Managing Organisational Change - of Wallaroo Airlines - Case Study Example

Executive Summary Wallaroo Airlines uses the traditional techniques for communication which has created complexities thereby increasing the level of customer dissatisfaction. The situation clearly highlighted the lack of communication between the top management and the executives which had an impact on the manner communication were done with the customers. This requires that Wallaroo Airlines bring the require changes in the process of communication and need to adopt a change model for the same. Wallaroo Airlines needs to bring a change in communication by adopting new tools and developing the information technology process so that effective communication takes place between all the employees and helps to pass on the correct message. In addition to it the organization has to further look at providing better training and increase the role of the employees in decisions making so that certain decisions which are required quickly are taken by the employees. This will thereby ensure that the objectives are achieved and will help in the best possible use of resources which will have a long term impact on customer satisfaction. Table of Contents Introduction 3 Background Information 3 Issues in Wallaroo Airlines 4 Organizational Change 6 Reasons for Strategic Change 7 Barriers to Organizational Change 8 Theories for Organizational Change 9 Organizational Change Strategy 11 Change Management Project Plan 12 Conclusion 13 References 14 Introduction Organizations which evolve with changing times are able to increase the chances of being successful as it helps to deal with the different issues which are present within the organization. This helps the organization to be ahead of competition and provides an opportunity through which business gains. This was seen in case of Wallaroo Airlines where the use of traditional techniques and methods created complexities thereby increasing the level of customer dissatisfaction. The situation clearly highlighted the lack of communication between the top management and the executives which had an impact on the manner communication was done with the customers. The situation also highlighted the importance of bringing the required change in the communication process so that strategies are developed through which better decisions are taken. This report thereby looks to evaluate the manner in which change management in communication is required in Wallaroo Airlines. The report looks at the importance of change management in the field of communication from the perspective of the stakeholders as well and looks to determine different theories and models which will help to find out the best method through which the gap which is present in the communication system can be removed. This will thereby help to address the different issues which Wallaroo Airlines is facing in the most effective manner and will improve the chances of the airlines being able to provide better services in the future. Background Information Wallaroo Airlines which functions in the airline industry was unable to deliver the same service standards which were exposed during the crisis when storm hit Brisbane. The entire situation turned out so grim that there was no communication from the top management to the executives regarding the manner the customers and the situation has to be dealt neither with nor from the employees to the customers. The situation became so tense that there was panic everywhere and the airlines were not able to provide a remedy for the same. Finally, the situation turned out in such a manner that the executive in charge for the entire proceeding was sacked whereas the lack of initiative and bringing the required change from the top management in the process of communication was not visible. This highlighted that the business looked to perform on the same old methods and had not brought the required changes in the communication process which could have reduced the magnitude of impact of such an incident Issues in Wallaroo Airlines The manner in which Wallaroo Airlines was performing highlighted the following issues in the manner of carrying out activities which are as Lack of Proper Communication: Wallaroo Airlines has a poor communication channel between the management and the executives and also with the customer as the organization hasn’t looked to develop the communication process by making the required changes. The organization especially the management has demonstrated an indifferent attitude which has resulted in the use of traditional method of communication and the new form of communication hasn’t been developed which has thereby resulted in complicating the situation as the actual message is not passed at the correct juncture (Baca, 2005) Lack of adaptability to change with changing conditions: Wallaroo Airlines has also shown that the top management is not willing to use a process of change which will help them to make modification in the present style of working. This will help to pass on additional responsibility and authority and will help to ensure that the airline is able to evolve with the changing environment. This will require that the management looks to understand the importance of change and brings flexibility so that employees who hold respectable position within the organization is provided the liberty to take certain decisions at important juncture so that the business doesn’t gets hampered (Huntoon, 2008) Lack of Information Technology Competence: The present situation also brings forward the fact that both the management and the employees don’t have the required knowledge in the field of technology which would have ensured quicker response and effective communication. The fact that traditional methods are being relied on and the organization looks towards using the same process for all decision making has resulted in lack of development (Huntoon, 2008). The major cause witnessed here is the inability to change and absorb the new technology which help to improve communication and ensure better decisions Information Literacy: The situation of Wallaroo Airlines shows the lack of information education. The situation shows that the management and the employees didn’t have the required knowledge about the different tools that can be used for business decisions. This has thereby impacted the level of communication and had delayed the overall process through which message was passed from the executives to the employees and then to the customer. This is an aspect which was totally missing as information literacy resulted in creating difference and discrepancies and thereby had an impact on the overall decisions making process. Lack of willingness to Change: The situation that was present in Wallaroo Airlines shows that the process of decision making didn’t look to change as the management was not ready to make the changes and instead looked to pass on the responsibility of the act to the executive by sacking him. This clearly highlights that the management wasn’t willing to bring the required