Organisational change is the group of set strategized activities that a company employs in a given timeframe to effect a sustainable market reach program for profitability. Change comes in vartious ways and can either be proactive or reactive according to the organisational setting. Roughly thre are about four main managerial changes that can take place in an organisation. Change in products and services, change in administaration, change in structure of the business strategy and induction of human resource information system. Economic competition in the market place can also force a company to make necessary adjustments in order to achieve the expected profit targets. Therfore, it entails that an organisation that can effectively embrace change has to hold a focused vision that is translated inot a common workplace culture that is reflected everyday from the customer service to the public relations offices (Utah 1).
The changes am going to illustrate are a case study that are specifically tailored for Sooner Legend in Norman, OK. The Sooner Legend is s tourist averagely rated hotel in the heart of Oklahoma that provides accommodation and restaurant services besides the conferential and catering services. Being a private company most of the financial status of the company is hidden but the quality of services can reflected through the customer reaction and feedback. The main targeted common mistakes that are depicted in the hotels complaints is poor food, fixed rooms (double), card rated payment only, poor delivery of services and poor interpersonal skills in the customer care department. The most notorious department to according to Tripadvisor customer reviews is the accommodation department and specifically booking office that stood out as having some form of authoritarian treatment to customers a customer of customers have complained of cancelled bookings without proper explanation devastating their experiences.
One specific leisure customer and a couple declared the hotel as serving mediocre food that was sometimes stale and rubbery. Terrible experience appears as a common name for the hotel in many internet website independent reviews to mean that potential customers have are already kept from coming to the hotel. One key business principle is that a customer is never wrong. Another leisure customer complained of a poorly conducted cancellation with reference to Valerie the operator of accommodation communication system. One hurt-team member indicated that he could not recommend the hotel at all to any one still mentioned that the hotel is quite sporting oriented to mean that the culture of the hotel has its roots intact. Therefore there main changes that the organization has to go through in order to break through its financial actualization barriers will include Administrative changes, habits and customer care changes are also necessary so as to keep the customer happy and more than just satisfied.
Therefore I will apply the Lewins Three-Step Process of organizational change to overcome unnecessary resistance to change (Simmering 1). Notably, people resist change if the there is lack of coercion and poor management. According to Lynco Associates Inc., change happens when each person makes a decision to implement the change. This is a principle of managing change that I will apply in order to effect change in this hotel whose market share is receding due to poor public image. At the core of change is organizational culture that does influence company change success and failures consequently the culture that has to be changes involves the information system adaptations that can enhance quick and easy online placement of an order or booking that cannot be revoked. This comes in as an urgent measure to counter various complains from customers over short notice cancellations of their bookings in order to allow better and known customers who may pay more to accommodate. Managerial strategy will be effectively adjusted to see through the transition period that is mainly made up of three main stages.
The hotel need to quickly adopt a reactive change that can serve the new niche of leisure tourists better than it is done today. The promises made to all customers have to be honored in despite the status of the customer so as to promote equality and integration in the customers eyes. Some instances worth of noting is the lie about a war outside swimming pool that is never fully operating as per the advertisement and the free breakfast doing much more harm to the company that the good, marketing strategy needs it was to satisfy. A proactive change will entail changing of the organizational culture so as to reflect in the advertising channels only the products we offer while endeavoring to develop more product packages that can serve many customers to satisfactory. Appropriately, these old habits of lying to customers have to be unfrozen in all departments so that a new strategy can be introduced to facilitate change and transition. Change will be effected according to the strategy recommendations. And lastly, the developed and learned change habits must be frozen (refreezing) in order to keep its impacts lasting. The three simple Lewins steps are unfreezing, changing and refreezing. Unfreezing has to affect the desired state of the organization that needs change (Utah 1). All stages of change have to be monitored via a powerful human resource information system that will enable the hotel company to compile feedback data, do diagnosis with feedback so as to facilitate action in the right direction ad evaluation that is quite necessary so as to implement only desirable change only.
In the preliminary research into the profound financial crises that is facing the company due to poor strategies I therefore recommend the following urgent measures that if implemented will act as guidance to management of change in the organization. The hotel industry is gaining momentum as holidays are considers top company priorities to facilitate motivation and enhance company performance. Therefore the company needs to facilitate an acquisition of a powerful Human Resource information System that will make collection of data easier and feedbacks storage. The package has to be user friendly so as to take care of feasible company tasks. The human resource component of the information system change the hotels marketing, booking and customer based relation. Besides handling payrolls, accepting electronic payments and information dissemination, the HRIS will enhance the development of human resource management and administrative cores leading to achievement of a larger market share and saving time while providing effective and efficient services to the clients. The free breakfast marketing and advertisement strategy is detrimental affecting the reputation of the company. Many customers have termed the breakfast as below hotel quality level and some have threatened never to come back. Recall that business is all about retaining customers and this could be a killer move that could either save the organization or the worst can take place anytime due to poor publicity. Therefore the company need to either hire or outsource for a qualified public relations services who can handle the management hurdles like bookings and food complains effectively due to the fact that customers taste are varied and dynamic. Therefore, the breakfast will either be suspended or quality will have to be ascertained at all levels. Excellent services leave a positive cognitive and psychological impact on customers and that is the most precious tool to maintain in the business world. Therefore I recommend also that some basic services like microwaves and refrigerators can be provided freely instead of breakfast. This is already taking place in such hotels as La Quinta Inn and Suites thus posing a competition threat and indeed they have already chipped into Sooners market niche with some of our dissatisfied clients complimenting the La Quinta with better room services, beds, better and breakfast (Tripadvisor 1). Therefore the company needs to reshape its room service, revamp the bed even though they look modest the competitor factors are against the modesty display and in need of some extra experience even if it means paying more to access fantastic experience. The market demand requests that the provision of services should impress the cultural factors diversity that are even everlasting that the customer has to come back to experience the same happiness. Subsequently, the change factors dictate the hotel sells happiness and not sadness to the visitors.
