Sustaining the Practice - Buch.de the Practice Jack J. Phillips, ... human resources, technology,...

JWSF017-Phillips December 8, 2007 1:4

Communicationand

ImplementationSustaining the Practice

Jack J. Phillips, Ph.D.Wendi Friedman Tush, M.B.A.


About This Book

Why This Book Is Important

Communication and Implementation: Sustaining the Practice, book six inthe M&E series, discusses the importance of reporting results and sus-taining the ROI Methodology within an organization. The worst sit-uation is having program results and other data in hand and doingnothing with them. If the results are not communicated, decisionmakers will have no idea whether the programs have added value orwhether the ROI Methodology is worth supporting.

Managers or others within an organization sometimes resist imple-mentation of the ROI Methodology. To overcome resistance, concernsmust be addressed, myths must be eliminated, and obstacles must beremoved. This book examines the many ways in which these goals canbe achieved.

What This Book Achieves

This book explains why and how to report ROI results and clarifieswhich audiences should be targeted for communication. It also exploresways to successfully implement the ROI process, gain support, andremove resistance.

How This Book Is Organized

This book describes how to report results and sustain the ROI Method-ology. It begins with a brief introduction to the ROI process modeland the Twelve Guiding Principles. Chapter One discusses why com-munication of ROI results is needed, the important principles of such

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ii ABOUT THIS BOOK

communication, and how to plan the communication. How to developthe report and select the media for the report is detailed in this chapteras well. Finally, handling and analyzing the reactions to the commu-nication are examined. Chapter Two explains how to implement theROI Methodology; resistance to implementation must be mitigated,and the transition must be planned.

Chapter Three discusses the fundamental issues involved in gainingsupport for the ROI Methodology. The steps necessary to prepare thestaff and remove obstacles are detailed. This chapter also covers howto select the programs for ROI evaluations, prepare the managementteam, and monitor progress. Chapter Four explores specific actionsand best practices that can be used to ensure success with the ROIMethodology.


The Measurement and Evaluation Series

Editors

Patricia Pulliam Phillips, Ph.D.

Jack J. Phillips, Ph.D.


Introduction to the Measurement andEvaluation Series

The ROI Six Pack provides detailed information on developingROI evaluations, implementing the ROI Methodology, and show-ing the value of a variety of functions and processes. With detailedexamples, tools, templates, shortcuts, and checklists, this series willbe a valuable reference for individuals interested in using the ROIMethodology to show the impact of their projects, programs, andprocesses.

The Need

Although financial ROI has been measured for over one hundredyears to quantify the value of plants, equipment, and companies, theconcept has only recently been applied to evaluate the impact oflearning and development, human resources, technology, quality,marketing, and other support functions. In the learning and devel-opment field alone, the use of ROI has become routine in manyorganizations. In the past decade, hundreds of organizations haveembraced the ROI process to show the impact of many differentprojects and programs.

Along the way, professionals and practitioners need help. Theyneed tools, templates, and tips, along with explanations, exam-ples, and details, to make this process work. Without this help,using the ROI Methodology to show the value of projects and

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vi INTRODUCTION TO THE MEASUREMENT AND EVALUATION SERIES

programs is difficult. In short, practitioners need shortcuts andproven techniques to minimize the resources required to use thisprocess. Practitioners’ needs have created the need for this se-ries. This series will provide the detail necessary to make the ROIMethodology successful within an organization. For easy referenceand use, the books are logically arranged to align with the steps ofthe ROI Methodology.

Audience

The principal audience for these books is individuals who plan touse the ROI Methodology to show the value of their projects andprograms. Such individuals are specialists or managers charged withproving the value of their particular project or program. They needdetailed information, know-how, and confidence.

A second audience is those who have used the ROI Methodol-ogy for some time but want a quick reference with tips and tech-niques to make ROI implementation more successful within theirorganization. This series, which explains the evaluation process indetail, will be a valuable reference set for these individuals, regard-less of other ROI publications owned.

