Understanding and Leading Change

This report analyzes the impact of changes on organisational strategy and operations in Captify and Checkout.com. It also explores the internal and external drivers of change and evaluates measures to minimize the negative impacts of change.

Understanding and Leading
Change

Table of Contents
LO 1.................................................................................................................................................1
P1 Impact of Change on organisation's strategy and operations............................................1
P2 Internal and External drivers of change affect leadership, team and individual behaviours
in organisation........................................................................................................................3
LO2..................................................................................................................................................5
P3. Evaluate measures to minimize the negative impacts of change.....................................5
LO3..................................................................................................................................................7
LO4..................................................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Understanding and leading changes help the people working in the organisation to get
aware about various changes with respect to the organisation and what problems will the
company face during these changes. It also tells about advantages of these changes and what will
it result in. This also includes understanding the need of change and how it help in building a
strong organisation by influencing people working in the organisation to know importance of
changes according to market need and go with the changes so that company can compete to there
rivalry and can lead the market. Captify is a UK based company founded by Dominic Joseph in
2011. Company's unique technology helps the 2.2 billion consumers all over the world as the
company understand consumers search behaviour. In this report impact of changes on
organisational strategy and operations are described by analysing these changes in two UK based
companies that are:- Captify and Checkout.com. Further the report includes different Internal and
External drivers of change which affect leadership, team and individual behaviours in Captify.
Captify take different measures to minimise negative impacts of these changes which are
explained further in the report. Different barriers for change and there influence on leaders
decision making is explained in this report. At last different leadership approaches are applied to
deal with changes in Captify.
LO 1
P1 Impact of Change on organisation's strategy and operations
Strategic and operational changes in an organisation plays an important part towards the
growth of the business. These changes are necessary to compete in market and survive in tough
competition. Operational changes are based on product and services whereas strategic changes
are based on discoveries of new sources of business. Operational changes help in maintaing day
to day operations of the firm and motivating employees of the business to work efficiently. This
reduce risk and boost up morale of the firm (Espedal, 2017). On other hand strategic changes
bring new ideas and brings clarity to the business. Focused planning and strategic thinking can
lead to market positioning.
Captify and Checkout.com have great impact of operational and strategic changes.
Captify :-
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It is an ad-tech company founded by Dominic Joseph in 2011. In just one year after its
launch Captify earned £1M out of the operation. Now company has become global leader in
search intelligence and becoming better day by day with its innovative strategies to understand
consumer behaviour and form a path to reach the customers mind with different marketing
strategies. Company is also coming up with different opeartional changes by developing such
innovative products which attract different customers towards them. Operational changes
according to interest of customers are necessary in every organisation as it develop the products
according to customers need and this lead to progress of the business. Captify's semantic
technology is very unique as it analyse billions of monthly searches across all channels and in
every device (Glass and Cook, 2016). For implementing such changes Captify has invested
approx 15 million $ for bringing positive changes in organisations growth. By coming up with
such startegies in market it impact the organisation in positive aspects. It is increasing captify's
product and service need in the market. Marketers of captify are making various strategies to
come up with effective ways to optimized search results as voice search will be in full demand in
near future. There strategic planning is basically on future aspects of business environment.
Because of such good strategic planning and time to time bringing changes in the operations of
the business Captify have generated 34.5M $ revenue (Watts, 2019). Strategic changes can also
helping in clearing vision of the Captify and will results in longevity of the business. Captify also
raised £8M in series B funding to expand its product suit. Bringing such strategies for the
business can bring new scope for the firm. Presently company is working with 88 media agencies
in UK and 100 in Europe for this company also run different campaigns.
Checkout.com:-
It is a leading international provider of online payment solutions for different websites and Apps
which was founded in the year 2012. Company focuses on e-commerce payment solutions and
work on different opeartional part to provide platform for the same either through mobile
purchasing or online one. Operational changes are helping the company to bring quality of work
in the organisation. These changes are improving collaboration and communication internally as
well as externally in Checkout.com. As competition is increasing day by day in this business.
Company has become first payment solutions provider as it accept payment for all major
international cards like Visa, Mastercard, JCB, American Express and Discover. These strategic
changes are increasing quality of the business. Company has also discovered local payment
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solution methods which helped out in middle east to do payment with made in KSA and
OmanNET in Oman. To compete in market company work out on different strategies and build
their business in such way that now company is able to support more than 150 currencies. They
are also making various operational changes to grow there market size (NHS England, 2016).
They worked on mobile optimization and now able to accept payment with help of popular
digital wallets like Apple pay and Google pay. It is tough for the company to manage their
business at different places having different work environment but Checkout have developed
various strategies with help of which it is now able to provide local expert in all possible regions
who can guide their customers. Customers are attracted towards the service as it is transparent
and trustworthy.
