Prosci Change Management

• Prosci change management is a framework for organizational change that focuses on one individual at a time. It was developed by Jeff Hiatt, founder of the company Prosci which partners with organizations to deliver change management certification.
• One foundational component of Prosci’s methodology is the ADKAR model, a framework Hiatt himself developed after studying change across more than 700 organizations.
• The other component is the Prosci 3-Phase Process which helps institute change at the broader, organizational level.

According to Prosci founder Jeff Hiatt, the secret to successful change “lies beyond the visible and busy activities that surround change. Successful change, at its core, is rooted in something much simpler: how to facilitate change with one person.”

Aspect	Explanation
Prosci Change Management	Prosci Change Management is a structured approach and methodology for managing the people side of change in organizations. It focuses on understanding and addressing the human elements of change to ensure successful adoption and implementation of new initiatives.
Origin	Prosci, Inc., a research and advisory firm, developed the Prosci Change Management methodology. Founded in 1994 by Jeff Hiatt, Prosci has conducted extensive research on change management best practices and has trained thousands of change practitioners worldwide.
ADKAR Model	A central component of Prosci Change Management is the ADKAR Model, which stands for Awareness, Desire, Knowledge, Ability, and Reinforcement. It provides a structured framework for understanding and managing individual change at the employee level.
Structured Approach	Prosci Change Management provides a structured approach that includes tools, processes, and assessments to effectively plan, manage, and measure change efforts. It helps organizations navigate transitions while minimizing resistance and maximizing adoption.
Key Concepts	Key concepts within Prosci Change Management include stakeholder analysis, change impact assessment, communication planning, and creating a sponsorship coalition. These elements help organizations identify and address potential obstacles to change.
Benefits	The benefits of applying Prosci Change Management include increased employee engagement, reduced resistance to change, faster adoption of new processes or technologies, and higher project success rates. Organizations can achieve ROI and desired outcomes more effectively.
Research-Based	Prosci’s methodology is research-based, drawing from data collected over several decades. This empirical foundation ensures that the approach is grounded in real-world experiences and reflects best practices in change management.
Training and Certification	Prosci offers training and certification programs for change management professionals, enabling them to become proficient in using the Prosci methodology. These programs cover various aspects of change management, including strategy development and execution.
Customizable	The Prosci approach is adaptable to different industries, types of changes, and organizational sizes. It can be scaled to fit the specific needs of a project or initiative, making it a versatile tool for managing change in various contexts.
Integration with Project Management	Prosci Change Management can be integrated with project management methodologies to create a holistic approach to project success. Combining project management with change management ensures that both the technical and people aspects of change are addressed.
Global Reach	Prosci’s research and methodologies have a global reach, with practitioners and organizations from around the world utilizing their tools and expertise. This global perspective allows for cross-cultural insights and effective change management in diverse environments.
Continuous Improvement	Prosci emphasizes the importance of continuous improvement in change management practices. It encourages organizations to learn from each change initiative and refine their approach over time, ultimately building change competency within the organization.

Understanding Prosci change management

Prosci change management is a framework for organizational change that focuses on one individual at a time.

Prosci is a company that partners with organizations to deliver change management certification.

Under its Change Management Certification Program, individuals are equipped with the skills, tools, and knowledge to drive successful change initiatives.

At the conclusion of the interactive three-day course, each participant becomes a certified change practitioner.

Some of the most common course attendees include change leaders, project managers, IT professionals, continuous improvement specialists, HR business partners, and project team members.

In truth, however, any employee tasked with driving change in their company will benefit from the program.

The Prosci change management framework has now trained and certified over 100,000 practitioners around the world with 80% of Fortune 100 companies represented.

Notable clients include Adobe, Kraft, Columbia, Unilever, RBC, and Mercedes-Benz Financial Services.

Prosci’s framework for individual change

Prosci’s framework for individual change comprises two foundational models.

The ADKAR model

The ADKAR model was developed by Hiatt after analyzing change across more than 700 organizations.

It focuses on change at the individual level by helping employees move past any obstacles along the way.

ADKAR is an acronym for five outcomes the individual needs to achieve for a change initiative to be successful:

Awareness

Employees need to first understand why change is required.

Desire

To move from change awareness to change adoption, the employee must desire for it to happen.

This can be facilitated by identifying benefits relevant to the individual or the root causes of resistance.

Knowledge

The third outcome concerns training and education.

Each member of the team needs to understand how their role within the organization will be impacted by the change initiative.

Where necessary, training should also be provided for new skills.

Ability

While knowing how to perform a task is one thing, having the confidence to do it is another matter entirely.

