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A Comprehensive Guide to Organizational Development

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A Comprehensive Guide to Organizational Development


Imagine it’s 2005, and a small drinkware business opens up in the center of town. Although they have a simple website to provide store information and field online inquiries, their collection of customized mugs, shot glasses, and more continuously grow in popularity due to loyal customers and word of mouth.

Now imagine it is 2015. The small team has done well for itself; however, its online presence is suffering. Underestimating the shift to online shopping, the company cannot handle the influx of questions, feedback, and requests to create an eCommerce platform.

Once they’ve identified this problem, how do they implement changes to field this issue and stop it from happening again?

Successful businesses require systems and processes. If situation A happens, what are the steps in response? Organizational development (OD) enables companies with a systematic approach to identifying issues, implementing changes, and evaluating the success of the process.

What is organizational development?

Organizational development is a systematic process aimed at initiating and implementing changes in the values or operations of an organization to promote long-term growth and efficiency. It equips organizations with the tools to assess themselves and advance their core strategies, processes, and structures in response to internal and external changes.

OD serves to increase communication and productivity, improve products and services, create a workplace culture that embraces advancement and increase profit margins.

Organizational Development and Human Resources

Organizational development and human resource management are both processes centered on people. The two are often confused due to overlap; however, the former is a more holistic approach to organizational change while the latter prioritizes the individual.

Career planning, diversity orientations, and employee assistance programs are all examples of human resource management. While the outcome of HRM affects the overall organizational development of a company, it focuses on managing one individual.

Meanwhile, OD works at all levels within an organization. One person lies at the center of some OD processes, for example, individual interventions and job enrichment, but organizational development functions on individual, group, and organizational levels.

Understanding and explaining the similarities and differences between OD and HRM can be challenging. It helps to understand the following: Human resource management enhances the employee experience and ultimately benefits the organization. Organizational development focuses on aligning employees with the company’s values.

Organizational Development Interventions

OD interventions allow organizations to make successful changes. Interventions are actions taken to improve a situation. Ultimately, these structured processes help enact the changes to advance the values or operations of an organization.

The four organizational development interventions are:

  • Human Process
  • Technostructural
  • Strategic Change
  • Human Resource Management

Human Process

Human process interventions aim to improve interpersonal relations at the individual, group, and organizational levels. These take place in response to changes that happen within an organization.

Individual interventions provide employees with coaching on interpersonal skills — conflict management, team building, and body language — in the event of new hires or internal transitions.

Similarly, group interventions affect the structure or process of a group that might be necessary for department changes. Large-scale changes, however, like the introduction of new company goals and vision, are examples of organizational interventions.

Technostructural

Technostructural interventions are programmed changes to revitalize a company’s structure and processes. The initiation of this OD intervention should match the fast pace of the tech and job industries. These types of interventions follow an approach based on improving an organization’s technology and structure through job design, system changes, workplace hierarchy, and more.

Strategic Change

Strategic interventions help increase competitive advantage and how an organization can implement changes to its structure, processes, or policies to make it happen. They are especially effective when companies undergo changes to their function, for example, replacing core products or services with something new, or when they experience trans-organizational changes in the form of mergers or acquisitions.

Human Resource Management

Human resource management (HRM) interventions focus on integrating, developing, and supporting individuals within a company. An example of this is the implementation of diversity programs to ensure employees feel represented and included in the workforce regardless of age, gender, sexual orientation, and race.

Organizations implement the four OD intervention methods in numerous ways ranging from individual or organizational levels. Let’s take a look at a few examples.

Organizational Development Examples

Most organizational development initiatives can fit within one of the four intervention categories mentioned above. Examples of OD include:

organizational development examples

Individual Interventions

Individual interventions are an example of human process interventions. They are aimed at behavior modification. This action usually happens in response to issues in the workplace. A well-known example of interventions that we see in pop culture is for alcohol and drug use.

Typically when the use of these addictive substances becomes excessive, the concerned family and friends of the individual confront them with the negative impact of their substance abuse. These interventions often end with a plea to seek treatment. Alternatively, individual interventions in the workplace usually occur in response to situations like lack of communication or workplace errors.

Job Enrichment

Job enrichment enables the management of employees in a way that creates growth opportunities. This techno structural intervention technique involves creating and redesigning jobs that account for the interest and skills of the individual. Its goal at an organizational level is to create a motivating job for employees.

A job enrichment program might include interventions as simple as increasing an employee’s autonomy by allowing them to decide when to take their break. Depending on the industry, another example of job enrichment is job rotation — moving employees from department to department to increase their skill set.

Transformational Change

IHOP sign with a B that demonstrates transformational change

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Transformational change is literally a transformation of the organization at its core. For example, if IHOP decided to focus on burgers instead of the popular breakfast food pancakes, this would be a transformational change for the company. These changes often occur to keep up with changing consumers.

