Boosting Organisational Culture at DND in an effective and efficient manner

Assignment Taken

Organisational Tag-Line

"DAILY NEEDS DELIVERY LLP"- Think Ease, Think DND

Case Understanding

The case focuses on an early stage startup, which is primarily an app-based delivery firm fulfilling the day-to-day needs of its subscribers. Initiated in 2017, by Sam Malhotra and Rajish Gupta, the current operations are spread to three major cities, that is, Delhi, Bangalore & Hyderabad. However, the firm faces many challenges pertaining to different functional departments of Marketing, Human Resource, Finance, IT, Operations. If we take a closer look at the Human Resource department, not many practices have been adopted for the improvisation of a healthy work environment for its employees. Since DND is a tech-savvy organization, working through app based system, the firm does not seem to be providing the necessary support to upgrade the skills of its employees, mainly the delivery executives as they are the direct point of contact with the customers. Considering the Middle Level Management in the organization, there seems to be a lack of communication and coordination amongst the departments for strategizing and the execution of the operations. This can be well said as the to subscribers which they have sold in Non-Dense areas have not been started yet. Subscribers are on the verge of uninstalling the app and claim refund for wallet recharge. The top level management too does not seem to be providing much support and/or provide a systematic plan of the flow of activities.

BCS Solution Summary

Organizational culture is a system of shared assumptions, values, and beliefs, which governs how people behave in organizations. These shared values have a strong influence on the people in the organization and dictate how they dress, act, and perform their jobs. In order to overcome the challenges pertaining to the organizational culture, a systematic set of guidelines and corrective measures has to be adopted. The Human Resource department, hence, has a vital role in a disbalanced hierarchy of DND and the improper communication channel. According to Robert E. Quinn and Kim S. Cameron at the University of Michigan at Ann Arbor, there are four types of organizational culture: Clan, Adhocracy, Market, and Hierarchy. 1. Clan oriented cultures are family-like, with a focus on mentoring, nurturing, and “doing things together.” 2. Adhocracy oriented cultures are dynamic and entrepreneurial, with a focus on risk-taking, innovation, and “doing things first.” 3. Market oriented cultures are results oriented, with a focus on competition, achievement, and “getting the job done.” 4. Hierarchy oriented cultures are structured and controlled, with a focus on efficiency, stability and “doing things right.” 5. There’s no correct organizational culture for an arts organization. All cultures promote some forms of behavior, and inhibit others. Some are well suited to rapid and repeated change, others to slow incremental development of the institution.

Solution

Strong organizational culture is a powerful talent attractor. It can win you access to the best talent in your industry and be the glue that retains top employees amid fierce competition. So how do we turn our culture into one of your strongest assets?

Daily Needs Delivery, being an early stage startup organization, shall be thereby focusing mainly on the Adhocracy and Market oriented cultures.

The measure adopted to curb the current challenges; following are the preventive measure to be practiced.

1. Set Channel Of Communication ensuring transparency
2. Timely Feedback and Follow-ups  (Bi-Annually for corporate employees and monthly for delivery executives)
3. Performance Oriented Appraisals (Bi-Annually for corporate employees and annually for delivery executives)
4. Training & Development on technical aspects of DND app, language barriers and others as needed
5. Non-Monetary Benefits in terms of counseling sessions, festive and special day incentives like birthday and anniversary, flexible work locations, responsibility of work and freedom of speech.

As DND progresses with time, various other measures would be considered to boost employee morale and maintain a harmonious work environment for its employees. Other such measure would include:

1. Internal job postings as DND strives to promote from within, and encourages employees to pursue opportunities that align with their goals
2. International excursion trips
3. Medical and health insurance cover
4. Promoting girl child education specifically that of deliverymen
5. CSR activities that imbibes a sense of belongingness in heart of employees towards society and the organization

Conclusion

As per BUILTIN, 1. Companies with winning organizational cultures have 72% higher employee engagement ratings than organizations with weak cultures. 2. 49% of employees say that company culture influences their employee experience more than their physical workspace or the technology they use. 3. 38% of employees report wanting to leave their current jobs due to a negative company culture or feeling like they don’t fit in. 4. 65% of employees say that their company’s culture is a key factor when deciding to stay at their job. 5. In the U.S., 35% of employees claim they would pass on their ideal job opportunity if the company culture didn’t appeal to them. 6. Companies that create a positive candidate experience enjoy a 70% increase in the quality of their hires. Kindly refer to the attached Excel Sheet in Doc2.

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