Change management: definition, models and advantages

What is change management?

Change management is a core component of any successful change initiative and refers to a structured approach to managing changes in organizations. It includes processes, tools, and techniques that help overcome the challenges of transformation, ensuring changes are not only implemented but also sustainably embedded. The focus is on managing the human aspect of change by reducing the impact on those involved and promoting their acceptance to successfully implement new initiatives.

The change management process

Change management is a continuous process divided into several phases. Each phase has specific tasks and goals to ensure the change is successfully planned, implemented, and solidified for the long term.

1. Preparing for the change

Preparation is the first and most crucial step in change management. In this phase, the foundation for the entire change process is laid.

Needs analysis: this step determines why the change is necessary and which specific areas are affected. It helps define clear objectives for the change and ensures alignment with the organization's overarching strategy, creating a clear understanding of the change and setting the basis for the next steps.
Stakeholder analysis: a detailed analysis of the affected groups helps understand their needs, interests, and potential resistance. Key individuals who may either support or block the change are identified. This analysis enables tailored strategies to engage different groups and win them over.
Communication planning: a well-thought-out communication plan is essential to inform all affected parties early and continuously about the upcoming changes. This planning defines when, how, and to whom information will be communicated, aiming to create transparency and reduce uncertainty so that everyone can prepare for the transition.

2. Planning and design

After setting the groundwork, detailed change management planning begins. This phase ensures that the change is approached systematically and structurally.

Creating a change management plan: here, the entire change process is planned in detail. Clear steps are defined, responsibilities assigned, and milestones set. The plan serves as a guide for implementation and helps keep everyone aligned and ensure all participants understand their roles.
Risk management: changes always involve risks. In this step, potential risks are identified and assessed, followed by strategies to minimize or avoid them. This ensures that unforeseen challenges are recognized and addressed early on.

3. Implementing the change

During the implementation phase, planned measures are executed. This is when the actual change becomes visible, and all participants are actively involved.

Conducting training: training is often necessary to prepare employees for new processes, technologies, or structures. The required skills are conveyed, ensuring everyone understands the change and can successfully implement it.
Active communication: continuous communication during implementation is crucial to clarify uncertainties and maintain motivation. Regular updates and feedback sessions strengthen acceptance and address misunderstandings promptly. Flexibility is also required to address unforeseen obstacles.

4. Anchoring the change

After the change is implemented, it is important to anchor it in the organization long-term. This ensures that the new processes, behaviors, or structures remain sustainable.

Monitoring and feedback: monitoring the implementation and gathering feedback are necessary to evaluate the success of the change. Regular check-ins and result analysis help determine whether goals have been met or if adjustments are needed.
Adjustment and reinforcement: based on the feedback collected, strategies may be adjusted. The goal is to make continuous improvements and ensure that changes are accepted and integrated over the long term. This can be supported through fostering a positive organizational culture and providing incentives to reinforce new behaviors.

Change management models

To implement change successfully, various models offer different approaches and perspectives on change management. Each model has its own methodology based on specific principles to structure the change process effectively.

1. ADKAR Model

The ADKAR model was developed by Prosci and focuses on individual change. ADKAR is an acronym representing five key areas necessary for successful personal change:

Awareness: the first phase involves creating awareness of the need for change. People must understand why the change is necessary and its potential impact. Without this awareness, resistance and misunderstandings may arise.
Desire: once awareness is established, it is essential to foster the desire in individuals to support and participate in the change. This requires engaging and motivating employees by addressing their specific needs and concerns.
Knowledge: to implement the change effectively, people need the necessary knowledge about the new processes, tools, or behaviors. Training and education play a central role here.
Ability: beyond knowledge, employees must be able to put the change into practice. This involves learning new skills and receiving support during the transition phase.
Reinforcement: finally, it’s crucial to reinforce the changes to ensure they are sustained over the long term. This can be achieved through reward systems, continuous feedback, and fostering a positive organizational culture.

The ADKAR model is particularly useful for promoting individual behavioral change and ensuring that participants fully accept and implement the change.

2. Kotter’s 8-Step Model

John P. Kotter’s 8-Step Model is one of the most well-known change management models and focuses on structuring change as an organizational process. Kotter suggests eight consecutive steps required for successfully implementing change projects:

Creating urgency: the need for change must be communicated as an urgent matter to build momentum for change. It’s about creating a sense of importance that motivates employees to support the change.
Building a guiding coalition: a strong coalition of leaders and key stakeholders is needed to lead and support the change. This group should guide the organization through the transition and inspire others.
Developing a vision and strategy: a clear vision and a well-thought-out strategy are essential for guiding the change. The vision must be communicated clearly so that everyone understands the direction.
Communicating the vision: the vision and strategy must be effectively communicated to all employees. It’s important that everyone understands the goals and identifies with the vision.
Removing obstacles: along the way, obstacles and resistance may arise. These must be identified and removed early to prevent the process from stalling.
Creating short-term wins: to solidify the change, short-term successes should be achieved and made visible. These wins motivate employees and build trust in the process.
Consolidating gains: after achieving early successes, it’s important to keep pushing the change forward and consolidating it. The focus on long-term goals must not be lost, and the change must be continuously pursued.
Anchoring change in the culture: finally, the change must be anchored in the organizational culture. This means that new processes and behaviors become the new norm, fully integrated into the organization.

