This lesson focuses on advanced stakeholder analysis techniques for Business Analysts. You will move beyond basic identification and mapping to learn how to customize analysis grids, segment stakeholders based on multiple criteria, and utilize tools like the Salience Model and stakeholder network analysis.
Before diving into advanced techniques, let's revisit the basics. Effective stakeholder management begins with accurate identification. This includes not only listing stakeholders but also understanding their roles, responsibilities, and initial perspectives. The fundamental steps involve: Identifying, Analyzing, Planning, Managing, and Monitoring.
Examples of early-stage stakeholder identification include interviewing project sponsors, reviewing project documentation (charters, requirements), and conducting brainstorming sessions.
The standard Power/Interest grid (also known as the Influence/Interest Matrix) provides a starting point. However, advanced analysts customize these grids to reflect project-specific nuances. Consider these adaptations:
Example: For a software implementation project, the grid might have 'Technical Expertise' (influence) on one axis and 'Adoption Risk' (interest) on the other. Key stakeholders would then be plotted based on their relative positions on these scales.
Moving beyond simple Power/Interest grids, advanced analysts segment stakeholders based on multiple criteria:
Segmentation Strategies:
Two powerful tools:
Salience Model: Uses three attributes: Power (the ability to impose their will), Legitimacy (a valid relationship with the organization), and Urgency (time-sensitive). Stakeholders are classified based on their scores: 'Definitive' (high on all three), 'Dominant' (Power and Legitimacy), 'Dangerous' (Power and Urgency), 'Demanding' (Urgency only), and 'Dependent' (Legitimacy only).
Mendelow's Power/Interest Matrix (Revised): Similar to the classic power/interest grid. The matrix is used to assess and manage stakeholders based on their position:
Example: For a new compliance regulation project, the regulator is a 'Definitive' stakeholder in the Salience Model, and 'Manage Closely' in Mendelow's Matrix.
How to Apply the Models:
Stakeholder Network Analysis (SNA) examines the relationships between stakeholders. This helps identify:
How to Conduct SNA:
Benefits: SNA helps anticipate potential conflicts, identify opportunities for collaboration, and improve overall communication efficiency.
Explore advanced insights, examples, and bonus exercises to deepen understanding.
Building upon your foundational understanding of stakeholder management, this module delves into advanced techniques for analysis, prioritization, and relationship building. We will explore complex stakeholder dynamics, nuanced communication strategies, and the practical application of these skills in challenging scenarios.
While you've learned about influence, support, risk, and needs as segmentation criteria, let's explore more granular approaches and consider the limitations of these models. We'll also discuss the interplay of different stakeholder groups and the emergent properties of these relationships.
Instead of using single criteria for segmentation, combine them. For example, segment stakeholders by a combination of 'Influence' and 'Attitude towards Project Risk'. This creates more nuanced groups. Consider using a dynamic scoring system that adjusts based on project phase. Early on, regulatory bodies (high influence, low support) might be critical, while in later phases, end-users (lower influence, high support, high needs) become paramount. The Stakeholder Profile Template below is an example. Consider using this template to further analyze a specific project:
| Stakeholder | Influence | Support | Risk Attitude | Needs | Communication Frequency (Phase 1) | Communication Frequency (Phase 2) |
|---|---|---|---|---|---|---|
| Sponsor | High | High | Risk-Averse | Project Approval, Budget | Weekly | Bi-Weekly |
| End-Users | Medium | High | Risk-Aware | Usability, Feature Set | Monthly | Weekly (User Acceptance Testing) |
| Regulatory Body | High | Low | Risk-Averse | Compliance, Approval | Bi-Weekly | Monthly (Post-Implementation Review) |
The profiles and communication frequencies change based on project phases. For instance, as the project progresses towards delivery, end-user communication increases, while regulatory communication may decrease.
Stakeholders do not exist in isolation. Their interactions create network effects that can amplify support or opposition. Consider how the influence of a vocal 'early adopter' within a user group can shape overall sentiment. Network analysis can reveal critical communication pathways and identify potential 'influencers' within stakeholder groups.
Emergent Properties: Analyze the collective behavior of your stakeholder network. Does your network have a hub-and-spoke structure (where a few key people manage information flow), or a more decentralized one? How does information spread? Is there factionalism or collaboration? These questions can guide your communication strategy.
For a complex project (e.g., a new software implementation across multiple departments), design a customized power/interest grid. Consider different axes beyond just 'Power' and 'Interest'. For instance, you could use axes such as 'Influence on Requirements' vs. 'Impacted by Project' or 'Technical Understanding' vs 'Project Awareness'. Justify your choice of axes and explain how it helps to prioritize stakeholder management efforts.
Select a real-world project (perhaps one you are currently working on or one that is publicly known, such as a new city infrastructure initiative or a corporate merger). Create a simple stakeholder network map. Use nodes to represent stakeholders and lines to represent relationships and information flow (e.g., who communicates with whom). Identify key communication bottlenecks, influential stakeholders (hubs), and potential sources of conflict. Suggest strategies to improve communication flow and manage potential conflicts based on your analysis.
Consider a scenario where a critical project milestone is delayed. Identify 3-4 key stakeholders and, using the advanced techniques you've learned, outline a detailed communication plan tailored to each stakeholder's profile. Include: the communication channel (email, meeting, etc.), frequency, key messages, and a plan to address potential concerns or resistance. Consider the tone of the communication – how would you change it depending on the stakeholder's sentiment?
Understanding advanced stakeholder management techniques is critical in various professional contexts:
Daily Life: Consider how these principles apply beyond professional projects. Negotiating with family members, managing a team project, or even navigating a neighborhood dispute can all benefit from these techniques.
Challenge 1: Perform a stakeholder analysis for a project where there is significant ambiguity and uncertainty (e.g., a new product launch in a rapidly changing market). How do you adapt your analysis and communication strategies when the 'rules' are not fully known? Consider how you would manage conflicting requirements from different stakeholder groups.
Challenge 2: Develop a 'Stakeholder Communication Playbook' - a template document that you can reuse across various projects. Include sections for stakeholder identification, analysis, communication planning, and issue resolution. This playbook should be flexible and adaptable to a range of project types and stakeholder profiles. Consider how you would implement version control and review this playbook over time.
Explore these topics and resources to deepen your understanding:
Imagine you are the BA on a project to implement a new Customer Relationship Management (CRM) system. The primary stakeholders are the Sales Team, the IT Department, and the Customer Support Team. Create and customize a Power/Interest grid, and then identify the best stakeholders based on your matrix.
Analyze a fictional case study of a project to create a new product, identifying key stakeholders. Use the Salience Model to classify each stakeholder. Develop a communication plan for a 'Definitive' stakeholder.
Using an online diagramming tool (e.g., Lucidchart, Miro, Draw.io), create a stakeholder network diagram for the CRM implementation project from Exercise 1. Show connections between stakeholders (e.g., Sales Team, IT Department, Customer Support Team), and note the strength of the relationships (support/resistance).
You are a Business Analyst leading a project to implement a new company-wide data governance framework. Develop a stakeholder management plan focusing on the advanced analysis techniques discussed in this lesson. Identify key stakeholders, segment them, and create tailored communication strategies based on your analysis. Consider creating a customized Power/Interest grid and applying the Salience Model to identify key players.
Prepare for a discussion on communication strategies. Bring examples of communication plans and templates. Be ready to discuss the best communication channels to each type of stakeholder identified today.
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