The document discusses 5 types of stakeholders that are important to consider when developing a digital workplace strategy: 1) Individual employees, 2) Business/operational workforces, 3) Management, 4) Enterprise communities/shared services, and 5) External customers. It states that input from all 5 stakeholder perspectives is needed to define relevant strategies and action plans. It recommends involving representatives from each stakeholder group in core teams and steering committees to help ensure strategies meet varied needs and are more likely to succeed. The document provides examples of how to solicit input from each stakeholder type through research, interviews, personas, and direct involvement in planning groups.

1. A digital workplace has 5 types of stakeholders, each with a unique perspective
complementary to the others:
1. People as individuals (throughout the workforce)
2. Business, operational and customer-facing workforces
3. Management
4. Enterprise/group communities and shared services
5. External customers (or users or citizens) served by the organization.
Your need input from all 5 stakeholder perspectives in order to define relevant
strategies and meaningful action plans for your digital workplace.
Positive, sustainable results are more likely to result from digital workplace
initiatives where all 5 perspectives are involved or represented in the core
team(s) and steering groups(s).
Digital Workplace Stakeholders
The key to getting your strategy and action plans right

2. Business & Core Activity
Perspective
• Provide products and services to external
customers / users / citizens.
• Stay relevant in new competitive
environments.
• Be connected to customers / users and to
the rest of the organization.
• ….
Customer & Public
Perspective
• Benefit from quality products and services.
• Understand the purpose and strategy of the enterprise
and how it affects me, the customer / user / citizen.
• Be listened to. Be part of a conversation
• …..
Individual & Personal
Perspective
• Be free to express myself and
take initiatives.
• Be motivated. Be recognized.
• Learn. Teach. Share.
• ….
Management
Perspective
• Ensure the organization fulfills its mission and
higher-level purpose.
• Carry final responsibility for the organization from
financial and legal viewpoints.
• Demonstrate leadership internally and externally.
• ….
Five types of Stakeholders, each with different goals
Enterprise & Group
Perspective
• Reinforce and strengthen the values and higher purpose
of the organization.
• Increase organizational intelligence.
• Facilitate cross-organizational collaboration and
innovation.
• ….

3. Soliciting communities in
your enterprise social
network lets you connect
with people you do not
know. It taps the
potential of the “long tail”.
Business & Core Activity
Perspective
Primary research directly with
customer-facing people gives you a
sense of how the digital workplace
can improve their experience which
directly impacts the customer
experience.
Customer & Public
Perspective
Industry benchmarks, interviews with
customers, partners and suppliers gives you
input from the external world.
You need input from all 5 Stakeholder perspectives.
Why?
Management
Perspective
Strategic principles derived from
the organization’s mission and
high-level purpose serve as
reference points for priorities and
decision-making.
Individual & Personal
Perspective
Primary research directly with
people in different parts of the
organization lets you understand
work life from the individual
perspective.
Setting priorities and
mobilizing people
around your digital
workplace initiatives.
Primary research with
people in coordinating
roles (shared services,
communication, HR,
IT, …) brings a broad
view to the table.
Enterprise & Group
Perspective

4. • Interview community leaders/
managers.
• Start conversations on the
enterprise social network,
asking people to share their
needs and ideas.
• Test working hypotheses on
the social network.
Business & Core Activity
Perspective
• Create persona based on interviews and
spending time with customer-facing
people on the job with customers (call
center, in the front office, in the retail
store)
• Include several in the Core Team and/or
Steering Group
Customer & Public Perspective
• Interview the Business Intelligence or Marketing Research
teams in your organization. Include in the Core Team and/or
Steering Group.
• If relevant to your industry, visit retail shops, banks front
offices, etc. as a Mystery Shopper.
• Collect as much information as possible from public
sources.
• Meet some customers.
Practices and techniques that bring clarity and different
perspectives into your decision-making and action plans.
Management Perspective
• Interview senior managers at the
beginning of the process.
• Get them to share their views on priorities
from a business and enterprise viewpoint.
• Share summary of the primary research
results with real examples.
• Do Executive Action Plan expressed in
business language.
Individual & Personal
Perspective
• Create persona (typical users) based on
interviews and visits.
• Observe how people work by visiting
them on the job site
• Include several persona directly in your
Core Team and/or Steering Group
CORE TEAM / STEERING
GROUP
Cross-organizational, cross-
functional, cross-hierarchy
• Interview people in
coordinating roles (shared
services, communication,
HR, IT, …).
• Build personas if relevant
(e.g. multiple HR managers
across the group).
• Include several in the Core
Team and/or Steering
Group
Enterprise & Group Perspective

5. Get in touch if you have questions or comments about Digital
Workplace Stakeholders or anything else concerning the Digital
Workplace.
More about NetStrategy/JMC and Jane McConnell
Digital Workplace Stakeholders
The key to getting your strategy and action plans right

6. Strategic Advisor 16 years > 60 large,
global organizations, management briefer
and workshop leader netjmc.com
Researcher through global surveys and
annual reports since 2006 digital-workplace-trends.com
Facilitator of IntraNetwork, workgroup of
intranet and digital workplace practitioners
in Paris intranetwork.fr
American-French living in the deep
Provence for 25 years

7. www.digital-workplace-trends.com
314 organizations around the world
Data collected end of 2013
8th annual survey and report
Published February 2014
The Digital Workplace
in the Connected
Organization
Jane McConnell
@netjmc
www.netjmc.com

8. Publications and a wide range of global client
organizations…
• Air Liquide, Paris
• Amadeus, Madrid
• ArcelorMittal, Luxembourg
• Areva, Paris
• Arup, UK
• Alcatel-Lucent, Paris
• Alstom Group, Paris, Switzerland
• Ericsson, Stockholm
• IKEA, Sweden
• Nokia, Helsinki
• Novartis, Switzerland
• UNHCR – United Nations High Commissioner for Refugees,
Geneva
• United Nations Peacekeeping Operations, New York
• United Nations Secretariat, New York
• ….