Most people don’t like change, and most change programs fail. Kotter’s research revealed that only 30 percent of change programs succeed. (Aiken). Colin Price suggests that four basic conditions are necessary before employees will change their behavior, a) a compelling story, because employees must see the point of the change and agree with it; b) role modeling, because they must also see the CEO and colleagues they admire behaving in the new way; c) reinforcing mechanisms, because systems, processes, and incentives must be in line with the new behavior; and d) capability building, because employees must have the skills required to make the desired changes. The prescription is rational, but when the managers implement the prescription, they disregard some irrational but predictable elements of human nature.
Creating a compelling story
Communicating the change story to employees is a good advice, but in practice, there are some pitfalls to achieving the desire impact. Actually, what motivates you doesn’t motivate most of your employees. Change leaders need to be able to tell a change story that covers all the things that motivate employees. For example, there was a cost reduction program at a financial service company where I used to work. The program started with a change story that ticked the conventional boxes related to the company’s competitive position and future. Three months into the program, management was frustrated with employee resistance. The change team worked together to recast the story to include an element related to society (to deliver affordable housing), customers (fewer errors), the company (expenses are growing faster than revenues, which is not sustainable), and individuals (more attractive jobs). This relatively simple shift in approach lifted employee motivation and the program went on to achieve efficiency improvements— a run rate far above initial expectations.
Role modeling
Unfortunately, leaders take action that role model the desired change does not necessarily deliver the desire impact. Sometimes leader believed mistakenly that they are already in the change, because they don’t count themselves the ones who needs to change. The fact is that human beings consistently think they are better than they are. Whereas conventional change-management approaches surmise that top team role modeling is a matter of will or skill, the truth is that the real limit to role modeling knows what to change at a personal level. ( Keller)
Reinforcing mechanisms
Conventional change management emphasizes the importance of reinforcing and embedding desired changes in structures, processes, systems, target setting, and incentives. To be effective, these mechanisms must take into account that people don’t always behave rationally. In making any changes to company structures, processes, systems, and incentives, change managers should pay what might strike them as an unreasonable amount of attention to employees’ sense of the fairness of the change process and its intended outcome. Particular care should be taken where changes affect how employees interact with one another and with customers (sales stimulation programs, call center redesigns)
Capability building
Good intentions aren’t enough. Good skill-building programs usually take into account that people learn better by doing than by listening. For instance, there are programs are replete with interactive simulations and role plays, and commitments are made by participants regarding what they will “practice” back in the workplace. But come Monday morning, very few keep their commitment is because nothing formal has been done to lower the barriers to practicing new skills. The time and energy required to do something additional, or even to do something in a new way, simply don’t exist in the busy day-to-day schedules of most employees.
By taking into account those counterintuitive insights about how employees interpret their environment and choose to act, managers will know the aspects they can avoid, and company will be more efficient in management change.
Reference:
Team Technology. Change Management. Retrieved July 11, 2011, from http://www.teamtechnology.co.uk/changemanagement.html
Aiken,C&Keller,S.(2009).The irrational side of change management. Mckinsey Quarterly. Issue 2, p100-109, 10p.Retrieved from http://web.ebscohost.com.ezproxy.kwantlen.ca:2080/ehost/detail?sid=a5ee1477-7311-42e3-9b34-322cbceb31ad%40sessionmgr13&vid=1&hid=15&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT1zaXRl#db=buh&AN=37817229