Stakeholder commitment: Why is it important?
In securing stakeholder commitment, one may need to undergo some form of hand-holding across what we call a “Commitment Curve” (see Figure 2). The Commitment Curve simply tells us that it would be best to instill awareness, build understanding, and create buy-in before commitment can be secured from stakeholders. Interestingly, there are also pitfalls represented in the diagram that need to be avoided as these will cause stakeholders to break away from the goal.
Figure 2. Commitment Curve
Keeping stakeholders committed also has its challenges as each stakeholder can experience difficulties at different stages [of commitment]. Fortunately, there are tips and advice offered by experts in sustaining stakeholder commitment:
- Stephen Covey’s 360° feedback: A key to developing total stakeholder commitment is to institute “stakeholder information systems” that provide regular 360° feedback concerning the perceptions of your primary constituents in all aspects of your organization. These systems can become the core catalyst for catapulting your organization to its next level of high performance and quality by using this data to grow powerful, trusting relationships.
- Focus additional energy on activities that both educate and expand understanding. For example, include education workshops or one-on-one meetings to enhance a sponsor’s level of commitment, engage the sponsor in strengthening ownership by the change agents, or introduce agents to the proposed benefits of the project and the direct effect the activities will have on them.
- You have to treat stakeholders like customers, and if you have to change their minds, you must do so slowly and subtly ensuring that they believe their WIIFMs (What’s In It For Me) are being satisfied by your strategies.
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