XYZ Project Stakeholder Analysis Process Guide ©2003 Accenture. All Rights Reserved. 1 XYZ Project Table of Contents Steps to Create Role Map Perform Stakeholder Analysis Create Influence Matrix Conduct Gap Analysis Build Role Map Appendix • Power Map Influence Diagram ©2003 Accenture. All Rights Reserved. 2 XYZ Project Steps to Create Role Map Perform Stakeholder Analysis Create Influence Matrix Conduct Gap Analysis Build Role Map Appendix • Power Map Influence Diagram ©2003 Accenture. All Rights Reserved. 3 Steps to Create Role Map XYZ Project The Stakeholder Analysis and Role Map is the approach to identify key constituents within an organization who can facilitate change The presence of key constituents (e.g. change agents and advocates) will enable a successful impact on people targeted to change The role mapping process helps to lay the foundation for the execution of change. It helps to identify networks, influences and change resistant and facilitative behaviors. ©2003 Accenture. All Rights Reserved. 4 Steps to Create Role Map XYZ Project Stakeholder Analysis and Role Map Process The role map for determining change sponsorship is based on understanding influence levels and behaviors of stakeholders. The process below defines the steps to determine these factors and create a role map. Build Role Maps Perform Stakeholder Analysis Create Influence Matrix Conduct Gap Analysis Determine Advocates, Agents and Targets • Identify Leaders by name • Fill in Stakeholder Fact Sheets - Conduct interviews as needed • Determine individual levels of influence • Review org charts of each group • Draft individual circle of influence diagrams • Summarize advocates vs resistors • Map org chart influences to influence diagram influences (e.g. discover black hole) Create Role Map • Document To Be environment of Change Agents and Targets • Plot them on the the Influence Matrix • Validate with client sponsor The following pages describe how to complete the steps of the stakeholder analysis and role map process ©2003 Accenture. All Rights Reserved. 5 XYZ Project Steps to Create Role Map Perform Stakeholder Analysis Create Influence Matrix Conduct Gap Analysis Build Role Map Appendix • Power Map Influence Diagram ©2003 Accenture. All Rights Reserved. 6 XYZ Project Perform Stakeholder Analysis Build Role Maps Perform Stakeholder Analysis Create Influence Matrix Conduct Gap Analysis Determine Advocates, Agents and Targets The steps to perform a stakeholder analysis are as follows: Complete Stakeholder Fact Sheets • Identifies individuals who will be impacted by the change and their influence on others within the organization Draft Individual Circle of Influence Diagrams • Used to determine the influence a stakeholder has within the organization ©2003 Accenture. All Rights Reserved. 7 Create Role Map Perform Stakeholder Analysis XYZ Project Stakeholder Fact Sheet 1. Name: 2. Organization: Global Investor Services Group Building/ floor: ____________________ 3. Address / phone number / Lotus Notes name, etc.: _____________________________________ 4. Responsibilities: _________________________________________ 8. Do you have interaction with the Global Investor Services Group - International (previously called IFAS) and/or Institutional Investor Services (IIS)? If so, does interaction vary based on different funds? 9. Other Behavioral/Informational Notes Division: Mutual Fund Services To support _________________________________ fund group (s) 5. # of employees and employee names: ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ 6. Main contacts (frequent interaction) in division (within business unit): __________________________ who manages ________________________ group developing ___________________________ services Plot Individual and Direct Reports on Spectrum between both extremes: Change Agent Management Style • Charismatic Leader • Control Oriented Leader • Invites Change • Does not feel comfortable with new environments • Questions current standards Change Agent Behaviors Main contact (frequent interaction) and or main customer(s) in business (across business units) _____________________________ who manages _____________________ABC business unit and requires _____________ • Enjoys learning new approaches support 8 • Resists change • Communicates on a “need to know” basis Change Resistor Behaviors • Skeptical / Negative outlook • Invites Change • Resists change • Creative - thinks “out of the box” • Absorbed with personal impacts • Questions current standards • Does not feel comfortable with new environments • Speaks out / Promotes change ©2003 Accenture. All Rights Reserved. • Dominant Personality • Enjoys learning new approaches • Creative - thinks “out of the box” 7. Change Resistor Management Style • Attempts to sabotage change Perform Stakeholder Analysis XYZ Project Stakeholder Fact Sheet The table below details the steps to complete the Stakeholder Fact Sheets Step Action 1 Identify stakeholders 2 Identify stakeholder information Stakeholder’s Division Stakeholder’s Unit Head Stakeholder’s Level Stakeholder’s Fund Group(s) Determine interactions Conduct phone interviews with stakeholders Obtain interactions within their division and outside their division Record interactions on the Stakeholder Fact Sheet 3 4 Obtain the total number of direct reports 5 Determine behavior and management style with respect to change Considerations Sponsors select a representative sample evenly distributed across the organization of individuals who will be impacted by the change Refer to organization charts as a supplement to the initial conversation with stakeholder to obtain information Obtain title and division of the individuals with whom they interact Inquire about committees that stakeholder is involved Use organization charts for the title and division of individuals with whom they interact , if necessary Use the reporting database within Resource Planning Employ the following resources to obtain information: Client Sponsor(s) Human resources Resource Planning Note: Ensure resources understand confidentiality of information Do not solicit information from peers within MFS Mark scale ranges from 1 to 5 for both behavior and management style to indicate: 1 = Strong Change Agent 2 = Change Agent 3 = Neutral 4 = Resistor of Change 5 = Strong Resistor of Change END ©2003 Accenture. All Rights Reserved. 9 Perform Stakeholder Analysis XYZ Project Influence Diagrams Build Role Maps Perform Stakeholder Analysis Create Influence Matrix Conduct Gap Analysis Determine Advocates, Agents and Targets In order to determine the influence a stakeholder has within the organization, an influence diagram is utilized to capture three types of interactions. The interaction types include interaction within the division, interactions outside the division, and direct reports. Information captured within each stakeholder circle of influence includes: • • • • • Division individual belongs Name of unit head stakeholder reports Stakeholder level Fund group(s) stakeholder has responsibility Total number of interactions for each interaction type Circle of Influence Template attached ©2003 Accenture. All Rights Reserved. 10 Create Role Map Perform Stakeholder Analysis XYZ Project Circle of Influence Template Division: (name of division head) # of direct reports identifies number of individuals who report directly to the stakeholder based on the hierarchical reporting structure # of interactions outside division Division Key identifies who the stakeholder interacts with within the other three divisions Stakeholder name (Level) Fund Group: FA = Fund Administration SO = Security Operations CM = Capital Markets MKT = Marketing/Sales ©2003 Accenture. All Rights Reserved. # of interactions within division identifies who the stakeholder interacts with within their divisions, excluding direct reports DIV = Division Head UH = Unit Head DH = Department Head FM = Fund Manager FLM = First Line Manager AM = Account Manager 11 Title Key SY = Systems SBA = Senior Business Analyst VP = Vice President AVP = Assistant Vice President AS = Assistant Secretary PC = Pricing Coordinator Perform Stakeholder Analysis XYZ Project Circle of Influence Diagram Steps The table below details the steps to transfer information from the Stakeholder Fact Sheet to a graphic depiction of a stakeholder’s influence Step Action Considerations 1 Use answers to questions 1-4 on the Stakeholder Fact Sheet to populate the information required in the center of the circle of influence template 2 Fill in the division individual belongs and the name of the unit head the stakeholder reports 3 Use answers to question 5 to fill in the number of direct reports 4 Use answer to question 6 to fill in the number of interactions within the division Information to be captured is as follows: Stakeholder Name Level Fund Group(s) This information should have been captured during the initial conversation with stakeholder. If necessary, refer to organization charts. Only the number of individuals who report directly to the stakeholder should be documented in the top segment of the circle of influence diagram Document the individual names of people the stakeholder interacts within the right segment of the circle Use answer to question 7 to fill in the number of interactions outside the division Note: Information should be captured as follows: Name, title identification (see key) Count the number of interactions and document the total number to the right of the circle segment Document the individual names of people the stakeholder interacts within the left segment of the circle 5 Information should be captured as follows: Name, division identification (see key), title identification (see key) Count the number of interactions and document the total number to the left of the circle segment END ©2003 Accenture. All Rights Reserved. 