Lecture Project management in practice - Chapter 12: Project stakeholder management
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CHAPTER 12
Project Stakeholder
Management
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Identifying Project
Stakeholders
Stakeholder
engagement
cycle
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Identifying Project Stakeholders
(cont.)
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Identifying Project
Stakeholders (cont.)
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Stakeholder Matrix
apture identified stakeholders
nalyse stakeholders
Groups/patterns
Currencies
Change tolerance
Perceptions
rack stakeholder engagement
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Commonly Traded Organisational
Currencies
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The Stakeholder
Power/Interest Grid
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Stakeholder Continuum
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Stakeholder Engagement
Current Engagement = C
Desired Engagement = D
Key
Unaware: Unaware of the project and any potential impacts
Resistant: Aware of the project and its potential impacts and is resistant to change
Neutral: Aware of the project yet neither supportive nor resistant
Supportive: Aware of the project and potential impacts and supportive of the change
Leading: Aware of the project and potential impacts and actively engaged in the
success of the project
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Contribution/Commitment
Grid
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Managing Stakeholders
• Trust
• Motivation
• Embeddedness of stakeholder thinking
• The importance of accurate
representation
• Tone from the top
• Organisational behaviour
• Non-productive engagement behaviour
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A Note on Managing
Customer Relations
• Customer satisfaction is the bottom line.
• Bad news travels faster and farther than good
news.
• The met-expectations model of customer
satisfaction
0.90
=
Dissatisfied
Perceived performance
Expected performance
= 1.10
Very satisfied
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A Note on Managing
Customer Relations (cont.)
• Speak with one voice. Nothing erodes
confidence in a project more than for a
customer to receive conflicting messages from
different project members.
• Speak the language of the customer. Too
often project members respond to customer
inquiries with technical jargon that exceeds the
customer’s vocabulary.
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Summary
• Stakeholder management is critical to
the successful delivery of a project.
• It is a key activity of the project manager
throughout the life cycle of the project.
• A comprehensive stakeholder analysis
must be completed as it informs project
communication management planning.
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Key Terms
contribution/commitment grid
currencies
inspiration-related currency
law of reciprocity
met expectations
personal-related currency
position-related currency
power/interest grid
primary stakeholder
relationship-related currency
secondary stakeholder
stakeholder
stakeholder matrix
task-related currency
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