Change management: definition, process, and models at a glance
Markets, technologies, and structures are changing faster today than ever before. This presents a major opportunity for companies if they actively shape this change. This is exactly where change management comes into play: It helps plan change in a structured way, engage employees, and successfully implement changes. In the following, you’ll learn what change management entails, the goals and methods behind it, the phases typical change processes go through, and the success factors that are crucial for a sustainable transformation. This will help you approach your next transformation in a structured and confident manner.
Seize opportunities, understand risks
Guidance for every phase
People Drive Change
Change is achieved primarily through people, not just through processes. By involving employees early on and empowering leaders, you can ensure that new approaches take root permanently.
Seize opportunities, understand risks
Successful change management starts with the right knowledge. Those who use the right tools and are aware of common pitfalls make better decisions.
Guidance for every phase
People Drive Change
Change is achieved primarily through people, not just through processes. By involving employees early on and empowering leaders, you can ensure that new approaches take root permanently.
Introduction to Change Management
What is change management?
Change management encompasses all tasks and measures that enable a profound change within an organization to succeed. The goal is to successfully and permanently embed new strategies, structures, systems, or processes into everyday operations. The Prosci® Research Institute describes it as structured processes, tools, and techniques. Companies use these to manage the human side of change and achieve the desired business results.
Why is change management important?
Markets are changing faster today than ever before. That’s why companies must remain flexible to stay competitive in the long term. Project management alone is often not enough. For these reasons, professional change management ensures the success of your project:
Protecting Investments
New technologies are only effective when employees use them in their daily work.
More Speed
Professional guidance noticeably speeds up implementation.
Genuine Participation
Active involvement helps dispel reservations early on. That's because it turns participants into true contributors.
More flexibility
Companies respond more quickly to new demands and remain capable of taking action.
Protecting Investments
New technologies are only effective when employees use them in their daily work.
More Speed
Professional guidance noticeably speeds up implementation.
Genuine Participation
Active involvement helps dispel reservations early on. That's because it turns participants into true contributors.
More flexibility
Companies respond more quickly to new demands and remain capable of taking action.
“Change only takes effect when people put it into practice in their daily lives. Professional change management ensures that investments have a real impact.”
Gunnar Schultze, Partner at CPC
Goals of change management
The overarching goal is a successful and sustainable transformation. The methodological support focuses on the following key objectives:
The Change Management Process
A successful change process never happens by chance. In practice, it follows a clear sequence of five phases that build on one another.
A Comparison of Change Management Models
Change management models break down complex processes into manageable phases. The principle behind this is simple: change is more successful when everyone involved knows where they stand and what happens next. There is no one-size-fits-all model; what matters is that it fits your company and your goals.
A Direct Comparison of the 5 Change Management Models:
Model
Phases
Ideal for
Strength
Restriction
focus
Lewin
3 Phases
Small to moderate changes, predictable environments
Easy to use, with a focus on people and communication
Too static for highly dynamic contexts
Individual
Kotter / 8-Step Model
8 levels
Large organizations, company-wide transformations
The most proven model worldwide, enjoying widespread acceptance
Resource-intensive to fully implement
Organizational (recommended)
Krüger / 5-Phase Model
5 Phases
Traditional project environments, clear documentation requirements
A strong mobilization phase that involves everyone early on as participants
Little room for spontaneous adjustments in agile contexts
Organizational
ADKAR / Prosci
5 states
Personalized support, targeted diagnosis of resistance
Precise analysis of individual progress toward change
Too fragmented for major strategic transformations
Individual
Accelerate / Kotter / Dual OS
8 Accelerators
Organizations that want to permanently embed the ability to adapt to change
Combines stability with a commitment to continuous innovation
High complexity, little empirical evidence to date
Organizational
CPC Change®
2 phases, 10 building blocks
Medium- to large-scale changes, across all industries
Modular curriculum, highly practical, can be implemented by the company itself
Overkill for very small, simple projects
Individual and organizational
Typical Challenges in the Change Process
Every transformation comes with its own set of challenges. It’s perfectly normal for teams to have concerns or unanswered questions. Don’t view these as disruptions, but rather as valuable insights into your employees’ needs and expectations. Common hurdles and how to address them:
Provide guidance
A clear vision provides certainty. That's why open and honest communication helps right from the start.
Overcome reservations
Worries and doubts slow things down. Involving employees early on and actively helps break down these barriers.
Be a role model
Leaders who lead by example during times of change build credibility. After all, leadership is crucial during times of change.
Clear structures provide stability
Reliable framework conditions take the pressure off the teams. That is why transformation requires tried-and-true methods, clear coordination, and sufficient resources.
Provide guidance
A clear vision provides certainty. That's why open and honest communication helps right from the start.
Overcome reservations
Worries and doubts slow things down. Involving employees early on and actively helps break down these barriers.
Be a role model
Leaders who lead by example during times of change build credibility. After all, leadership is crucial during times of change.
Clear structures provide stability
Reliable framework conditions take the pressure off the teams. That is why transformation requires tried-and-true methods, clear coordination, and sufficient resources.
“It’s normal for a team to have concerns—but if you take them seriously, you can turn obstacles into a path to success.”
Michael Kempf, Partner at CPC
The change curve: Emotional phases in the change process
The Kübler-Ross change curve describes employees’ emotional reactions to change. Transformations affect not only processes and structures, but above all, people. Understanding these phases allows you to guide change more effectively.
Phase
Typical Behavior
Leadership Insight
Surprise and Negation
- Rejection: “That doesn’t really concern us.”
