driving change: getting your employees out of gridlock and your business into the fast lane
TRANSCRIPT
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Driving Change
Heather Prime, ABC Manager of Employee CommunicationsBritish Columbia Automobile Association
Getting your employees out of gridlock and your business into the fast lane
IABC International Conference - Vancouver, 2006
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Every road trip generates a good story…
1. Why BCAA needed to engage its employees like never before
3. How we used face-to-facecommunications to engage them
3. Our results and 10 tips worth driving home
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BCAA Today … much more than an auto club
B.C.’s largest member services organization:
• Road Assist & Member Services, Travel Agency, Insurance Agency
• 755,000-plus members
• 24 Sales Centres & 2 telephone centres
• $2.9-million operating profit in 2005
• Consistently rank #1 or 2 in B.C. for “overall favourable impression”
• 69% employee engagement (within “Best Employer” range) in 2005
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BCAA’s people are diverse
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BCAA’s people are diverse
• 1,000-plus employees: 70% women & 60% in Sales Division
• 22% unionized & 6% management
• 41% aged 45 to 64 years
• Average length of service: 9 yrs – staff & 11 yrs - management
• Diverse professional “personalities” & mixture of readiness to accept change, but …
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BCAA’s people share …
• A strong sense of pride in working for a “good corporate citizen”
• A preference for interactive face-to-face communications
• A learning style — visual and experiential
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We thrive on teamwork and fun!
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BCAA turned the corner in 2001
• Car-focused to customer-focused
• Reactive service to proactive sales
• Not-for-profit to profit-driven
• But … it was time to pick up speed
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Vision 2010. A new vision for a new century.
Growth — Bold, Aggressive, Smart
750,000-plus members > 890,000-plus members
24 Sales Centres > 35 Sales Centres & more
50 savings partners > 100 savings partners
No financial services > Consumer loans & more
$3-million profit > $15-million profit
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We begin our journey …
Management Council in Spring 2005
• Storytelling and “just imagine” skits
• Break-out groups to tackle heart & head issues
• Q & A with senior management
• Followed by a period of “leaking” the Vision to staff
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This is great but …
• Does bigger really mean better?
• Is this too much, too fast? Can we really achieve this?
• Is this just about the $$$? Will this compromise our values?
• What is my role?
• What’s in it for me? How can I grow, too?
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Our goals for engaging employees
At least 75% of staff & 85% of management say they
• Are well informed of Vision 2010
• See a link between BCAA’s 2006 and 2010 goals
• Understand how BCAA will get from here to 2010
• Understand how their job relates to helping BCAA grow and reach 2010
• Feel excited about our Vision for 2010
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Fall Road Trip: Let’s get street smart
• New meeting format & “drivers”
• New tools
• New attitude
And absolutely no PowerPoint!
2 months, 30 facilitators, 47 meetings
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Every road trip needs a good map
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Road Map
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Every road trip needs a good driver
Good facilitators aren’t born. They’re made.
• The right tools
• The right training
• The time and space to practice in a “safe place”
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A close call with a roadblock
• “I have more important things to do with my time.”
• “These meetings won’t achieve our objectives.”
• “These tools are too basic.”
What they’re really saying … “I’m scared.”
Five minutes to midnight some facilitators complained:
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We exceeded our goals …
90% said they are well or highly informed of Vision 2010
99% said they see a link between our 2006 and
2010 goals
98% said they understand how BCAA will get from
here to 2010
97% said they understand how their job relates to
helping BCAA grow and reach 2010
95% said they feel excited about our Vision for 2010
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Facilitators answered their own survey
• 100% agreed that they felt adequately prepared to facilitate
• 100% agreed that staff obtained adequate information on Vision 2010
• 100% agreed that acting as a facilitator was a good use of their time
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10 tips worth driving home
1. Know your audience & appeal to the heart as much as to the head
2. Measure
3. Don’t be afraid to “leak” information early
4. Don’t underestimate the power of “high touch” communication in a high-tech world
5. Expect the unexpected
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10 tips worth driving home
6. Support & train your communication leads
7. Consult and use the experts in your midst
8. Be prepared for the fear factor
9. Measure again
10. The end is only the beginning
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Questions before we hit the road?