The Silver Line: Analysis of Helpline's Operations and PESTLE Factors

This report provides a comprehensive analysis of The Silver Line, a UK-based telephone helpline offering information and advice to older people. The report begins with an introduction to The Silver Line, its founder, and its mission. It then delves into the organization's corporate governance, outlining the roles of the board of trustees, staff, and various committees. The report highlights The Silver Line's vision, mission, and objectives, along with a discussion of its key stakeholders, including clients, telecom service providers, government, employees, directors, and trustees. The organizational structure is examined, detailing the roles of various teams and departments. Furthermore, the report includes a PESTLE analysis, assessing the political, economic, social, technological, legal, and environmental factors influencing the organization's operations, particularly in relation to its expansion into home care services. The analysis considers the impact of factors like government regulations, economic conditions, social trends, and technological advancements on the charity's ability to serve its clients effectively and expand its services.

The Silver Line

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
1...................................................................................................................................................1
Part A (1).....................................................................................................................................1
Part A (2).....................................................................................................................................3
3...................................................................................................................................................5
4...................................................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The Silver Line is the telephone helpline unit which provides information, advice to older
people. It is operating in UK and working excellent for the welfare of such persons. Dame Esther
Rantzen was the founder of this company. Due to loneliness in her personal life, she got idea to
establish a charitable firm which can work for he older people (Szalkowski and et.al, 2016). In
the year of 2012 many representative from voluntary
and statutory organisations have supported this unique idea. The Silver Line was awarded in the
year of 2013 by Big Lottery Fund £5 million and later on £5 million in 2015. Present report will
discuss the mission, objective and structure of this helpline firm. PESTLE analyses of the firm
will be done in this assignment.
TASK
1.
Part A (1)
Corporate governance
Silver Line is governed by board of trustees, managed by small staff team. Board of
trustees give strategic direction to the trust for smooth running of the business. Staff members are
lead by chief executive who execute the strategies of board of trustees (Vunnam and et.al, 2013).
Employees work and deal with daily activities of the charitable organization. In the board
meetings important decision made by board of trustees about budget, risks map, charity etc. All
member argued and debate on these matters and take final decision which can give optimistic
result to the helpline (Aad and et.al, 2012).
The finance and Governance committee is the sub committee of main board, it works to
give strategic support to the charity. Their responsibility is to look upon annual reports, rolling
budget, risk registers and progress of the trust (Szalkowski and et.al, 2016). Members of finance
and Governance committee provide written report to main board on several policies related to
vulnerable Beneficiaries, Risk Management, Conflicts of Interest Volunteer Management and
Complaints Handling.
Vision of The Silver Line:
The vision of the charitable trust is to become the well and best known helpline for older
people across the world. Its vision is to be the trust worthy brand that can bring joy in lives of
older people (Aad and et.al, 2012).
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Mission of The Silver Line:
The mission of The Silver Line is noble and work for providing excellent environment to
over aged persons. Objective of the company is to promote protection of senior people those who
are living their life without any support. Another purpose of the trust is to befriend and support
isolated individuals those who are facing loneliness (Wood and et.al, 2013).
To give financial, medical assistance to such over aged persons so that they can enjoy
their life and can live it with full of joy. The silver Line's mission is to provide advice, guidance
and comfort to such persons to make their life happy (Aad and et.al, 2012).
Stakeholders
Stakeholders are the main people in promoting the operations of each and every
organization. These can be in any form of services or facilities provided by them. It is imperative
for a business organization to make all its stakeholders happy and satisfied so as to function
effectively in the future. In accordance to the current scenario, the stakeholders of the Silver Line
company have been demonstrated underneath: Clients: The said organization is currently providing secretarial telephone services to the
the elderly aged people so as to assist them in overcoming the loneliness, isolation,
vulnerable situation, medical guidance, etc. They aims to satisfy them by providing all
sorts of information. In addition to the above, it keeps all the respective data's
confidential that are provided by the its clients. Telecom service provider: These are the organization that assist the company in effective
functioning by providing them telecom services so that they can easily reach and co-
ordinate its clients. In addition to the above, clear and high quality services are provided
by them so as to make the conversation clear and understandable. Government: Another stakeholder of the Silver Line institution is government
authoritative which introduce such policies and plans to motivate the companies. The
incorporation of such system in the United Kingdom has enabled the said company to
conduct its business operations in the current line. Employees: They are the core assets of every company and it is essential to keep them
satisfied for the betterment of the company. They assist in providing guidance and
support to the vulnerable elder people so as to overcome the problems they are currently
facing. These employees are highly efficient, provides practical and reasonable solutions
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to deal with the current circumstances as well as makes sure that they address the clients
politely. Directors or Management: They are concerned with executing the business operations
by introducing rules and polices in regards to the present legislative laws. They look after
the needs and wants of its customers as well as employees.
 Trustees: These are the organization which are continuously in align with the
organization. Several funds and other issues are taken to the trustees and are resolved and
addressed by them. Therefore, they are the another important stakeholders of the silver
line company. They are also efficient in providing varied solutions to the company.
