Telecommunications services companies have been dealing with many struggles in recent years. The industry has been in a constant state of change, which has kept it unstable and chaotic. This unpredictable environment has left many telecommunications firms straining to remain competitive and to keep their clients.
CrysTel, a thus far successful telecommunication firm is one such company which has been challenged to maintain its market share because of increased competition in the telecommunications industry as well as from cable companies who offer complete home and small business communications packages including internet service, television and land and cell telephone services. CrysTel is planning to introduce a list of new and emerging telecommunications innovations in a bid to increase its products offering in the market.
To become and stay a steady organization that keeps up with the demands of the market, CrysTel must change and expand its services and continue to offer new products on an ongoing basis. Major changes have certain capabilities to affect the whole company. CrysTel realizes organizations with long-term achievements have to develop and maintain competitive advantages. Presently the telecommunication market is so unstable that today's competitive advantage can easily become tomorrow's minimum level of acceptable performance.
Unique products, shortened time to market, high quality, and excellent customer service have all at various times, provided competitive advantage, however competitors have duplicated each all too quickly. Having these advantages CrysTel must implement major changes in certain departments. To implement the changes successfully CrysTel must develop a multidimensional strategy to remedy the internal issues predicted to arise as a result of the changes.
The strategy must be multi-faceted enough to addresses all stakeholder concerns in a win-win manner while still allowing the company to execute its change strategy. This will enable the company to make decisions and implement solutions that will speak to stakeholder concerns and at the same time allow it to achieve critical organizational goals. Implications of Organizational Change Organizational change can be described as the process of moving away from a current condition to realize some future state. Change management involves managing the process of achieving this future state (Nickols ,2004).
Change can be viewed from two vantage points, that of the people making the changes and that of the people experiencing the changes (Prosci, 2006). In the top-down, or strategic viewpoint associated with management, the focus is on technical issues such as the investment required, the processes for implementing the change, how soon the change can be realized, and the outcome. In the bottom-up viewpoint of the employee, the focus is on what the change means to the individual, how they can cope with the change, and also how management can assist them through the transition.
In this context, effective change management should be able to help individuals evolve from negative feelings such as fear and anxiety towards positive feelings about the changes being made (Zinnov. com) Effective change management deals with diagnosing problems and determining an alternative that involves changing the organizational structure or processes. It also identifies and deals with the individual responses to change that can hinder the success of the project.