Strategic Change Management: Optus and Climate Change Adaptation

This report provides an analysis of change management within the telecommunications industry, specifically focusing on Optus and the challenges and opportunities presented by climate change. It begins by outlining the scope and importance of the telecommunications sector, highlighting its role in global communication and economic contribution. The report then details key challenges the industry faces due to climate change, such as power outages, infrastructure damage from extreme weather, and the increasing demand for reliable connectivity. It explores industry preparedness in tackling these challenges in both short and long terms, including migrating to digital channels, automating customer service, and implementing new technologies. The report also discusses the role of government policies and initiatives in supporting the telecommunications sector. Furthermore, the report uses Kotter's change model to suggest interventions that businesses in the industry, particularly Optus, must implement to better prepare for climate change, emphasizing the importance of employee involvement and adaptability. The report concludes with recommendations for supporting the telecommunications industry in preparing for climate change, highlighting the need for sustainable strategies and customer-centric approaches. This document is available on Desklib, a platform that provides students with a variety of study tools and solved assignments.

Managing Change

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................4
Brief description of chosen industry including its scope and importance for the economy of
that region..................................................................................................................................4
Key challenges that the industry currently facing or can face in future due to climate changes.
.....................................................................................................................................................5
Industry preparedness in tacking these challenges in short and long term.................................6
Key changes interventions that businesses operating In that industry, in general, or
specifically, must implement to better prepare for climate change............................................7
Recommendations on the support that must be provided to that industry to prepare for climate
changes......................................................................................................................................10
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Change is important in an organisation and more important is to manage that change in an
organisation. Change management is known as the methods which describes how an change can
be implement by looking external and internal factors. Firstly organisational change faces many
challenges In identifying the change as it requires many levels and involvement of each
individual for a change in an organisation. This report is the analysation of Optus company
which is founded in 1981 and its headquarters are located in New South Wales, Australia. It is
known as the telecommunication industry which looks after mobile telephony, leased lines, cable
television, fixed telephony, internet access and data transmission. This report involves the
importance and scope of this industry in economy and it also involves the challenges that this
industry is facing or can face in future. This report also involve the evaluation of that challenges
and how to tackle that in long term basis and it also involves the Kotter's changing models and
the recommendation supporting this. The analysation is described below.

TASK
Brief description of chosen industry including its scope and importance for the economy of
that region.
Telecommunication sector that includes the companies which make communication possible
worldwide at global level. The communication can be done through various ways like internet,
cables, airwaves, wirelessly, wire and phone. In this companies they create the infrastructure that
involves video, words, voice and audio which can be transmitted anywhere in the world. The
multinational companies in this sector are internet service provider, telephone operators, cable
companies and satellite companies. Telecom industry is important in the industry as it satisfy the
basic needs as it has the ability by which it can communicate or connect. Telecommunication
industry is known as the third largest sector in the form of inflows of FDI(Trost, 2020). The main
scope of this industry is to increase wireless communication globally as it also help in the
employment sector. It's main scope is that this industry are expected to contribute 8% in India's
GDP. In Australia telecommunication industry is getting advanced with wide scope with updated
skills and knowledge. This industry is known as the branch of electronic engineering and it also
covers a vast area which involves data networks, micro electronic devices, satellite
communication, software system, internet, telephony and optical fibre. Telecommunication
industry is equally important as compared to other industries as some of the advantage of
telecommunication industry is it usually satisfies the basic needs as by this industry people are
able to connect worldwide and communicate. Communication is known as the basic need to
remain connect with families and to other businesses. There are also some telecommunication
advancement which had make life's more easier, the advancements such as searching in internet,
email facilities, phone calls and text messaging at a global level. It is also vital for security as this
infrastructure provides a proper protection to confectionery information and also stands up to
military information. This industry is considered as a economic booster, economy gets highly
beneficial from telecommunication sector worldwide. This industry also involves the sub sectors
like Wholesale telecommunication resellers, telephony and cable distribution.
Telecommunication industry also empowers participation as in this goods and services are
transferred via aircraft and ships(Sveningsson, and Sörgärde, 2019). This allows growth and
development entirely worldwide. It also enhances the flexibility outside or within the