Part A (2)
Organizational structure is very important part of any business unit, if defines the
communication line in the firm (Szalkowski and et.al, 2016). It can be formed by external and
internal communication lines of the company. Too lengthy hierarchy in the structure some time
create problem in interaction and emerge he situation of conflict in the workplace. Whereas
small simple structure gives optimistic results to business units. As The Silver Line is the
charitable type of firm so due to its nature, board of trustees are in the top level of the company.
In the middle layer persons those who define the strategic goal of the company work. In the
similar part finance committee operates its functions. In the lower level volunteers work for the
organization. They handle the complain of the older people and provide them suitable solution.
The Silver Line has main two teams in its structure that is trustees and head of
departments (Kumar and et.al, 2013). Trustees of the company are Dame Esther Rantzen who is
the founder and president of the helpline charitable trust. She is working well for the welfare of
older people and children. For her tremendous work in broadcasting, she has been awarded seven
honorary doctorates. In the next layer of this team chair persons and deputy chair persons work.
They give their valuable suggestion for making effective strategies for the welfare of such
persons (Peacock and et.al, 2014.).
Next part of the structure is the team of the Silver Line, There are several departments in
the trust; operational team, human resource team, finance commissioner, customer service team.
Operational department execute the policies and directions of the board of directors. Their main
function is to handle technicality issues and management (Aad and et.al, 2012). Finance
commissioner department manages issues related to funds. It decides budget of all department,
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analyse the activities and performance of the company. It reviews monthly financial reports, risk
registers etc. HR department of the trust works for hiring skilled persons in the organization
those who can work effectively for the welfare of he older people and children. Customer service
department is the main department because helpline works for providing suitable solutions to
such persons those who are living their life with loneliness (Zheng and et.al, 2014). This
department handles quarries of suffered persons, employees listen the issue of them and provide
them such guidance and financial support which can make their life happy. Telephonic helpline
team is associated with this customer service department. As all problems of the older persons
are resolved by executive in telephonic way so it is essential to have good team in this
department those who have sound knowledge about the latest technology, so that they can tackle
telephonic lines easily. These all departments are interlinked and their functions impact on other
department (Aad and et.al, 2012). As finance team review the financial reports and control over
funds so that investment can give good returns and these funds can be used for the welfare of
such people effectively. Policies and directions of board of directors impact on the execution of
several departments. The Silver Line impressively operate its functions and coordination of all
these team members give optimistic results to the charitable trust.
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The Silver Line
Team Board of directors
HR
Department
Finance
commissioner
Operation
department
Customer service
department
Telephonic helpline
team

3.
In order to expand the services of Silver Line company by elaborating its current area that
is along with the telephonic calls it is also aiming to provide home care services to the vulnerable
people (Pinheiro, Chwieroth and Hicks, 2014). The said company has received a 5 million grant
from the government of UK. Before starting the current business, it is essential to identify the
external environment that is likely to impact its operations. For this purpose PESTLE analysis of
the particular sector has been conducted: Political: These comprises of the government rules and regulations regarding the taxation
policies, employment act, safety and other trade regulations. In regards to the present
case, the political bodies of the London has a significant role to be played in governing
and changing the polices. Although the UK follows a constitutional monarchy system but
still the corruption is still prevailing the country (Pinheiro, Chwieroth and Hicks,
2014)This could severely impact the operations and expansion process of the Silver Line
firm. Moreover, the prevailing situation of Brexit is likely to impact the charity trust in
several ways. Though there are several positive as well as negative impact of the political
factors. The factors that are in favour of the expansion process constitutes of relatively
fair means of practise prevailing in the London sector. There is a wide chance to develop
and expand its operations by pursuing home care services (Bell and et.al., 2014). Economical: A government has the high roles to play in determining the functioning of
the organization. The economic issues that are currently prevailing in the country is a
major component. These comprises of the inflation, recessionary situation, interest and
tax rates, unemployment, death and birth rates, etc. All the above enlisted factors are
either external or internal. The impact of these in the Silver line expenditure could be that
if the customers are willing to spend large amount of money on varied services provided
by the current charity trust then it is highly beneficial to diversify its activities and vice
versa in case of recession pertaining in the country. Although the current economic
position of the London is quite strong and the people are not reluctant to spend more.
Therefore, a wide opportunity is present before the Silver Line company to extend its
current services to home care facilities (Broscio, 2014).
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 Social: The society plays a highly significant role in the growth and prosperity of a firm.
These factors comprises of the consumer behaviour, attitude, preferences, life style
trends, education, etc. In regards to the above, the company is severely impacted by the
behaviour of the vulnerable and elderly people towards the health care. They are highly
influenced by the reviews derived from their relatives and society (Pinheiro, Chwieroth
and Hicks, 2014) If these people are resistant to share and provide adequate information
to the Silver Line charity trust then they cannot pursue to expand its business operations.
