Quản trị kinh doanh - Chapter 12: Project stakeholder management

CHAPTER 12Project Stakeholder ManagementIdentifying Project Stakeholders Stakeholder engagement cycle Identifying Project Stakeholders (cont.)Identifying Project Stakeholders (cont.)Stakeholder MatrixCapture identified stakeholdersAnalyse stakeholdersGroups/patternsCurrenciesChange tolerancePerceptionsTrack stakeholder engagement Commonly Traded Organisational Currencies The Stakeholder Power/Interest GridStakeholder ContinuumStakeholder EngagementKeyUnaware: Unaware of the project and any potential impacts Resistant: Aware of the project and its potential impacts and is resistant to change Neutral: Aware of the project yet neither supportive nor resistant Supportive: Aware of the project and potential impacts and supportive of the change Leading: Aware of the project and potential impacts and actively engaged in the success of the project Current Engagement = C Desired Engagement = D Contribution/Commitment GridManaging StakeholdersTrustMotivationEmbeddedness of stakeholder thinkingThe importance of accurate representationTone from the topOrganisational behaviourNon-productive engagement behaviour A Note on Managing Customer RelationsCustomer satisfaction is the bottom line. Bad news travels faster and farther than good news. The met-expectations model of customer satisfaction 0.90 = Perceived performance = 1.10 Dissatisfied Expected performance Very satisfiedA Note on Managing Customer Relations (cont.)Speak with one voice. Nothing erodes confidence in a project more than for a customer to receive conflicting messages from different project members.Speak the language of the customer. Too often project members respond to customer inquiries with technical jargon that exceeds the customer’s vocabulary.SummaryStakeholder management is critical to the successful delivery of a project.It is a key activity of the project manager throughout the life cycle of the project.A comprehensive stakeholder analysis must be completed as it informs project communication management planning.Key Termscontribution/commitment grid currenciesinspiration-related currencylaw of reciprocitymet expectationspersonal-related currencyposition-related currencypower/interest gridprimary stakeholderrelationship-related currencysecondary stakeholderstakeholderstakeholder matrixtask-related currency