{"id":3338,"date":"2025-04-09T14:00:00","date_gmt":"2025-04-09T14:00:00","guid":{"rendered":"http:\/\/www.accademia.com\/?p=3338"},"modified":"2025-10-17T12:22:18","modified_gmt":"2025-10-17T17:22:18","slug":"connaissez-vous-vraiment-les-besoins-de-vos-parties-interessees","status":"publish","type":"post","link":"https:\/\/www.accademia.com\/en\/connaissez-vous-vraiment-les-besoins-de-vos-parties-interessees\/","title":{"rendered":"Do You Truly Understand Your Stakeholders\u2019 Needs?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">by <strong>Caroline Chamberland<\/strong>, M.Sc., MBA<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Delivering what\u2019s requested is good.<br>But understanding what\u2019s expected\u2014even when it\u2019s not said out loud\u2014is even better.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>In many cases, it\u2019s not the contractual requirements that cause issues\u2026 it\u2019s the unspoken expectations that no one took the time to clarify.<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>\u2022 A client who\u2019s disappointed even though \u201ceverything is compliant\u201d?<\/em><\/li>\n\n\n\n<li><em>\u2022 A demotivated employee despite your efforts?<\/em><\/li>\n\n\n\n<li><em>\u2022 A frustrated partner over an unwritten rule?<\/em><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><em>What if the real challenge was simply learning to listen more closely\u2014and more intentionally\u2014to your stakeholders\u2019 actual needs, whether expressed or not?<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dans le monde des affaires, la satisfaction des parties int\u00e9ress\u00e9es n\u2019est pas un luxe, mais une <strong>Stakeholder satisfaction isn\u2019t a luxury\u2014it\u2019s a strategic necessity.<\/strong>Yet, many organizations focus only on explicit requirements (contracts, clauses, quotes) while overlooking <strong>implicit expectations.<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, several international standards incorporate this concept <strong>at the heart of their frameworks<\/strong> This includes <strong>ISO 9001<\/strong> for quality, <strong>ISO 14001<\/strong> for environmental management, <strong>and ISO 45001<\/strong> for occupational health and safety. These standards require organizations to identify and understand the needs and expectations <strong>of relevant stakeholders.<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But who are these stakeholders, exactly? And more importantly, how can you truly get to know them?<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Who Are Your Stakeholders?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">According to <strong>ISO&nbsp;9000:2015<\/strong>, a <em>stakeholder<\/em> is any person or organization that can <strong>affect<\/strong> , <strong>be affected by,<\/strong> or perceive itself to be affected by a decision or activity of the organization.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This may include<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>the <strong>customers<\/strong> and service users<\/li>\n\n\n\n<li>the <strong>suppliers<\/strong>,<\/li>\n\n\n\n<li>the <strong>employees<\/strong>,<\/li>\n\n\n\n<li>the <strong>owners or shareholders<\/strong>,<\/li>\n\n\n\n<li>the <strong>regulatory bodies<\/strong>,<\/li>\n\n\n\n<li>the <strong>standardization organizations<\/strong>,<\/li>\n\n\n\n<li>and <strong>society at large<\/strong>\u2014especially regarding sustainable development and social responsibility.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">For example, <strong>climate change concerns<\/strong> have now become part of society\u2019s implicit expectations. &nbsp;<em><a href=\"http:\/\/www.accademia.com\/en\/comment-integrer-efficacement-les-changements-climatiques-dans-les-systemes-de-gestion-iso\/\" data-type=\"link\" data-id=\"http:\/\/www.accademia.com\/comment-integrer-efficacement-les-changements-climatiques-dans-les-systemes-de-gestion-iso\/\">(See our January 7 article on this topic.)<\/a><\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Needs Aren\u2019t Always Clearly Expressed<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One of the biggest challenges? Needs and expectations are <strong>not always spelled out.<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s take a simple example:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A client asks for a specific product at a specific price. You deliver on time, at the right price, with the right specs. Still, <strong>they\u2019re not satisfied.<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Why? Because several <strong>small but important details<\/strong> were overlooked:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Did they have a <strong>preference for packaging?<\/strong>?<\/li>\n\n\n\n<li>Were they expecting a <strong>specific payment method?<\/strong>?<\/li>\n\n\n\n<li>Did they need <strong>user instructions<\/strong> or <strong>post-sale support?<\/strong>?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">These unspoken elements are often the <strong>key drivers of satisfaction.