Along with that, the education and other roles in the society also plays a significant roles
in determining the demand of services. Therefore, due to the elderly age of the clients,
they must not be able to build trust and loyalty with these companies which may further
restrict its functioning (Drummond and et.al., 2015). Technological: Technology is playing a significant role in the development and growth
of each industries. This is the factor that assist the companies to achieve its aims and
objectives. It comprises of the new and innovative equipment, machines, internet and the
level of government expenditure on technology up-gradation. The company is already
providing telephonic services and in order to provide the home care services it has option
available to use the durable mobile phones so as to provide services 24 hours a day and 7
days a week. Moreover, with the introduction and adaptation of innovative machines the
services can be provided more quickly and deliberately. The enhancement of transport
sector in London will enable the Silver Line to expand its operations and provide home
care services to its needed clients (Ein-Gar and Levontin, 2013). Legal: It consists of the legal and legislative laws of the current city in which the Silver
line is trying to expand. London is a well developed city and there is not legal
intervention by the government in carrying the business activities. But due to the Brexit
situation prevailing in the country, it might faces issues from the legislatives as new
norms and policies will be imposed in the near future (Farrington and Lewis, 2014).There
are certain impositions regarding the medication facilities provided by the company shall
be authentic and must have the license to provide the same. In the health and charitable
institutions, a great care and concern is required by the organization and its employees.
This is asserted in order to ensure that proper care and consideration is being provided to
the vulnerable and assaulted people so as to protect them with any sort of harm.
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Therefore, while expanding its business the laws and regulations can be imposed by the
court which may affect the operations of the Silver Line (Pinheiro, Chwieroth and Hicks,
2014)
 Environmental: These factors constitutes of the environmental and eco-friendly methods
of producing and carrying out activities. The community is moving towards the nature
protection acts so as to preserve for the future generation. Furthermore, the London city is
very much dedicated towards maintaining ethics and cleanliness (Gregory, 2013).
Therefore, the current factor may affect the future operations, if the Silver Line Charity
trust is trying to expand its business by providing health care services. The effects will be
such that the organization cannot be able to use the drugs and other medical instruments
to cure the disease. Highly ethical methods shall be used by them to cure the vulnerable
patients.
Therefore, in order to expand its business operations in London, by the Silver line Charity Trust
needs to review the above enumerated policies and practices so as to function deliberately in
future. Furthermore, precautionary actions shall be taken by the trust to operate effectively by
complying by the economical and legal considerations of the UK (Prescott, Wilson and Becket,
2013).
4.
The new service in which Silver Line wants to expand is provision of home care support in
London. In order to manage this this expansion, following are the recommendations for Silver
Line: Integrating with other organizations: Silver Line is recommended to integrate with other
agencies for better management of service of homecare support. This is justified as it will
help in providing integrated care and support to the people at home. Moreover, with it,
the charity organization will be able to take care of people with complex needs. There are
various health care organizations which provide a wide range of services. Hence, by
integrating with these organizations, Silver Line will be able to provide services such as
counseling and other specific therapies at home. Moreover, as the care will be provided
by people who are specialists, it will results in better patient outcomes (Pinheiro,
Chwieroth, and Hicks, 2014).
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 Providing service according to needs: Different people have different needs depending
on their condition. Home-care support that is to be provided by Silver Line should take
into account that services are provided according to specific requirements of people
(Oswald, 2012). For example, some people need personal care while there are other
elderly people who need support in the form of meal preparation. Similarly, the people
who are ill would need nursing and healthcare support. Hence, it is recommended to
Silver that it should classify its services under different groups such as meal preparation,
companionship, housekeeping, personal hygiene and care etc. This is because it will help
in covering wider portion needy sections of the society who need home care support.
Moreover, as the care will be provided as per the requirement of the service users, it will
result in better outcomes for the charity organization (McCormack, Manley and Titchen,
2013).
 Making flexible arrangements: Every organization faces critical situations which
demand urgent attention. This can be effectively done if it has flexible arrangements for
service provisions. In healthcare sector, an emergency situation can arise at any point of
time when support might be needed in least possible time. With this justification, Silver
Line is recommended to design the service provision in a way that it provides flexibility
to not only the service users but also the staff. Rigid design of the service will not allow
the chosen charity organization to cater to the immediate and urgent needs of service
users in case a situation arises (Szalkowski and et.al, 2016) For this, it can encourage its
staff to respond to the customer’s needs in a holistic manner. Instead of following strict
rules and precedents about the service, prevailing opportunities can be used by the
managers of Silver Line. This is justified as with the help of it, the charity organization
will be able to utilize unpredictable spare time. Hence, more number of people could be
benefitted with home care support. It will also be able to extend its services in the remote
rural areas surrounding London. Flexibility can also be brought by Silver Line by making
decisions on situational basis. However, while doing so, potential risks to the service
users need to be taken into account (Vunnam and et.al, 2013)
CONCLUSION
In the light of the above report, it can be said that Silver Line is a charitable trust that is
providing highly productive and useful services to the people of London so as to upgrade them
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from all sorts of depression and vulnerable situations. The report depicts a clear picture of the
companies Vision, mission, corporate governance and the stakeholders. A clear description of
the external environment is presented through conducting the PESTLE analysis of the health care
sector in the particular industry. Along with that recommendations regarding to expand the new
business activities has also been included in it.
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