A third audience is consultants and researchers who want toknow how to address specific evaluation issues. Three importantchallenges face individuals as they measure ROI and conduct ROIevaluations: (1) collecting post-program data, (2) isolating the ef-fects of the program, and (3) converting data to monetary values. Abook is devoted to each of these critical issues, allowing researchersand consultants to easily find details on each issue.

A fourth audience is those who are curious about the ROIMethodology and its use. The first book in this series focuses specif-ically on ROI, its use, and how to determine whether it is appro-priate for an organization. When interest is piqued, the remainingbooks provide more detail.


Introduction to the Measurement and Evaluation Series vii

Flow of the Books

The six books are presented in a logical sequence, mirroring theROI process model. Book one, ROI Fundamentals: Why and Whento Measure ROI, presents the basic ROI Methodology and makesthe business case for measuring ROI as it explores the benefits andbarriers to implementation. It also examines the type of organi-zation best suited for the ROI Methodology and the best time toimplement it. Planning for an ROI evaluation is also explored inthis book.

Book two, Data Collection: Planning For and Collecting All Typesof Data, details data collection by examining the different tech-niques, methods, and issues involved in this process, with an em-phasis on collecting post-program data. It examines the differentdata collection methods: questionnaires, interviews, focus groups,observation, action plans, performance contracts, and monitoringrecords.

Book three, Isolation of Results: Defining the Impact of the Program,focuses on the most valuable part of the ROI Methodology andthe essential step for ensuring credibility. Recognizing that factorsother than the program being measured can influence results, thisbook shows a variety of ways in which the effects of a program canbe isolated from other influences. Techniques include comparisonanalysis using a control group, trend line analysis and forecastingmethods, and expert input from a variety of sources.

Book four, Data Conversion: Calculating the Monetary Benefits,covers perhaps the second toughest challenge of ROI evaluation:placing monetary value on program benefits. To calculate the ROI,data must be converted to money, and Data Conversion shows howthis conversion has been accomplished in a variety of organiza-tions. The good news is that standard values are available for manyitems. When they are not, the book shows different techniques forconverting them, ranging from calculating the value from recordsto seeking experts and searching databases. When data cannot be


viii INTRODUCTION TO THE MEASUREMENT AND EVALUATION SERIES

converted to money credibly and with minimum resources, they areconsidered intangible. This book explores the range of intangiblebenefits and the necessary techniques for collecting, analyzing, andrecording them.

Book five, Costs and ROI: Evaluating at the Ultimate Level, focuseson costs and ROI. This book shows that all costs must be capturedin order to create a fully loaded cost profile. All the costs must beincluded in order to be conservative and to give the analysis ad-ditional credibility. Next, the actual ROI calculation is presented,showing the various assumptions and issues that must be addressedwhen calculating the ROI. Three different calculations are pre-sented: the benefit-cost ratio, the ROI percentage, and the paybackperiod. The book concludes with several cautions and concernsabout the use of ROI and its meaning.

Book six, Communication and Implementation: Sustaining the Prac-tice, explores two important issues. The first issue is reporting theresults of an evaluation. This is the final part of the ROI Methodol-ogy and is necessary to ensure that audiences have the informationthey need so that improvement processes can be implemented. Arange of techniques is available, including face-to-face meetings,brief reports, one-page summaries, routine communications, mass-audience techniques, and electronic media. All are available forreporting evaluation results. The final part of the book focuses onhow to sustain the ROI evaluation process: how to use it, keepit going, and make it work in the long term to add value to theorganization and, often, to show the value of all the programs andprojects within a function or department.

