CRM kotter''s model 3+4 (prezentare ppt)

label Cursuri autorenew 2025-09-29, 17:00 history_edu constantin bratianu
1.Establishing a greater sense of urgency
Examining seriously the market and competitive realities
Identifying and discussing crises, potential crises or major opportunities

2.Creating the guiding coalition
Putting together a group with enough power to lead the change
Getting the group to work together like a team

3.Developing a vision and a strategy
Creating a vision to help direct the change effort
Developing strategies for achieving that vision

4.Communicating the change vision
Using every vehicle possible to constantly communicate the new vision and strategies
Role modeling needed behavior by the guiding coalition

CREATE A VISION
Vision refers to a picture of the future with some implicit or explicit commentary on why people should strive to create that future.

In a change process, vision serves 3 major goals:
1) It clarifies the target of change and indicates the direction of change
2) It motivates people to take action in the right direction
3) It helps coordinate the actions of different people, even thousands of individuals