Change leaders must bridge the gap between knowledge and ability with hands-on performance monitoring and feedback.

Reinforcement

To ensure new roles and habits are embraced over the long term, motivational techniques can be used to celebrate successes and small wins.

Such achievements should be celebrated publicly, while employees who slip back into old habits should be dealt with in private.

The Prosci 3-Phase Process

The Prosci 3-Phase Process complements the ADKAR model in that it offers a framework for instituting change at the organizational level.

It is structured yet flexible and guides change initiators through various steps and activities.

The basic structure of the model is as follows:

Phase 1 (Prepare Approach)

To start, it is important to develop a customized change management strategy and secure the necessary commitment.

Definitions of success and the change impact should also be established.

Phase 2 (Manage Change)

The second phase calls on the organization to create, implement, and adopt a change plan as necessary.

Performance should be monitored as individuals progress through the various ADKAR transitions.

Phase 3 (Sustain Outcomes)

In the last phase, the value of the change is communicated to individuals whose commitment is vital to ensuring the change initiative is sustained. Performance is reviewed to confirm desired results and document any lessons learned.

Change management successes are also celebrated.

Principles of Prosci Change Management:

1. People-Centric Approach: It centers on understanding and addressing the needs, concerns, and behaviors of individuals affected by change.
2. Structured Methodology: Prosci provides a structured, research-based methodology for planning, managing, and reinforcing change.
3. Leadership Engagement: It emphasizes the critical role of leadership in sponsoring and championing change efforts.
4. Customization: Prosci encourages customization of change management strategies to fit the unique needs and culture of each organization.

The Prosci Change Management Process:

The Prosci Change Management process typically consists of the following stages:

1. Prepare for Change: Assess the need for change, establish sponsorship and governance, and create a change management plan.
2. Manage Change: Develop communication and training plans, engage stakeholders, and address resistance through targeted interventions.
3. Reinforce Change: Sustain the change by measuring progress, collecting feedback, and making necessary adjustments.
4. ADKAR Model: Apply the ADKAR model to understand and address individual change readiness and adoption.

Advantages of Prosci Change Management:

1. Structured Approach: It provides a systematic and structured approach to managing change, enhancing project success rates.
2. Individual Focus: Prosci emphasizes the importance of addressing the needs and concerns of individuals affected by change.
3. Leadership Alignment: The framework promotes leadership alignment and engagement, which is crucial for change success.
4. Measurable Outcomes: Prosci offers tools and techniques for measuring and evaluating the effectiveness of change initiatives.

Challenges of Prosci Change Management:

1. Resource Intensive: Implementing Prosci Change Management may require dedicated resources, including trained change management professionals.
2. Resistance Management: While it addresses resistance, managing resistance effectively can still be challenging in practice.
3. Customization Complexity: Adapting the framework to fit an organization’s unique culture and needs can be complex.
4. Integration with Project Management: Integrating change management with project management requires careful coordination.

When to Use Prosci Change Management:

1. Major Change Initiatives: It is most valuable for significant organizational changes, such as mergers, technology implementations, or process redesign.
2. Projects with High Impact: When projects or initiatives have a high impact on employees and their daily routines.
3. Strategic Initiatives: For changes that align with an organization’s strategic objectives and long-term goals.
4. Cultural Shifts: When the change involves a shift in organizational culture, values, or behaviors.

What to Expect from Using Prosci Change Management:

1. Improved Change Adoption: Expect higher levels of change adoption and acceptance among employees.
2. Enhanced Leadership Engagement: Leadership is likely to become more engaged and effective in supporting change efforts.
3. Structured Approach: The organization will benefit from a structured approach to change management, improving project outcomes.
4. Measurable Results: Prosci provides tools to measure and evaluate the impact and success of change initiatives.

Long-Term Impact of Prosci Change Management:

1. Change Capability: Organizations that consistently apply Prosci principles can build change management capabilities over time.
2. Improved Resilience: Prosci equips organizations to handle change more effectively, making them more resilient and adaptable.
3. Cultural Change: Long-term use of Prosci can contribute to cultural shifts toward a more change-ready and change-capable organization.
4. Sustained Success: Organizations that prioritize change management tend to achieve sustained success in their initiatives.

Case Studies

Implementing New Technology

Suppose a large corporation is planning to implement a new enterprise resource planning (ERP) system across its global offices. This change will impact every employee and their daily work processes. Prosci’s framework can be applied as follows:

Phase 1 (Prepare Approach):

• Develop a change management strategy that outlines the communication plan, training modules, and support systems required.
• Secure commitment from top leadership and key stakeholders to endorse the change initiative.
• Define success criteria, such as a smooth transition, minimal disruptions, and increased efficiency.