<\/strong>Ignoring them can lead you to wrongly assume a client is happy\u2014when they\u2019re not.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What If You Can\u2019t Read Minds?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Of course, it\u2019s unrealistic to expect to ask all the right questions <strong>every time.<\/strong>That's why a <strong>systematic stakeholder management approach<\/strong> is essential. It allows you to document, anticipate, and manage recurring needs across your key stakeholder groups.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For instance:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Understand a client's or partner's <strong>core values<\/strong> .<\/li>\n\n\n\n<li>Define <strong>your non-negotiables<\/strong> (e.g., privacy policy, solicitation rules).<\/li>\n\n\n\n<li>Ask what matters to them <strong>\u2014even if they\u2019re unsure how to answer.<\/strong>.<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Concrete Examples to Illustrate<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Client Relationships: It\u2019s More Than Just Delivery<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A company wants to build a long-term partnership with a strategic client. Instead of just delivering products, they initiate open dialogue early <em>on<\/em>to:<em>avoid friction <\/em>and <em>encourage mutual satisfaction.<\/em>The goal is clear: prevent misunderstandings that could waste time or damage the relationship.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They also share their own expectations\u2014especially those related to company culture\u2014and check whether the client\u2019s values align and if they have expectations of their own.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Some might see this approach as time-consuming, but in reality, it helps assess partnership potential, reduce conflict, and avoid costly restarts with new clients or vendors.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Topics discussed include<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>post-sale service expectations,<\/li>\n\n\n\n<li>logistical preferences (delivery frequency, method, and conditions),<\/li>\n\n\n\n<li>and company culture alignment.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Result: Fewer back-and-forths, fewer misunderstandings, better mutual understanding\u2014and a strong, lasting business relationship.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Suppliers: Preventing Unpleasant Surprises<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A SME hires a consultant to lead a workshop. The consultant is competent, enthusiastic, and experienced. Everything seems to go smoothly\u2026 until he contacts internal clients directly after the session.\nWhile this wasn\u2019t explicitly prohibited, it violated an implicit no-solicitation rule\u2014a norm the company considered self-evident.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Outcome: The contract is terminated, the company must repair internal relationships, and the whole situation results in lost time, energy\u2026 and money.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Lesson learned:<\/strong> A brief discussion upfront to clarify mutual expectations would have saved a lot of trouble.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Employees: Get to the Heart of What Matters<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A company with high turnover launches monthly free lunches to boost morale. The idea is well received\u2014but it doesn\u2019t improve retention.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Why? Because the team didn\u2019t need free meals; they needed flexible work schedules.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It's not about responding to all employee requests, but about better understanding what really motivates them.  Without this understanding, it takes almost a stroke of luck to get it right!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This case shows how risky\u2014and costly\u2014it can be to assume needs without taking the time to validate them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A brief exchange to clarify expectations would have been enough to prevent this situation.  A simple step, but an essential one for building a healthy and lasting collaboration.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>When the other person doesn't know what to say...<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sometimes a customer, supplier, or even an employee will respond to you by saying:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\"I don't really have any particular expectations.\"<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In such cases, don't hesitate to <strong>start by naming yours<\/strong>&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cOn our end, we value clear and respectful communication.\u201d<\/li>\n\n\n\n<li>\u201cWe appreciate when deadlines are honoured.\u201d<\/li>\n\n\n\n<li>\u201cWe\u2019re aiming for a win-win relationship.\u201d<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">This helps create <strong>a space for dialogue.