Change Management

Rapid change in technology, communications and information mean that organization leaders
must examine the fundamentals of their organizations. Change is not part of life, change is
life and it is happing all around us. To survive and succeed you must continuously adopt and
smoothly accept changes. Change Management is a set of processes, tools and techniques for
managing the people’s side of change to move a person or group from a current state to a
desired future state to achieve the specific objectives of an identified change. Change
Management enables individuals and groups to hold up and contribute in a transformation
such that each person and group fully embraces the upcoming state, and works toward the
objectives of that change.

Roles in Change Management

Today the most important thing in the success of any organization is “Change”. It is that one
magic word which transforms the organization from one state of being to another state of
being. But it is not the organization which changes, it is actually the people involved in the
organization who change and transform their way of doing work, way of thinking, way of
behaving and way of approaching towards a certain situation. This transition is not as easy as
it seems, it is much complicated process with many nitigrities involved. Now in order to
make sure a certain change in any organization it is required that the people working in that
organization should also be changed. This change can be the change in role of that person in
the organization. If the person was performing role A in that organization, then after change
he might perform role B in the same organization. For this there are change initiators,
implementers and facilitators; who will provide support and will encourage the people in
organization to bring about the change.

The Goal

The primary goal of change management is to make sure that the transition from one sate to
another state is done as smoothly as possible, without facing resistance in the whole process
of change. Change in any organization cannot be achieved without facing any resistance. The
goal of change management is to reduce that resistance and the state of chaos as much as
possible. The change cannot be achieved without encouraging the employees who are being
affected by the change process. Change management also facilitates to remove the doubts in
the minds of the employees.

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 Individual ADKAR
Change
management Prosci's change
Organization management
Model

Different perspectives of Change management

Individual change management

It is not the organizations that change; it is the people and individuals working in those
organizations who change. No matter how large is the project on which a person is working
on, the success of that project can be achieved by the employees working on that project. The
individual change can be brought about by the ADKAR model for change.

Organizational change management

There are many different tools that bring about the change in whole of the organization.
When we talk about bringing about change in whole of the organization then Prosci’s change
management model is used.

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Organizational Change Management includes activities like communications, training,
education programs, measurement systems and compensation programs that are used to
manage change at an organizational level. In contrast to individual change management tools
designed for “one-on-one” interactions, organizational change management tools are “one-to-
many.” Organizational change management is normally implemented as a structured process
that begins with understanding the change and the organization or groups impacted by the
change. Organizational change management activities are then implemented to move the
organization from the current state to the desired future state. 

Prosci’s Change Management Model

Prosci is the recognized leader in change management research and world’s largest provider
of change management products and training. Prosci began in 1994 as an independent
research company to explore change management and business process and is one of the most
widely used methodologies for managing what Prosci calls “the people side of change”.

Roles

According to Prosci there are five roles involved in the organization to bring about a
successful change in any organization. These five roles must be synchronized in such a way
that their synergy brings about the change. Bringing change in any organization is not a
process which can be handled and done by any one person of the organization. It is a process
which is done by collective effort of different people of the organization. Prosci presented
five roles for this whole process. These roles are as follow

Middle
managers and
supervisors

Executives Change Project

and senior management supprot
management 3 |functions
Page
resource/team
 Project team

The above roles have a matchless relationship with the change management process. For a
change to be implemented effectively it is required that all the members, involved in different
roles should participate and involve themselves.

To get each of the roles engaged in change management, it is helpful to apply Prosci's
ADKAR Model of individual change. ADKAR describes the five key building blocks an
individual needs to make a change successfully. For this exercise, ADKAR will be applied to
the change, "fulfilling your role in change management".

ADKAR

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Awareness Desire Knowledge Ability Reinforcement
 ADKAR Model for Individual

 Awareness
It is the awareness about the need for change management.
 Desire
It is the desire to participate and support the application of change
management.
 Knowledge
It is the knowledge how to manage change.
 Ability
It is the ability to implement the required skills and behaviours for their role
in change management.

 Reinforcement
 It is that thrush hold which is required to sustain change management.

Relationship of ADKAR model and change agents

Change
Change Change Change
Implemen-
Initiator Facilitator Recepients
tor
Awareness knowledge Ability Desire

reinforcement

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 This means that you cannot simply send someone to change management training or send
them a memo and expect them to fulfil their role. They will first need an Awareness of why it
is important and a Desire to fulfil their role. To build these first steps, you will have to make
a compelling case for the value change management delivers and how it directly supports the
work the person does. This conversation may sound very different for the CEO than it would
for a front-line supervisor - but in the end you must connect effectively managing change
with what the person cares about.

Change management Executives and senior Middle managers and Project team Project support
resource/team managers supervisors functions
Without dedicated Employees want to see Managers and Without direction and Project support
resources, change and hear the supervisors are close to management, the functions bring
management activities executive's the action - it is their technical side of the expertise in a particular
will not be completed. commitment to the teams who must project will not move area - these groups
Unfortunately, when change. The authority change how they do forward. include: Human
budgets and schedules they provide carries their jobs for the Change management Resources staff,
are squeezed, change over to other change change to be will be most effective Organization
management is pushed management actors. successful. when it is pulled in at Development staff,
to the bottom of the The attitude and the launch of the Training specialists,
priority list if there are actions of a manager project. Communication
not dedicated will show up in his or specialists, solution
resources. her people - whether specific Subject Matter
the attitude is one of Experts, etc.
support or one of
opposition.

Importance of Change model Roles

Every role has its own importance and without any one role, effective change will be
very difficult to achieve. Without dedicated resources, involvement of senior management,

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positive attitude of middle managers or supervisors who are close to the action and project
support function which are important to bring expertise in a particular area; the change
effective change cannot be brought about.

Responsibilities of the roles

 Change management resource team

The first and foremost responsibility of the change management team is to
apply structured methodology. Then the next step is to formulate the strategy
to bring about the change and develop plans for the implementation of that
strategy.
 Executives and senior managers
The participation of senior management is one of the basic responsibilities.
The participation should not be as that of a dummy, but it should be active and
it should bring coalition and reduce the resistance.
 Middle managers and supervisors
They are the one who are in direct contact with the recipients. So, their
responsibility is to act as communicator, coach, liaison and resistance manager
who reduces the resistance.
 Project team
The basic role of project team is to design the actual change which means that
they should create the solution that ultimately impacts how people do their
job, manage the technical sides of the project and to work with the change
management team to ensure that the technical-sine and the people side if the
change process is in harmony.
 Project support functions
Project support function teams bring about the specialized knowledge that can
help the project team and the change management team. They also bring about
the tools that support the change.

Strengths of Prosci’s model of change

This model has proved to be one of the best in the world and is considered by many
organizations while they plan to bring change in their organizations. This method is being
introduced in many organizations to be implemented in their organizations. Some of the
major strengths are given below

 It is based on a knowledge-transfer model that allows you to build your internal

change management competency.
 Provides all the tools, templates and check list that are integrated into a frame work
which manage change from top executives to bottom line employees.
 It is a proactive process which accelerates change and manages the resistance.

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 Comparison of Prosci change management models with other change management
models

Change
Change Change Change
Implemen-
Initiator Facilitator Recepients
Change tor change
project support
management project team management
functions
team team

change
executive and
management
senior managers
team

middle managers

project support
functions

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