Emirates airlines
Analysis of hard systems
This section will let you know how Emirates Airlines can manage the proposed change using the Human Resource Management hard systems
Hard systems of HRM
Phase 1: Description
Situation summary
Asian pacific area, especially the United Arab Emirates has been experiencing a constant growth of economy. Many of the countries that are located in this region have their economies maturing up. The fact that these economies are growing at a fast pace implies that the income per capita is also increasing. Consequently, many people are able to afford air transport. Markets are changing rapidly and more governments in the region are streamlining their economic policies so as to suite the Airline industry. (Tayeh, 2006)
The economic challenges associated with global financial crisis experienced in the recent past have resulted to a tremendous decline in the world airline traffic. (Allaz, 2004)
Most people are now more knowledgeable about the reputable companies. For example, the availability of internet to many of the people across the world enables them to understand the weaknesses and strengths of various companies, airline companies included. This impact on the airline industry is exemplified by the fact that many clients tend to shy away from airlines with numerous stopovers in comparison to those with one or have direct routes Clients can have ample knowledge of all these issues simply by a click of a button on the personal computers or mobile phones. The issue is affecting the Emirates Airlines. (Doganis, 2001)
With the growing demand for better services, the Emirates Airlines is investing in infrastructures and planes that meet the requirements of various clients. While the company does this practically, some information do not reach the intended potential clients who rely heavily on the internet information searches. The difficulty of enhancement of a better flow of information about the most current attempts of the organization to provide infrastructure that meets the most recent needs of clients is evidenced by conducting of a search of the Emirates Airlines. A lot of information pops up. This information does not directly start by addressing the most recent acquired technologies at the organization. The information search results first don’t appear in the company before the rest of the world knows about them.
Lots of complains have been raised by people terming themselves as clients of the Emirates Airlines who have had bad experience with the company. Some people claim that they have lost their baggage with some citing bad experience with the airlines cabin crew while others complain of flight delays. A further treatment of these complains is given Many of the people raising these complains cite poor or relaxed management as being the cause of the reasons why they are made to go through humiliating situations. (Asghah, 2012)
On realization of the situation the company is currently, the Human Resource department has decided to meet and diagnose the actual problem which is as follows;
High rate of economic growth of nations surrounding the company especially the United Arab Emirates (UAE)
Economic challenges associated with Global financial crisis in a recent past.
Many clients tending to walk away from airlines with numerous stopovers in comparison to those with one or have direct routes.
The difficulty of enhancement of a better flow of information about the most current attempts of the organization to provide infrastructure that meets the most recent needs of clients.
Complains of clients of the Emirates Airlines who have had bad experience with the company.
Poor quality of services offered by employees.
Poor methods of improving levels of clientele
The above has resulted in;
Tremendous growth of the company (Emirates Airlines) due to economic growth of the neighboring regions e g the UAE.
Tremendous decline in the world airline traffic due to global financial crisis.
Loosing some of her clients because of offering poor services.
Poor performance of the company.
Bad reputation of the company.
Identify objectives and constrains
The objective of this project is to list all complains the clients have put forward in a single data base that can allow the Emirates Airlines to manage the services they offer to the customers more efficiently. The proposed system should help the Emirates Airlines to rectify the challenges it is facing currently related to customer service. Consequently, the system should also align with a vision of change which is required to give the organization a picture of what the future looks like after the change is implemented. It should help to manage the customers’ complains and turn around them to act as strengths as opposed to acting as threats. The vision of change needs to reflect on the picture of airline clientele, which ardently appreciates and recognizes that the company handles people of valid cultural background. Hence, it is not every food or beverage that they would want that could actually be supplied to them. (Tanner, 2011)
In the vision of change, it is also crucial for the system to help in articulating the perspectives of ensuring ardent communication to clients to make them understand that, apart from cultural perspectives that may influence what clients consume, the airlines may not also satisfy all the cliental demands based on demographic factors such as age. This is particularly significant for people travelling with their infants.
It is crucial that every customer, a mid his or her cultural background and attitude, is an important asset of the Emirates Airlines. Convenience, safety, and comfort of these customers need to constitute the paramount concern of the organization. Safety here does not only imply the capacity of the airline to move the customer from point A to B, but also the belongings of the customer including their baggage. The proposed system should focus on all that. For the case of long delays, a rapid mechanism of providing essential services such as accommodation at the cost of the company is vital. Other critical issues for implementation include mechanisms of guaranteeing the baggage liability to the clients, ticket refunds and improvement of a two-way form of communication while handling issues of concern about the service provisions of the company by customers. The Management with the help of the Hard System must take proactive roles in ensuring the efficiency and effectiveness of these changes. The above objective tree will ensure the below from the proposed hard system;
To grow with the growth of the economy, for instance, as the United Arab Emirates improves economically, and so should the Emirates Airlines.