- Communicate Clearly and Explain the "Why"
Frustration and Resistance
- Frustration, Withdrawal
- Listening and Taking Concerns Seriously
Negotiating and Weighing Options
- Initial compromises, selective acceptance
- Promote dialogue and highlight opportunities for action
Experimentation and Commitment
- First successes, growing confidence
- Highlighting and Recognizing Achievements
Integration and Stabilization
- The new reality is becoming routine
- Ensuring Sustainability and Embedding Change
The resistance phase is usually the most critical stage in the change process. To learn how to systematically overcome psychological resistance, visit the page on the new change formula.
Success Factors for Change Management
Whether it's the implementation of AI, reorganization, or cultural change, the success of change management projects depends largely on the consistent application of proven methods.
The Change Story as the Backbone of Communication
The change story conveys the purpose of the change. It explains why it is necessary, what its goal is, and what the path to achieving it looks like. A clearly articulated story provides direction and builds trust. As such, it forms the foundation of internal communication, from the first town hall meeting through to the project’s completion.
Change Impact Analysis: Who is affected by the change, and what needs to change?
A change impact analysis systematically examines the effects of a project. It identifies which target groups will be affected by the change and which skills or structures will need to be adapted. This allows you to identify critical areas early on and address them in a targeted manner.
Other proven factors for success:
- Involving top management as visible advocates and role models
- Stakeholder Analysis for the Early Identification of Influential Groups
- A clear vision with consistent communication
- Roadmap with a timeline and measurable milestones for the entire process
- Establishing a guiding coalition—a core team of leaders and opinion leaders
- Highlight early successes to boost motivation
- Identifying and Engaging Change Agents as Internal Advocates
- Establish feedback mechanisms to measure acceptance
- Ensuring the long-term adoption of new work practices through a Change Management Office
Change Management in Practice: The CPC AG Approach
The success of a transformation depends largely on choosing the right partner. CPC AG combines decades of experience with scientifically sound, modern methods of organizational development:
Five-time "Hidden Champion":
Independent experts have named us the No. 1 "Hidden Champion" in change management five times in a row.
Over 2,500 successful projects:
For over 30 years, we have been guiding DAX-listed corporations and small and medium-sized businesses safely through profound changes.
Our CPC Change® Method:
We use a set of tried-and-true methods and adapt them flexibly to your company's needs.
Transformation Consulting:
Major transformations involve a profound change that affects the entire company. This requires patience and the proven, practical approach we have developed for this purpose.
Five-time Hidden Champion
Independent experts have named us the No. 1 "Hidden Champion" in change management five times in a row.
Adaptability creates momentum.
Those who adapt more quickly implement new ideas sooner. This speed becomes a decisive advantage over the competition.
Our CPC Change® Method:
We use a set of tried-and-true methods and adapt them flexibly to your company's needs.
Transformation Consulting:
Major transformations involve a profound change that affects the entire company. This requires patience and the proven, practical approach we have developed for this purpose.
“Transformation requires more than just good planning. It requires experience, a systematic approach, and a partner who can successfully implement change.”
Jördis Andersson, Partner at CPC
Specializing in complex industries and AI transformations
Every industry has its own challenges, cultures, and drivers of change. That’s why we tailor our approach precisely to your specific circumstances, whether in the automotive industry, the energy sector, the pharmaceutical industry, or the financial sector.
Today, there is a particular focus on the topic of artificial intelligence. As the only consulting firm in the market to offer AI consulting and change management from a single source, we do more than just guide you through the technical implementation. Above all, we support you in developing a future-proof AI culture within your team.
Key Competencies for Leaders in a Time of Change
Leaders are at the heart of every change initiative. Their role is to convincingly lead by example, take concerns seriously, and set a clear direction. What matters most is not announcing new measures, but building trust. That is why we provide companies with targeted leadership development programs tailored to the demands of transformation projects.
The Role of Leaders in Change Management
“Leadership in times of change means providing direction, building trust, and inspiring people to embrace new approaches.”
Carina Throne, Senior Manager at CPC
Change Management in the Digital Age: AI and SAP S/4HANA
Artificial intelligence is one of the key drivers of current transformations. It is changing processes, roles, and decision-making pathways often faster than organizations can adapt. That is why change management is becoming a critical success factor in AI implementations.
Technology only realizes its full potential when people understand it and apply it in their daily lives. Without accompanying change management efforts, that potential often goes untapped. That is why the close integration of technology consulting and structured change management is the key to success.
The same applies to SAP S/4HANA: A survey of SAP customers shows that 62% of the challenges in these projects are organizational in nature. Accordingly, we closely integrate technical implementation with change management methodologies.
For companies looking to build the ability to adapt to change as a core competency, agile, adaptive transformation consulting is the ideal solution. This approach combines technological know-how with deep change management expertise. This enables you to achieve sustainable results in a constantly evolving environment.
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your project with us!
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Step 1
Call back or email.
We will contact you within 24 hours, record your requirements, and coordinate an appointment with one of our experts.
Step 2
Free initial consultation.
Step 3
You decide how to proceed.
Offer, pitch, or project launch? You decide the next steps.
Do you still have questions about change management?
What are the objectives of change management?
Change management aims to implement changes effectively and sustainably. It provides direction, encourages participation, and strengthens an organization’s ability to successfully implement new initiatives. In the process, leaders, teams, and structures align themselves so that change unleashes motivation and performance rather than causing uncertainty.
How does a change management process work?
A successful change process proceeds in distinct phases: analysis and vision, target groups and change story, change plan and roadmap, communication and empowerment, and steering and embedding. It is supported by ongoing monitoring and control by the Change Management Office. Smaller projects take 3 to 6 months, while comprehensive transformations take 12 to 24 months.