Week 8: When engaging a client, what is the best way to determine their needs?
Based on the readings of this week, the best way to determine what the needs are to conduct an assessment requested by a client, is to start understanding what the client really needs/wants.
Following Schein’s notion of helping[1] the main focus should be working on creating a climate where the client feels safe to share what he/she/they really want. Improving the communication flow while maintaining a humbled approach is key. Being a service provider or a doctor to its patient, the important thing is to understand where your client is, where she/he wants to be and how much he/she is ready to engage.
As Mc Kinsey[2] describes on his 7sModelAssessment there are two main points to carry out a successful assessment:
Understand the real desire to change and
Understand the organization’s capacity to evolve progressively on three aspects: (i) direction & approach (values & strategy), (ii) step & alignment (structure & systems) and (iii) capabilities, people & behavior (skills, staff, style)
Once understanding what the client wants, where do they stand and their real approach to the change, the consultant will be able to assess the tools available considering the consultant’s bias and the cultural impact of the tools to be used.
Other key aspects for the consultant to consider when carrying out the assessment are:
the use of the language and understanding of the needs;
time-frame and efficiency: be meaningful to the client;
contribute to build a culture of reflection and analysis;
avoid confronting the current culture through the assessment tool (the assessment has to be seen in the context of the whole KM framework);
Before engaging on any tool, the consultant must understand the level of maturity the client has in confront to the KM framework, or as Uday Kulkarni and Robert St Louis[3] state, the maturity level refers “to the extent to which an organization consistently manages its knowledge assets and leverages them effectively”. It is certainly important to understand the level of engagement and the organization real willingness to make a positive difference, otherwise the level of effort can be higher that expected and rejected intermediately.
The analysis of the level of maturity should focus mainly on the organization’s approach to lessons learned, expertise, data and how the knowledge is structured and shared.
Once understanding the level of engagement and KM maturity of the client, the mapping of knowledge will drive to the most adequate tool to gather the information the client wants to receive. The mapping technique will allow the identification of the knowledge available and what needs to be there, considering the needs and requirements of the client. Surveys and interviews can be key to gather this information ahead of any relevant analysis.
The question however remains towards the level of engagement of the consultant with the client. It is essential to remain humbled when considering the client needs, understanding that without the proper maturity, all efforts in place can just be disregarded by the client.
Looking back to previous failures I realize now that the main reason that has driven to failure was the fact that I saw the needs and how to improve the knowledge framework without considering their level of maturity and/or understanding what the client’s really wanted to do. Had I simplified the approach on my side with a more humbled attitude, I would have probably done little to my eyes but more successful engaging them to actually use and benefit from the tools developed. It is certainly a tough point but as external, the main effort should be on providing the assistant the client really wants and not what you think you could give. Lesson learned for future consultancies.
[1] Helping, Edgar Schein, BertelsmannStiftung at Youtube: https://www.youtube.com/watch?v=_VPl3sdNmGU & https://www.youtube.com/watch?v=1bknGdA_xdw
[2] 7S Model: A strategic assessment and alignment model. Mc Kinsey. https://whittblog.wordpress.com/2011/04/24/mckinsey-7s-model-a-strategic-assessment-and-alignment-model The Organizational Strategist. April 24, 2011
[3] Kulkarni & St. Louis, Organizational Self Assessment. Ninth Americas Conference on Information Systems. 2003 http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.86.8010&rep=rep1&type=pdf