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The student will have introduced in assignment 1 a significant problem or issue concerning change within the participant’s own organisation or department (which I have submitted). To address this student will produce a critical review/work-based report demonstrating the methods used for effective management of change. This will be a past or current organisational change issue, either at the organisational, group or individual level, which demonstrates the application and evaluation of appropriate conceptual frameworks and theoretical models.
Introduction
Marriott International, Inc. is an American leading lodging company founded by J. Willard Marriott and Alice Marriott in 1927. The operations of the company are based on five core principles namely Follow excellence, Put people foremost, Accept change, Act with honesty and Serve the world. Its headquarters is in Bethesda, United States of America. The company has around 4,400 properties across 87 countries and territories. Its vision and mission are “To become the premier provider and facilitator of leisure and vacation experiences in the world” and “To enhance the lives of customers by creating and enabling unsurpassed vacation and leisure experiences” respectively. The reported revenue of the Marriott International, Inc. was near $14 billion in the year 2015. With a market capital of $22.2 billion, Marriott International stands at 29th rank in the world’s most innovating companies list by Forbes (Hormby et al., 2010)
There have been a lot of complaints by the customers like, the hotel employees are rude, at some of the hotels employees are racist, and people face a lot of problems while booking rooms and suites, etc. In this case study, we will discuss about all these major issues in detail and after that, we will also discuss about the probable solutions. Discussions about Change Management will be dealt along with related theories, methods and frameworks, especially Kotter’s 8-step change model and Lewin’s Change Management Model.
There have been a lot of complaints by the customers like, the hotel employees are rude, at some of the hotels employees are racist, and people face a lot of problems while booking rooms and suites, etc. In this case study, we will discuss about all these major issues in detail and after that, we will also discuss about the probable solutions. Discussions about Change Management will be dealt along with related theories, methods and frameworks, especially Kotter’s 8-step change model and Lewin’s Change Management Model.
Issues at Marriott International, Inc.
Problem in booking rooms and suites
Many people have complained that they face several issues while booking hotel rooms and suites. They say that when they call on the hotel's customer support number, either they get hung up or are not answered. Moreover, they have called for several times, but one who picks up the phone puts them through the reservation, and then they get hung up. People are disgusted and distressed by such poor service of the Hotel. People have also complained that despite getting the confirmation mails and messages of the hotel rooms, their booking gets canceled without any intimation to the customers which causes a lot of problem and confusion. These problems are rising day by day as the number of complaints regarding such issues are increasing and the Hotel Management is not looking over this serious problem, these are ignored thereby resulting to a decrease in customer's satisfaction level also, the reputation and goodwill of the company in the hotel industry are going down.
Many people have complained that they face several issues while booking hotel rooms and suites. They say that when they call on the hotel's customer support number, either they get hung up or are not answered. Moreover, they have called for several times, but one who picks up the phone puts them through the reservation, and then they get hung up. People are disgusted and distressed by such poor service of the Hotel. People have also complained that despite getting the confirmation mails and messages of the hotel rooms, their booking gets canceled without any intimation to the customers which causes a lot of problem and confusion. These problems are rising day by day as the number of complaints regarding such issues are increasing and the Hotel Management is not looking over this serious problem, these are ignored thereby resulting to a decrease in customer's satisfaction level also, the reputation and goodwill of the company in the hotel industry are going down.
Rude behavior of the employees
It is seen that at some of the hotels of Marriott group, the hotel employees do not behave properly. They behave rudely with the customers. Their way of talking and interaction are not professional which is expected from the employees of such a big hotel brand. Many people have complained that, mostly in the Southern part of America, the employees behave rudely. This is a very serious problem as this has degraded the company's image in that particular part of America. People in the Southern America do not opt to book rooms in Marriott hotel; they only book rooms when rooms are unavailable in other hotels. Such rude behavior and unprofessional manner have affected the company negatively. This issues must be resolves as soon as possible.
It is seen that at some of the hotels of Marriott group, the hotel employees do not behave properly. They behave rudely with the customers. Their way of talking and interaction are not professional which is expected from the employees of such a big hotel brand. Many people have complained that, mostly in the Southern part of America, the employees behave rudely. This is a very serious problem as this has degraded the company's image in that particular part of America. People in the Southern America do not opt to book rooms in Marriott hotel; they only book rooms when rooms are unavailable in other hotels. Such rude behavior and unprofessional manner have affected the company negatively. This issues must be resolves as soon as possible.
