Introduction:
This report focuses on Lebara Group as an organization for developing systems to involve stakeholders in the introduction of change. Lebara Group is a leading MVNO, which was founded in 2001, and offering innovative telecommunication services in different parts of world. Lebara Group is also a major provider of international wholesale minutes. Lebara is a very fast growing company. In 'Fast Track 100 Listing' produced by Sunday Times in 2006, Lebara was declared as 4th fastest company in UK. Lebara launched service in Holland in May 2004. Lebara Holland was a great success story. Lebara Holland was followed by Lebara Norway, which was launched in March 2005. Lebara Denmark started its services in May 2005 and Lebara Sweden in September 2005. In 2007, Lebara launched its services in three more countries. Lebara Spain in February 2007 and Switzerland in March 2007. Next launch was in United Kingdom in October 2007. Recently Lebara moved outside Europe and Lebara Australia was launched. Lebara is serving around 1.5 million customers in eight countries. Lebara is going to offer more services in future in financial services as well.
Systems to involve stakeholders in the introduction of change:
Stakeholders are groups of people who have an interest in a business organization they can be seen as being either external to the organization or internal but some may be both.
http://upload.wikimedia.org/wikipedia/commons/4/4c/Stakeholder_%28en%29.png
Internal stakeholders are those who are 'members' of the business or organizations, which are directly, concerned with the operation of business or organization for example owner of the business, shareholders, managers, and staff of business these are directly concerned with the actual operation of the business.
When we talk about external stakeholders of the organization in which those people are involved which are indirectly concerned with the business operation for example customers, government, supplier, community and creditors these are the persons who indirectly involved in the business operation. These are called external stakeholders.
Introduction of change in Lebara:
As working for Lebara I have observe lot of changes that may necessary to improve the efficiency of the company but one of the most appropriate change which I realize and want to implement by involving stakeholders is the "feedback system" of the Lebara. Feedback is very important in each and every process of the organization. To develop the feedback system we maintain a feedback book. This book will contain all those questions which can improve our services this will be really helpful for the organization. This book will be for both the internal and external stakeholders.
The purpose of this book is getting a feed back of the internal and external stakeholders e.g. for internal stakeholders every day we will pick up some of the orders which we delivered and asking the customers to give us the feedback that how is our service and product they receive, the person whom ordered, was he friendly and any thing for us to improve. Whereas for the external stakeholders e.g. how our suppliers behaviour, our customers ideas and how it will affect our community.
Now I want to implement this change in my organization for this purpose I have to consider all the stakeholders because they will be mainly affected by this change. Stakeholder as we discussed above they can be of two type's internal and external stakeholders.
Involving internal stakeholders in change:
To implement this change in my organization first of all I involve the internal stakeholders that are managers of my department. I arrange a meeting with my manager to discuss about the change that I want to bring in the organization. I have discussed with my managers and told them everything about this book the advantages and disadvantages and start working on it.
My second step will be to involve my staff or employee's without them I cannot bring this change because they have to implement this change with me so they must know what this change about, I arrange the meeting and explain them, train them and get their ideas about this change.
The third step will be to get ideas of the employees and make improvements in the plan that is formulate to implement the change in the organization.
External stakeholders:
External stakeholders as mentioned above are customers, suppliers and community. To involve external stakeholders we call a meeting of suppliers, shareholders, and customers to introduce them about this change.
Secondly we pick some of the address every day and give them a call and allow them know about this change and have their opinion. Same thing we will be doing with our suppliers we will call them and inform them and have their opinion by asking them some questions, which we have in our feedback book. Whereas community concern it's having same importance because we are located there and we shout have strong relationship with them.
Analyze and evaluate the change:
We have defined criteria to analyse and evaluate current use of system in Lebara. This criterion has been identified by reviewing literature and focus on the effectiveness of this system. After implementing the change in few months I have analyzed
Usefulness
Check whether feedback system is more useful for decision-making.
Quality of Results
Check whether the system has the quality of results or not. With quality we mean the accuracy of results.
Performance
Access the performance of the systems against while it is performing the activities in a best way.
Information Access
Check whether the system provide information access to stakeholders of the organization.
Consistency
Check the consistency of results from the stakeholders.
Applying the Evaluation Criteria of feedback system:
Usefulness:
The use of this system focused on the top-level management of an organization. The Lebara's feedback system is helping to make decisions on all levels of the organization. So Lebara's feedback system is more useful and all decisions are based on analysis of stakeholders. This is improving the overall performance of Lebara.
Quality of Results:
The labara's feedback system is helping to retrieve more recent data for analysis which ensures and improves the quality (accuracy) of results and hence the quality of decisions.
Performance:
There is lot of emphasis on performance in feedback system solutions. It is clear that there is decrease in performance of the system affect on decision making of the organization. End users want data result within no time and Labara's feedback system is meeting these requirements.
Information Access:
The information access is increased, as fresh data in Operational systems as well as historic data is available for analysis-based decision-making. Whenever fresh data is needed, it will be extracted from feedback Systems.
Consistency:
Lebara's feedback system is producing consistent data results, which is very important. Inconsistent data results will decrease the confidence of end users. As information is being retrieved by several data sources, data needed to be accuracy. Consistency is maintained in all these process.
Conclusion
Feedback Systems has already shown its worth to better decision making on strategic level. Feedback systems have become a necessity in large and medium size organizations for analysis of business processes.
Labara's feedback system is enabling management in organization to make decisions and also keeping an eye on the progress of different tasks running in the organization at real time. Managers can take appropriate steps immediately if any task is diagnosed to be not going in accordance with strategic decisions taken by top-level management in the organization.