Performance Management

Performance management is a well-known example of HRM. It is a continuous process between an employee and their supervisor that includes setting expectations and goals, providing feedback, and evaluating performance.

Hence, performance reviews fall under this initiative. Both job enrichment and performance management focus on the individual, but the latter supports the individual more than the organization.

Organizational Development Models

After an organization has identified a problem, it is time to address it. Organizational development models provide step-by-step processes to initiate and guide the changes needed to reach the desired outcome. The European Centre for Research Training and Development UK lists the four organizational development models as:

  • Lewin’s Three-Stage Model
  • Action Research Model
  • Appreciative Inquiry Model
  • General Model of Planned Change

Lewin’s Three-Stage Model

Proposed by social scientist Kurt Lewin in 1947, the core components of this model are unfreezing, moving, and refreezing. Unfreezing involves loosening the structures around the current system or going against the status quo in preparation for step two.

Moving is when the organization introduces and implements the decided changes. Communication with employees during this stage is especially crucial to facilitate a smooth transition.

During the last step — refreezing — the organization has already integrated the changes. Reinforcement is a significant part of this step. It ensures that the new policies have become the standard among all employees.

Action Research Model

The action research model also credits Kurt Lewin as its creator. According to the social scientist, this model has two purposes — solving problems and generating new knowledge.

The action research model follows a continuous eight-step process: problem identification, consultation with behavioral science experts, data gathering and preliminary diagnosis, feedback to key clients or groups, joint diagnosis of a problem, joint action planning, action, and data gathering. After data gathering, the process returns feedback to key clients or groups and repeats.

Appreciative Inquiry Model

First proposed in 1987, the appreciative inquiry model is also called the ‘positive model.’ Instead of focusing on the negative, it focuses on the successes of the organization. The goal is to equip members with the skills to identify when the organization is running well and optimize these conditions to get better results.

General Model of Planned Change

In 2009, organizational experts and professors Thomas Cummings and Christopher Worley proposed a general model for planned change. The four steps are: entering and contracting, diagnosis and feedback, planning and implementation, evaluation, and institutionalization.

Because organizational change is rarely linear and involves overlap and feedback, the process continues after the final step by returning to a previous one.

Organizational development is a long process.

Organizational development is not a process that happens overnight. It is a long, continuous cycle of initiating, implementing, and evaluating change in an organization.

Whether it is happening at the individual, group, or organizational levels, organizational development has one goal — to promote the long-term growth and productivity of a company.

Guide to Agency Org Structures



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Advocate | DigitalMarketer

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Advocate | DigitalMarketer

Happy customers love to share their experience, but sometimes they need some encouragement to do so. The cool thing is, once they do, they become even more loyal to your brand.

So, at this stage of the Customer Value Journey, ask people to share their positive experience with your brand by writing a review or sharing a social media post.

Once you get to stage seven, the Customer Value Journey is going to get a whole lot easier for you. This stage is all about learning your customer’s experience, and building up your testimonial database. 

The most important part of this step is asking these four questions. 

What Was Your Life Like Before Finding Our Solutions? What Challenges Were You Facing That Caused You to Consider Us? 

These questions are great not only because it gives you some really good stories, but because it gives you some insight on how you can provide similar prospects with that AHA moment. Understanding the average day of your clients is important in reflecting on your Customer Value Journey, and helps you understand what really set you apart from your competitors.

What Key Features Had the Biggest and/or Fastest Impact?

Not only is this going to get you to really specific stories, you will understand the specific things you provided that gave the biggest impact. The answers to these questions will not only give you great insight and testimonials, it will provide you with ideas for new lead magnets. This part is a new Entry Point Offer goldmine! 

What Has Been the Impact or Results in Your Life or Business Since Using Our Product or Service? 

This is a fairly broad question, and that’s why we put it after the others. You will have already gotten all of the specifics out of the way with #1 & #2. But when you ask this question, this is where you get the most valuable stories. You can use this part as testimonials, as an order form, as a sales page, this part is testimonial gold. 

If You Were Asked to Justify this Purchase to Your Boss or a Friend, What Would You Say? 

This is our favorite question by far. If you had to go back in time and justify this purchase, what would you say? I promise you what we’re going to find is a lot of great ideas for the jobs that your product or service has done. You’ll get a lot of great ideas for your core message canvas. This question is about backfilling all of the assets that you may not have. Here you’re going directly to the customer who are already happy, and using their justifications to help you sell to new customers. 

Hopefully you now understand just how valuable the Advocate stage could be, as well as the key questions you need to ask to get your customers talking. Here’s how it works for our example companies.

