The Digital Behavior Change Journey – How does digital organizational transformation work?
Making change successful – that’s the priority for most organizations. However, a change is only successful if the people within an organization live the change. Thus, the actual challenge is: to support each individual within an organization in their personal change. Our research reveals ways to precisely master this challenge digitally.
How can I individually support my most valuable asset, my employees, across all hierarchies?
In the sense of a holistic change, an organization should support, take along and involve all individuals within an organization. Due to limited personal and financial resources, most individuals rarely enjoy personal support during a change. Therefore, often only the top management gets an individual and holistic support. Through the use of digital coaching strategies, the resource problem can be circumvented, so that even individuals at the base (bottom-up) can be individually supported.
Working on an organizational question with the help of medical findings?
In the past, a great deal of knowledge has been developed on the topic of organizational development (interventions) – how can organizations be (further) developed? Necessarily, many different research theories of behavioral change were included, so that the (further) development of individuals within organizations was taken into account. In times of constant change, above all, it requires time and place-independent support. This challenge has been increasingly posed by research streams in medicine for several years: to help people at any time, in any place and individually. Many successful digital interventions have already been developed in medicine.
As part of our practice-oriented research, we bring together the organizational research question with medical findings and, in a first step, we want to find out how organizations can digitally shape a change / transformation. Digital interventions are much more unexplored on organizational level than in medicine. Our first recommendations to communicate a digital intervention for the first time to the broad mass within an organization are:
- Make your employees curious! Arouse curiosity about the intervention. Teaser the intervention – as a cinema movie with a trailer does. Your employees should be amazed by the innovative intervention and have the need to apply it directly. Choose a strategic point in time for marketing so employees can get in touch with the intervention.
- Digital intervention as an innovation driver in the company! You choose a digital measure to transform your organization? That means you keep up with the time and set a mark in your organization. Take advantage of the “digital hype” and create space for new innovations in other areas: intervention for innovation.
- Involve your employees! Involve your employees in the creation process of the digital intervention and allow critical analysis of the intervention. In principle, interventions trigger displeasure. If it is a new innovative intervention, you should give employees as much more the chance to deal with the new intervention. At the same time, you improve your intervention through the critical discussion and analysis.
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Nahum-Shani, I., Smith, S. N., Spring, B. J., Collins, L. A., Witkiewitz, K., Tewari, A., & Murphy, S. A. (2018). Just-in-Time Adaptive Interventions (JITAIs) in Mobile Health: Key Components and Design Principles for Ongoing Health Behavior Support. Annals of Behavioral Medicine, 446- 462.
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