Identifying The Stakeholders
Leadership and management are the key elements for the success of the business because the leader helps the team members to perform right things and management controls the allover activities (Wheelen & Hunger, 2011; Lunenburg, 2011). Effective management is more than just driving the workforce to work hard with efficiencies. The current report is based on the leadership and management of the Chorus limited company which deals in the telecommunication services. A power/interest matrix has been applied to analyze the stakeholder’s engagement in the company. Further, behavioral and trait theory has also been applied to know about the behavior and attitude of the customers as well as employees towards the Chorus. A number of authentic references have been used in the report like books, journals and academic sources etc.
Stakeholders are those people, a group or organization that has an interest in the organization and who has the contribution to the company’s finance (Raupp, 2011).
There are two types of stakeholders such as internal and external. Internal shareholders are the entities within a business-like owner, the employees and manager who are internally linked with the company. On the other hand, external stakeholders are entities outside the business, they are the outsiders such as customers, competitors, shareholders, creditors, government, society and suppliers (Neubaum, Dibrell & Craig, 2012). In this context, the case study of Chorus reflects upon several stakeholders including government, customers, suppliers, contractors, sub-contractors, investors, employees, the general public, union members, competitors and outsourced partners. Government and suppliers have a major contribution in the Chorus because they have a right to change the current scenario of the organization. External stakeholders are the key elements for the success of the business because they affect the business as well as affected by the organizations (Henisz, 2017). The relationship with shareholders can be maintained by paying to creditors on time, pay tax to the government and provide high-quality goods to customers etc. (Tang, Hull & Rothenberg, 2012).
All the stakeholders do not have the equal interest and power in the company, so, to measure the increasing interest and power of the stakeholders in the organization, Power/Interest matrix can be used. This matrix is helpful to know about the stakeholder’s prioritization that who have more interest or can break the contract at any time (Winch, 2007). As per the figure 1, the interest matrix has 4 sections such as keep satisfied, manage closely, monitor and keep informed and these are based on the level of interest and power of the stakeholders.
Internal and external stakeholders
Figure 1: Power/Interest Matrix for the stakeholder’s engagement
(Source: Gregory, 2007)
According to the matrix, if the stakeholders have a low level of power and interest in the company then those stakeholders would be monitored because these types of shareholders are neutral for the success/failure of the project. For example, as per the case study, outsourcing stakeholders of the Chorus limited lies under the category of monitoring because they are not allowed to do the changes in the company, they follow the instructions and policies of the home company. Furthermore, there would be minimal impact on the company by the engagement or low involvement of the outsourcing stakeholders in the firm. On the other hand, the stakeholders with a high level of power but a low level of interest in the company should be satisfied (Chinyio & Akintoye, 2008). In this context, according to the case study, the employees of the Chorus limited come under the category of keep satisfied because they have minimum rights to perform the task with more interest in business activities because that are assigned on the basis of the skills.
The stakeholders who has the higher level of power as well as interest, those should be managed closely by the company because the success and failure of the project depends on the involvement of these stakeholders (Manowong & Ogunlana, 2010). According to the case study, the government has a huge participation in the business activities of the Chorus because of the fluctuations in the prices of the fibre cables. In this context, it is essential for the company to keep better relations with the government for the smooth running of the business. It reflects that government assistance is high because it has a higher level of rights and interest in concerning company. There should be close relationships with the government to reduce the hurdles and political problems for the organization.
The stakeholders who pursued the low level of power but a high level of interest in the company, they should be informed only time to time as per the demands and new installations (Nguyen, Skitmore & Wong, 2009). In this regard, as per the case, customers have a low level of power to engage with company whereas have higher rate of interest because their demand remains keeps on changing. In this manner, the customers should be informed timely with changes and enhancement in the services of the fibre lines.