Racist employees
It has been complained by many people that have faced racist behaviors from the employees at some of the hotels of Marriott group. People were and are discriminated by their race as well as color. Blacks are not treated well as compared to the Whites. This particular problem is too serious of all the issues as the people facing such discriminations can go to the court of law and sue the company for such inappropriate and inhuman behavior. The hotel group may be severely punished by the court of law. Proper measures must be taken to stop these discriminations and disparities.
(www.consumeraffairs.com/travel/marriott.html)
It has been complained by many people that have faced racist behaviors from the employees at some of the hotels of Marriott group. People were and are discriminated by their race as well as color. Blacks are not treated well as compared to the Whites. This particular problem is too serious of all the issues as the people facing such discriminations can go to the court of law and sue the company for such inappropriate and inhuman behavior. The hotel group may be severely punished by the court of law. Proper measures must be taken to stop these discriminations and disparities.
(www.consumeraffairs.com/travel/marriott.html)
Probable Solution
The top management of the Marriott International, Inc. should look upon the issues that have resulted in a sense of dissatisfaction in the customers. The managers should come out with an effective solution to these issues so that people no more face these problems. If these problems are not met soon, then it will negatively affect the business of the company apart from degrading the repo and credibility of the company in the market. In the case of racism, the company may be sued in the court of law and charged heavily; severe punishment may be given by the court if any one files a case regarding this. Some of the solutions to stop these issues are mentioned below:
? The Marriott Hotel group should consult with technology companies that may provide the required software for booking hotel rooms and suites because, in this highly competitive market, the company can't continue with the old technologies used in such operations. Apart from this, the company needs to give proper training to the employees who take the booking calls. Some new staffs can be recruited for this job.
? Training and development program should be organized for the hotel staffs so that they can learn proper ways of dealing with customers. As people have complained that the employees have been rude, this problem is very critical because it gives a bad and wrong impression of the company. The employees can't be rude to customers; this is absolutely against professional ethics. The company should fire the employees who have been indulged in these activities most of the time so that other employees understand how crucial their behavior with the customers is and how it can affect their career. It is not easy to take serious steps but sometimes it becomes mandatory to take such steps for the betterment of organizational future.
? The management of the Marriott International, Inc. should take a serious step to eliminate the employees indulged in racist activities. Such activities must be stopped as soon as possible because such inhuman behavior can't be accepted at any cost. The employees practicing racism should be fired from the company. These activities are against the moral ethics and nobody can be denied services by his/her race and body color. All the employees must be informed that if anybody found guilty of such behaviors in the future will be fired without intimation and a law suit will also be filed against him/her in the court of law.
? The company should appoint expert tell-caller auditors. It is also suggested that the calls which come to the hotels must be monitored and audited so that the employees can get the expert feedback if required.
? The management should publish an apology letter on its website for the customers who have faced problems in the Marriott Chain of hotels world-wide. This step will help the company in earning respect from the customers and maintaining its credibility in the market. If something wrong has happened, then there should be no hesitation in saying "SORRY."
Below, these changes will be implemented with the help of Change management.
Below, these changes will be implemented with the help of Change management.
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Place Your OrderImplementation of Change Management
The management of the Marriott International, Inc. should look upon the issues that have drastically affected the goodwill and reputation of the company. These issues are very critical and need to be resolved as soon as possible. The hotel management, especially the top management should implement some changes in its operations so that these issues are solved soon. The changes that must be made come under “Change Management”.
Change management is an approach to transitioning organizations, teams, and individuals with the help of various methods. It is a systematic approach which intends to redirect the use of business processes, budget allocation, use of resources and various other important modes of operations which significantly gives a new shape to the organization as well as to its operations (Kramer & Magee, 1990). Below mentioned are some of the important models of change management which will help the Marriott Hotel Group in implementing the solutions to the above-discussed problems.
Change management is an approach to transitioning organizations, teams, and individuals with the help of various methods. It is a systematic approach which intends to redirect the use of business processes, budget allocation, use of resources and various other important modes of operations which significantly gives a new shape to the organization as well as to its operations (Kramer & Magee, 1990). Below mentioned are some of the important models of change management which will help the Marriott Hotel Group in implementing the solutions to the above-discussed problems.
