Airlines Uses ASMR to Adapt to COVID-19 Challenges Coursework Sample

Introduction Of Malaysian Airlines Uses ASMR to Adapt to COVID-19 Challenges

Organizations all over the world have been forced to change and adapt to the unprecedented challenges posed by the COVID-19 pandemic. Malaysian Airlines, an eminent transporter known for its obligation to traveller fulfilment, has taken a special and startling course in handling the continuous emergency. The airline has adopted a novel organizational change strategy in an effort to meet the shifting preferences and requirements of their customers: creating videos that use the Autonomous Sensory Meridian Response (ASMR).

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Changes in an organization's nature:

The process of putting changes in an organization's structure, strategies, or operations is known as organizational change. External factors like technological advancements, shifts in market dynamics, or, as in this instance, the impact of a global pandemic often drive these shifts. The proactive approach that Malaysian Airlines takes to spot new opportunities in the midst of adversity and its willingness to investigate novel solutions is demonstrated by the company's decision to venture into ASMR videos.

Perspectives on Change in an Organization:

Malaysian Airlines' bold and forward-thinking approach to organizational change can be seen in its use of ASMR videos. The airline has chosen to embrace creativity and adaptability rather than give in to the challenges posed by the COVID-19 pandemic. Malaysian Airlines has demonstrated its commitment to improving the customer experience and redefining the standards of the aviation industry by recognizing the growing interest in ASMR and its potential to provide an immersive and calming experience.

The Image of Change Directors:

Change supervisors assume a crucial part in driving hierarchical change. On account of Malaysian Airlines, the change administrators have exhibited their visionary initiative and capacity to consider new ideas. As a means of combating the COVID-19 problem, they decided to try out ASMR videos(Mariano 2021). This shows that they know what customers like and are willing to take calculated risks to stay ahead of the competition. By supporting this special change technique, change chiefs at Malaysian Airlines have shown their versatility and obligation to convey uncommon client encounters.

Change Type: Transformation vs. incremental change:

Malaysian Airlines' introduction of ASMR videos is not an incremental change but rather a transformational one. The term "transformational change" refers to significant alterations to the organization's overall strategy, procedures, and culture, whereas "incremental change" is defined as "small, gradual modifications made within an existing framework." Malaysian Airlines is fundamentally reimagining its customer experience and departing from conventional paradigms by diversifying its services into ASMR videos. The airline is now positioned as a forward-thinking industry leader in the post-COVID era as a result of this transformative change, which not only addresses the immediate pandemic challenges(Dzafri 2021).

Scope of Change

Change is being forced both internally and externally:

A combination of internal and external pressures was primarily responsible for the need for change at Malaysian Airlines. Externally, the COVID-19 pandemic had a significant impact on the aviation industry, resulting in a decline in demand for air travel, strict travel restrictions, and increased concerns regarding health and safety. Malaysian Airlines was compelled by these external factors to reevaluate their current business model and seek novel strategies for surviving and thriving in the face of adversity(Kunjuraman, V. and Matthew, N.K., 2023).

Malaysian Airlines knew how important it was to stay ahead of the competition and meet the changing preferences and needs of its customers. The airline discovered an opportunity to differentiate itself by adopting ASMR videos as a unique service offering by closely monitoring market trends and customer feedback(Ltd, J.M.G. 2021). The need for change within the organization was further fueled by this internal drive to innovate and enhance the customer experience.

Scope of Change:

• Culture: Malaysian Airlines' cultural shift can be seen in the adoption of ASMR videos. In an effort to provide passengers with a one-of-a-kind and calming experience, the organization is actively adopting a more customer-centric and experiential strategy. The company must foster an attitude of innovation, creativity, and adaptability as part of this cultural shift.
• Strategy: Malaysian Airlines' essential course went through a critical change through the consolidation of ASMR recordings. The airline strategically positioned itself as a provider of holistic experiences that go beyond transportation by expanding its service offerings beyond traditional aviation services. This change in strategy gives the company a competitive advantage in the market because it is in line with the shifting requirements and expectations of customers.
• Technology: Malaysian Airlines needed to make technological advancements in order to incorporate ASMR videos. This required investing in audio and video production equipment, ASMR content creation expertise, and digital content distribution platforms. Malaysian Airlines increased its capacity to provide immersive experiences and engage customers across multiple digital platforms by adopting cutting-edge technologies(Mohamad et al., 2021).
• Management of People: Effective methods of people management were needed to put the change into action. Malaysian Airlines had to convey the change vision, train and support workers involved in the production of ASMR videos, and make sure they were in line with the company's goals and values. A culture that encourages creativity and innovation was established and a smooth transition was made possible thanks to effective people management.
• Structure and Systems: Malaysian Airlines had to make changes to its existing systems and structures in order to accommodate the introduction of ASMR videos. As part of this, new procedures and workflows had to be established, ASMR video production processes had to be incorporated into the overall operations, and marketing and communication teams had to work together(Joseph, C., 2022). Supporting the ASMR initiative's implementation and sustainability required structural and systemic changes.

