30 Apr WHAT TYPE OF CULTURE IS DESIRED BY CEO LOWELL MCADAM TO MEET HIS GOALS? DISCUSS.
Verizon Wireless (VZW), for example, uses a CS New Hire Training (NHT) Scorecard to monitor new hire performance at 30, 60, 90, and 120 days post-training. “Working with our CS Operations Leaders, we measure new hire performance on a set of CS key performance indicators such as ‘Entire Rep Performance, ‘Quality, ‘First Call Resolution, and ‘Average Handle Time.” Tedrick says new hires consistently meet the expected key performance indicators (KPIs) by 120 days post-training and that VZW has used this scorecard to determine curriculum changes needed for a CS NHT redesign and for targeted reinforcement training….
Tedrick says video/audio podcasts are fast becoming one of Verizon employees favorite means for learning quickly. “Weve built videos to demonstrate system processes for our B2B sales team-accessed from within their primary sales force automation tool. Videos demonstrating new devices provide a quick, effective, on-demand learning approach.” Viewership is viral, Tedrick says, with employees recommending to peers a video lesson they just watched in a matter of minutes. Indeed, Verizons DROID Charge by Samsung video reached 1,240 views shortly after it launched.
“We distribute videos via VZTube, our internal YouTube site,” Tedrick explains. Year-to-date total videos watched: 1,478,412; audio files played: 13,084; total VZTube members: 83,398. Viewership statistics on existing videos are used to make recommendations for future videos. Tedrick notes that low views on a particular video type are taken into consideration when planning future videos that are similar in style and message.
Verizon also expanded its My NetWork Social Networking platform for peer-to-peer collaboration to include My NetWork On-The-Go in 2011. Employees now can access my NetWork features using their mobile devices….
“Weve found that the keys to success for social media is to ‘pilot or ‘trial first, so you can work out any issues before expanding to a wider audience, and if you track the impact on KPIs, it can be a good case study to share with leaders who may be concerned about the net impact of social media,” Tedrick says. “Additionally, weve found that taking a ‘low-key approach to social media for learning has let learners try things out for size, then recommend it to their peers. The result is organic versus forced utilization.”
Verizon currently is exploring the use of tablets for delivering Online Performance Support System (InfoManager) content at “moment of apply,” particularly for its Retail representatives, Tedrick says. “This way, our Retail representatives will have access to the information while interacting with our customers and not have to step out of their sales process flow.” Verizon hopes to have it available by mid-year 2012.
FOR DISCUSSION
? Using the competing values framework as a point of reference, how would you describe Verizons current organizational culture? Provide examples to support your conclusions.
? What type of culture is desired by CEO Lowell McAdam to meet his goals? Discuss.
? Which of the 11 ways to change an organizational culture has Verizon used to create its current culture? Provide examples to support your conclusions.
? Does Mr. Lowell want to create more of a mechanistic or organic organization? Explain.
? What is the most important lesson from this case? Discuss.
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