Changes Captify's Checkout.com
Technological changes Captify's has made
technologies changes in its
organisation, it has now
updated old techniques with
new one. This technological
upgradation helps the firm in
improving operational
efficiency, as this has
minimised cost of operations
and supported in raising
productivity of Captify's.
Furthermore, use of advance
technologies aid the business in
dealing with new consumers,
minimising wastage which has
impacted positively on business
unit.
Checkout.com has now adopted
advance technological system
for payments, different payment
gateway services and increasing
operational activities of the
business. These operational
changes are bringing
competitive advantage for the
firm. With different strategic
formulation company is able to
make its position in market
Structural changes Earlier company was having
divisional structure but changes
in structure and implementation
Whereas Checkout.com has
made organisational structural
changes in the firm, earlier it
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of matrix structure has
improved operational
efficiency and has made all the
workers discipline. Now they
are able to work under senior
guidance which make them
more productive and they get
motivated by getting their
amazing support.
was implementing tall structure
where all the higher authorities
were taking all decisions, but
now it has adopted flat structure.
This radical change has
supported Checkout.com in
improving communication at
workplace, all the people are
now being involved in decision
making process. Now they are
able to understand production
changes in the firm and they
give their full support to
management in order to get
positive results. Hence this
change has positively affected
Checkout.com.
LO 2
P2 Internal and External drivers of change affect leadership, team and individual behaviours in
organisation
There are different factors which brings changes in leadership, team and individual
behaviours. It is divided in two aspects:- Internally and Externally.
Internal drivers of change
Internal factors are as follows:-
 Leadership:- It depends on the leaders of the workplace how thet are creating the value
of the organisation. Leaders of Captify inspire there employees to work hard and achieve
organisational goals. They help their employees to find the ways and solutions for
different problems arising during the business. It is responsibilty of leaders to give reward
for employees good performance and help them to enhance there skills towards the
development of firm (Al-Haddad and Kotnour, 2015). Leadership style affect behaviour
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of each member working in team and also lead to behavioural changes of whole team. So,
leaders should build up a friendly environment where every one love to work.
 Communication:- Communication between the employers and employees must be clear
and understandable as it is responsibilty of the leaders of Captify to guide their people
and make them a valuable source for the growth of the organisation by keeping a positive
behaviour in front of employees. Internal environment of every firm should be friendly
where people can communicate with each other without hesitation. This build a healthy
working style for an individual and it also develop a trust between employees and leaders
which affect individual and team behaviour in positive manner. If communication is
weak then there are chances that in near future employees will not retain for long
duration and those employees who are working in Captify will not have a positive
attitude towards the firm as well as customers.
 Organisational structure:- There are organisations where structure is hierarchical and
many leaders and managers are handling the organisation from top level of the business
to bottom level. When the Captify was established the structure of the firm was flat. The
structure was made with interns and they were trained to handle the operations of the
business (Lopez and Wise, 2015.). As the business grow they started changing there
process and focus on structuring a board. As the time passes there structure become
hierarchical and leaders become strong enough to handle the business and take it in right
direction with help of different operational and strategic changes in the business. A good
organisational structure brings positive behaviour of every member towards team and
also the leader.
 Learning:- Competition is increasing day by day as new firms are coming up with
innovative ideas. Technology is advancing with a great speed and affecting growth of the
organisation. Captify is working on different learnings from market to explore areas
where it is not able to find its way by bringing innovative ideas and developing there
products and services in the direction where new opportunities are available. It is duty of
leaders to search about the new technology coming in the market and make there
employees aware about it. Further proper training must be given to employees so that
they can use it for making there work easy going and can compete in market.
External drivers of change
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External factors are as follows:-
 Political factors:- Various political factors affects products and services of Captify. In
Captify labours are given wages according to labour law because of this every individual
work with its full potential towards the growth of the organisation. They work in team
and leaders not have to put extra afforts to make them work. There are many political
factors like different tax policies, tariffs which affect business externally. If tariff barriers
are there then it may negatively affect growth of the organisation as international
business will be affected.
 Economic factors:- There are various economic factors which affect behaviour of
leadership, individual and team. If inflation rate is high then Captify will face varuious
operational changes which can affect decision making of leaders and employees will be
dissatisfied towards there work (Flanagan and Gregory, 2019). Exchange rates can also
affect cost of goods exported or imported and this will directly or indirectly affect
business.
 Social factors:- There are factors like age distribution which affect individual behaviour
in the firm. For example ageing of population which will lead to less willingness of
employees to work. If Captify want to reduce this effect they have to hire young people
who are willing to work in the organisation with full energy. These employees can bring
new scope for the firm and they will work with enthusiasm. This will lead to increase in
productivity of the firm and also employees satisfaction towards the work.
 Technological factors:- There are various technological factors which affects individual
behaviour in the firm. If proper research and development is not there in Captify then
employees with not come up with new ideas and will not result in efficient production.