change in which they carry out business and instead were looking to run away from the matter and fix responsibility on different people (Tiong, 2010). This thereby resulted in a situation where the policy of change was missing which could have ensured better reforms and development was made so that the risk for the business was controlled. Organizational Change Organizational change is a process where the business looks to bring about the required changes by so that the goals can be better achieved. The changes will require that the business brings changes in process, employees and technology so that overall efficiency is achieved and the resources is used in the best effective manner. Wallaroo Airlines has to look towards ensuring that they bring the required changes in their style of working by making changes in the process of communication so that better decisions can be arrived at. This will require that Wallaroo Airlines management looks at understanding the different benefits which they will get and the manner in which the overall performance will improve. This has to be further backed by the fact that the change has to be accompanied in such a manner that it looks to improve the overall efficiency of carrying out business. Reasons for Strategic Change Wallaroo Airlines has to inculcate the process of change because the present situation clearly brought forward the fact that the management and its employees were incapable of handling the situation. Brining the required change in the manner which communication takes place within Wallaroo Airlines will help to achieve the following Improve the entire process of communication as it will involve the use of better technology and developments which will provide an opportunity through which the communication at all levels become effective. This will help to develop both a formal and informal chain through which the message is passed on effectively from all levels and will thereby ensure that the overall mechanism improves Improve the level of customer satisfaction as brining the required changes in the process of communication will help to pass the message to the customers. This will help to improve the level of interaction with the customer and will also bring forward the different issues which the customers has and can be improved. This will thereby ensure that the overall effectiveness is improved (Pinto &Kharbanda, 2005) Increase the level of authority that the employees will have to take decisions especially in conditions which requires so. This will facilitate in passing on more authority and responsibility on the hands of the employees through which they will be able to bring the required change and will ensure that decisions are better. The employee will thereby help to act in a positive manner so that they are able to bring the required changes through which developments will be made. Bringing the required changes in the process of communication will also help to ensure that employees and the management will be better placed than their competitors. This will thereby have a positive impact as it will help to create a positive impact of the organization and ensure that the long term goals are better achieved (Mallak, Kurstedt Jr. and Patzak, 2007) Barriers to Organizational Change The case of Wallaroo Airlines shows that the management and the employees were unwilling to change and adopt the new technology which would facilitate the process of communication due to the following reasons Both the management and the employees are not willing to undergo the process of change and acquire new methods of communication as it will require that both have to undergo changes in the manner the business is presently being carried out. This will require training both an and off the job which the employees are unwilling to undergo (CII Project Change Management Research Team. 2004) Wallaroo Airlines is not willing to bring a change in the communication process as the implementation of new technology will require time and money. This might even give rise to situation where the new technology doesn’t provide the required return that is being aimed. The fear that the decision might backfire and will require time to be implemented across all departments and areas is being strongly objected. Changes in the process of communication could also mean that the employees working in Wallaroo Airlines will have to leave their job. This is on the backdrop that the adoptions of new technology will requires certain specific skills which the employees might not have. The fear that the job will be lost due to change in technology might make the employees resist change The time which is required for the change of technology might be high which would thereby hinder the present mechanism through which business is done. The fear of the management that bringing the change would mean a financial loss at the present moment might also raise doubts and objections and might thereby have an impact on the process of change (Cadle & Yeates, 2008) Wallaroo Airlines thereby has several issues before them which is faced both by the management and the employees which has made it difficult to execute the process of change which develops the communication channel so that customer satisfaction can be enhanced and situations can be better handled. Theories for Organizational Change Wallaroo Airlines to develop the process of change in communication process and improvement in the channels have to look at the following theories to improve effectiveness Lewin’s Force Field Theory of Change: This theory states that organization will find different factors which will arise to the manner in which the organization operates, the business structure and so on which will resist changes. In a same manner some factors will facilitate in developing the process of change. To bring the required changes the resistance to change has to be decreased and the forces facilitating changes have to be increased (Chapman & Ward 2007). This model clearly states that Wallaroo Airlines need to look at the benefits that bringing change in the manner communication takes place will provide them. Since, developing the communication process through proper channel will help to improve customer satisfaction and enhance the brand image Wallaroo Airlines need to look at facilitating changes by highlighting the employees and the management regarding the manner in which they will be benefitted. Kotter 8 Step Change Model: The Kotter’s 8 step model for change also highlights that to bring the require change or transformation in the manner the organization is working it is important to create urgency and to pass on the message clearly. This should be matched by the fact that the employees should be highlighted the different benefits which they will get and the manner in which the changes will help them in their carrier (Chapman & Ward 2007). The overall adoption of steps should be such that it instigates the employees and the management to change. This model clearly states that Wallaroo Airlines need to look at the benefits that bringing