Dhl gobal forward:

5 warehouse in Karachi

Average staff in per warehouse 30

Actual work freight forwarding (ocean freight, AIR freight, customer clearance)

(Import export, transportation, warehousing)

Present in more than 220 countries

Average staff in head office is 80 t0 100

Failure case of OD in DHL Global organization

7 to 8 year back globally DHL decided to shift from outdated software which is oracle base to

sap based software. In this they do the globally training, spent huge amount on it. Every

department was leading from the front that we have to implement it but after two years of efforts

to develop a system. The system doesn’t work and its fail. The main reason behind this failure

was company didn’t take the feedback from end user and end customers these are most important

missing factors. All preparation done at high level there is no involvement of lower level. And in

some stage end user rise the objection, and rise concern that these is negative site since shake

was too high in that software so top management not except it as valid consent, they believe

these are invalid consent and resistance to change. And have different customer other reason of

failure is that they collect the feedback from highly developed countries. So when its launch in

develop country customer refuse to accept that.

Why customers refuse?

Customer refuse because the process is too lengthy and in old system DHL do the punching all

the data. But in new system the responsibilities are divided and in this system ID provide to

customer for punching of data. So customers are not willing to pay any additional step.

How you know that this system is not successful?

When we bring that software execution in live mode, we were unable to achieve the purpose of

that system. The main purpose of that was “To make life easier and to improve the visibility

across”.

What your organizations learn from this failure?

In this we learn that if organization not takes the genuine feedback from all shake holders and

OD process will not be successful. And there are many ways to take feedback. Feedback should

not be taken from single mode. Collect the feedback from multiple channels and should be

validate. Suppose you collect data from four different methods like focus group, written survey,

one to one discussion and interviews if from these four methods result come same so then it

considered that data is valid. If you collect data from only one method and approach that it is

very risky.

Success case of OD in DHL Global organization

After 4 year of failure they again shift to sap because all market competitor are using sap already

so existing customer force them to upgrade the system. In this time DHL take very systematic

approach.
This time DHL gather data from our all customer like PNG, huawei, National foods etc. Every

customer has different stock handling mechanism. Some follow FIFO, some follow LIFO

method. Some customer wants to mange serial wise inventory. Some say if there is six months in

expire of product than stop selling product. We collect such data from all customers. For data

collection standard tempt were develop it was detail document of 40 pages which was share with

every customer. In that tempt there was a detail queries about data flow of each system, like what

is your requirement, what is pallet requirement? What will be pallet size? For every customer

different data collect approach were used. Because of Development for every customer was

different.

Reason of success

This time SAP was success because System was not new globally sap is used at that time so

there is quick acceptance from customer end.

Training

For training purpose one regional resource is nominated from local team for impletion lead.

Organization sent him Bangkok for training. After receiving training he come back and give

training to all end user at test environment, in which all end user are trained on demy transaction.

When they understand how to use it after that trail system were introduce.

Why employees resist change?

According to their opinion no one likes to come out from comfort zone. The biggest fear in

change of any process employee have fear of loss of job if I will not able to adopt what will

happen, maybe he lose his job.

How you overcome resistance in your organization?

We overcome through counseling, training. When we make implementation team we try to bring

the representation of all group of employees .we try to take a good sample from every

department this will help us to counter resist if arise from any group. We do the direct counter

through counseling, some time counter also come from other department.

Does your organization have OD consultant?

Their no OD consultant on local countries but yes there is consultant which is working on

global and regional level. Say for example a system is going to develop consultant are hire,

separate consultant hire for training, separate for implementation. They make process and tell the

ways give guide line but those guide line implement by internal employees.

Which OD techniques your organizations use?

We use team building technique for implementation of any process we design cross function

team in which every person have contribution in term. In cross functional team multiple ideas

develop and also address multiple constraints. If team faces challenges normally team set and

overcome from challenges, only core challenges are addressed to top management otherwise

everything is settled in team.

OD

No organization can exist if it not develop if organization is not adapted your organization will

be nowhere. Development is mainly about adaption; adapt the changing according to

environment, make counter strategy. OD is like life of any organization. OD is not just a

function, it is their everyday. OD collective efforts of all department.