Kotter’s 8-step Change Model
John Kotter’s 8-step change model is one of the most significant model of change management which is widely accepted all over the world. It helps in implementing organizational change (Rose, 2002). The 8-step model is as follows:
Create Urgency:
This step states that a change is affective only if the organization wants such changes to be done. This sense of understanding creates a spark of motivation to get things moving. As discussed above, it is evident that the Marriott group of hotels needs to bring some changes in its operations so that the issues are resolved soon. The changes to be brought in the hotels must be kept at high priority and must be treated as urgent. The company should identify the potentials threats that can occur due to the mentioned issues; a scenario must be developed exhibiting the futuristic aspects of the issues. The management of the Marriott International should discuss the issues with the top managers and give convincing reasons to make the top managers talk and think about the issues. The lower managers should show the reviews of the people who have complained and how such complaints have affected the hotels. Adequate support can also be taken from the outside stakeholders and industry people to strengthen the argument (Kotter, 2008).
This step states that a change is affective only if the organization wants such changes to be done. This sense of understanding creates a spark of motivation to get things moving. As discussed above, it is evident that the Marriott group of hotels needs to bring some changes in its operations so that the issues are resolved soon. The changes to be brought in the hotels must be kept at high priority and must be treated as urgent. The company should identify the potentials threats that can occur due to the mentioned issues; a scenario must be developed exhibiting the futuristic aspects of the issues. The management of the Marriott International should discuss the issues with the top managers and give convincing reasons to make the top managers talk and think about the issues. The lower managers should show the reviews of the people who have complained and how such complaints have affected the hotels. Adequate support can also be taken from the outside stakeholders and industry people to strengthen the argument (Kotter, 2008).
Form a Powerful Coalition:
This particular step requires a very strong leadership to convince people about the importance of changes that have been thought of. Key people of the organizations play a significant role in this step. In this case study of Marriott Group, there is a need to find effective change leaders. A proper coalition or influential group of people within the management should be found so that they can work together to meet the problems by involving their status, expertise, job title and administrative importance. These people must not follow the traditional way of thinking and organizational hierarchy. Emotional commitments are expected from these people. Emphasis should be given on team building within the change coalition. True and honest leaders need to be identified to bring in changes (Kotter, 1996). Proper and required work on the weak areas of the team should be done ensuring that there is a good mix of employees from all the departments and levels of management.
This particular step requires a very strong leadership to convince people about the importance of changes that have been thought of. Key people of the organizations play a significant role in this step. In this case study of Marriott Group, there is a need to find effective change leaders. A proper coalition or influential group of people within the management should be found so that they can work together to meet the problems by involving their status, expertise, job title and administrative importance. These people must not follow the traditional way of thinking and organizational hierarchy. Emotional commitments are expected from these people. Emphasis should be given on team building within the change coalition. True and honest leaders need to be identified to bring in changes (Kotter, 1996). Proper and required work on the weak areas of the team should be done ensuring that there is a good mix of employees from all the departments and levels of management.
Create a Vision for Change:
Before the probable changes are thought to be implemented, many good and effective ideas float in the mind. Such ideas and concepts should be linked to the overall vision so that the people can easily understand and remember the ideas. A crystal clear vision proves to be very helpful in making people understand why they have been asked to do something. The values and the vision of the Marriott International, Inc. must be determined which is "To become the premier provider and facilitator of leisure and vacation experiences in the world." A summary of the future consequences must be presented, and proper strategies should be made. It should also be made sure that the change coalition is capable of describing the vision behind the changes in five or fewer minutes.
Communicate the Vision:
The vision must be communicated properly, powerfully and frequently. All the important steps should be embedded in the communication. When the decisions are kept fresh in every employee’s mind, they remember it and give response accordingly. The managers are expected to lead by example by applying the vision to all the aspects of operations.
Before the probable changes are thought to be implemented, many good and effective ideas float in the mind. Such ideas and concepts should be linked to the overall vision so that the people can easily understand and remember the ideas. A crystal clear vision proves to be very helpful in making people understand why they have been asked to do something. The values and the vision of the Marriott International, Inc. must be determined which is "To become the premier provider and facilitator of leisure and vacation experiences in the world." A summary of the future consequences must be presented, and proper strategies should be made. It should also be made sure that the change coalition is capable of describing the vision behind the changes in five or fewer minutes.