organisation and provides better customer services to their customers as with communication
knowing their requirements get easier. Optus company comes under telecommunication industry
and serves as a huge and vital part in the industry. This company improves cross team
collaboration which is in between the team members and different departments. This also
increases employee satisfaction and productivity level in the organisation. By this company
people can reach to the maximum audience to increase its customer base and to communicate
with different business in order to collaborate with them. This company plays a huge role in this
industry for providing services to their customers.
Key challenges that the industry currently facing or can face in future due to climate
changes.
Inspite of being a third largest industry they also faces some risks and challenges that can affect
it currently or In future. There are various climate changes due to which telecommunication
industry gets affected as due to rise in temperature power outage occurs due to increasing in the
energy and heat waves by which telecommunication services got reduced. Challenges can also be
faced by changing in precipitation as which means any damage to the telecommunication
infrastructure or line due to flood or rain and It also happens due to wet snow on trees. This
industry also faces challenges due to extreme weather conditions which happens due to lightning,
wind, floods and icing. Sometimes due to an emergency communication which contains a
confectionery army or military information them also line can be cut and telecommunication can
faces loss over it(Smith, Skinner, and Read, 2020). This industry can also faces challenges by
limited availability of spectrum and low penetration of broadband. In an industry there is a need
of personalised and quick customer service as due to COVID everyone is working from home
and unable to go physical stores so it is important for them to communicate immediately and
efficiency to the customers to reach there satisfactions as this factor is important for enhancing
customer base of an organisation. Complex operation process is also challenging for this industry
as simple task including payments, invoicing, service configuration and order fulfilment also
becomes challenging and customers can not take any delays in business operations(Scarlett,
2019). Due to COVID it becomes difficult to remote all the working efficiently from home
which becomes a challenge to the industry to connect and solve the problems of customers
instantly as workers relies on complex and technologies presented in premises.

Telecommunication industry also facing challenges due to aglie reconfiguration of cloud as
because of this they have to reduce the power of decision making and purchasing both externally
and internally. This industry is also facing challenges due to connectivity power as they have to
mainly focus on the high quality of connectivity power which is affordable and reliable and
security of networks become a top priority for telecommunication industry. The explosive
growth of connection is one of the challenging issue which this industry is facing as the growth
level is in trillion level which sometimes become challenging to manage it all at once per year.
The rate of customer care and service configuration is increasing within time which become
complex as to operate that it requires various tools and resources which increases financial
overhead of Optus company. This industry can also face an upcoming challenges which involves
a recent growing demand of digitisation in the market and increasing intelligence power.
Security and data breaches are the common factors that can affect this industry in
future(Neufeldt, 2021). Optus company faces these all challenges somehow in an span of time as
these challenges are faced by each telecommunication industry. These are the important risk and
challenging points which can affect the organisation to an extent so it is important to consider
them and take some measures in a form of strategies.
Industry preparedness in tacking these challenges in short and long term.
Telecommunication industry can tackle these challenges in many possible ways by migrating it
to digital channels as these channels makes the communication more easier and by this every one
can get easily connected and it also balances the communication in between agents and
customers(Mir, Rezania, and Baker, 2020). These challenges can also be tackled by automating
companies customer service by replying them quickly and efficiently to reduce customers effort.
Optus company has introduced conversational bot this saves the time of both agents and
customers as by this invention customer retention rate. This can also be tackled In order to
analysing complex issues and balancing them in such a way that it can not be a risk to an
organisation. They should also include live chats as it eliminates time and effort of agents. As
chatbot cannot solves all the issues as it is bot and can answer only romoted and inserted
answers. These risks and challenges can also be tackled by new technologies as while working
from each team member needs a new software innovations which can easily managed and used
globally(Kroll, and Pasha, 2021). These platforms also give benefit to top management as they

can easily monitor the conversation in between of customer and agents in order to improve their
services and make it better, it is also been analysed to check the performance of chatbot and this
is also for better business operations and also used as a strategy. There are also some steps which
are taken by government as they had introduced an new policy named national digital
communication which fulfil the modern and latest need and requirements of customers.
Government is also benefited the telecommunication sector by introducing new duties and some
reforms which are fast tracked and this can provide growth and development to this
industry(Wiesner, Chadee, and Best, 2018). The information technology department had enabled
one million internet common services across the world. They had also introduced an digital
program which includes the sector like retail and healthcare and they all are connected by
internet. The challenges can also be reduced as Optus company has to understand the
expectations of customer in an numeric terms as it become easier to formulate and analyse it by
making an report. Optus company can also implement various tools which can improve and
make customer support better by easily accessing to the information, by reducing customer time
and effort, by improving personalised interactions also by resolving the query fastest and it also
increases the level of productivity in an organisation(Jackson, 2019). It can also be overcome by
creating an customer centric culture by improving the experience of customers by building an
culture which customer centric. The challenges can overcome by focussing on a omni channel
experience by interacting with the customers. The challenges and risk can be reduced by
collecting feedback from the customers and acting appropriately on that situation with
sustainable strategies. It can also be collected by analysing the points and taking surveys of
customers after fining the problem retaining it by marketing campaigns.
Key changes interventions that businesses operating In that industry, in general, or
specifically, must implement to better prepare for climate change.
Kotter's change model is used to opt a change management in an organisation as this model
develops the ability of an organisation to change and due to which chances of success rate
increases in an organisation. It has been analysed that this model is the most used model in an
organisation(Diesen, 2021). This model helps in change management as it is done step wise
which reduces the chances of operation failure and the risk of re attempting the procedure again.
Changes can occur in an organisation in the form of new technology, strategies, cultural

