Change Management at EMPRESS Hotel Group

1. Introduction

The intensification of market competition and shifts in the preferences and demand patterns of the customers stimulates changes in an organization. In this context, the research would identify the change needs, initiatives, and resistances to change in the case organization, EMPRESS Hotel Group. The research would also manifest and suggest certain recommended activities that might be considered by the group of hotels in order to resolve the resistance to change and thereby implement the modifications efficiently in the organizational model for ensuring the continuous growth and development of the business in UK and global market scenarios. For students researching this topic, seeking HRM dissertation help can provide valuable insights into managing organisational change effectively.

2. Method

The identification of the need for the organizational change through the urgencies is an important factor that must be considered by businesses with the purpose of ensuring the continuous growth and development. There are several methods that might be positioned and utilized by an organizational management with the purpose of identifying the change needs and the areas which required attention. In the case of the chosen organization, it has been identified that the insufficiency of customer orientation limited the scope of growth and expansion of the venture while competing with the local businesses.

The organization has been encountering continuous challenges due to the inefficient services and untimed services which affected the experience of the customers. The business conceived an employee centric policy while lacking a clear manual for identifying and delegating the different operations to the different responsible personnel in the workforce which limited the scope of the venture in ensuring the efficiency of the business functions and the quality of services as per the needs of the customers.

Al-Ali et al. (2017) stated that the experience of the customers is one of the major performance indicators that reflects the success and sustenance related factors of a hospitality based business. Therefore, the concerned organization must take the initiative of identifying the pain areas of the customers while empowering their processes and resources in order to address the shifting needs of the customers. From the case analysis, it has been observed that the emergence and adoption of AI (Artificial Intelligence) by different local firms are the crucial factors that have incapacitated the business in improving their service propositions. In this connection, the organization must employ a strategic and systematic intervention for identifying the pain areas or the concerns that are being encountered by the customers and form change strategies for mitigation. The mitigation of the concerns through systematic strategic interventions assist an organization in improving the experience of their customers while developing their propositions in accordance with the changing demand patterns in the markets.

The concerned organization might take the initiative of following the Lewin’s change model with the purpose of devising their capabilities on the change. The Lewin’s three stage model with stages like unfreeze, change and freeze allows an organization in developing capabilities on a systematic change approach (Hussain et al. 2018)). In the unfreeze stage, the organization would be identifying the concerns that are being faced by the customers while developing insight on the urgency for the change procedure. Developing cognition on the customer concerns might be conducted through conduction of customer surveys after they checkout through electronic media.

The feedback that would be gathered by the organization through the customers surveys would allow the organization in gathering knowledge and insights on the types of concerns and expectations of the customers. The organization might also take the initiative of asking for recommended course of actions from the customers, which would assist the venture leaders in developing coherent processes in alignment with the shifting needs and demand patterns of the customers. Hussain et al. (2018) stated that the clear identification of the concern areas support a business in framing efficient interventions which would contribute towards increasing the efficiency of the change processes.

After the identification of the concerns, the organizational leaders and managers must consult with the relevant group of stakeholders while creating and vision and mission for the change. The vision and mission of the change should be communicated uniformly between the different departments and stakeholders in order to improve change readiness and informed operations. Flanding, Grabman and Cox (2018) stated that clarity of vision and mission being communicated and informed decision making or operations of an organization contributes towards increasing the efficiency of the work practices. Therefore, the concerned organizational leaders and managers would keep the employees and the other groups of stakeholders aware of the change and encourage their active participation in the change process.

Post the communication of the change vision, the organization would be moving towards allocating resources and delegating the tasks as per the expertise of the people. Efficient delegation of tasks, training the existing employees and developing a collaborative system among the stakeholders are important aspects that might be considered by an organization while empowering change (AlManei, Salonitis and Tsinopoulos 2018). Therefore, the organization would be implementing the change in the processes after engaging the stakeholders efficiently while conducting the different activities as per the priorities. Post the application of the change processes, the organization is required to conduct monitoring and controlling activities with the purpose of sticking on to the change and making continuous improvements. Hayes (2018) opined that continuous improvements in the change processes support an organization in increasing their scope of attaining a competitive advantage. Therefore, the application of the systematic change model by Lewin would assist the chosen business in improving their prospects on the change management systems.

3. Findings

3.1 Type of change: Transformational change

The organization would be operating towards the implementation of a transformational change. According to Cameron and Green (2019), a transformational change is brought about by businesses with the purpose of empowering their business strategies while addressing the social and market trends while focusing towards the achievement of their vision and values. In this connection, it has been observed that the organization’s vision is to develop a competitive edge over the existing local business firms in the UK based market regions. Therefore the implementation of the transformational change aspects in the organization would support in improving the growth prospects while aligning the strategic discourses of the business with that of the vision and goals.