Evaluating the stakeholder management strategy (Power/interest matrix)
As per the case study, it has been found that customers are not happy with the services which are offered by the Chorus limited because buyers are getting a delay in the context of fibre installation. Moreover, customers are not satisfied because they have to wait for a long time such as 5-6 months to install the fibre lines as well as damaged fibre tubes cannot be repaired instantly. In this context, customer satisfaction is the key aspect for the success of the company because without the involvement of consumers no any organizations would be able to enhance the business (Ryu & Han, 2010). Further, for the success of the company, customers’ reviews are essential because on the basis of feedbacks company can do the amendments in the internal procedure of the installation of fibre lines. Further, customers of the Chorus are not highly satisfied because it is using the backward process to install the fibre lines and cover them in underground requires enough time. However, the concerned company focuses on a quickest possible way for the installation due to overloading of the internal process. It is helpful for the company to reduce the total cost of the fibre installation cables. In this regard, the behavior of the consumers can be changed in the context of awareness and relationship by resolving the problems and provide services as per their expectations (Beringer, Jonas & Kock, 2013).
According to the case, there were another learning aspects for the Chorus relates to the complaints of the customers and trying to focus on the issues which hinder the growth of the company. The issue regarding shifting of tubes from the roadside to houses which incurs the accidents for the drivers. In this regard, as per the case study, the customers complained to the Chorus (Owner), the contractor (Vision) and to the suppliers (Vodafone) but no any party focused on the complaints except suppliers. In this way, it reveals that the company does not emphasize on the complaints of the customers which increases dissatisfaction and affects the behavior of the people at the individual as well as organizational level. However, behavioral theory or learning theory can be applied to assess the behavior of the employees and other stakeholders such as government, customers, suppliers etc. (Greve, 2008).
The behavior of the customers has been changed with respect to Chorus limited because of a high level of dissatisfaction. Dissatisfaction arises due to late response towards the issues of the fibre cables. According to figure 2, it reflects that the behavior of the people affected by the environment as well as personal traits. Furthermore, the involvement of the stakeholders and behavior depends on the conditions, organizational culture and external-internal environment of the company (Beringer, Jonas & Kock, 2013). For example, according to the case, the people do not have good experience in the context of performance of the fiber networks, however, the company has tried to reduce the faults of copper lines and tries to reduce the cost. In this manner, the Chorus limited is emphasizing on to improve the relationship with stakeholders.
Critically analyzing the case study to identify the learning in the Chorus
Figure 2: Framework of behavioral theory
(Source: Researcher’s own made)
The Chorus is dealing with the several problems in learning due to different reasons such as improper management, customer’s dissatisfactions, poor relationships with suppliers, conflictive incentives, shortage of technicians, fixed fee per job etc. As per the case study, it has been found that there is a shortage of the skilled technicians, so, Chorus is employing 2000 skilled and 250 new urgently hired which is helpful to increase the revenue of the company. In this regard, the company was hiring the skilled outsourcing technicians to drive the quality and remove the shortage. The concerning company has tried to control the cost by hiring the outsourcing contractors but the sub-contractors creating the problems. However, it results that the existing experienced technicians left the organization and the business affected by a reduction in the quality of the fibre networks. Skilled workers have a major contribution in the maximization of the profits and sales volumes because the industry activities would be effectively completed and enhance the chances of new opportunities as well as responsibilities (Belo, Li, Lin & Zhao, 2017).
According to the case study, another problem in learning outcomes was related to the conflicting incentives because the Chorus was unable to perceive that which type of network it should adopt that copper or fibre. Conflicts related to the risk such as finance, human resource and cost of the network which affects the contribution of shareholders and management (Rajbhandari & Snekkenes, 2013). Although, the Chorus was earning more from the copper network; however, fibre lines providing the high-speed network in comparison to copper. In this manner, the organization was in a conflict that which network should be replaced with another one because the business outcomes would be affected by the wrong decision. On the other hand, there was one more learning issue relates to the customer dissatisfaction because the Chorus does not resolve the complaints regarding dis-connectivity of network. Moreover, disconnection arises by uncovered lines on the road and the issue was not fixed ever. It reflects that the Chorus is getting delay to solve the problems of fibre wires which has an adverse impact on the business.