To provide better services for the clients as in the case of stopovers. The company aims to arrange for one or direct roots and also avoid flight delays.
To find an easy way to enhance a better flow of information that provides infrastructure that meets the most recent needs of clients.
To provide customer care services that will help the company to satisfy customers / clients. Avoid previous cases of bad experience with customers.
To train the employees in handling customers. To avoid complains such as; bad experience of the clients with the Airline’s cabin crew.
To improve levels of clientele.
Involve the cabin crew in planning standards of customer service. The Emirates Airlines cabin crew is the people who are in daily contact with the customers. They are the ones who really know what is required on the ground by the customers. Whenever business changes occur, they are the first ones to know. Thus, they can bring all these changes on board when customer’s services policies are being designed and assessed.
The constrains of the proposed requirement;
Acceptance of the new changes will not be easy and if it works, commitment will be a problem.
Bringing the hard system to the company will cost the company a lot
Identify performance measures.
The above constrains may hold back the project from reaching its set goals, but were it not for them, the results of the project can be measured by
waiting time in days
% meeting quality standard
Costs in cash
Easy to manage
Savings in cash
Feedback from customers
Sales or incomes
Phase 2: options
General options
It has two options; the first one is developing a Business Re-engineering model (BPR) that involves the re organization of the major processes in business enterprise or company in achieving improvements in important measures of performance, for instance; the cost, quality, service or delivery and speed. The other option they developed is the Kaizen method model of change. This method is for continuous incremental improvements. It serves management concepts such as, total quality control, quality control circles, small group activities, labor relations, e. t. c. its main elements are quality, effort, involvement of employees, willingness to change and communication.
The business re-engineering model of change
The implementation of change lingers the technology, human and the dimensions of the organization. It helps to do away with the elements that do not that do not contribute or align with the objectives of a company. The model is about the improvements of productivity by paying attention to the whole process and not just specific functions or activities. It is more conducive in short term incremental change and in individual cultures that are more focused on short term success. With this option, the company will make great achievements in improving the technology of the Emirates Airlines and this will help the company to meet the objective of enhancing a better flow of information that provides infrastructure that meets the most recent needs of clients.
The company too with the assistance of the model will provide or deliver services that correlate with the needs of the clients of the Emirates Airlines. With this, the company will meet the objectives which are; provide better services for the clients as in the case of stopovers whereby the company aims to arrange for one or direct roots and also avoid flight delays, provide customer care services that will help the company to satisfy customers / clients by avoiding previous cases of bad experience with customers and an objective of Involving the cabin crew in planning standards of customer services especially now that they know that the Emirates Airlines cabin crew are the people who are in daily contact with the customers. They are the ones who really know what is required on the ground by the customers. The main problem with this system of change is that it is meant or best fits in short term objectives. The Emirates Airlines will not favor the system model because it’s a big organization and requires long term objectives to ensure that the company continues to grow more and more. The other problem why the system doesn’t fit in the company is that it fits well in individual cultures that are more focused on short term success.
The Kaizen model of change
The Kaizen has 5 founding elements which include; team work, personal discipline, improved morale, quality circles and suggestions for improvement. The Kaizen model of change fits well in situations where long term incremental change is required and in collective cultures. The company HRM decides to consider this model as the best way forward in achieving its goals. It solves the problems and the critics the company is facing deeply, one after the other. The objectives the Emirates Airlines can all be handled effectively with the support of the Kaizen model of change. The system is incomparable to the business re-engineering model of change since other than achieving all the objectives that the latter has achieved, the Kaizen tops other values on top. (Blankson, 2005)
It will facilitate team work among employees and all the levels i. e top management, middle and low level management. The cases where the Emirates Airlines’ top management is criticized for not being concerned about poor handling of clients will cease if the system model of change gets implemented. Team work in every organization enhances more productivity. Another element of the Kaizen model is that it facilitates personal discipline. Through developing this system the Emirates Airlines will have disciplined employees hence cases of complains from clients of being harassed by workers of the company will come to a halt. The system too will help the company create morale in its workers. This will ensure that the employees’ services will be improved. How they receive and handle customers will be captivated by the morale they have.