When it comes to fashion we all love to show off our outfits. So a good example for Hazel & Hems would be to have customers write reviews for a discount code or points towards their next purchase. 

Better yet, follow up with the customers to ask them to share and tag themselves wearing the items in a social media post and providing them with something valuable as a reward.

For Cyrus & Clark Media, hopping on zoom meetings or a streaming service for live talks about them and their business could generate valuable awareness for them, and a live case study for the agency. They can use the questions Ryan provided during this lesson to conduct the interview.



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Drive Conversions and Generate Engagement With Instacart Promotions

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Drive Conversions and Generate Engagement With Instacart Promotions

Through deals and coupons, Instacart has saved consumers more than $700 million in 2022. As we dive into 2023, the leading grocery technology company in North America has big plans to help consumers save even more while also helping CPGs generate sales. Instacart recently announced an advertising solution that helps both sellers and consumers called Instacart Promotions. This exciting feature is designed to help drive conversions, boost sales, and generate overall engagement on the app.

Interested in this feature and how it can help your business on Instacart? Read on as we dive into everything you need to know about this ad solution including benefits, how to get started, and more.

 

What are Instacart Promotions?

 

Instacart Promotions is an advertising feature that’s now available to all brand partners, including emerging brands, within their open beta program. Promotions give CPGs the opportunity to offer new deal structures, promotions, and incentives with Instacart Ad campaigns. With this feature in place, consumers will have access to more promotions, coupons, and deals that are tailored to them within the Instacart Marketplace.

“With the launch of our new Instacart Promotions, all of our brand partners now have the ability to set up coupons and promotions that can drive meaningful business results while also passing on more savings opportunities to consumers. We’re proud to continue expanding our portfolio with additional self-service capabilities, ad formats that drive results, and measurement that brands need to understand the true impact of their campaigns on Instacart.”

 

– Ali Miller, VP of Ads Product at Instacart

 

Source: Instacart

 

How Do Instacart Promotions Work?

 

Promotions, now available in Ads Manager, gives consumers the ability to discover more promotions and savings opportunities within the Instacart app. These promotions now show up directly on product item cards before checkout for easy accessibility. Promotions allow advertisers to customize their campaigns to sync with their goals and objectives whether that be driving sales, building baskets, or boosting trials.

Instacart shared a recent example of a brand successfully utilizing Promotions… 

Athletic Brewing, General Mills, Sola Company, and Wells Enterprises (maker of Halo Top) are strengthening campaign performance by pairing Instacart Promotions with ad formats such as Sponsored Product and Display. Instacart Promotions include two new flexible and customizable structures: Coupons (“buy X units, save $Y”) and Stock Up & Save (“Spend $X, Save $Y”). 

According to Instacart, in the coming months, the company “will work to further enhance the new offering with new deal structures such as Free Gifts and Buy One, Get One (“BOGO”). The new deal structures will help brand partners run “Free Sample” programs that can win new customers and serve personalized discounts for different customer segments, such as “new to brand” and “new to category.”  

 

Example of Instacart Promotions

Source: Instacart

 

Instacart Promotions Benefits

 

Deliver Value and Savings to Consumers

 

With Instacart Promotions, you have the opportunity to deliver value and savings that will have consumers coming back for more. With this savings feature, your brand can stand out among the competition and offer a variety of deals to shoppers ie: “Buy X units, Save $Y”.

 

Hot tip: Ensure you are selecting products for your promotion that are well-stocked and widely available.  

 

Tailor Your Campaigns to Specific Objectives

 

With a variety of savings options available, your brand can structure deals to fit specific business goals and objectives. 

 

Hot tip: If you’re looking to drive visibility and awareness, try pairing promotions with Sponsored Product campaigns. 

 

Access Real-Time Performance Insights 

 

The Promotions beta program is live and can be accessed within Instacart Ads Manager. Within Ads Manager, advertisers can access real-time insights to maximize performance and adjust campaigns as needed.

 

Hot tip: Make sure your budget matches your discount and objectives.

 

“As an advertiser, Instacart’s unique offering to self-manage promotions is so exciting! Historically, making adjustments to offer values and other promotion parameters was a more manual process, but now we’ll be able to easily make optimizations in real-time based on redemption performance.”

Emily Choate

Emily Choate, Senior Specialist, Marketplace Search at Tinuiti

 

Interested in Instacart Promotions?

 

With Instacart Promotions, you have the opportunity to reach new customers, build bigger baskets, and drive sales. Interested in testing out the beta program or looking to get started with advertising on the app? Drop us a line – we’d love to help elevate your CPG brand on Instacart.

 

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(Re)Introducing your favorite Optimizely products!

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(Re)Introducing your favorite Optimizely products!