12 XYZ Project Steps to Create Role Map Perform Stakeholder Analysis Create Influence Matrix Conduct Gap Analysis Build Role Map Appendix • Power Map Influence Diagram ©2003 Accenture. All Rights Reserved. 13 XYZ Project Create Influence Matrix Build Role Maps Perform Stakeholder Analysis Create Influence Matrix The steps to create an influence matrix are as follows: Determine overall levels of influence for each stakeholder Summarize behavior and management style of all stakeholders Create Influence Matrix Diagram ©2003 Accenture. All Rights Reserved. 14 Conduct Gap Analysis Determine Advocates, Agents and Targets Create Role Map Create Influence Matrix XYZ Project Influence Level Calculation The table below details the process to determine the overall level of influence for each stakeholder Step Action 1 Determine the high (H), medium (M), or low (L) weight for each interaction type using a sample group Considerations 2 Define a range for each interaction type based on the high (H), medium (M), and low (L) weights determined in step 1 Use interaction information from half of the completed individual circles of influence diagrams to calculate high (H), medium (M), and low (L) weight for each interaction type Range Definitions • Ranges for interactions outside the division – low (L) 0 - 2, medium (M) 3 - 16, high (H) 17 - 52 • Ranges for interactions within the division – low (L) 2 - 3, medium (M) 4 - 9, high (H) 10 - 13 • Ranges for direct reports – 3 Assign a weight of H, M, or L for each of the three segments of the circle of influence diagrams for all stakeholders based on the range definitions low (L) 5 - 19, medium (M) 20 - 54, high (H) 55 - 230 Document the information in a table format Shareholder Name Jon Smith - UH Within Division H Outside Division M Direct Reports M Overall Influence Note: Overall level of influence column should be blank at this time ©2003 Accenture. All Rights Reserved. 15 Create Influence Matrix XYZ Project Influence Level Calculation (cont) Step 4 Action Considerations Determine the overall influence level for each stakeholder based on the Criteria Weighting Scale Criteria 1 = LLL Weighting Scale 2 = MLL 3 = MML, HLL 4 = HML, MMM 5 = HMM, HHL 6 = HHM 7 = HHH For example, Jon Smith’s overall influence level would be a 5, based on the individual levels noted in step 3 (HMM = 5) 5 6 END Record the numerical value of the overall influence level in the matrix Shareholder Name Jon Smith - UH Repeat for all stakeholders identified ©2003 Accenture. All Rights Reserved. 16 Within Division H Outside Division M Direct Reports M Overall Influence 5 Create Influence Matrix XYZ Project Behavior and Management Style Matrix The table below details the process to capture the behavior and management style of each stakeholder Step 1 2 3 4 Action Example Create a table to document the behavior and management style of each stakeholder The table should have three columns titled as follows: Stakeholder Name and Title Behavior Management Style Stakeholder Name & Title Behavior Management Style Stakeholder Name & Title Jon Smith - UH Behavior Management Style Use the answer from the final section of the Stakeholder Fact Sheet which shows the ratings for Change Agent/Resistor Behavior to fill in the rating for the behavior column for each stakeholder Stakeholder Name & Title Jon Smith - UH Behavior 5 Management Style Use the answer from the final section of the Stakeholder Fact Sheet which shows the ratings for Change Agent/Resistor Management Style to fill in the rating for the Management Style column for each stakeholder Stakeholder Name & Title Jon Smith - UH Behavior 5 Management Style 4 List all stakeholders with title identification in the first column END ©2003 Accenture. All Rights Reserved. 17 Create Influence Matrix XYZ Project Influence Matrix Diagram Build Role Maps Perform Stakeholder Analysis Create Influence Matrix Conduct Gap Analysis Determine Advocates, Agents and Targets The influence matrix diagram dictates the positioning of individuals on the role map as targets, change advocates, and change agents Individuals with negative influence (e.g. resistors with significant influence) are identified as potential targets to focus effort Individuals with positive influence (e.g. advocates with significant influence) are identified as change advocates and change agents ©2003 Accenture. All Rights Reserved. 