Serving management with concepts such as total quality control and quality control circles, the Kaizen model of change will help the Emirates Airlines rectify all the mistakes or problems it has been having with the clients in service satisfaction. Adopting the model will help the company ensure that it provides quality services to her customers. This and others will see the Emirates Airlines grow and even never get affected in cases of global crisis since the model favors long term objectives. The Kaizen model too allows suggestions for change which in turn creates a willingness to change to the whole organization. It is known that accepting change is not an easy step anyone can make. Sometimes force is applied to get people to change but, the best way forward is to first explain to hem why and how will the change impact them. With the Kaizen model of change, this is possible and that is why with it, it takes a short duration for people to adopt the change. The Emirates Airlines views this method as the best since it responds by answering or providing remedies to what the company has put forward. (Tozawa, Bodek & Rivoli, 2002).
Lack of efficient communication is also another problem the company is facing. Poor technologies, communication barriers, bad reputation among many others, have really influenced the decline of performance of the Emirates Airlines. With the technology growing in every corner of the world, people can retrieve any information about any organization from anywhere. The Kaizen model will help the company develop an efficient technology in communication which in turn will facilitate improvement of the company operations.
Comparison between the two options using the same measures
Measures
Kaizen model
Business reengineering
Waiting time in days
Less time
Long time
% meeting quality standard
high
low
Costs in cash
high
medium
Easy to manage
high
medium
Savings in cash
high
medium
Feedback from customers
high
medium
Sales or incomes
high
medium
Edit options and detail- selected option
The Emirates Airlines will bring into the company the Kaizen model with a customer service Database that will help the company improve its services to the customers.
The process will start by listing all the customer complains on the database and analyzing them one after the other. No complain should be left aside even if, it is criticizing the top management. The system will help the company analyze every complaint and find the solutions. The raised complains by clients will then be forwarded to the respective departments with the remedies attached. Customers should also get notified about the changes or the steps the company is opting or has taken. The above process needs a lot of communication among the top management, line managers, HR, IT managers and the clients. (Jones, Steffy & Bray, 1991).
Evaluate options against measures
As illustrated in the table below, the objective of the system fits the desired measures correctly. (National Cooperative Highway Research Program & États-Unis. 2006). The Kaizen model will provide a reliable management because it is easy to manage and adopt by the employees.
Measures
Customer service
Information technology
Management application
communication
change Adoption
waiting time in days
High cut
High cut
High cut
High cut
High cut
% meeting quality standard
High improvement
High improvement
High improvement
High improvement
High improvement
Costs in cash
High cut
High cut
High cut
High cut
High cut
Easy to manage
High improvement
High improvement
High improvement
High improvement
High improvement
Savings in cash
High cut
High cut
High cut
High cut
High cut
Feedback from customers
High improvement
High improvement
High improvement
High improvement
High improvement
Sales or incomes
High improvement
High improvement
High improvement
High improvement
High improvement
Phase 3: implementation
Develop implementation strategies
In implementing this system, team based approach should be applied. Since the complaints criticize almost all departments in the company, it is advisable that all the heads of the departments come on one table and share the ideas on the way forward. The system shall not be forced to the employees but will be adopted gradually. The Kaizen model is a team based system and can work on its own without the support of the other approaches which might even be more costly. Training approach can do but in this case, it will need to be complimented with another approach for it to be effective. Hence following the team based approach, the Emirates Airlines will develop the following plan for implementation.
Sr.
Kaizen
Duration
Deliverables
Responsible Parties
1
Meeting with end users
On-going
Gather business requirement
Follow up on details
Manage/releases changes
IT Project Manager. Project Manager
2
Design a business requirement specification
4 days
Detail requirement gathering (appendix)
Business Coordinator, Project Manager
3
Propose customized system based on requirement
1 day
Provide proposal to agreed requirement
Evaluate proposal options
IT Coordinator, Project Manager
4
Sign the project request form
1 day
Request for to be signed by project initiators
IT Coordinator, Project Manager
5
Initiate Project charter and sign off
1 day
Project charter to be signed by project manager
IT Coordinator,. Project Manager
6
Develop the system
IT management
Customer service management
45 days
5 days
10 days
Detail as follows:
Designing the program application
Design the workflow for approval management
Design the web
Developing the web
Building the links between the different interfac4es
Design the work-flow
To be developed by IT Coordinator, supervised by the project manager
Carry out the planned changes
Previously, the project was ideally designed on documents, now that the project is implemented and fully functioning, the main support will start. Considering that the Emirates Airlines is a big company, meetings through networks should be conducted to log any issues or improvements which may be required. The company needs to see and understand the performance of the system so as to be able to maintain its utility by the users. Any arising problem should be worked on, accordingly evaluated and resolved. The company plans to use this very system in its meetings in order to gather the end users’ concern whereby they may ask them to recommend a solution or propose one so as to get their concern.
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