Phase 2 (Manage Change):

• Create a comprehensive change plan that includes communication materials, training schedules, and support resources.
• Implement the ERP system gradually across departments, providing employees with the necessary training and resources.
• Monitor employees’ progress through the ADKAR transitions: awareness (understanding the need for the new system), desire (motivation to use it), knowledge (training on the system), ability (confidence in using it), and reinforcement (ongoing support and recognition of achievements).

Phase 3 (Sustain Outcomes):

• Continuously communicate the benefits of the new ERP system to employees, emphasizing how it improves their work and efficiency.
• Review performance and gather feedback to identify areas for improvement in system usage and support.
• Celebrate milestones and successes, recognizing teams and individuals who have successfully adapted to the new technology.

Merging Two Companies

In the scenario of two companies merging to form a single entity, Prosci’s framework can help manage the complex organizational change:

Phase 1 (Prepare Approach):

• Develop a merger integration strategy that outlines the timeline, integration teams, and cultural alignment efforts.
• Secure commitment from both organizations’ leadership to support the merger and communicate a shared vision.
• Define success criteria, such as a seamless transition, minimal talent attrition, and cultural integration.

Phase 2 (Manage Change):

• Create a detailed integration plan that covers communication strategies, employee training, and alignment of business processes.
• Implement the integration process while providing support and resources to employees who may face changes in their roles or teams.
• Monitor employees’ progress through ADKAR transitions: awareness (understanding the merger’s rationale), desire (commitment to the merged entity), knowledge (training on new processes), ability (adapting to new roles), and reinforcement (continuous cultural alignment efforts).

Phase 3 (Sustain Outcomes):

• Continuously communicate the shared values and goals of the merged organization to foster a unified culture.
• Review performance and gather feedback to address any challenges or resistance to the merger.
• Celebrate achievements, recognizing teams and individuals who have played a pivotal role in the successful integration.

Cultural Transformation

Suppose an established financial institution is undergoing a cultural transformation to become more customer-centric. This change involves shifting employees’ mindsets and behaviors. Prosci’s framework can be applied as follows:

Phase 1 (Prepare Approach):

• Develop a cultural transformation strategy that outlines leadership’s commitment, communication methods, and training programs.
• Secure buy-in from top leadership and emphasize their role as cultural champions.
• Define success criteria, such as improved customer satisfaction scores, increased employee engagement, and alignment with the new culture.

Phase 2 (Manage Change):

• Create a comprehensive transformation plan that includes communication materials, workshops on customer-centric behaviors, and role-modeling by leaders.
• Implement cultural workshops and training sessions for employees to understand and practice customer-centric behaviors.
• Monitor employees’ progress through ADKAR transitions: awareness (understanding the importance of customer-centricity), desire (commitment to adopting new behaviors), knowledge (training on customer-centric practices), ability (ability to apply these practices), and reinforcement (continuous reinforcement of desired behaviors).

Phase 3 (Sustain Outcomes):

• Continuously communicate the importance of customer-centric behaviors and share success stories.
• Review performance and gather feedback to identify areas where employees may need additional support or resources.
• Celebrate milestones and recognize employees who have embraced and consistently demonstrated customer-centric behaviors.

Key Highlights

• Prosci Change Management: Prosci change management is a framework that centers on facilitating successful organizational change one individual at a time. Founded by Jeff Hiatt, Prosci partners with organizations to provide change management certification.
• ADKAR Model: The ADKAR model is a management tool within Prosci’s framework, designed to guide individuals and organizations through organizational change. It focuses on five key outcomes that individuals must achieve for successful change:
  • Awareness: Understand the need for change.
  • Desire: Develop the motivation and willingness to change.
  • Knowledge: Acquire the necessary information and skills for change.
  • Ability: Build confidence and capability to implement the change.
  • Reinforcement: Sustain the change through positive reinforcement.
• Prosci 3-Phase Process: This process complements the ADKAR model and provides a structured yet flexible approach for managing organizational change:
  • Phase 1 (Prepare Approach): Develop a customized change management strategy, secure commitment, and define success criteria.
  • Phase 2 (Manage Change): Create and implement a change plan, monitor progress using ADKAR transitions, and manage performance.
  • Phase 3 (Sustain Outcomes): Communicate the value of change, review performance, ensure sustainability, and celebrate successes.
• Change Management Certification: Prosci offers a Change Management Certification Program that equips individuals with skills, tools, and knowledge to drive successful change initiatives. Participants become certified change practitioners after completing the program.
• Impact: Prosci’s change management framework has been adopted by numerous organizations, including Fortune 100 companies, to improve change management processes and drive successful outcomes.
• Key Takeaways:
  • Prosci focuses on individual change to achieve successful organizational change.
  • The ADKAR model outlines five outcomes individuals need to achieve for change adoption.
  • The Prosci 3-Phase Process complements the ADKAR model and guides organizational change management.
  • Change management certification is offered through Prosci’s program.

