Treat Employees Like Customers of Change for Better Results

Why Most Change Programs Fail (And How to Fix It)

Roughly three out of every four organizational change programs fail to achieve their stated goals. That number hasn't budged in 50 years, despite consultants, frameworks, and executive resolve. The core issue? Leaders often forget that your employees are the customers of change. Treat them that way, and you can dramatically improve outcomes.

Julia Dhar, a managing partner at Boston Consulting Group and founder of BCG's Behavioral Science Lab, has spent her career studying why change fails. Her new book, How Change Really Works, reveals seven science-based principles for transforming your organization. The key insight: change failure is rarely a strategy problem—it's a behavior problem.

The Change Distance Gap

Dhar's research with 6,000 people found a huge gap between how executives and employees experience change. When asked how they'd feel about an upcoming change with no details:

• About two-thirds of executives said they felt positive
• Only half of employees felt the same way

This gap, which Dhar calls "change distance," explains why leaders often blame employees for resisting. But as Dhar points out, "If you said to us, 'Our customers are just not very motivated,' we would never accept that. Yet we accept versions of that inside companies all the time."

Treat Employees as Customers of Change

The fix is simple: think of employees as customers of change. Ask what would make the change easy for them to "purchase." Instead of blaming reluctance, design the change experience to be helpful, clear, and motivating.

This approach is backed by research from a 1940s pajama factory in the Blue Ridge Mountains. Psychologist Kurt Lewin's students found that when workers had no input into how tasks were sequenced, productivity collapsed. But when they helped shape the process, output briefly dipped, then rebounded past prior targets. Dhar's lesson: "People don't burn down houses that they helped to build."

Give Real Agency, Not Just Consultation

Involvement alone isn't enough. Dhar draws a sharp line between being consulted and having actual agency. "Agency is the ability for people to make choices and to direct resources, including their own energy, in response to their context," she explains.

This connects to the well-known IKEA effect: people value things more when they help build them. Harvard research shows people will pay up to 68% more for a box they assembled themselves, even if it's less professional. The organizational version is psychological ownership—people care more about what they help create.

Measure Employee Sentiment Often

Dhar recommends measuring employee sentiment every two weeks during a transformation. Many leaders find this pace startling, but waiting a month or six weeks can turn a minor issue into a costly crisis. Quick micro-adjustments prevent small problems from escalating.

Address Past Failures Directly

One of the most surprising findings: the scar tissue from past failures can linger for a decade or more, even among employees who weren't around when it happened. Dhar's remedy is direct conversation—give people space to talk through what went wrong before launching the next effort. "There are very few things that get better by not talking about them," she says.

Key Takeaways for Leaders

• Be honest, specific, and timely in all change communications
• Give employees real choices—not just consultation
• Measure sentiment every two weeks to catch issues early
• Talk about past failures before starting new changes
• Design change for easy adoption, like a great customer experience

When asked what she'd hope to hear from clients a decade from now, Dhar didn't mention metrics. She said: "I hope they would say, 'We read this book, we got some training, and we use it every single day.'" That's the real goal—making change stick long after the leader who introduced it is gone.

Next time a transformation stalls, don't ask why employees resist change. Ask why no one invited them to help build it.