Communicate the Vision:
The vision must be communicated properly, powerfully and frequently. All the important steps should be embedded in the communication. When the decisions are kept fresh in every employee’s mind, they remember it and give response accordingly. The managers are expected to lead by example by applying the vision to all the aspects of operations.
Remove Obstacle:
The structure of change must be put forth, and regular checks are done to find for the barriers coming in the way of bringing changes in the organization. The management of the hotel should look at its organizational structure, performance & compensation system and the job descriptions to make sure that they are in line with the vision of the organization. Those staffs should be rewarded who contribute and help in making change happen. Proper identification of people should be done so that they may be helped to understand the need and importance of changes and finally, actions should be taken to remove the barriers quickly.
The structure of change must be put forth, and regular checks are done to find for the barriers coming in the way of bringing changes in the organization. The management of the hotel should look at its organizational structure, performance & compensation system and the job descriptions to make sure that they are in line with the vision of the organization. Those staffs should be rewarded who contribute and help in making change happen. Proper identification of people should be done so that they may be helped to understand the need and importance of changes and finally, actions should be taken to remove the barriers quickly.
Create Short-Term Wins:
Success gives the maximum motivation. Small targets should be made so that they can be accomplished in a very short span of time (week, month, etc.) thereby giving motivation to the hotel management. Quick wins are necessary so that the employees can witness it. The management of the hotel must look for sure-fire projects; early targets must not be chosen.
Success gives the maximum motivation. Small targets should be made so that they can be accomplished in a very short span of time (week, month, etc.) thereby giving motivation to the hotel management. Quick wins are necessary so that the employees can witness it. The management of the hotel must look for sure-fire projects; early targets must not be chosen.
Build on the Change:
Kotter is of the view that when victory is declared too early, many of the change projects do not succeed. Quick wins act as a motivational factor for long-term change/improvement. Rights and wrongs experienced in the change process must be analyzed to attain the organizational vision (Kotter, 1999). In this case, the management of the hotel should analyze what went right & what went wrong, proper goals should be set to build momentum, the idea of persistent improvement must be understood well and fresh ideas should always be welcomed by the top management so that the hotel can curb the issues and come out with new and innovative ideas that can help its customers. The operations within the hotel should be hassle free.
Kotter is of the view that when victory is declared too early, many of the change projects do not succeed. Quick wins act as a motivational factor for long-term change/improvement. Rights and wrongs experienced in the change process must be analyzed to attain the organizational vision (Kotter, 1999). In this case, the management of the hotel should analyze what went right & what went wrong, proper goals should be set to build momentum, the idea of persistent improvement must be understood well and fresh ideas should always be welcomed by the top management so that the hotel can curb the issues and come out with new and innovative ideas that can help its customers. The operations within the hotel should be hassle free.
Anchor the Changes in Corporate Culture:
The values behind the mission and vision must be shown in the day to day operations of the hotel. This helps in giving the change a rock solid place in the organizational culture. The managers and the leaders of the company should always support the change. Each and every progress achieved must be shared with the employees, and the success stories must be told to the staffs all across the world (Chain of hotels of Marriott International, Inc.).
The values behind the mission and vision must be shown in the day to day operations of the hotel. This helps in giving the change a rock solid place in the organizational culture. The managers and the leaders of the company should always support the change. Each and every progress achieved must be shared with the employees, and the success stories must be told to the staffs all across the world (Chain of hotels of Marriott International, Inc.).
Lewin’s Change Management Model
Kurt Lewin is regarded as the “Founder of Social Psychology”. His research focuses on the factors that influence people to change. He has discussed about three stages that are needed to make the change successful. His three models are discussed below:
Unfreezing:
This is the first stage and probably the most important stage of change model. This stage States about getting ready to change. It involves the understanding and necessity of change; it prepares the concerned people, group, and organization to move away from the old and current comfort zone. The employees along with the managers of the Marriott International, Inc. must become ready implement changes and go through it. They should make themselves ready to witness the changes and work in the changed working culture (Lewin, 1951).
