Customer value to drive urgency in change management

8 Jul 2011 Sandeep Mehta

Research & Technology Executive Council has a couple of good pointers for change management in Taking Process Excellence to the Next Level: “

To push change across the organization, leaders must create and communicate a compelling case for change and orchestrate the deep commitment of people at various levels and in various departments.

 We have discussed the sense of urgency and commitment and pointed out several effective approaches to communicate them. This article adds a new twist: Using customer value proposition to communicate the value and benefit of the change.

A compelling case for change is typically built on either an imminent threat or a perceived major opportunity, and the best test of this is whether people step forward as willing followers and whether they act with urgency. This is where viewing operations from the customer’s point of view becomes important. In building a compelling case for change, highlighting the gap between current and desired performance for customers can be a powerful way to touch people’s emotions. In this respect, the factors that motivate employees to act are often different from those that resonate with the members of the senior leadership team. Factors such as growth, profit, and competitive advantage are likely to capture the attention of executives, while other factors such as customer satisfaction and pride in their work may do more to engage employees in the case for change.”

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