Integrated
Individual-Organizational Approach
The Prosci Change Management
Methodology
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
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. The unique integration of individual change management and
organizational change management combines a results-oriented
model for supporting a single individual through change with a
process for practitioners built and refined on a decade of
research. 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.
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. ADKAR describes the five building blocks of
successful individual change as:
|
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 making the
change? |
| Reinforcement
TM |
► Reinforcement to sustain the change
What will make the change stick? What are the
rewards, recognition, incentives and consequences? |
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; and 6)
Enabling managers and supervisors.
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 Organizational Change Management
Process presents a research-based approach for creating
customized
change management strategy and plans.
The Prosci 3-Phase Organizational 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.
|
Prosci 3-Phase Organizational
Change Management Process |
| Phase: |
Activities: |
Phase 1:
Preparing for change |
Conduct readiness assessments
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 |
| * Guidelines, assessments, tools and
checklists for completing these activities can be
found in the
3-day certification program, online
Change
Management Pilot Professional 2010 or hardcopy
Change Management Toolkit. |
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.
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.
|
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 |
Conclusion
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.
|
