Assignment Content Step 1) Review the following resources before creating the memoWeek 2 Grading Rubric-Team Memo Template & Format Guidelines Guide to Peer-Reviewed References & APA Formatt

HRM 310 Change Management

Readiness for Change

Team 1: Cedric Alexander, Chevez Clarke, Patty Dirschel, Nicole Huisken, Johnny Macias, Rob Miller

HRM/310

July 21, 2019

Kyle Steadham

Memo

To: Board of Directors, Starbucks

From: Cedric Alexander, Chevez Clarke, Patty Dirschel, Nicole Huisken, Johnny Macias, and Rob Miller

Date: 8/13/2019

Re: Improving Customer Service

Introduction

Every day Starbucks has the privilege of serving many people around the globe their morning cup of coffee or that much needed afternoon treat. As a leader in the food and beverage service industry the company has new locations opening constantly. When the company grows rapidly and becomes wildly popular which has been the case, focus on customer service cannot be lost. An effort must be placed on the customer experience and customer retention. The organization must be adaptable to the customers changing needs and wants. It is important to evaluate to what extent a company is prepared for these changes and to devise an effective plan for change.

Evaluation of Data

Starbucks has achieved widespread success based on its ability to provide quality products. They are not the fastest or the most reasonably priced, however they have created a loyal customer following. Consumers are changing their ideas regarding product worth, and Starbucks needs to adapt in order to remain competitive. Due to the cost of the products Starbucks must provide the best overall experience for the customer to make them feel as though they are getting sufficient value for the cost. According to the American Customer Satisfaction Index the company is seeing currently seeing an increase in customer satisfaction after a period of decline. The company must continue to be not only responsive to change; it needs to be proactive in this area and prepare for upcoming trends. (ACSI, 2019)

Pros and Cons

The data collected from ACSI shows that Starbucks has been able to maintain customer satisfaction scores from 74-80 with no more than a four percent change annually. (ACSI, 2019) This demonstrates that the company has consistently delivered the experience the customer is looking for, however there is a large margin for improvement. The negative aspect of this data demonstrates some stagnation, as the company has not been able to exceed a customer service scores above the 80-point mark. The company must be proactive in its customer service strategy as opposed to reactionary.

Improvement Plan for Change (Patty) (<-- this is a section header) - In this section, articulate an effective improvement plan for the needed change

Vision Statement for Change

A vision statement is important so that the company stays on track and focuses on their goals. A great vision statement has a purpose, an explanation, and how to support the statement Cawsey, Deszca, and Ingols (2016). When big changes happen it’s necessary to have a vision statement to support the change and start new. The new vision statement will change how customer service is viewed. We at Starbucks are ready to put the customers first in a big way, we will strive to be faster and more efficient as well as listen to our customers wants and needs.

Model to Assess Readiness for Change (Cedric) (<-- this is a section header) – In this section, create a model to assess your company's readiness for change. Describe your model and its components.