Related Frameworks	Description	When to Apply
Kotter’s 8-Step Change Model	– Provides a structured approach to managing organizational change, comprising eight sequential steps, including creating urgency, forming a guiding coalition, and anchoring changes in the organizational culture. Kotter’s 8-Step Change Model emphasizes leadership, communication, and stakeholder engagement.	– When initiating and managing organizational change initiatives. – Applying a systematic process to mobilize support, overcome resistance, and sustain change efforts over time.
Lewin’s Change Management Model	– Proposes a three-stage process for managing change: unfreezing, changing, and refreezing. Lewin’s Change Management Model emphasizes the importance of preparing individuals and organizations for change, implementing changes effectively, and reinforcing new behaviors and practices.	– When planning and implementing organizational change initiatives. – Creating a supportive environment for change, facilitating transition, and consolidating new behaviors and norms.
ADKAR Model	– Focuses on individual change management by identifying five key elements necessary for successful change adoption: awareness, desire, knowledge, ability, and reinforcement. The ADKAR Model helps organizations understand and address individuals’ barriers to change.	– When managing individual transitions during organizational change. – Assessing individuals’ readiness for change and targeting interventions to address specific gaps in awareness, motivation, skills, and reinforcement.
Agile Change Management	– Adapts agile principles and practices to the field of change management, emphasizing flexibility, collaboration, and iterative approaches. Agile Change Management enables organizations to respond quickly to evolving needs and circumstances.	– When implementing changes in dynamic or uncertain environments. – Applying agile methodologies to engage stakeholders, test interventions, and adapt strategies based on feedback and learning.
Emotional Intelligence (EI)	– Refers to the ability to recognize, understand, and manage one’s own emotions and those of others. Emotional Intelligence enables individuals to navigate change, build resilience, and foster positive relationships.	– When leading or experiencing organizational change. – Leveraging emotional intelligence skills to manage stress, communicate effectively, and support others through transitions.
Appreciative Inquiry (AI)	– Focuses on identifying and amplifying strengths, successes, and positive aspects within organizations to inspire and facilitate change. Appreciative Inquiry emphasizes inquiry, collaboration, and co-creation.	– When seeking to catalyze organizational change through positive dialogues and shared visions. – Shifting the focus from problems and deficits to opportunities and possibilities to foster innovation and transformation.
Systems Thinking	– Views organizations as interconnected systems of interdependent parts, where changes in one part can impact the whole system. Systems Thinking encourages holistic and long-term perspectives on change.	– When analyzing complex problems or planning change initiatives. – Considering the broader context and systemic interactions to anticipate unintended consequences and design sustainable solutions.
Cultural Intelligence (CQ)	– Refers to the capability to function effectively in culturally diverse settings, understanding and adapting to different cultural norms, values, and behaviors. Cultural Intelligence facilitates successful change implementation in diverse organizational contexts.	– When leading or participating in change initiatives across culturally diverse teams or organizations. – Developing cultural intelligence to bridge cultural differences, build trust, and foster collaboration and innovation.
Resilience	– Describes the ability to bounce back from adversity, cope with stress and setbacks, and adapt to change. Resilience enables individuals and organizations to navigate challenges and thrive in dynamic environments.	– When facing uncertainty, disruption, or adversity associated with change. – Cultivating resilience through self-care, social support, and adaptive coping strategies to manage stress and maintain well-being during transitions.
Stakeholder Management	– Involves identifying, analyzing, and engaging with individuals or groups who are impacted by or can influence a change initiative. Effective Stakeholder Management builds support and mitigates resistance to change.	– When planning and executing change initiatives. – Identifying key stakeholders, assessing their interests and concerns, and developing strategies to communicate with and involve them throughout the change process.

Connected Management Frameworks

Change Management

Change Management

Kotter’s 8-Step Change Model

McKinsey’s Seven Degrees

McKinsey 7-S Model

Lewin’s Change Management

ADKAR Model

Force-Field Analysis

Business Innovation Matrix

Posci Change Management

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