Domingues et al. (2017) stated that the implementation of a transformational change assists a business in improving their strategic capabilities. The concerned organization has been encountering challenges in improving the experience of the customers through the wider range of service propositions, whereas the existing local firms provided best in class services at affordable costs. The incapability of the organization in delegating its stakeholders on the different areas of operations and the lack of operations manual incapacitated the business in improving the overall operations of the venture while addressing the shifting needs of the customers. On the other hand, it has been witnessed that the business mostly focused towards an employee oriented policy rather than customer centric strategic interventions which limited the scope of the venture in gaining a competitive edge through provision of improving experience of the clients.

The application of the transformational change model in the organization would allow the business in identifying the macro economic trends like the shifting requirements of the customers, the propositions made by the competing forces and the internal competencies. Brones, de Carvalho and de Senzi Zancul (2017) opined that change is facilitated by the businesses with the purpose of achieving a significant outcome in the value of the propositions while retaining their relevance and sustenance in the markets. The organization devised objectives and goals towards improving the quality of service propositions to the customers and gaining a vantage point over the other existing market players.

Doppelt (2017) opined that transformational change is a necessary element for addressing the strategic goals and objectives of an organization while guiding the overall operations towards continuous improvement. Therefore, the organization might apply the transformational change model with the purpose of realizing the achievement of their strategic goals and objectives. Moreover, the application of the transformational change in the business model would assist in inducing continuous improvement capabilities for the growth and expansion of the business in the local markets.

3.2 Triggers and drivers of change

Triggers and drivers are considered to be an essential part of the change management system as it invokes the urgency within an organization for conducting the change in the processes. Arif et al. (2017) opined that the triggers and drivers of change assists an organization in conceiving the need for the modification with the purpose of resolving the concerns and facilitate an increased growth rate in the international markets. The major triggers in the case of the concerned organization are the reduction in the operating income with increase in operating expenses. Increase in the operating expenses has been limiting the scope of the business in maintaining stable profitability and growth. Therefore, the trigger of increasing operational expenses might be conceived as a warning sign for the business, which created a sense of urgency for the change implementation in the business processes.

From the case study it was observed that the business paid higher than the industry average to its employees, which has been contributing towards the increasing rate of their operating expenses. Moreover, the organization incurred several non- performing costs which have been limiting the scope of profitability of the venture. Schuh et al. (2017) stated that the identification of a trigger allows an organization in framing an improved change program in order to improve the overall operational characteristics. Improvement in the operations with efficient governance supports an organization in improving their profitability and growth. In the case of the concerned organization, the trigger acted as a source of identifying the internal inconsistency and incompetency that exhausted the profits of the business, while creating urgency for change.

On the other hand, the change drivers are the forces that drive an organization to implement a change in their model with the purpose of improving the business position in the markets. Angela-Eliza and Valentina (2018) stated that the change drivers play an important role in defining the forces for the change in a business enterprise and thereby identify the outcomes from the change towards mitigation of the concerns. As per the case of the concerned organization, it has been witnessed that the major drivers for the alterations in the business process is specifically based on the dissatisfaction of the customers through the untimed, unresponsive and inefficient services. The organization is focused towards making a competitive position in the local markets. However, it was observed that the existing local hotels have been providing efficient services in affordable rates which have attracted the attention of the target customers of the chosen venture, resulting to switches and a degradation of the revenue streams.

The essence of the change drivers in the chosen organization is specifically based on improving their market position through influencing the experience of the customers through the proposition of efficient services. The identification of the specific change drivers would be assisting the business in gaining a competitive edge over the existing local market players while addressing the strategic growth and sustenance related needs. Van der Voet and Vermeeren (2017) stated that the identification of the change drivers assists a business sin developing and exploiting opportunities while addressing the various challenges that are being encountered by the same through implementation of effective change regimes. Therefore, it might be stated that the concerned organization might take the initiative of identifying the areas of concerns that are being encountered by the customers through reviewing feedbacks, which will act as change drivers.

3.3 Culture’s impact on organizational change

Organizational culture has an immediate effect on the change or alterations that are planned by the businesses. Too, Le and Yap (2017) opined that a positive organizational culture and efficient relation between the stakeholders and leaders of businesses empowers the change initiatives. Moreover, Sætren and Laumann (2017) opined that a continuous change environment and change readiness among the stakeholders are integral aspects that support a business in implementing continuous changes for its growth and sustenance. From the case study, it has been witnessed that the rate of absenteeism among the workforce has increased after the declaration on the changes which significantly reflects their behavior or attitude towards the venture and its change intent. Levy (2021) stated that the active participation of the employees in an organizational change affirms the success factors and growth of a business.

