ORGANIZATIONAL DEVELOPMENT CASE STUDY

BY :ZULFADLI OTHMANMESNAN SUPA’ADNAJMINA MD ISA

INTRODUCTION

MOTTO : “TO BRING HUMANITY BACK TO AIR TRAVEL”JetBlue was incorporated in Delaware (August

1998)Founded by David Neeleman in February 1999

under the name “NewAir”.Southwest’s approach : low-cost travel, in-

flight entertainment, TV on every seat & satellite radio.

ROUTE OPPORTURNITIES

JetBlue make record profitwith new additional routeopportunities

2004-N Y City to Dominican Republic, Bahamas2005- NY City to JFK- Boston ‘s Logan Airport2006- NY City to Westchester, Bermuda Aruba

THE PROBLEMS

SOC- System Operations CentreComprised of 5 teams (Maintenance Control,

System Control, Crew Services & BlueWatch-security)

By fostering an environment that puts crewmembers first had bring them problems:-Bad customer servicesDisgruntled employees

Other problems:-Main competitorsCulture shiftOutdated processes

Cont…Organizational Changes

Turnover in leadershipExpansion into international marketsIncreased no. of departuresIntroduction of a new fleet type

External PressuresBankruptcyIncreased fuel pricesIncreasing number of low-cost carrier

Flight Selected

Percentage of Flight Diverted

INTERVENTION

Partnership between SOC and OD teamOD team

Denison Consulting, LLC JetBlue University (airline’s centralized

learning group)Denison Consulting LLC founded by Daniel R.

Denison, PhD & William S. Neale M.AHeadquartered in Ann Arbor, Michigan, San

Diego, Shanghai and Zurich.Developed a research-based model and tools

to improve organizational performance by improving corporate culture and leadership.

Project Overview

NAVIGATING THE ROADMAP

OD consultant met regularly with SOC leadership team to educate about role of leadership and develop strategies.

“Walk the talk” in order to capture the hearts & minds of crewmembers and bring credibility to the effort.

Weekly action planning meeting.“Roundtable” to get frontline crewmembers –

real- involved in the charge process.The Directors took turn facilitating the

meeting, symbolizing their buy-in and commitment to the initiative.

After the weekly sessions, action plans created based on 5 KEY THEMES1. Goals and Objectives

2. Crewmember Development

3. Customer Focus

4. Willingness to Change

5. Guidelines

MANTAINING THE MOMENTUM(intervention result)

Created a positive atmosphere in the working meeting

Met the needs of the SOC crewmembersFollow-up with Denison Survey - 6 month

after the launch of the project.DOCCMS allows organizations to monitor

progress using 4 indexes. ADAPTABILITYMISSIONCONSISTENCYINVOLVEMENT

Denison Organizational Culture Change Monitor Survey (DOCCMS)

Comments from crewmembers

JetBlue Growth 2000-2008

Incremental OTA Flight Traffic

CONCLUSION

JetBlue plans to continue their work with DOCCMS.

Use the survey annually to assess strengths & weaknesses.

OD consultant set the foundationDelegating key tasks to stakeholdersHaving clear sponsorshipAccountable leadersCreating high performing culture

Possibility of late-arriving aircraft is avoided because the SOC communicate to each other efficient, effective manner.

Thank you!