COMMUNICATION AND ADOPTION 3(3+0)

Lesson 28 : Change Agent

Measuring the success of a change agency

The success of the change agent is often measured in terms of the number of adopter’s since the main objective of change agencies to see that maximum number of people adopt the technologies. Change agent effort- one of the main factors in change agent success is the extent of effort he or she puts in communicating new ideas with the clients, another way of measuring is the degree to which desired consequences of the innovation adoption such as improved levels of living, higher incomes and the like are seen.

Studies have shown that change agents who contacted more clients, and spent more time with clients were more successful. It was also found that successful agents played an active role with increased interpersonal communication with the clients.