18 Create Role Map Create Influence Matrix XYZ Project Influence Matrix Diagram The table below details the process to create the Influence Matrix Diagram Step 1 Action Example Change 5 Resistor Create a matrix with Change Agent/ Resistor Behavior on the y axis and Overall Influence levels on the x axis 4 3 2 Change 1 Advocate Low Influence 2 Change Resistor Use the behavior ratings documented in the behavior and management style matrix to plot each stakeholder along the y axis Medium Influence High Influence 5 Behavior 4 3 2 Change Advocate 1 1 2 3 Low Influence Use the overall influence level documented in the overall influence level matrix to plot each stakeholder along the x axis 3 2 1 Document the stakeholder’s name, including title identification next to where they ultimately fall in the matrix 2 3 Behavior 3 2 1 Perform steps 1-3 until all stakeholders are plotted in the diagram END ©2003 Accenture. All Rights Reserved. 19 5 6 7 High Influence • C. Example (UH) 1 Low Influence 4 4 Medium Influence 5 4 Change Advocate 7 High Influence Influence 3 6 1 Low Influence Change Resistor 5 Behavior 4 Change Advocate 4 Medium Influence 5 Influence 3 Change Resistor 2 3 4 Medium Influence 5 6 7 High Influence XYZ Project Steps to Create Role Map Perform Stakeholder Analysis Create Influence Matrix Conduct Gap Analysis Build Role Map Appendix • Power Map Influence Diagram ©2003 Accenture. All Rights Reserved. 20 XYZ Project Conduct Gap Analysis Build Role Maps Perform Stakeholder Analysis Create Influence Matrix Conduct Gap Analysis Determine Advocates, Agents and Targets The steps to conduct a gap analysis are as follows: Identify resistors of change who require extra focus because they can negatively influence their subordinates and colleagues through lines of interaction Identify individuals in advocate positions without a large span of influence Identify individuals with disconnects between spans of influence, behavior or position within organization * * This level of analysis is appropriate for the lower level employees ©2003 Accenture. All Rights Reserved. 21 Create Role Map Conduct Gap Analysis XYZ Project Gap Analysis The table below details the steps to identify the three types of potential gaps Step Action Considerations 1 Use the Influence Matrix Diagram to identify stakeholders who fall into one of the gap types Gap types can be summarized as follows: Resistors who require extra focus based on their influence Advocates who need to increase their span of influence Disconnects between spans of influence, behavior or position 2 Create a copy of the Influence Matrix Diagram to identify a graphic depiction of resistors who require extra focus because they can negatively influence subordinates through lines of interaction Change Resistor 5 These resistors are targets who require extra focus based on their interactions and resistor behavior 4 Resistors 3 2 Change 1 Advocate 1 Low Influence 3 Create a copy of the Influence Matrix Diagram to identify a graphic depiction of advocates who need to increase their span of influence in order to drive change 2 3 4 Medium Influence 5 6 7 High Influence Change Resistor 5 4 3 Advocates who need to increase their span of influence in order to drive change 2 Advocates Change 1 Advocate 1 Low Influence 4 Create a copy of the Influence Matrix Diagram to identify a graphic depiction of individuals with disconnects between spans of influence, behavior or position within the organization* 2 3 4 Medium Influenc e 5 6 7 High Influence Change Resistor 5 Individuals with disconnects between spans of influence, behavior or position within the organization Disconnects 4 3 2 * This level of analysis is appropriate for the lower level employees Change Advocate 1 1 Low Influenc e END ©2003 Accenture. All Rights Reserved. 22 2 3 4 Medium Influenc e 5 6 7 High Influenc e XYZ Project Steps to Create Role Map Perform Stakeholder Analysis Create Influence Matrix Conduct Gap Analysis Build Role Map Appendix • Power Map Influence Diagram ©2003 Accenture. All Rights Reserved. 23 XYZ Project Build Role Map Build Role Maps Perform Stakeholder Analysis The steps to build a role map are as follows: Determine Advocates, Agents, and Targets Create Role Map ©2003 Accenture. All Rights Reserved. 