transformation, mergers and acquisition. This model involves eight steps due to which
implementation gets easier and attaining success become more easier. There are many
advantages of using this model for change management as it is used in step by step procedure
and this model also involves each employee in the change making procedure so that overall
process can be succeeded and it mainly make the employee adaptable and acceptable for the new
changes. The eight steps which is involved in this model are described below.
Create urgency
This is the first step of this model which involves firstly identifying and then highlighting the
threats which can affect the organisation in future. It usually examines the opportunities which
an business can received by effective interventions. This step also involves each employees to
get the support for making the change in an organisation(Carnall, 2018). This steps starts an
honest discussion which gives people an convincing reason to make a change in an business.
Optus company convinces their employees and the mangers to make changes and by which each
employee who is involved known that change is important for an organisational growth. Optus
Company has started investing in new technologies for better profitability of this company.
Form of powerful coalition
This step identifies the leader of a business which also involves stakeholders. In this step
managers ask an emotional commitment from key people in the organisation. It usually works on
team building for making a change in an organisation. Optus company analyses the weak points
of team so that they can improve and balance them with other departments in an organisation.
For making a change team leader needs to collate a team to influence them so that together they
can become more powerful and in this experience of an team member and job status is also
important.
Create a vision and strategy for change
In this step organisation determines a core value which defines the vision and strategies for
making an appropriate change in an organisation. It is important in Optus company so that the
leader can determine the change effectively so that employee can easily understand and is easy to
follow(Black, 2020). This step makes more easier to make changes in an appropriate way as

when employees support in implementing the change. Strategies can be build effectively when
there vision is clear about what and how changes can be made.
Communicating change vision
This step is talking about the change in which concerns of employees are presented honestly in
front of team leaders. This main goal of this step is to influence the employees of Optus company
for the change and by which they can start supporting the change. As if employees are ready to
adapt the change it can result best to the organisation as by this success rate of the organisation
can be improved.
Removing obstacles to action
After implementing above steps barriers do occur frequently due to the insufficient resistance to
the process, due to any organisational policies and disempowering managers. Some times it do
occur because of employees when they are not comfortable to adapt the changes so this barrier
can be removed by rewarding and appreciating employees for implementing the change. Optus
company resolves it by giving appropriate training, mentoring and coaching to the employees
regarding the change.
Accomplishing short term goals
This step involves short term success and targets small ways and after completing it accomplish
that win and success. These small winning targets and goals helps them to motivate and work
more effectively to the strategies(Beddoes, Prusak, and Barney, 2019). This short term success is
less expensive and also have possibilities to fail. It usually break downs the long target into
smaller parts and it also encourages other employees to work on it.
Building the change
This step is about sustaining with change in implementation as it indicated that if each team of
employee working persistently in order to achieve the change and it also measures the progress
individually. For continuing this change after each achievement team leaders of Optus company
has to fin what needs to be managed and improved to continue this win. By collecting the gains it

implements to change a lot more and continue the procedure. They should not forget to
communicate about each win and vision with their benefits.
Making a change stick
This is step in which make sure that the change which is developing in an organisation is a
integral part of an organisation culture and it is visible at every aspect. In this step it make sure
that all the team leaders and the employees continue with the changes and support the change to
an extent level. It can also be fulfilled by creating development and training program in Optus
company in order to make aware about the changes in an organisation and about its
implementation.
Recommendations on the support that must be provided to that industry to prepare for
climate changes.
This is recommended to Optus company to make proper strategies in order to get an sustainable
growth and development of an organisation and if everything is balanced accordingly it will help
them to increase there profitability and productivity level of an organisation. Optus company has
to follow government policies and regulations in order to maintain and balance the climatic
changes in the industry as government had developed many policies which helps to balance
changes which customer faces due to climate changes. They also had recommended some of the
wires which are water resist(Aung, and Arnold, 2018). It is also recommended that top
management of Optus company should introduce new innovative techniques and tools and
should also make their employees work accordingly which will not only enhance the
performance level on internal basis but also overcomes the risk of changes and failure due to any
climate conditions. Company should also started using new technologies for reducing the affect
of climate as change has to managed by a company foe enhancing their business they can use
artificial intelligence for maintaining the climate conditions(Ansari, 2019). Optus company can
reduce the risk of climate changes by including robotics in the management process and this will
help in increasing the sustainability level by this company can attain maximum profit. As some
climate changes are natural which can not be wholly cured or balanced as a whole but can be

slightly cured by following appropriate techniques and technologies with innovative ideas in
order to reduce the risk and for achieving success.

CONCLUSION
This report concluded that Change management involves preparing the employees and
supporting them for the change, it also involves the steps which can be used to follow the change
and also by monitoring pre changes and post changes activities for the successful
implementation. In this sometimes the change operation fail due to human reasons by not
accepting the change properly. Employees also face challenges in starting as they got scared
about their job and does not make it easily adaptable. This report concluded that Kotter's change
model is considered as the important model of change management as it offers a roadmap which
is easy to understand and managers can easily follow that changes in an organisation. This report
also involve some challenges that an telecommunication industry can face in operational or
climactic form and can be cured by using appropriate strategies and policies used by the
organisation in order to balance the risk and challenges which an telecommunication industry is
facing.