Malaysian Airlines recognized the need for a comprehensive transformation across a variety of dimensions, including culture, strategy, technology, people management, and systems and structure, by addressing the external and internal pressures for change. While navigating the challenges posed by the COVID-19 pandemic and beyond, the company is guaranteed to be able to adapt, innovate, and provide exceptional customer experiences thanks to this all-encompassing strategy.

Tools for change management

Identifying Change in an Organization:

Managing Change Resistance:

During transitions within an organization, resistance to change is a typical obstacle. Open communication, stakeholder involvement, addressing concerns, and emphasizing the benefits of the change are some of the strategies change managers can employ to effectively manage resistance. Additionally, utilizing the ADKAR model can assist in locating and addressing specific resistance-generating areas.

Utilizing the ADKAR Tool for Change Management:

• Awareness: In the ADKAR model, recognizing the need for change is the first step. Change managers would explain the reasoning behind introducing ASMR videos in the Malaysian Airlines ASMR initiative. Highlighting the difficulties posed by the pandemic, shifting customer expectations, and the potential advantages of ASMR videos in enhancing the customer experience are all necessary components of this.
• Desire: To get the employees' support and commitment, it is necessary to cultivate their desire for change. Change managers would emphasize the positive effects of ASMR videos on individuals and the organization, such as increased customer satisfaction, market differentiation, and potential career advancement opportunities. The purpose of this step is to inspire employees to embrace the change with enthusiasm and motivation(Chan, T.H. and Chan, J.H., 2022).
• Knowledge: It is essential to provide the necessary knowledge and abilities for the successful implementation of change. Change managers would ensure that employees involved in the production of ASMR videos possess the necessary technical knowledge and comprehension of ASMR principles by providing them with resources and training programs. Employees are given the information they need to effectively contribute to the change initiative as a result of this step.
• Ability: Employees' ability to put their knowledge and skills to use is the primary focus of the ability phase. Throughout the process of putting ASMR videos into place, change managers would help, advice, and ongoing guidance. This step makes sure that employees have the resources and help they need to make and distribute high-quality ASMR content.
• Reinforcement: The goal of reinforcement is to keep the change going over the long term. The impact of ASMR videos would be monitored, customer feedback would be gathered, and employee contributions would be acknowledged and rewarded by change managers. This step promotes a culture of innovation and continuous improvement by emphasizing the significance and value of the change.

Malaysian Airlines' change managers are able to effectively diagnose and demonstrate the change process by making use of the ADKAR change management tool. By actively engaging employees, communicating the benefits, providing the necessary training and support, and reinforcing the change through ongoing evaluation and recognition, they can address potential resistance. The ADKAR model provides a practical framework for directing the change process and ensuring the ASMR initiative's smooth and successful implementation(Tang, K.N. and Tang, K.N., 2019).

People Management

Collaboration, trust, and a shared vision characterized the successful story of team building in Malaysian Airlines' change management journey for the ASMR initiative. Employees from marketing, operations, and customer service departments joined forces to form cross-functional teams. These groups cultivated open correspondence, empowered imagination, and utilized assorted points of view to create inventive ASMR video ideas. The seamless integration of ASMR videos into the airline's services and a transformation in the customer experience were the outcomes of successful team-building initiatives in which individuals accepted their roles, provided support to one another, and worked toward a common objective.

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References

• Chan, T.H. and Chan, J.H., 2022. COVID-19 Pandemic and the Malaysian Tourism. InRevitalising Asian Economies in a Post-COVID-19 World: Socioeconomic Issues in the New Normal(pp. 119-143).
• Dzafri, D. (n.d.). Malaysia Airlines released a 30-minute ASMR clip, just in case you missed flying. [online] SoyaCincau. Available at: https://soyacincau.com/2021/06/22/malaysia-airlines-released-a-30-minute-asmr-clip-just-in-case-you-missed-flying/ [Accessed 17 Jun. 2023].
• Joseph, C., 2022. The Malaysian Aviation Companies' Responsiveness Plan in Mitigating the COVID-19 Crisis. InCorporate Governance, Sustainability, and Information Systems in the Aviation Sector, Volume I(pp. 277-288). Singapore: Springer Nature Singapore.
• Kunjuraman, V. and Matthew, N.K., 2023. The Impact of COVID-19 on Malaysia's Hospitality and Tourism Industry: Any Recovery Measures for Transformation?. InTourism and Hospitality in Asia: Crisis, Resilience and Recovery(pp. 247-258). Singapore: Springer Nature Singapore.
• Ltd, J.M.G. (2021). Malaysia Airlines launches immersive... [online] Connecting Travel. Available at: https://www.connectingtravel.com/news/malaysia-airlines-launches-immersive-asmr-experience [Accessed 17 Jun. 2023].
• Mariano, K. (2021b). Miss flying? Malaysia Airlines new ASMR experience takes you on a journey. [online] Travel Daily. Available at: https://www.traveldailymedia.com/malaysia-airlines-asmr-experience/.
• Mohamad, M., Jory, S.R., Nahar, H.S. and Ajay, R., 2021. The Survival of Malaysian Airlines: A Case Study.Available at SSRN 3989939.
• Tang, K.N. and Tang, K.N., 2019. Change management.Leadership and change management, pp.47-55.