It’s important to us that you, our valued customers and partners, can identify with the tools you use daily.  

In that pursuit, Optimizely set out to simplify the way we talk about our product suite. That starts, first and foremost, with the words we use to refer to the technology.  

So, we’ve taken a hard look at everything in our portfolio, and are thrilled to introduce new names we believe are more practical, more consistent, and better representative of the technology we all know and love.  

You may have seen some of these names initially at Opticon 2022 as well as on our website. In the spirit of transparency, the team here at Optimizely wanted to make sure you had full visibility into the complete list of new names, as well as understand the context (and rationale) behind the changes. 

So, without further ado… 

Which names changed?  

Some, but not all. For your ongoing reference, below is a complete list of Optimizely products, with previous terminology you may be familiar with in the first column, and (if applicable) the new name in the second column.  

Used to be… 

Is now (or is still)… 

Meaning… 

DXP 

Optimizely Digital Experience Platform 

A fully-composable solution designed to support the orchestration, monetization, and experimentation of any type of digital experience — all from a single, open and extensible platform. 

Content Cloud 

Optimizely Content Management System 

A best-in-class system for building dynamic websites and helping digital teams deliver rich, secure and personalized experiences. 

Welcome 

Optimizely Content Marketing Platform 

An industry-leading and user-friendly platform helping marketing teams plan campaigns, collaborate on tasks, and author content. 

DAM 

Optimizely Digital Asset Management 

A modern storage tool helping teams of any size manage, track, and repurpose marketing and brand assets (with support for all file types). 

Content Recs 

Optimizely Content Recommendations 

AI-powered and real-time recommendations to serve the unique interests of each visitor and personalize every experience. 

B2B Commerce 

Optimizely Configured Commerce 

A templatized and easy-to-deploy platform designed to help manufacturers and distributors drive efficiency, increase revenue and create easy buying experiences that retain customers. 

Commerce Cloud 

Optimizely Customized Commerce 

A complete platform for digital commerce and content management to build dynamic experiences that accelerate revenue and keep customers coming back for more. 

PIM 

Optimizely Product Information Management 

A dedicated tool to help you set up your product inventory and manage catalogs of any size or scale. 

Product Recs 

Optimizely Product Recommendations 

Machine-learning algorithms optimized for commerce to deliver personalized product recommendations in real-time. 

Web 

Optimizely Web Experimentation 

An industry-leading experimentation tool allowing you to run A/B and multi-variant tests on any channel or device with an internet connection. 

Full Stack 

Optimizely Feature Experimentation 

A comprehensive experimentation platform allowing you to manage features, deploy safer tests, and roll out new releases – all in one place. 

Personalization 

Optimizely Personalization 

An add-on to core experimentation products, allowing teams to create/segment audiences based on past behavior and deliver more relevant experiences. 

Program Management 

Optimizely Program Management 

An add-on to core experimentation products, allowing teams to manage the end-to-end lifecycle of an experiment. 

ODP 

Optimizely Data Platform 

A centralized hub to harmonize data across your digital experience tools, providing one-click integrations, AI-assisted guidance for campaigns, and unified customer profiles. 

 

So, why the change?  

 It boils down to three guiding principles:  

  1. Uniformity: Create a naming convention that can be applied across the board, for all products, to drive consistency 
  2. Simplicity: Use terms that are both practical and concise, ensuring the names are something that everyone can understand and identify with  
  3. Completeness: Develop a framework that showcases the full and complimentary nature of all the products and solutions within the Optimizely suite 

 As the Optimizely portfolio comes together as a complete, unified platform, it’s important that our names reflect this, as well as support our 3 key solutions (i.e. orchestrate amazing content experiences, monetize every digital experience, and experiment across all touchpoints).  

Other questions? We’ve got you covered. 

Q: Why have you made these product name changes? 

    • We wanted to simplify how we talk about our portfolio. The renaming applies a naming convention that is both practical and concise.  

 

Q: Do the new product name changes affect the products I own? 

    • No, there is no impact to product functionality or capabilities.  

 

Q: Do the new product name changes affect who is my Customer Success Manager or Account Manager?  

    • No, there are no changes to your Customer Success Manager or Account Manager. 

 

Q: Do the new product name changes affect the ownership of the company?  

    • No, ownership of the company has not changed. We have only made changes to the Product Names. 

 

Q: Have any contact details changed that I need to be aware of?  

    • Only contact details for former Welcome customers has changed. These are the new contact details you should be aware of: Optimizely, Inc.| 119 5th Ave | 7th Floor | New York, NY 10003 USA. Phone: +1 603 594 0249 | www.optimizely.com 

 

Q: Where can I send any follow up questions I might have?  

    • If you have any questions about the Product Names, please contact your Customer Success Manager or Account Manager.  


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