Terminology: Programs, Projects, Solutions

In this series the terms program and project are used to describemany processes that can be evaluated using the ROI Methodology.This is an important issue because readers may vary widely in theirperspectives. Individuals involved in technology applications may


Introduction to the Measurement and Evaluation Series ix

Table I.1. Terms and Applications

Term Example

Program Leadership development skills enhancement forsenior executives

Project A reengineering scheme for a plastics divisionSystem A fully interconnected network for all branches of a

bankInitiative A faith-based effort to reduce recidivismPolicy A new preschool plan for disadvantaged citizensProcedure A new scheduling arrangement for truck driversEvent A golf outing for customersMeeting A U.S. Coast Guard conference on innovationsProcess Quality samplingPeople Staff additions in the customer care centerTool A new means of selecting hotel staff

use the terms system and technology rather than program or project.In public policy, in contrast, the word program is prominent. For aprofessional meetings and events planner, the word program may notbe pertinent, but in human resources, program is often used. Findingone term for all these situations would be difficult. Consequently,the terms program and project are used interchangeably. Table I.1lists these and other terms that may be used in other contexts.

Features

Each book in the series takes a straightforward approach to makeit understandable, practical, and useful. Checklists are provided,charts are included, templates are presented, and examples are ex-plored. All are intended to show how the ROI Methodology works.The focus of these books is implementing the process and making itsuccessful within an organization. The methodology is based on thework of hundreds of individuals who have made the ROI Method-ology a successful evaluation process within their organizations.


About Pfeiffer

Pfeiffer serves the professional development and hands-on resourceneeds of training and human resource practitioners and gives themproducts to do their jobs better. We deliver proven ideas and so-lutions from experts in HR development and HR management,and we offer effective and customizable tools to improve workplaceperformance. From novice to seasoned professional, Pfeiffer is thesource you can trust to make yourself and your organization moresuccessful.

Essential Knowledge Pfeiffer produces insightful, practi-cal, and comprehensive materials on topics that matter the

most to training and HR professionals. Our Essential Knowledgeresources translate the expertise of seasoned professionals into prac-tical, how-to guidance on critical workplace issues and problems.These resources are supported by case studies, worksheets, and jobaids and are frequently supplemented with CD-ROMs, websites,and other means of making the content easier to read, understand,and use.

Essential Tools Pfeiffer’s Essential Tools resources savetime and expense by offering proven, ready-to-use

materials–including exercises, activities, games, instruments, andassessments–for use during a training or team-learning event. Theseresources are frequently offered in looseleaf or CD-ROM format tofacilitate copying and customization of the material.

Pfeiffer also recognizes the remarkable power of new technolo-gies in expanding the reach and effectiveness of training. Whilee-hype has often created whizbang solutions in search of a prob-lem, we are dedicated to bringing convenience and enhancementsto proven training solutions. All our e-tools comply with rigorousfunctionality standards. The most appropriate technology wrappedaround essential content yields the perfect solution for today’s on-the-go trainers and human resource professionals.

w w w. p f e i f f e r . c o mEssential resources for training and HR professionals


Communicationand

ImplementationSustaining the Practice

Jack J. Phillips, Ph.D.Wendi Friedman Tush, M.B.A.


Copyright C© 2008 by John Wiley & Sons, Inc. All rights reserved.

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Library of Congress Cataloging-in-Publication Data

Phillips, Jack J., date.Communication and implementation: sustaining the

practice/Jack J. Phillips, Wendi Friedman Tush.p. cm.

Includes bibliographical references and index.ISBN: 978-0-7879-8722-0 (pbk.)1. Communication in personnel management. 2. Employees—Training of.

3. Communication in management. I. Tush, Wendi Friedman, date. II. Title.HF5549.5.C6P53 2008658.3—dc22

2007046924

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Contents

Acknowledgments from the Editors xix

Principles of the ROI Methodology xxi

Chapter 1: Reporting Results 1The Importance of Communication 1Principles of Communicating Results 3

Timely Communication 4Targeted Communication 4Effective Media Selection 5Unbiased Communication 5Consistent Communication 5Testimonials from Respected Individuals 5Communication Strategy Shaped by the Audience’s Opinion

of the Program Team 6

Analysis of the Need for Communication 6Communication Planning 9

Communication Policies 9Communication Plan for the Entire Program 10Communication Plan for the Impact Study 11

Audience Selection 13Preliminary Issues 13Basis for Selecting the Audience 14

Development of the Information: The Impact Study 17Executive Summary 17

xiii

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