A digital workplace has 5 types of stakeholders, each with a unique perspective complementary to the others: 1.  People as individuals (throughout the workforce) 2.  Business, operational and customer-facing workforces 3.  Management 4.  Enterprise/group communities and shared services 5.  External customers (or users or citizens) served by the organization.

Your need input from all 5 stakeholder perspectives in order to define relevant strategies and meaningful action plans for your digital workplace.

Positive, sustainable results are more likely to result from digital workplace initiatives where all 5 perspectives are involved or represented in the core team(s) and steering groups(s).

Digital Workplace Stakeholders The key to getting your strategy and action plans right

Business & Core Activity Perspective •  Provide products and services to external

customers / users / citizens. •  Stay relevant in new competitive

environments. •  Be connected to customers / users and to

the rest of the organization. •  ….

Customer & Public Perspective •  Benefit from quality products and services. •  Understand the purpose and strategy of the enterprise

and how it affects me, the customer / user / citizen. •  Be listened to. Be part of a conversation •  …..

Individual & Personal Perspective •  Be free to express myself and

take initiatives. •  Be motivated. Be recognized. •  Learn. Teach. Share. •  ….

Management Perspective •  Ensure the organization fulfills its mission and

higher-level purpose. •  Carry final responsibility for the organization from

financial and legal viewpoints. •  Demonstrate leadership internally and externally. •  ….

Five types of Stakeholders, each with different goals

Enterprise & Group Perspective •  Reinforce and strengthen the values and higher purpose

of the organization. •  Increase organizational intelligence. •  Facilitate cross-organizational collaboration and

innovation. •  ….

Soliciting communities in your enterprise social network lets you connect with people you do not know. It taps the potential of the “long tail”.

Business & Core Activity Perspective Primary research directly with customer-facing people gives you a sense of how the digital workplace can improve their experience which directly impacts the customer experience.

Customer & Public Perspective Industry benchmarks, interviews with customers, partners and suppliers gives you input from the external world.

You need input from all 5 Stakeholder perspectives. Why?

Management Perspective Strategic principles derived from the organization’s mission and high-level purpose serve as reference points for priorities and decision-making.

Individual & Personal Perspective Primary research directly with people in different parts of the organization lets you understand work life from the individual perspective.

Setting priorities and mobilizing people

around your digital workplace initiatives.

Primary research with people in coordinating roles (shared services, communication, HR, IT, …) brings a broad view to the table.

Enterprise & Group Perspective

•  Interview community leaders/managers.

•  Start conversations on the enterprise social network, asking people to share their needs and ideas.

•  Test working hypotheses on the social network.

Business & Core Activity Perspective •  Create persona based on interviews and

spending time with customer-facing people on the job with customers (call center, in the front office, in the retail store)

•  Include several in the Core Team and/or Steering Group

Customer & Public Perspective •  Interview the Business Intelligence or Marketing Research

teams in your organization. Include in the Core Team and/or Steering Group.

•  If relevant to your industry, visit retail shops, banks front offices, etc. as a Mystery Shopper.

•  Collect as much information as possible from public sources.

•  Meet some customers.

Practices and techniques that bring clarity and different perspectives into your decision-making and action plans.

Management Perspective •  Interview senior managers at the

beginning of the process. •  Get them to share their views on priorities

from a business and enterprise viewpoint. •  Share summary of the primary research

results with real examples. •  Do Executive Action Plan expressed in

business language.

Individual & Personal Perspective •  Create persona (typical users) based on

interviews and visits. •  Observe how people work by visiting

them on the job site •  Include several persona directly in your

Core Team and/or Steering Group

CORE TEAM / STEERING GROUP

Cross-organizational, cross-functional, cross-hierarchy

•  Interview people in coordinating roles (shared services, communication, HR, IT, …).

•  Build personas if relevant (e.g. multiple HR managers across the group).

•  Include several in the Core Team and/or Steering Group

Enterprise & Group Perspective

Get in touch if you have questions or comments about Digital Workplace Stakeholders or anything else concerning the Digital Workplace. More about NetStrategy/JMC and Jane McConnell

Digital Workplace Stakeholders The key to getting your strategy and action plans right

Strategic Advisor 16 years > 60 large, global organizations, management briefer and workshop leader netjmc.com

Researcher through global surveys and annual reports since 2006 digital-workplace-trends.com Facilitator of IntraNetwork, workgroup of intranet and digital workplace practitioners in Paris intranetwork.fr American-French living in the deep Provence for 25 years

www.digital-workplace-trends.com

314 organizations around the world Data collected end of 2013 8th annual survey and report Published February 2014

The Digital Workplace in the Connected

Organization

Jane McConnell

@netjmc www.netjmc.com

Publications and a wide range of global client organizations… •  Air Liquide, Paris •  Amadeus, Madrid •  ArcelorMittal, Luxembourg •  Areva, Paris •  Arup, UK •  Alcatel-Lucent, Paris •  Alstom Group, Paris, Switzerland •  Ericsson, Stockholm •  IKEA, Sweden •  Nokia, Helsinki •  Novartis, Switzerland •  UNHCR – United Nations High Commissioner for Refugees,

Geneva •  United Nations Peacekeeping Operations, New York •  United Nations Secretariat, New York •  ….