project stakeholder engagement

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  • Effective Stakeholder EngagementMark Ritchie and Rhian DaviesIS Applications Division

  • Stakeholder EngagementWhat are stakeholders?Why do stakeholders matter?Stakeholder Engagement ProcessIdentificationAssessment Planning CommunicationStakeholder Engagement in practice

  • a key individual or group of people that are impacted by the project or are critical to the success of the projectStakeholder Definition

  • Project CommunicationPassiveOne way Reliant on newsletters, mail shots and static web sitesIf your approach to informing stakeholder is this is unlikely to be result in happy customers or successful projects!

  • Why Do Projects Fail?Source: PMI (2007)

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    Why Projects Fail (Source: Project Management Institute, 2007)

    Poor Communications28%

    Inadequate Planning18%

    Unrealistic Budget or Schedule18%

    Poorly Defined Requirements or Success Criteria15%

    Lack of Stakeholder Buy In7%

    Poor Risk Management4%

    Lack of Change Control4%

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  • Why Engage Stakeholders?maximise the likelihood of project success win and maintain support from the most influential stakeholdersencourage wider and more positive cooperation with your projectanticipate stakeholder reaction and build into the plan actions to win supportimprove quality of project deliverables

  • Identify StakeholdersPlan CommunicationEngage StakeholdersStakeholder AssessmentIdentify stakeholder groupsIdentify individual stakeholders representatives Create initial stakeholder list

    Create Stakeholder Communications Planning SheetIdentify engagement activitiesDevelop detailed engagement plansMaintain plan to support ongoing engagement activitiesExecute stakeholder communication planMonitor progressConduct high-level stakeholder assessmentPrioritise stakeholdersDevelop stakeholder mapStakeholder ListStakeholder Communications Planning SheetStakeholder Communications PlanUpdated Stakeholder Communication PlanCommunication and engagement activitiesFeedback mechanisms implementedStakeholder MapEngagement GridUpdated Stakeholder List

    Stakeholder Engagement ProcessOutputsTasks

  • Who are our stakeholders?

    StudentsAlumni Prospective StudentsAcademic Staff Administrative StaffFuture Staff RecruitsSenior University ExecutivesProject TeamColleaguesHuman ResourcesTrade UnionsProcurementDisability OfficeRecords ManagementCommunications and MarketingFinanceIT/Customer Support StaffSuppliersGovernment AgenciesGeneral PublicPress and MediaPress and MediaLocal Community

  • Identifying Stakeholdersconsider all areas of the projects influenceconsider the entire project lifecyclebe inclusive and diverseuse past stakeholder information as a guideInclude relevant interests groups e.g. Finance, HR or Procurementengage empowered representatives

  • Stakeholder Map New Email Service

  • Prioritising Stakeholders High Power/High Interest Fully engage withMake greatest efforts to satisfyHigh Power/Less InterestKeep satisfied Low Power/High InterestKeep informed Leverage their interestLow Power/Low InterestMonitor e.g for changes as project progresses

  • Understanding StakeholdersTalk directly - dont rely on email Ask them their opinionsDraw out emotional responsesHelp them see next steps and ultimate goalExplain the benefits

  • Understanding StakeholdersHave they a financial or other interest?What motivates them most?Is their current opinion positive or negative?Who influences them and who do they influence?At what stage will they be most impacted?Can they assist with project design or reduce costs?What information do they want from you?How can you win their support or manage their opposition?

  • Communications Planning Sheet

    Key ConcernsRecord the stakeholders most important concerns about the project. These may be positive drivers for why the stakeholder wants the project to succeed or perceived negative impacts to be minimised or avoided Communications Approach Monitor, Keep Informed, Keep Satisfied or Manage Closely Required Level of Support High, Medium or LowRequired Action Record any actions that you need the stakeholder to take e.g. to publicly champion the project or carry out specific tasks.Sign Off Confirm whether the stakeholder will participate in sign off reviews and has influence over whether the project is allowed to proceed.Key MessagesRecord any messages you will need to convey to the stakeholder to maintain there support. Typically messages will identify benefits to the stakeholder or focus on their particular concerns.