Kotter’s model emphasizes leadership and communication and is especially suited for large-scale organizational changes that require broad support and engagement.

3. Lewin’s Change Management Model

Kurt Lewin’s Change Management Model is one of the oldest and most fundamental models, describing the change process as a three-stage sequence:

Unfreezing: in the first phase, the existing equilibrium is disrupted. The goal is to challenge the status quo and pave the way for change. This can be achieved through communication and creating awareness of the need for change.
Changing: in this phase, the actual change takes place. New processes, behaviors, or structures are introduced and implemented. This requires active employee participation, training, and support to ensure successful implementation.
Refreezing: once the changes are implemented, it’s crucial to stabilize the new equilibrium and embed the new processes or behaviors within the organization. This phase ensures that the change is sustainable and that the organization doesn’t revert to old patterns.

Lewin’s model is helpful for breaking down existing structures and habits and replacing them with new ones. Its simplicity makes it a popular approach for many organizations.

Success factors in change management

For change processes to be successful, several key factors must be considered. These factors are essential for effectively managing change and embedding it within the organization over the long term.

1. Clear vision

A clear and understandable vision is the foundation of any successful change management process. This vision serves as a guiding star for all involved, clearly communicating why the change is necessary and what goals are to be achieved. It is important that the vision aligns closely with the organization’s strategic objectives and highlights the specific benefits the change will bring. At the same time, the vision must be clear and tangible, so that all employees understand the direction in which the company is headed.

2. Leadership commitment

The commitment of leadership is a critical success factor. Leaders play the role of drivers and supporters of change by not only actively endorsing the change but also acting as role models. Their behavior and attitude toward the change set the tone for the entire organization—if they take the change seriously, employees are more likely to engage. Additionally, leaders must continuously support change initiatives, remove obstacles, allocate resources, foster innovation, and support their employees during challenging phases of the transition.

3. Communication

Open, transparent, and continuous communication is another success factor, helping to reduce uncertainty and build employee trust. Employees need to be informed early and thoroughly about the change and its impact to create trust, and reduce fear and resistance. Transparency means openly addressing potential challenges and risks. One-time communication is not enough; it must be ongoing to document progress and ensure that all participants are on the same page. At the same time, it’s important to enable open dialogue where employees can ask questions and express concerns. This helps to clarify misunderstandings early on and reduce resistance.

4. Training and support

Training programs and ongoing support make the transition easier for employees and prepare them for the new requirements. These trainings should be tailored to the specific needs of employees, as new skills may need to be taught or existing knowledge expanded, depending on the nature of the change. Effective training enables employees to successfully implement new processes and technologies. In addition to training, it’s also important to provide support in the form of mentoring, coaching, or technical assistance, ensuring that employees receive the help they need to implement the change successfully after the training. A strong support system minimizes the risk of errors and frustration during the change process.

5. Feedback and adaptation

Finally, the ability to respond to feedback and make adjustments is crucial for making change sustainable. A change management process should never be static, but flexible enough to respond to new insights. An open feedback culture allows early identification of issues and targeted responses. Employees should be encouraged to share their experiences and suggestions for improvement, as this fosters a sense of involvement and helps them feel more connected to the change. Based on the feedback, regular adjustments should be made to the change process to ensure continuous improvement.

Benefits of change management

Successful implementation of change management offers several benefits:

Increased acceptance of changes: change management makes it easier for employees to accept and productively implement new processes, technologies, or structures.
Minimization of resistance: early involvement and communication reduce resistance and address concerns.
Higher project success rates: projects that integrate effective change management have a significantly higher success rate.
Risk reduction: risks arising from employees' inability to adapt are minimized.
Improvement of organizational culture: a proactive approach to change promotes an open and flexible organizational culture.

How Atlassian tools support change management

Atlassian offers a comprehensive suite of tools that help organizations effectively plan, manage, and implement change management processes. These tools are designed to enhance collaboration, transparency, and efficiency during times of change. Each tool serves a specific role in the change management process and can be tailored to meet an organization’s unique needs and challenges. Two of the most important tools are:

Jira Service Management

Jira Service Management (JSM) enables teams to efficiently capture, evaluate, approve, and implement change requests. The integrated change management workflow can be customized to meet specific business requirements, making it easy to initiate and manage the change process. JSM also enforces approvals, ensuring that changes are reviewed by individuals or groups before implementation. Additionally, standard changes can be automatically approved through automation rules, reducing manual effort and speeding up the process.

The Change Calendar provides a clear overview of scheduled changes, helping to minimize risks and coordinate the change management process. Teams can schedule, edit, and filter changes directly within the calendar to maintain oversight.

Bitbucket

Bitbucket is Atlassian’s tool for collaborative coding and version control, playing a crucial role in managing technical changes. It supports development teams in seamlessly implementing code changes and rolling out new versions in a controlled manner. Features like pull requests allow changes to be reviewed and discussed before merging into the main branch, ensuring they are well-considered and tested.

When integrated with Jira Service Management, Bitbucket enables deployment tracking. Relevant information such as affected services and risk assessments is directly linked to the change request, giving change managers all the data needed for approvals or additional reviews. Developers can track the progress of their requests directly from their CI/CD tool.

Additionally, Bitbucket supports deployment gating for CI/CD tools like Bitbucket Pipelines, GitHub, and Jenkins. This feature automatically pauses deployments in sensitive environments until the change has been approved in Jira Service Management, enhancing security and control in the change management process.