Guide to Organisation Design by Naomi Stanford

Author:Naomi Stanford
Language: eng
Format: epub
Publisher: PublicAffairs

The resulting “face” of commitment is stakeholder trust in the company, loyalty to it and advocacy of it to others. These three stakeholder attributes are also fundamental to organisation design project success. Design projects that can build on methods, techniques and approaches already in use in the organisation enjoy a head start in stakeholder engagement activity.

The following sections consider trust, loyalty and advocacy in the wider organisational context and indicate where organisation design projects benefit in developing these qualities in their specific stakeholder populations.

Trust

Trust is the willingness to be vulnerable to (or rely on) another party when that party cannot be controlled or monitored. Trust involves risk. For example, when customers buy a product they put their trust in the manufacturer that it is safe to use. When they buy a service they trust that they are getting value for money and that the service will conform to their expectations. It takes constant investment to maintain trust at a level at which customers feel that they can believe what the company says and will be treated well. Many companies explicitly recognise this. Vodafone, which like many telecoms companies faces a number of market challenges, recognises that investing in trust maintenance is a stakeholder activity critical to its survival. It has a web page explaining “Why 19 million people put their trust in us”:3

We want our customers to stay with us and to recommend us to friends and family. So as well as providing great products and services at the right price, we know how important it is that we listen to every customer, and resolve any questions or problems as quickly as we can.

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