  • Planning Communication Focus on issues that matter Choose the right format and frequencyEnsure adequate resourcesProvide feedback loopsBe ready to act - not just PRListen especially to criticsBe open and build trust

  • Communications Planning Sheet (Example)

    Stakeholder GroupKey ConcernsApproachRequired SupportRequired ActionsProject SponsorExchange 2007 solution to be implemented as quickly as possible to ease current staff dissatisfaction and relieve burden on support staff.SatisfyMediumTo publicly champion the project and provide funding for costs.UoE staffNew solution needed as quickly as possible due to problems with current system. Use across different platforms, especially Linux and mobile devices, not just Blackberry. Minimise user effort required to move to new solution.SatisfyHighTo provide user requirements to inform the project and ensure the best solution is delivered. To provide timely feedback during testing and immediately following deployment.MicrosoftSolution meets the requirements and enhance Microsoft's reputation. Manage CloselyHighAdvise and participate in the analysis, design and delivery.StudentsHow the move will affect students ability to book time with staffInformLowNoneIS ITI InfrastructureStorage and back-up implications. Mail relay implications. Impact on Exchange architecture. Networking.MMTo actively participate in the project.

  • Identify StakeholdersPlan Stakeholder CommunicationEngage StakeholdersKey DeliverablesStakeholder AssessmentKey ActivitiesIdentify stakeholder groupsIdentify individual stakeholders representatives for each groupsCreate initial stakeholder list

    Create Stakeholder Communications Planning SheetIdentify engagement activitiesDevelop detailed engagement plans and timelinesMaintain plan to support ongoing engagement activitiesExecute stakeholder communication planRegular checks to monitor progressConduct high-level stakeholder assessmentPrioritise stakeholders for engagementDevelop stakeholder mapStakeholder ListStakeholder Communications Planning SheetStakeholder Communications PlanUpdated Stakeholder Communication PlanCommunication and engagement activitiesFeedback mechanisms implementedStakeholder MapEngagement GridUpdated Stakeholder List

    Stakeholder Engagement Process

  • Stakeholder Engagementin PracticeRhian DaviesIS Applications Division

  • eProcurement ScotlandBackgroundIdentifying stakeholdersAssessing stakeholdersCommunicating with stakeholdersChallengesOutcome

  • BackgroundOnline marketplace for goods and servicesNational eProcurement programme run by the Scottish GovernmentUsed in central government, local government, NHS, higher and further education

  • Identifying StakeholdersAsked an expertPrevious experienceBrainstormingFinanceSenior ManagementScottish GovernmentUsersAPUCSuppliersCapgeminiProcurementElcomCedar (Finance System provider)

  • Assessing StakeholdersKey stakeholdersUsersSuppliersSoftware providerSenior managementDelivery partners (Capgemini and APUC)

  • CommunicationNeeded to actively engage key stakeholdersEstablished a communication strategyUsed a variety of techniques:WorkshopsOne to one meetingsInformation eventsDedicated staff e.g. supplier management

  • Challenges Delivery PartnersWhoDelivery partnersWhatWanted basic implementationUoE wanted to add more valueHowSet expectations at start of projectMaintained focus on added value

  • Challenges - SuppliersWhatLack of interest Why fix what isnt broken?HowDedicated team memberRegular updatesWork with other institutions

  • Challenges - UsersWhatneeded to maintain interest despite delaysHowCommunicationFocus on benefits

  • Challenges Software ProviderWhatHad to communicate through 3rd partyHowEstablished weekly conference callsHighlighted issues to 3rd party senior management

  • OutcomeSuccessful rollout Obtained value added solutionIntegration with the Finance systemAccessed via EASE single sign onPositive feedback from users post implementation

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