Company Readiness Ratings Chart

Readiness Dimensions	Readiness Score Possible	Readiness Score
Previous Change Experiences
Has the organization had generally positive experiences with change?	Yes, Score +1	+1
Has the organization had recent failure experiences with change?	Score -1
What is the mood of the organization: upbeat and positive?	Score +1	+1
What is the mood of the organization: negative and cynical?	Score -2
Does the organization appear to be resting on its laurels?	Score -1
Executive Support
Are senior managers directly involved in sponsoring the change?	Score +2	+2
Is there a clear picture of the future?	Score +1	+1
Is executive success dependent on the change occurring?	Score +1	+1
Has management ever demonstrated a lack of support?	Score -1	-1
Credible Leadership and Change Champions
Are senior leaders in the organization trusted?	Score +1	+1
Are senior leaders able to credibly show others how to achieve their collective goals?	Score +1	+1
Is the organization able to attract and retain capable and respected change champions?	Score +2	+1
Are middle managers able to effectively link senior managers with the rest of the organization?	Score +1	+1
Are senior leaders likely to view the proposed change as generally appropriate for the organization?	Score +2
Will the proposed change be viewed as needed by the senior leaders?	Score +2
Openness to Change
Does the organization have scanning mechanisms to monitor the environment?	Score +1	+1
Is there a culture of scanning and paying attention to those scans?	Score +1	+1
Does the organization have the ability to focus on root causes and recognize interdependencies both inside and outside the organization’s boundaries?	Score +1	+1
Does “turf” protection exist in the organization?	Score -1
Are the senior managers hidebound or locked into the use of past strategies, approaches, and situations?	Score -1
Are employees able to constructively voice their concerns or support?	Score +1	+1
Is conflict dealt with openly, with a focus on resolution?	Score +1	+1
Is conflict suppressed and smoothed over?	Score -1
Does the organization have a culture that is innovative and encourages innovative activities?	Score +1	+1
Does the organization have communications channels that work effectively in all directions?	Score +1	+1
Will the proposed change be viewed as generally appropriate for the organization by those not in senior leadership roles?	Score +2	+2
Will the proposed change be viewed as needed by those not in senior leadership roles?	Score +2	+2
Do those who will be affected believe they have the energy needed to undertake the change?	Score +2	+2
Do those who will be affected believe there will be access to sufficient resources to support the change?	Score +2	+2
Rewards for Change
Does the reward system value innovation and change?	Score +1	+1
Does the reward system focus exclusively on short-term results?	Score -1
Are people censured for attempting change and failing?	Score -1
Measures for Change and Accountability
Are there good measures available for assessing the need for change and tracking progress?	Score +1	+1
Does the organization attend to the data that it collects?	Score +1	+1
Does the organization measure and evaluate customer satisfaction?	Score +1	+1
Is the organization able to carefully steward resources and successfully meet predetermined deadlines?	Score +1	+1
	Total	+29
The scores can range from -10 to +35.
If the organization scores below 10, it is not likely ready for change and change will be very difficult.
The higher the score, the more ready the organization is for change.

(Orta, M., von Feigenblatt et. al, 2015)

References (ALL)

American Customer Satisfaction Index (2019). Benchmarks by Company. Retrieved from

https://www.theacsi.org/index.php?option=com_content&view=article&id=149&catid=&Itemid=214&i=Limited-Service+Restaurants

Cawsey, T.F., Deszca, G. & Ingols, C.A. (2016). Organizational change: An action-oriented toolkit (3rd ed.). Thousand

Oaks, Ca. Sage Publications

Orta, M. von Feigenblatt, O.F., Lemus, E., & Rivero, O. (2015). Starbucks Corporation: Leading Innovation in the 21st

Century. Journal of Alternative Perspectives in the Social Sciences, 7(1), 23-38. Retrieved from

http://search.ebscohost.com/login.aspx?direct=true&AuthType=shib&db=a9h&AN=10878366&site=eds-live&scope=site