change in the manner communication takes place will provide them. Since, developing the communication process through proper channel will help to improve customer satisfaction and enhance the brand image Wallaroo Airlines need to look at facilitating changes by highlighting the employees and the management regarding the manner in which they will be benefitted (Galpin, 2006) The different theory also bring forward that bringing change in the communication process should be the objective of the management as it will help Wallaroo Airlines to improve communication and provide different benefits to the customers Organizational Change Strategy Wallaroo Airlines to bring the required changes in their communication process will have to look to undergo the following steps Development of Communication Channel: Wallaroo Airlines has to aim at developing the communication channel so that any problems which the organization is facing are quickly passed and the same is being replied by the management (Ibbs, Lee and Li, 2008). This will require the development of both formal and informal form of communication so that the business is able to develop channels through which the business is able to gain the required efficiency and will help to pass on the message both ways and ensure better decisions Development of Critical Thinking Process: Wallaroo Airlines has to facilitate a mechanism through which critical thinking process is developed so that it helps to deal with the complex issues as and when they are present. This will ensure that the employees will be able to handle several issues by themselves. This will thereby reduce the dependence on the top management and will facilitate a process through which the different issues will be sorted out quickly (Andersen, Grude & Haug, 2004) Developing Information Competency: Wallaroo Airlines has to look forward towards developing the required information competency system which will be focused on using different tools to communicate. This will require that the employees and others within the organization are provided the required training regarding the manner in which it has to be used. This will thereby provide the required development and will ensure that the employees will be in a place through which the use of technology facilitates decision making and ensures that the overall decisions are better (Andersen, Grude & Haug, 2004) Develop a code of ethical practices: Wallaroo Airlines has to further ensure that an ethical code of conduct is developed which will be applicable for all within the organization. This will help to ensure that if any employee or an executive don’t carry out their duties than they will be monitored through this mechanism and will help to work according the guidelines (Yardley, 2002). The process will also ensure that the motivation of employees will increase as they will know that they won’t be removed from their role if they are contributing positively. Wallaroo Airlines thereby can use the above mentioned alternatives to bring a change in the process of communication so that the decisions which are taken helps to improve the overall effectiveness and will multiply the opportunities for the business. Change Management Project Plan Communication Wallaroo Airlines has to ensure that the process of change and the manner in which it will have an influence on the employees is properly communicated to the employees and the other stakeholders. The process also needs to ensure that the employees and other stakeholders are highlighted the different benefits which they will get and the manner in which they will have to change their style of working so that better productivity is generated and the business efficiency improves. This will require drawing out a full charter and explaining every thing (Burke, 2003). In addition to it Wallaroo Airlines will also have to develop training and other programs which will look towards providing the necessary skills and bring the change in the skills of the employees. This will act as a positive signal and will pacify the employees that the changes is being done for the benefit of all Wallaroo Airlines can also look towards hiring a specialist who will be able to justify the manner in which the process of change will develop the business and the manner in which it will be done. Using a change specialist will reduce the risk for the business as the experience of the person will help to take better decisions (Burke, 2003). This will also help to facilitate the process of change and will provide the required impetus through which overall efficiency is achieved and the business will be able to perform well on different parameters. Conclusion Wallaroo Airlines need to look towards bringing the required changes through which the business is able to use the resources effectively and will require a complete transformation in the communication process. This will help to develop the required fundamentals through which customers will be satisfied and will provide the required direction through which efficiency will improve. The different theories in the same direction also state that Wallaroo Airlines needs to bring a change in communication by adopting new tools and developing the information technology process so that effective communication takes place between all the employees and helps to pass on the correct message. In addition to it the organization has to further look at providing better training and increase the role of the employees in decisions making so that certain decisions which are required quickly are taken by the employees. This will help to ensure better development and ensure best use of resources. References Andersen, E.S., Grude, K. V. & Haug, T. 2004. Goal directed project management: effective techniques and strategies (3rd ed.). London: Konan Page. Burke, R. 2003. Project management: planning and control techniques. Chichester: John Wiley & Sons. Baca, C. 2005. Project Manager’s Spotlight on Change Management. Alameda: Sybex. Cadle, J., & Yeates, D. 2008. Project Management for Information Systems. Harlow: Person Education Limited. Chapman C. & Ward S. 2007. Project risk management: processes, techniques and insights. John Wiley & Sons, Chichester. CII Project Change Management Research Team. 2004. Project change management, Construction Industry Institute, Austin, Tex. Huntoon, C. 2008. Managing change. Proj. Mgmt. Journal., 29 (3), 5–6. Ibbs, C. W., Lee, S., and Li, M. 2008. Fast-tracking’s impact on project change. Proj. Mgmt. Journal, 29(4), 35–41. Galpin, T. 2006. Connecting Culture to Organizational Change, HRMagazine. 85 – 90 Mallak, L., Kurstedt Jr., H., and Patzak, G. 2007. Planning for crises in project management. Proj. Mgmt. Journal, 28(2), 14–20 Pinto, J., and Kharbanda, O. 2005. Project management and conflict resolution. Proj. Mgmt. Journal, 26 (4), 45–54. Tiong, R. 2010. Effective controls for large scale construction projects. Proj. Mgmt. Journal., 11(1), 32–42 Yardley, D. 2002. Successful ITproject delivery -learning the lessons of project failure. London: Addison-Wesley Read More