First attitude and behavior
The Chorus limited is dealing with the fibre networks in the New Zealand that has a class society like upper and middle on the basis of income (Chorus, 2018). People can adopt the network services as per the requirements as well as income status (Oliver, 2014). In the case study, it has been identified that the social environment in Chorus is not favorable with respect to customers because the complaints are not resolved on the time, customers waited for a long time like 5-6 months to solve the faults in fibre lines. Moreover, this type of behavior increases the negative attitude towards the company although speed increases the positive behavior that is better than other networks.
Second behavior and traits
Chorus was concerned about the quality aspects of the fibre networks which is deliberately affecting the business. As per the case study, the company has an opportunity to reshape its field force by firing the staff and hire the skilled worker; however, the Chorus is compromising with the quality to increase the number of cheaper jobs in the society. In this regard, downsizing the quality has a negative impact on the profits of the business and enhances the rude behavior in the society (De Mooij, 2010). The skilled workers lost the industry which resulted that ineffective behavior in the society.
Third social and cultural behavior
According to the case study, there is requirements of huge investment as well as efforts to train the employees in the Chorus; however, the company is focused on to hire the skilled outsource to improve the quality and reduce the cost. Even the problems arise in connectivity of the networks which increases the dissatisfaction in customers. However, the company is emphasizing to remove the faults in fibre lines by investing more. Further, the cultural behavior of the company affected by the customers because they have to deliver the expected services (Solomon, Dahl, White, Zaichkowsky & Polegato, 2014).
A trait theory can be applied to measure the behavior, habitual patterns, emotions and thoughts of the customers as well as stakeholders. With the help of the trait theory customer’s behavior and attitude can be identified in the context of the Chorus. Traits can be defined as a stable characteristic of people which is helpful to respond on the situations in certain ways and shape the behavior of individual or group (Lee, Martin, Thomas, Guillaume & Maio, 2015).
Figure 3: Components of personality traits theory
(Source: Researcher’s own made)
As per the case study, the Chorus is dealing with the issues related to the customer dissatisfaction, negative attitude towards the services of the fibre networks, ineffective management of the cables on the roadside etc. These issues shape the behavior and attitude of the people in the context of the Chorus and affect the expected standards of the business. In this context, positive attitude towards the workplace affects the success and growth level of the company (Bakker & Schaufeli, 2008). However, the Chorus emphasizes on hiring of skilled technicians by outsourcing to fill the gap and improve the quality of the fibers, although, the staff of the company getting dissatisfaction and leaving the organization. In this manner, the Chorus limited lost the existing skilled labor which is not fruitful to achieve the standards of the company and spreading the unprofessional behavior in the business environment.
Positive workplace and team engagement affect the ethical and professional behavior in a company because they act according to the set of standards and try to meet the expectations (Sparrow, Chadrakumara & Perera, 2010). For instance, the Chorus has upgraded towards the fibre world and the attitude of the technicians has changed that to work on the new one instead of old version. The company decided to train the employees to achieve the ethical standards of the business. However, the company was unable to get the right resource for the fibre lines which creates the issues to attain the success.
Conclusion
On the basis of the report, it has been concluded that the Chorus limited focuses on the installation of the fibre cables with the involvement of internal and external stakeholders in the company. Further, according to the power matrix, it has been found that there is a huge participation of the government in the chorus. Moreover, it also concluded that the company has a low emphasis on the customer satisfaction which causes delay in resolving the complaints. It also identified that stakeholder’s management practices are helpful to promote the ethical and professional behavior in the organization. At the end, it has been concluded that there is a lack of skilled technicians in the company to deal with the fibre cables, so the company focuses on the outsourcing of the highly skilled employees.
On the basis of the conclusion and the report, it has been recommended that the Chorus should focus on the complaints of the customers to increase the satisfaction level. The company should solve the problem within the minimum time period and avail the high-quality services. It would be helpful to improve the attitude and behavior of the customers towards the company. Further, the company does not have better relations with the suppliers, so it is suggested that the Chorus should work on the relationships with suppliers by timely payment. Furthermore, it is recommended that there should be the proper installation of the fibre lines on the road which would be helpful to reduce the accidents of the drivers.
References
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