New research from Celerant Consulting suggests that over half of UK business leaders find winning the hearts and minds of employees the most difficult aspect of delivering change within companies.
A survey of over 600 senior executives across Europe and the United States, carried out by the Economist Intelligence Unit, suggests that the majority of change programmes - structured approaches to implementing and managing change within a company - fail. 64% of UK leaders questioned said that half or fewer of the change programmes they have undertaken in the past five years have been successful.
The most significant challenges faced by UK companies in executing change programmes include winning the hearts and minds of staff (51%) and overcoming a lack of buy-in from local management (36%). UK bosses recognise that 'effective communications' (25%) and 'employee buy-in' (21%) are the most important factors in successful implementation, compared to global averages of 19% and 17% respectively.
Despite the high possibility of failure, the survey suggests that UK leaders spend more on change initiatives than their counterparts in any other country. The average expenditure by UK leaders in the last year (£5.43m) was 36% higher than the global average. This comes against a background of an estimated UK spend on consultants of £10bn in 2007, according to the Management Consultancies Association.
The survey also reveals that 57% of UK business leaders say their planned change programmes for the coming year are a direct response to the credit crunch. Accordingly, over a third (40%) of UK leaders plan to increase their spending on change initiatives over the next 12 months, while only 12% intend to spend less.
The quest for operational efficiency is driving change programmes. Almost two-thirds (64%) of UK business leaders say that improving their company's operational efficiency is the top issue on their agenda. In a further sign that the credit crunch is impacting on the corporate agenda, reducing costs (58%) is seen to be significantly more important than increasing revenues (43%).
Ian Clarkson, chief executive at Celerant, said: "A slowdown always put the question of 'how do we respond?' on the table - and frequently the answer becomes 'we need to change'. Yet, as leaders themselves admit that the majority of initiatives do not work, what should they do to ensure they successfully manage the process of change? "Our survey shows that companies fail in the execution of change initiatives because they are unable to win the hearts and minds of employees at all levels of their organisation. This happens when people do not trust their managers or understand what values the management team stands for. Too often a change programme is seen as an excuse to make people redundant. In order to successfully deliver change, leaders need to inspire people with a sense of urgency, have a clearly communicated vision and plan and continually motivate staff. As change management becomes part of day-to-day management, only those leaders who can successfully execute it will survive and flourish."
Ralph Hargrow, global chief people officer at Molson Coors Brewing Company, said: "Change for the most part is personal. You have to speak to people personally, to have them understand and embrace the promise of change. That requires a lot of work. Broadly speaking, the easier it is for individuals to understand and embrace the personal benefit of a change for themselves, the easier it is to win their hearts and minds. The more difficult it is to paint a vision, the more difficult it is to effect and embrace such change."
Consulting Times July 2008