The customer care department will have to be integrated with a new human resource information system (HRIS) that will enhance timely communication with the customary requests. Acquisition of a robust and dynamic HRIS is a holistic approach to solving the hotels main challenges. Purchase of the HRIS (Immerauf 1) will have freed the hotels total time by almost fifty percent this means that managers will thus able to have much time to take care of basic issues that need attention like food provision, service and attention to customers since clients love to speak to humans rather than robots. Through the initiation of the project, Sooner Legend in Norman will be able to liberate its human resource management to a higher I.T. platform. Some of the functions this system will be able to accomplish in the company include payroll, recruitment, training management, employee information, employee self-service (ESS), compensation, staff-shifts, e-registration and real-time customer bookings whereby a customer has the virtual key to his room even before arriving at the destination (Immerauf 1). The payroll module can be used to introduce other forms of flexible payment schemes that the world of today accepts instead of the resilient credit card only approach used by the company as the only financial payment option thus restricting the customer base unfavorably. Moreover, the HRIS can be installed in all rooms to facilitate ease and cost-effective communication between the customer and room service departments instead of using the telephone that accumulates bills.
The HRIS can be incorporated in the on-line ands internet marketing strategies. Presently, designing of packages is still underutilized in the website tools. The company has to rise above the just a Hotel experience and adapt into a destination center that can take advantage of the market place to gain a better capital base. Therefore renovation and expansion programs need to be designed now if the company has a vision to run chains in the whole world. Therefore the Sooner Legends Inn Suites website should be reflecting a strong and aggressive marketing strategy that can tap into air ticketing, provision of car hire services and organize sightseeing packages that are completely a touch that can only be associates with Sooner Legends Inn Suites so that the hotel can tap into the Norman Tourism share of tourist. There is need to demonstrate trust to the customers and within the business habitat since Lynco(1) states that, Trust is earned by those who demonstrate consistent behavior and clearly defined values thus the consistence of the change mechanism that Sooner Legends Inn Suites adapt and adopt as its culture will need to be frozen again with as a whole system made of individuals who are pro-change. Additionally, expected expansion of the hotel will lead to building of the company reputation-after containing the traffic so that all customers get the services they need at the hotel.
Sooner Legends Inn Suites should organize a culture interaction packages that can pull peoples from different backgrounds for a showcase of their culture in return for loyal customers who the company has to maintain at all costs. Therefore the main building structures of the hotel need to be re-vamped to reflect seriousness such that the hotel can move from a simple satisfaction level leisure station to a fully fledged destination centre of excellence. The three main meeting rooms lighting is too plain therefore a lighting technique could be hired to create ambient and warmth reception colors in the psychology if all the visitors. That way Sooner Legends Inn Suites can cut into the lost business niche due to competition. At the same time, the furniture in the meeting rooms is too simple and common place that the hotel cut a small in the corporate world. Though the hotel is medium in since, it can capitalize on corporate opportunities by inclusion of corporate meeting packages at discounted rates to selected companies like Ford Center, OK Motorsports, Sports Clubs and Parks and Museums (Sooner Legends 1). The company can advertise in these public-domain social areas in order to get closer to the customer as possible.
In the light of implementation of all the aforementioned strategies the uncertainty surrounding Sooner Legends Inn Suites will be eliminated and the company will break from tight and costly programs that are auxiliary to the core business of the hotel. Consequently, soon the company will be profitable and the stakeholder will consider adjusting the rumination package. The reactive change will involve the complete revamping of Sooner Legends Inn Suites to keep in touch with the late developments in technology and change in market tastes (Simmering 1). The decision for change lies in the hands of everyone and the stakeholders have an upper hand over the expansion of the hotel industry. The focus of the change is to facilitate quickly recovery of the Industry from poor public reputation by providing enough rooms in our proposal to expand within a period of three years. In regards to achieving the same, the hotel will have to embrace culture of excellent customer services and training for effective management. Lastly, the paradigm of marketing will has to shift from customer looking for us by displaying cheaper rates (Mahendra 1) and instead get into the market place and get clients to share the new packaged Sooner Legends Inn Suites.
In conclusion, the management staff, the administrators, stakeholders and the general management of Sooner Legends Inn Suites has a task to viable profitability in the implementation of a state of the art human resource system whereby all members of the staff will be trained marketing and interpersonal skills. Appraisals shall be based on performance and delivery tactics deployed in the process of strategy planning, execution and eventual evaluation of the success of each and every plan.
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