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Darby Joyce
Content Marketing Coordinator, Kogod School of Business
Adaptability is a crucial skill for anybody interested in working in business. The climate within which companies operate can change rapidly, whether due to technological advancements, shifting consumer needs, or internal shifts. When it’s time for an organization to make a change, it often utilizes a change management process. This structured strategy supports the organization in transitioning from its current state to its future goals.
What is change management, and what does it involve?
Company leadership might decide that it’s time for a change in how they do business for a wide range of reasons. Market conditions, changes in regulations or government policies, and consumer behavior all undergo shifts over time. Successful companies pivot and adjust to meet the evolving needs of their customers. The need for change can also stem from technological advancements, as seen with the widespread adoption of artificial intelligence across businesses in recent years, as well as changes in company priorities, including an increased focus on sustainable practices or shifts in leadership and ownership (such as mergers and acquisitions). At its core, business adaptation stems from the need to remain innovative and competitive as the way business is conducted changes over time.
Whatever the reason, a structured change management process can help a business transition from its current state to the desired state. Successful change management provides a system for everyone within an organization to anticipate and adapt to the company’s future goals and how they plan to reach them, which in turn creates a smoother shift to new processes and structures.
What are the phases of a change management process?
Change management processes are often segmented into phases that guide the people involved from one point to another, aligning with the company’s goals. Although these phases can be broad or granular, they’re best categorized into three categories: preparation, implementation, and reinforcement.
The preparation phase, also known as the assessment phase, marks the beginning of the change management process. Upon deciding that change is necessary, organizations use this phase to identify specific areas that require change and to develop a corresponding strategy. This involves evaluating the organization as it currently stands versus the desired outcomes of the change management process and creating a plan that supports the organization’s goals.
The implementation or deployment phase occurs when the strategy developed during the preparation phase gets put into action. During this phase, the organization executes its change plan, trains its employees on the new processes, and engages stakeholders to inform them of what to expect moving forward. This is where planning turns into action, and the success of this phase depends on both the strength of the organization’s preparation phase and clear communication.
Finally, the process transitions into the reinforcement phase, also known as the sustainment or normalization phase. At this point, the changes have been implemented, and it’s time to assess their success so far. This can involve measuring performance on relevant metrics, gathering feedback from the people involved in the new processes, and potentially identifying new issues that may have arisen during the shift. Though organizational change is an ongoing process that doesn’t necessarily end with the reinforcement phase, this phase marks a turning point in how the organization functions and sets it up to look towards the future.
What are some of the challenges of change management?
Changing how a business works can be daunting for everybody involved, especially the organization’s employees. Asking the people who make a company tick to change how they do things can sometimes lead to resistance, whether it’s due to fear of the unknown or due to poor communication between leadership and the rest of the company. If leadership is not transparent about why changes are necessary or lacks commitment to the change strategy, employees will be more reluctant to adapt to major shifts in their work. Challenges can also arise if a change management strategy is poorly planned or if the available resources for a company don’t align with its goals. Ambitious ideas for change are great, but they’re even better when the organization has the tools to support those ideas.
Successful change can be a significant challenge for organizations. Key to its success are clear objectives, sufficient resources, and strong leadership support. Without these critical elements, pursuing change is a risky endeavor.”
Hayley Blunden
Professor of Management, Kogod School of Business
What does successful change management look like?
With the above challenges in mind, it’s clear that effective communication is key to successful change management. Business overhauls impact a wide range of people, from the organization’s employees to those it serves. Clearly expressing what the changes are, why they matter, and how the company will implement them, for both the organization’s employees and the people it serves, builds trust and transparency. Providing stakeholders with the opportunity to express their concerns also enables leadership to understand the impact of their proposed changes better and potentially hear perspectives that may have been overlooked.
Effective change management strategies also involve extensive employee engagement. Getting employees directly involved in change strategies, rather than just expecting them to go along with change, allows for a collaborative approach that builds trust and keeps key members of an organization informed. It also enables an organization to ensure that changes are aligned with its culture, which is key to the success of new strategies and frameworks. An organization’s employees are often most directly impacted by change strategies, and creating an environment where they have a say in these strategies both improves their confidence and increases the likelihood that these strategies will be sustained over time.
Where can I learn more about managing change in the business world?
Whether you’re a business leader, an aspiring professional, or someone who enjoys learning more about business, there are ample resources to get more informed about successful change management. Pursuing certifications, taking courses both in-person and online, or reading books can all be valuable ways to learn about change management strategies and frameworks, as well as examples of success and failure alike in change management.
Suppose you’re interested in leading change in your organization or in supporting other organizations through their change management processes. In that case, a well-rounded academic program can equip you with the knowledge you need. The Kogod School of Business’s MBA program offers coursework in crucial management areas such as organizational effectiveness and managerial strategy, as well as hands-on learning opportunities and interdisciplinary coursework. By pursuing a degree at Kogod, you can acquire the skills to foster adaptability and drive meaningful change in both your business and your career.