Unfreezing:
This is the first stage and probably the most important stage of change model. This stage States about getting ready to change. It involves the understanding and necessity of change; it prepares the concerned people, group, and organization to move away from the old and current comfort zone. The employees along with the managers of the Marriott International, Inc. must become ready implement changes and go through it. They should make themselves ready to witness the changes and work in the changed working culture (Lewin, 1951).
Change or Transition:
Lewin states that change is not merely an event rather, it is a process. This process is called ‘Transition’, and this transition is the movement within the organization. This change emerges as they are implemented. He further says that since people resist to change, this is the toughest phase of the change management model. Role models and leading by examples prove to be beneficiary in bringing change in the organizational operations. Training, development programs, coaching, etc. are also very helpful in this second phase (Lewin, 1989).
Lewin states that change is not merely an event rather, it is a process. This process is called ‘Transition’, and this transition is the movement within the organization. This change emerges as they are implemented. He further says that since people resist to change, this is the toughest phase of the change management model. Role models and leading by examples prove to be beneficiary in bringing change in the organizational operations. Training, development programs, coaching, etc. are also very helpful in this second phase (Lewin, 1989).
Freezing:
This stage is all about maintaining stability after the changes are made in the organization. In this phase, changes are implemented thus they become norms. The employees get used to these changes and they start acting/working according to the change i.e. the new work culture. Organizational success is celebrated in this stage as soon as the change appears to be successful (Lewin, 1989).
This stage is all about maintaining stability after the changes are made in the organization. In this phase, changes are implemented thus they become norms. The employees get used to these changes and they start acting/working according to the change i.e. the new work culture. Organizational success is celebrated in this stage as soon as the change appears to be successful (Lewin, 1989).
Conclusion
In this case study of Marriott International, Inc., we have discussed in detail about the issues which people have faced or are facing. Marriott Group of Hotels is a renowned name in the hotel industry, but some people have various issues with the operation of the hotel and with some of the employees of the hotel. These problems must be resolved as soon as possible because the image of the hotel is getting affected negatively. It is the duty of the top management of the hotel to look after these issues and come out with the best solution to get rid of such issues. We have discussed about adequate solutions that can be implemented in the organization; the managers can also find these solutions very helpful in curbing the problems. We have come across the Change Management Model given by Kotter and Lewin. These models are of prime significance and importance as these can quickly help in meeting the problems as well as in implementing the changes. The vision of the changes is very good and beneficial for the future of the Marriott International, Inc. By implementing such changes, the company can maintain its credibility, reputation and the goodwill in the market. A positive change always proves to be helpful and fruitful to a person, group or an individual.
References
Hormby, S., Morrison, J., Dave, P., Meyers, M., & Tenca, T. (2010). Marriott International increases revenue by implementing a group pricing optimizer.Interfaces, 40(1), 47-57.
Kotter, J. P. (1996). Leading change. Harvard Business Press.
Kotter, J. P. (1999). John P. Kotter on what leaders really do. Harvard Business Press.
Kotter, J. P. (2008). A sense of urgency. Harvard Business Press.
Kramer, J., & Magee, J. (1990). The evolving philosophers problem: Dynamic change management. Software Engineering, IEEE Transactions on, 16(11), 1293-1306.
Lewin, K. (1951). Field theory in social science.
Lewin, K. (1989). Changing as three steps: unfreezing, moving, and freezing of group standards. Organizational Development. Theory, Practice, and Research. Third edition. Irwin, 87.
Rose, K. H. (2002). Leading change: A model by John Kotter. Retrieved December, 5, 2006.
www.consumeraffairs.com/travel/marriott.html
Kotter, J. P. (1996). Leading change. Harvard Business Press.
Kotter, J. P. (1999). John P. Kotter on what leaders really do. Harvard Business Press.
Kotter, J. P. (2008). A sense of urgency. Harvard Business Press.
Kramer, J., & Magee, J. (1990). The evolving philosophers problem: Dynamic change management. Software Engineering, IEEE Transactions on, 16(11), 1293-1306.
Lewin, K. (1951). Field theory in social science.
Lewin, K. (1989). Changing as three steps: unfreezing, moving, and freezing of group standards. Organizational Development. Theory, Practice, and Research. Third edition. Irwin, 87.
Rose, K. H. (2002). Leading change: A model by John Kotter. Retrieved December, 5, 2006.
www.consumeraffairs.com/travel/marriott.html
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