting people through the transition.
Most organisations need a change management strategy
Securing internal adoption for a new digital project, such as a website, is paramount to ensuring its effectiveness. Boston Consulting Group (BCG) research shows a concerning trend: up to 70% of digital transformation projects fail to meet their objectives. However, enacting a change management strategy can reduce the risk of failure by accounting for diverse perspectives about the project.
So, before diving into your next project, take a moment to look at how you will manage and communicate change to ensure it achieves its objectives and is fully embraced internally.
Humans are averse to change; our brains are wired to prioritise safety
A resistance to change is rooted in the brain’s inherent prioritisation of safety and the evolutionary need for stability. This mechanism activates if we are faced with something unfamiliar; for some of your colleagues, disruptive changes might be a new website or the rebranding of your organisation, for example.
Employees develop emotional ties to brands and their experiences, much like our audiences do. When we collaborated with a not-for-profit with a long and prestigious heritage on a branding and website project, we consulted with long-term employees alongside newcomers to explore the varying perspectives about the organisation’s brand. Not only did this offer valuable insights, but the process ensured everyone had input. We involved them regularly throughout the project timeline to avoid unexpected surprises for everyone involved and ease individuals into change.
Warming people up to change over time helps to lessen the uncomfortable feelings that come with uncertainty and provides the well-needed stability to get initial endorsement and maintain engagement. Through having two-way conversations and actively listening throughout the process, you can ensure everyone feels valued and heard. Implementing small changes gradually, instead of one sizable shift overnight, helps minimise project risks and secures internal buy-in.
Crafting a change strategy ensures effective project management
Successful change hinges on a well-thought-out strategy, stakeholder engagement mapping and defined milestones. These elements ensure a smooth execution, objectives are met, and any risks are minimised.
Identifying stakeholders and engagement methods early on enables strategic planning of regular communication touchpoints, fostering trust in the process for employees and who delivers it.
In a new website endeavour for a client, we conducted employee surveys and one-to-one interviews, resulting in a comprehensive communication and training plan. This proactive approach ensured employees were engaged, informed, empowered and well-prepared for change as trust was built over time – ultimately transforming a potentially chaotic project into a streamlined success.
Map out your strategy at the start, as this will enable you to run the project smoothly. Pre-planning helps review possible challenges and get all of the resources you need in place to overcome them. Not only that, planning inevitably saves costs and time in the long run.
By mastering the planning of a change management strategy, you will equip yourself for success.
Kick off the digital project by initiating internal awareness
Make sure everyone in the organisation knows that the project is underway. If you don’t communicate what is happening, there’s a higher chance that outcomes won’t make sense to the individuals they affect. In that case, people are less likely to support the change, which impacts the result.
Laying the groundwork for colleagues to embrace change through what you do and how you communicate it is pivotal, not only to be inclusive, but to convey the benefits and value to individuals and the broader organisation in a way that resonates. For instance, during a website redesign for a not-for-profit, we established a Steering Group and an internal communications plan. At the project’s start, a survey sought employees’ feedback on the website, and their frequent interactions with users helped challenge the conventional thinking of senior leadership.
This inclusive approach played a pivotal role in the project’s success, leveraging the valuable insights of employees who are intimately familiar with the organisation’s day-to-day operations.
Remember, the start of a project sets the tone. The kick-off is instrumental in determining the project’s success, emphasising the importance of thoughtfully positioning change. In an IBM Global Study, 60% of executives and project managers identified changing mindsets and attitudes as the primary challenge in implementing organisational change, highlighting the critical role of strategic internal communication.
A project’s success hinges on a proactive approach to staff awareness and engagement to ultimately shift mindsets that might be opposed to change.
Create the desire for change
It is not just about informing people that change is coming; you must create the desire for and empower change within your organisation. Change is emotional, and without this desire, people will likely resist the change.
Building that desire for change is all about having an open and regular dialogue with employees and communicating the individual benefits it can bring to teams. People are often tied to the familiar; for example, the way your website works or the colours your brand uses, whether or not it is the most user-friendly experience or accessible.
Often, this is based on something other than qualitative or quantitative research; it comes down to personal experience, assumptions and familiarity. Empowering teams through regular and open dialogue is critical. It starts the process of creating desire that you can build upon.
Identifying training needs to create a positive outcome
Having the right level of support for your employees after a period of change is essential. It ensures that everyone has the skills and knowledge to easily transition. For example, following a new website launch, you could provide team training on Content Management System (CMS) content updates and support for creating accessible content.
Look to accommodate diverse learning styles and paces by having material and resources available in various formats. Addressing training needs and providing ongoing support ensures a smooth transition, equipping colleagues with the skills and knowledge to embrace the change. Effective support will help to increase effectiveness and adoption.
Early mapping of support needs in the project process guarantees the availability of essential resources, software and materials. This not only eases the change adoption but also contributes to employee retention. Consider these requirements at the kick-off to ensure project success.
Celebrating success reinforces the change
Throughout the project and on its launch, make sure you celebrate the wins and successes along the journey. Sharing milestones uplifts morale and transforms sceptics into advocates as they witness the progress being made.
Empowering participating colleagues and the steering committee to recognise individuals’ contributions and hitting milestones, as well as putting in place a launch celebration, are all key. Research shows that 77.9% of employees would experience increased productivity with more frequent recognition. It all works towards building an inclusive and supportive workplace culture, which, in turn, aids the project’s success.
Celebrating successes and recognising contributions build a positive culture and instil a sense of purpose. After a project launch, when a steering committee would be dissolved, consider transferring ownership of the change to implementation roles, e.g. Digital Managers who are responsible for the website, to ensure a smooth rollout and delivery of ongoing updates.
Celebrating achievements and recognising contributions are essential, as they matter to the individuals involved and significantly contribute to the project’s success.
Change management stands as a pivotal cornerstone in the journey of delivering website and other digital projects that not only meet but surpass your goals. It goes beyond mere implementation; it secures internal adoption, fosters trust, and cultivates a culture marked by transparency and continual learning.
Embracing change management isn’t just a step; it’s the linchpin for transformative success in your endeavours.
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