<\/strong>Often, the other parties will start opening up about what matters to them as well.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Strategies to Better Understand Your Stakeholders<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here are some concrete steps you can take:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Maintain up-to-date <strong>stakeholder profiles<\/strong>with documented or observed needs.<\/li>\n\n\n\n<li>Set up <strong>feedback channels:<\/strong>&nbsp;surveys, informal check-ins and post-project reviews.<\/li>\n\n\n\n<li>Host reflection workshops with key partners.<\/li>\n\n\n\n<li>Train your teams in <strong>active listening<\/strong> and <strong>clear communication.<\/strong>.<\/li>\n\n\n\n<li>Regularly assess <strong>changing contexts<\/strong>&nbsp;\u2014what was true two years ago may not be true today.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The Importance of Follow-Up: Expectations Evolve<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Identifying stakeholder needs at a point in time is good. But following up is essential.\nExpectations <strong>shift<\/strong>&nbsp;with economic, social, technological, or organizational changes.\n\nA client who was satisfied yesterday may be dissatisfied tomorrow.\nAn employee who never spoke up might develop new expectations over time. That's why <strong>periodic follow-ups<\/strong>\u2014surveys, one-on-one meetings, or feedback loops\u2014are critical. They help you adjust practices and <strong>strengthen trust.<\/strong> Stakeholders feel heard\u2014even between projects or outside of key moments.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>In conclusion<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Understand a client's or partner's <strong>besoins et attentes<\/strong> de vos parties int\u00e9ress\u00e9es n\u2019est pas une formalit\u00e9. &nbsp;C\u2019est un <strong>levier de performance durable<\/strong>. &nbsp;Cela vous permet de&nbsp;:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2705Build trust-based relationships<br>\u2705Anticipate risks and avoid partnership breakdowns<br>\u2705 Maximize client and employee satisfaction<br>\u2705 Align with ISO and other standard requirements.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Yes, it takes active listening, a structured approach, and sometimes a bit of courage to ask the right questions\u2026\nBut the payoff is worth it\u2014for everyone involved.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"http:\/\/www.accademia.com\/en\/\" data-type=\"link\" data-id=\"http:\/\/www.accademia.com\/\">Want to Go Further?<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Need tools or support to map your stakeholders? Our <a href=\"http:\/\/www.accademia.com\/en\/formations\/\" data-type=\"link\" data-id=\"http:\/\/www.accademia.com\/formations\/\">training sessions <\/a>are here to help!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Delivering what\u2019s requested is good.<br \/>\nBut understanding what\u2019s expected\u2014even when it\u2019s not said out loud\u2014is even better.<br \/>\nIn many cases, it\u2019s not the contractual requirements that cause issues\u2026 it\u2019s the unspoken expectations that no one took the time to clarify.<br \/>\n\u2022\tUn client d\u00e9\u00e7u alors que \u201ctout est conforme\u201d ?<br \/>\n\u2022\tUn employ\u00e9 d\u00e9motiv\u00e9 malgr\u00e9 vos efforts ?<br \/>\n\u2022\tUn partenaire frustr\u00e9 pour une r\u00e8gle jamais formul\u00e9e ?<br \/>\nWhat if the real challenge was simply learning to listen more closely\u2014and more intentionally\u2014to your stakeholders\u2019 actual needs, whether expressed or not?<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"elementor_theme","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[635,639,637],"tags":[555,633,566,558,554,574,629,627,631],"class_list":["post-3338","post","type-post","status-publish","format-standard","hentry","category-iso14001","category-iso45001","category-iso9001","tag-accademia-qualitas","tag-attentes-implicites","tag-engagement","tag-iso14001","tag-iso45001","tag-iso9001","tag-normesiso","tag-partiesinteressees","tag-relationsdurables"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.accademia.com\/en\/wp-json\/wp\/v2\/posts\/3338","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.accademia.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.accademia.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.accademia.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.accademia.com\/en\/wp-json\/wp\/v2\/comments?post=3338"}],"version-history":[{"count":1,"href":"https:\/\/www.accademia.com\/en\/wp-json\/wp\/v2\/posts\/3338\/revisions"}],"predecessor-version":[{"id":4598,"href":"https:\/\/www.accademia.com\/en\/wp-json\/wp\/v2\/posts\/3338\/revisions\/4598"}],"wp:attachment":[{"href":"https:\/\/www.accademia.com\/en\/wp-json\/wp\/v2\/media?parent=3338"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.accademia.com\/en\/wp-json\/wp\/v2\/categories?post=3338"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.accademia.com\/en\/wp-json\/wp\/v2\/tags?post=3338"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}