Different technologies help the employees to work more effectively as it help in reducing
the affords as well as time (Iles, 2017). Employees show positive attitude if organisation
is doing proper research and development within the organisation and it also boost up the
employees as they learn new things which also help them to grow there field of work.
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LO2
P3. Evaluate measures to minimize the negative impacts of change.
Force field analyses is the model that helps in managing changes in organisation
significantly. Each company has to make changes in its strategies or operational process due to
issues in existing process.
Captify' Checkout.com
Driving force Captify' has made
technological changes in the
firm that major factor that
have forced the firm to
make changes in the entity
is wants of consumers, now
consumers want quick
payment hence it is essential
to implement new
techniques so that enterprise
can deal with consumers
properly.
Improved speed of
production was another
reason that has forced the
Captify' to make
technological changes in
business unit.
Main driving force of
making technological
changes in Checkout.com is
raising volume of output.
Company has to deal with
mass audience hence it was
difficult to use manual
payment system. Use of
latest gateways has
improved payment system
which has forced the firm to
make changes modifications
in the company.
Restraining forces Employees resistance is the
major restraining force in
Captify, as people have no
knowledge about new
techniques hence they have
fear of losing their job due
to which their resistance is
New techniques can
enhance disruption at
workplace because
Checkout.com has to update
new techniques and have to
give training to staff which
disturb existing operations
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increasing.
Cost is another restraining
force, as new technological
upgradation has increased
operational cost which was
negative impact on business.
hence it is the restraining
force of change.
There are many negative impact in change process which can affect the organizational
behaviour and if it is not handled properly, it will annoy employees and make them feel
uncomfortable. If the change system will affect the employee's morale then it will affect the
overall productivity and work quality within the organization and will be difficult to retain the
best people (Laine and Mäkinen, 2018). Therefore, it is necessary to keep the employees on first
priority before implementing the change process, here are some ways to minimize the negative
impacts that on employees which is an internal driver that can affect the change management
process.
 Leadership – Most of the organization gives this process to the consultants or human
resource specialists which can improve the management team by hiring good leaders and
managers which can maintain the process in a more accurate and effective way and if the
employees don't understand the company's culture then the negativity will be there from
the beginning (Negative Effects of Change Management, 2018). Therefore, the manager's
ability and strengths can help in change process as it will motivate their employees and
feel them recognized by allowing them to participate in the decision-making process and
with good leadership skills they can maintain and balance the discussions through the
process.
 Employee engagement – The employees must be involved in every part of the strategies
by developing good communication strategy. The employees must have given complete
details about the change management process and how it is best for the development of
organization so the changes which are going to be done must communicate effectively
with the employees and not just passing the information to them. Even the
communicating with uncertainty can cause doubt in the mind of employees and make
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them feel devastated by not being the part of the mission and vision of the organization.
With the use of democratic leadership style, the employees will free to share their ideas
and opinions with the higher authority and leader will also allow them to participate in
the decision-making process. For example, the company can use communication tools if
the organization structure is hierarchical which will help the management in informing
the workforce quickly such as DeskAlerts which will directly notify the employees
desktops. And it is an effective way to communicate to the employees than Email.
 Technological factor – As the era of digital technology in business has started and most
of the business started to adopt new technologies in order to minimize the manpower.
The small-medium sized company like Captify wants to change its technological system
to rapidly increase the productivity can have the negative impacts on organizational
behaviour, as the employees have to learn the new technology in order to remain in the
organization and increase the employee turnover rate within the organization (Espedal,
2017). Captify can adopt several measures to minimize the negative impact by providing
proper training and development session to their employees so that they can upgrade their
skills and abilities which will give them opportunity to improve their work quality and
productivity. With the improvement in skills and abilities, the employees will feel
motivated in their work and will not be afraid of change in terms of technology..
LO3
Enclosed in ppt.
LO4
Enclosed in ppt.
CONCLUSION
From the above study it has been concluded that Captify and Checkout.com that are UK
based firms have faced various operational and strategic changes which result out in there
growth. These changes brought positive results for the firm and helped out the firm to grow in
right direction. Further it includes how these changes helped out the companies to compete in
market and make there position on top ranked companies. The report also concludes about
various external and internal drivers which results in changing behavior of individuals and how
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they affect leadership and team of the Captify. These factors also affect negatively so the report
also concludes about the measures taken by Captify to minimize the negative impact of change
on there organizational behavior. These measures help out the company to come up with
different solutions so bring new scope for the business. Report also differentiated barriers for
change and how it influenced the leadership decision making of Captify. For the same different
leadership approaches have been applied so that Captify can deal with these changes.
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REFERENCES
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Online
5 Barriers to Change Management and How to Easily Overcome Them. 2015. [online].
Available through<https://change.walkme.com/5-barriers-to-change-management-and-
how-to-easily-overcome-them/>
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