COMMUNICATION AND

CHANGE MANAGEMENT

By Sam Alex (85)

Sambit Priyadarshi (86)
Sanchita Banerjee (87)
Sandhya. S (88)
Saranga Sharma (89)
Satheesh Kumar A.P (90)
 CONTENTS
 What is communication
 Various communication skills
 Effective communication
 What is Change management
 Models of change management
 Why change management
 Resistance to change management
 Communication in change management- Parivartan the
State Bank of India
 Bibliography
 WHAT IS COMMUNICATION ?
 Communication is commonly defined as "the imparting or
interchange of thoughts, opinions, or information by speech,
listening, writing and sign through physical or electronic
means".
 It can also be perceived as a two-way process in which there
is an exchange and progression of thoughts ideas and
opinions towards a mutually accepted goal or direction.
 VARIOUS COMMUNICATION
SKILLS
 Listening skills
 Responding to conflict
 Customer service
 Assertiveness skills
 Negotiation
 Report writing- business and technical writing
 WHY COMMUNICATION SKILLS ?

 Listening skills- engaging in an unbiased, open mind and active

listening.
 Conflict response- skills and techniques for assessing, understanding
and coping with conflicts through effective strategies.
 Customer service- vital for company’s customer’s value proposition,
sales strategy, revenue generation and customer retention .
 WHY COMMUNICATION SKILLS ?
 Assertiveness skill- ability to be determined in his/her
approach and beliefs without violating the rights and
sensitivities of others.
 Negotiation-dialogue to resolve disputes through consensus
and bargain for individual as well as organisational benefits.
 Business & Technical writing- includes business/investment
proposals, annual report, performance appraisals etc.
Technical writing includes project, assignments etc.
 WHAT IS EFFECTIVE
COMMUNCIATION ?
‘Effective communication is as stimulating as black
strong coffee and just as hard to sleep after. ‘
- ANN.M. LINDBERG
 6C-1O

 Clarity
 Completeness
 Conciseness
 Correctness
 Courtesy
 Consideration
 Objectivity
WHAT IS CHANGE MANAGEMENT
 A structured approach to transitioning, individual, teams and
organisations from a current state to a desired future state.
 Includes both organisational change management processes
and individual change management models, ultimately used
to manage the people.
 “Change Management” is a paradox. Management means
control and Change is about creativity.
 So practically we do not Manage change but we manage for
Change.
 MODELS OF
CHANGE MANAGEMENT
 The CHANGE model- structured approach for individual
and organisational transitions.
 Create tension- Articulate why change needs to
happen and why it needs to
happen within the planned timeframe.

Harness support- Get on board the key

decision-makers, resource holders and those
impacted by the change.

Articulate goals- Define in specific and

measurable terms the desired organizational
outcomes.
 Nominate roles- Assign responsibility to specific
individuals for the various tasks and outcomes.

Grow capability- Build organizational systems and

people competencies necessary for affecting the
change.

Entrench changes- Institutionalize the change to

make it “the way we do things around here”.
 MODELS OF CHANGE
 John P Kotter's ‘8 Steps to Successful Change’ as
mentioned in books 'Leading Change' (1995) 'The Heart Of
Change' (2002) describe a helpful model for understanding
and managing change. John. P. Kotter is the pioneer of
change management.
 THE 8 STEPS MODEL TO
SUCCESSFUL CHANGE
 Establish a sense of Urgency
 Form a powerful Guiding Coalition
 Create a common Vision
 Communicate the Vision
 Empower others to act on the Vision
 Plan for and Create short-term wins
 Leverage on changes made to propel the motion.
 Institutionalize new approaches
 WHY CHANGE MANAGEMENT
 To improve performance, reduce waste and inefficiency.
 To improve management and satisfaction of the employees .
 To improve the productivity of an organisation .
 To enhance the competitiveness in the changing market
environment
 .
 CASE STUDY-‘PARIVARTAN’
IN STATE BANK OF INDIA

.
Falling market share, tough competition, dipping
growth, poor customer retention and low brand image
were the grave problems faced by SBI.

PARIVARTAN meaning transformation/change is a

massive internal communication initiative launched in
2006 under the leadership of the Chairman O.P. Bhatt.

Changes in SBI under Parivartan- employees

participation, new work culture, customer centric
approach and incentive mechanism.
 FOOD FOR THOUGHT……

“The greatest danger in times of turbulence is not

the turbulence; it is to act with yesterday's
logic.”
PETER DRUCKER.
 BIBLIOGRAPHY
 ‘Leading Change’ and ‘The Heart of Change’ by John Paul
Kotter.
 www.johnkotter.com
 www.icmr.org- Case study on SBI’s PARIVARTAN.
 ‘Communication and Managers’ by Professor J.Chacko.
 Encyclopedia – www.encyclopedia.com .