However, the organization failed to create a change environment and readiness among the employees to adapt themselves to the alterations. In this connection, the business leaders must take the initiative of making the employees aware of the necessity for the change and empower inclusionary approach through which the maximum engagement of the stakeholders can be achieved. Involving the employees and the other stakeholders in the decision making process and troubleshooting their concerns would be supporting the business leaders in improving the degree of staff participation in the change initiatives. Organizational culture, built through transparency of communication, inter- trust factors between the management and the employees and open innovation aspects are efficient towards empowering a positive environment (Vos and Rupert 2018). Therefore, the concerned organization’s leaders must take the initiative of maintaining transparency in their communication methods while making the stakeholders aware and involved in the change process, influencing the readiness among the stakeholders through a positive organizational culture and networking.

3.4 Resistance to change and leadership role

Resistances to change in an organization occur out of the fear of threats towards the job role, a change in the work intent of the employees, insufficiency of compensation and the like (Limba et al. 2019). Dwyer (2019) stated that every leader in an organization takes the sole responsibility of convincing the employees and avoid resistances to change with the purpose of encouraging their active participation in the different change initiatives. The concerned organization might encounter significant resistances from the employees due to their insecurity of losing their job role or the reduction in their pay scales through the change. Moreover, it has been observed that the organization is planning to focus on the customer centric methodologies which might threaten the liberty and autonomy of the employees. Lastly, the restless attitude of the employees towards the training programs and their resistance over learning new methods of serving the customers might hinder the course of change that is being planned by the business.

The leaders hold an efficient role towards mitigating the concerns that are raised by the employees and the staff members while convincing the same towards making proactive participation towards the change processes. As per the case of the concerned organization, the leaders must take the initiative of negotiating with the employees and staffs on terms like remuneration and compensation. The leaders must also take the initiative of making the stakeholders aware of the mutual gains that the organization and the same would make through the change. Raza, Khan and Mujtaba (2018) stated that efficient negotiation processes support a business in convincing and encouraging the active participation of the employees in the different change processes. Therefore, the leaders of the concerned organization must take the responsibility of negotiating and convincing the employees and the staff members in order to implement and sustain the change in the organizational process designs.

4. Conclusions

Therefore, from the above evaluation of the case organization it might be stated that changes are initiated by businesses with the purpose of maintaining relevance and sustenance in the competitive business environments. The report identified the concerns that are being faced by the chosen organization, and devised a change plan with the purpose of empowering their sustenance.

5. Recommendations

Organizations implement changes or alterations with the purpose of improving the overall operations and improve their scope of sustenance and growth in the existing or the new markets. Changes are made by organizations with the purpose of maintaining their relevance in the markets while competing against the existing forces and addressing the shifting demand patterns in the respective markets. Therefore, the concerned business must inculcate certain specific changes in their business model with the purpose of adhering to the macro environmental alterations while empowering their internal capabilities.

• Reconsidering the remuneration of the employees:

The organization has been encountering challenges in reducing their operating expenses which has affected their operating profits. It has been observed that the business provides their employees with benefits and remuneration above the average industry standards. Therefore, the business might take the initiative of cutting some of their costs through re- considering the remuneration that the business provides to the employees and the staff members in order to improve their profitability through the operations. Reduction in the remuneration or the benefits to the employees would allow the business in balancing the operating expenses and incomes while assisting the same in realizing continuous profitability.

• Conducting L&D programs for employees and staffs and providing the same with a detailed manual on the responsibilities and job roles:

The business might take the initiative of developing efficient training and development sessions for the employees and staff members with a clear declaration of their roles and responsibilities. A clear declaration of the roles and responsibilities of the employees, through the development of a well defined manual, would allow the business in making the stakeholders aware of their respective job responsibilities and maintain systematic functioning as per the client needs. On the other hand, the L&D (Learning and Development) programs or sessions would improve the scope of the busi9ness through reduction in inefficiencies in the service delivery process. The L&D program would contribute towards the skills and knowledge development of the employees and the staff members while guiding their activities towards meeting the shifting needs or requirements of the customers. As the organization is moving towards empowering a customer oriented approach, the L&D program along with the well defined responsibility manual would be supporting the business in improving the operations of the staff and address the needs and expectations of the customers.

• Monitoring and evaluation of the performance:

The concerned organization might take the initiative of developing efficient monitoring and controlling functions for setting a track on the improvements in the business situation through the implementation of the change. In this relation, the concerned business might take the initiative of collecting feedbacks from the customers and identifying their concerns with the purpose of inducing continuous improvement in the process structure.

Appendix: Lewin’s Change model

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