Grading Rubric

HRM310 Week 2 Grading Rubric Learning Team Memo (Rev. 7-7-19)
RUBRIC INSTRUCTIONS FOR STUDENT: After you complete your references section in your assignment, copy and paste this grading rubric to your Word document. That way, I can give you structured feedback in a more organized way. I can also evaluate your papers more quickly.
Review the following resources before creating the memo: Week 2 Grading Rubric-Team Memo Template & Format Guidelines Guide to Peer-Reviewed References & APA Formatting Ch. 4 of Organizational Change Research the Internet using a search engine of your choice for internal and external data or information on one of the following companies: Uber, Verizon, Facebook, Microsoft®, Apple, Starbucks, Google™, General Motors, Amazon, Whole Foods Market, Capital One Financial, or Hyatt Hotels. Discuss with your team how the selected company can improve within one of the following areas: customer service, employee morale, or greater market share. Rate the company's readiness for change using Table 4.1 "Rate the Organization's Readiness for Change" in Ch. 4 of Organizational Change. Replicate this chart, complete it, and submit it as Section to the memo below. Prepare a memo of at least 750 words written in the third person voice, and address the following issues. You must address the following topics below using the section headers (labels) in bold: Section 1- Introduction (<-- this is a section header) - describes what the memo is going to be about; it mentions the upcoming sections. Section 2- Evaluation of Data (<-- this is a section header) – In this section, evaluate the data to be used in internal and external organizational change management. Section 3- Pros and Cons (<-- this is a section header) – In this section, describe the pros and cons of the information you gathered. Section 4- Improvement Plan for Change (<-- this is a section header) - In this section, articulate an effective improvement plan for the needed change Section 5- Vision Statement for Change (<-- this is a section header) In this section, discuss a vision for change, and craft a vision statement appropriate for the change sought. Section 6- Model to Assess Readiness for Change (<-- this is a section header) – In this section, create a model to assess your company's readiness for change. Describe your model and its components. Section 7- Company Readiness Ratings Chart (<-- this is a section header) – include the score on the 6 categories for the company's readiness for change from Table 4.1 "Rate the Organization's Readiness for Change" in Ch. 4 of Organizational Change: Previous Change Experiences, Executive Support, Credible Leadership and Change Champions, Openness to Change, Rewards for Change, Measures for Change and Accountability Section 8- References (<-- this is a section header) - have at least 2 peer-reviewed sources in addition to the Organizational Change text, for a total of 3 peer-reviewed/scholarly references in APA format (with authors and dates). The references are incorporated throughout the memo with correct APA in-text citations. Section 9- Grading Rubric (<-- this is a section header) - The 9th section contains this grading rubric. Post your assignment as a Microsoft® Word document. Click the Assignment Files tab to submit your assignment.
Content 50%	Points Available 30 Max	Points Earned
Section 1- Introduction (<-- this is a section header) - describes what the memo is going to be about; it mentions the upcoming sections.
Section 2- Evaluation of Data (<-- this is a section header) – In this section, evaluate the data to be used in internal and external organizational change management.
Section 3- Pros and Cons (<-- this is a section header) – In this section, describe the pros and cons of the information you gathered.
Section 4- Improvement Plan for Change (<-- this is a section header) - In this section, articulate an effective improvement plan for the needed change
Section 5- Vision Statement for Change (<-- this is a section header) In this section, discuss a vision for change, and craft a vision statement appropriate for the change sought.
Section 6- Model to Assess Readiness for Change (<-- this is a section header) – In this section, create a model to assess your company's readiness for change. Describe your model and its components.
Section 7- Company Readiness Ratings Chart (<-- this is a section header) – include the score on the 6 categories for the company's readiness for change from Table 4.1 "Rate the Organization's Readiness for Change" in Ch. 4 of Organizational Change: Previous Change Experiences, Executive Support, Credible Leadership and Change Champions, Openness to Change, Rewards for Change, Measures for Change and Accountability
Section 8- References (<-- this is a section header) - have at least 2 peer-reviewed sources in addition to the Organizational Change text, for a total of 3 peer-reviewed/scholarly references in APA format (with authors and dates). The references are incorporated throughout the memo with correct APA in-text citations.
Section 9- Grading Rubric (<-- this is a section header) - The 9th section contains this grading rubric.
Organization / Development 25%	Points Available 10 Max	Points Earned
The 9 required sections are organized separately in sequence as listed in the Content section.
The memo is at least 750 words in length (excluding references and headers)
Each section has a clear label or header.
Mechanics 25%	Points Available 10 Max	Points Earned
Formatting or layout and graphics are pleasing to the eye (font, colors, spacing).
Rules of grammar, word usage, punctuation, capitalization, and spelling are followed.
Sentences are complete, clear, varied, and concise with proper syntax.
Used size 12 Times New Roman font for main body text and references.
Used double spacing between sentences and in References section.
Used memo format.
Used naming convention “FirstName_LastName_Week #_ Memo.doc” when saving and uploading file.
Marked with Number of Days Late	Total Points Available 50	Total Points Earned
LATE POLICY: Students should submit assignments according to Arizona time (MST) based on the assigned due dates. Late assignments will be penalized with a 10% grade deduction for each day late. Deadlines will be defined as 11:59 p.m. MST. Assignments submitted more than four days late will not be accepted. Assignments submitted after the last day of class will not be accepted.