24 Create Influence Matrix Conduct Gap Analysis Determine Advocates, Agents and Targets Create Role Map Build Role Map XYZ Project Advocates, Agents, and Targets The role map defines who within the organization performs or should perform each of the key roles of change Step 1 details how to determine advocates, agents, and targets Step Action 1 Use the matrix guide below to identify the individual role for each stakeholder based on their position in the Influence Matrix Diagram Change Resistor Considerations 5 Targets 4 (Low Influencers) (High Influencers) 3 Advocates (Low Influencers) 2 Agents (High Influencers) Change Advocate 1 Definitions are as follows: 1 Low Influence 2 3 4 Medium Influence 5 6 7 High Influence END ©2003 Accenture. All Rights Reserved. 25 Agent: Responsible for developing and carrying out implementation plans Target: Group(s) that must change Advocate: Helps maintain sponsor commitment for a change (supporters of change) Build Role Map XYZ Project Create Role Map The table below details the final steps to create a role map Step Action Considerations 1 Determine initiating and sustaining sponsors 2 Capture each stakeholder as an agent, advocate, or target in the role map diagram Document initiating sponsor and sustaining sponsor in the role map diagram Determine outside advocate groups and document in role map diagram Validate role map with client sponsor(s) 3 4 5 END ©2003 Accenture. All Rights Reserved. 26 Definitions are as follows: Initiating Sponsor: individual or group responsible to legitimize change Project Sustaining Sponsors: Ensures that the initiating sponsor’s directions are supported and implemented successfully See Role Map Example Attached Outside groups may include: Human Resources Build Role Map XYZ Project Role Map Sponsor Influence Mutual Fund Services Initiating Sponsor Communications Executive Agent Assistance Advocate Influence Agents Division Heads Sustaining Sponsors Project Sustaining Sponsors Change Steering Committee Targets Advocates ©2003 Accenture. All Rights Reserved. 27 XYZ Project Steps to Create Role Map Perform Stakeholder Analysis Create Influence Matrix Conduct Gap Analysis Build Role Map Appendix • Power Map Influence Diagram ©2003 Accenture. All Rights Reserved. 28 Appendix XYZ Project Power Map Influence Diagram The power map influence diagram is a tool which allows each stakeholder to complete a self-assessment of their influence. The power map is an alternative to completing the stakeholder fact sheets and reduces the time required in interviewing each stakeholder. The power map is a useful tool to capture influence of lower level stakeholders. ©2003 Accenture. All Rights Reserved. 29 Appendix XYZ Project Create a Power Map The template on the following page should be utilized to complete a power map. Provide the instructions below to each individual who is required to complete a power map. Step 1 2 3 Action Document your name in center circle of the Power Map Document each individual you influence and each individual who influences you in the circles surrounding your name Indicate the direction of influence between you and each individual in the Power Map Considerations Information should be captured as follows: Name, division identification (see key attached to Circle of Influence Diagram), title identification (see key attached to Circle of Influence Diagram Draw an arrow from your name towards each individual you influence Draw an arrow from each individual who influences you towards your name 4 Indicate the strength of influence between you and each individual in the Power Map Note: If advice from Person A affects your decision making process in a meaningful way, indicate this with a S for strong. Similarly, if you influence this person in a moderate way , please indicate the flow of influence with a M. Utilize a double headed arrow when both individuals are influencers Determine if the influences are strong (s), medium (m), or low (l) Utilize the key and mark each arrowhead with the appropriate level of influence for each individual Note: Remember to mark both arrowheads with the strength of influence when both you and the individual influence each other END ©2003 Accenture. All Rights Reserved. 30 Appendix XYZ Project Power Map Template Direction & Strength of Influence Key Influence Both individuals are influencers S = M= L= Individuals you influence or who influence you Your name ©2003 Accenture. All Rights Reserved. 31 Strong Medium Low Appendix XYZ Project Power Map Example Direction & Strength of Influence Key Influence Both individuals are influencers John Smith, HR (Director) Jane Apple, MFS (UH) L Ken Black, IS (DIV) M M Bob Kane, MFS (DH) S S L S You, MFS (DH) L S = M= L= Mike Red, SO (Exec. VP) M L Laura Blue, CM (AVP) L M S Sue Doe, SSI (Exec. VP) ©2003 Accenture. All Rights Reserved. Paul Lane, MKT (AVP) S Mary Jones, MFS (FM) 32 Strong Medium Low
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