Storytelling-Reduction of overtime of BCWs at Organisation.group

Challenge:   I work with M/s El  Pueblo Unido (Organisation.group) , a State Run downstream Oil Company of India  which is involved in refining and distribution of Petroleum Products across India and a few neighbouring  countries. I am presently posted at one of inland Petroleum Terminal. Recently due to COVID 19  problem across globe and in particularly India, our Corporation is facing problem on financial front. The  biggest challenge for Organisation.group is to cut the cost of operation and thereby remain profitable. To achieve this  objective higher management has conveyed the target of 25% reduction of overtime cost of the blue  collar workmen (BCW).    I am presently posted as deputy to the unit head. The challenge before unit head is that though there  are certain wasteful practices which are jacking up the overtime cost, it is very difficult to stop them due  to the higher bargaining power of the BCW’s union. Further challenge is that if any unilateral decision is  taken to cut the overtime without taking Union in confidence, there is a risk of Union strike and  subsequent rebuke by higher management due to this unpleasant situation.      Selection:  Storytelling is one of the most effective tools of design approach of problem solving. The contents of the  lecture are being reframed here to explain the storytelling as a tool. A good story at its essence is simply  conveying a message that has logic. It should have emotional connection, and should have larger  purpose.  A good story is designed for audience and has clear sequence of events. A great storyteller  asks and answers questions along the way. The storytelling allows the audience to pay more attention  thereby raises the level of engagement in business. The storytelling allows to create energy, passion and  excitement around the subject. Secondly storytelling makes strategy of organization more simple and  relate-able for audience.    The audience needs to be told a compelling story. They need to be told how to get the things done. The  storytellers should locate the most powerful part of his message and lean on it. He should make sure  that he creates moments of reflection for the audience. In a typical case where we have to drive  transformation; the main character of the story becomes the wicked problem facing the organization.  The audience needs to understand the current challenge in facing the wicked problem. Then the  audience needs to be brought in frame of mind to take on the challenge. We have to give the audience  chance to talk about the tensions that exist because of the challenge. Finally the storyteller has to show  the path that can lead to solve the challenge.     I have chosen the tool of storytelling as this is most suited approach to solve the problem in hand. The  issue of overtime reduction can only be sorted out through the various steps to be followed while using  the tool of storytelling. The BCWs and their union leaders need to be communicated and convinced  through this tool in a very effective and pragmatic view. Any abrupt action without resorting to this tool  will bring unwarranted resistance from their side.      Application:   Next day, the representatives of BCW union were called for a meeting with unit head and other officers.  During the meeting I told the union delegates about the current scenario of COVID 19 and also explained  how various corporate are struggling to keep them afloat. I told that that oil industry in particular is  going through hard times due to sudden drop in demand for fuel and also due to lowering of crude rate.  It was further explained that it has become imperative to curtail the operating cost to rescue our bottom

line. I have explained that curtailing overtime expenses by 25% is imperative to save the game. The need  for adopting austerity measures and mandate of top management was explained to them. While the big  challenge and the tension arising out of this has been aptly explained to the union representatives, this  enhanced their engagement with Corporation’s objectives. The tool of storytelling was effectively  applied to get the desired results. The union representatives amicably agreed to reduce the manpower  at certain work stations. It was also agreed to do some unscheduled works which were of recurring  nature to put them in planned duty roster. This yielded the desired results and the overtime expenses  reduced by huge 30%.     Insight:   The storytelling tool has given tremendous results to me. The results have overshot the initial target  given to us. The challenge was addressed amicably and no resistance from union was faced. The  storytelling approach not only enabled me to meet Corporate objective but also helped me to increase  the involvement of the BCWs with the Corporation. The story could touch the emotional chord of the  BCWs as the purpose of action was aptly explained to them. The story compelled the BCWs to ponder  over the current scenario and also enabled them to relate with current national and international issues  which have come across due to COVID 19 and subsequent lockdown.    Approach:   As this case has been successfully solved through design thinking approach, this has motivated us to  apply this tool for various other issues which we currently faced. We not only intend to apply storytelling  but also intend to apply other tools i.e. visualization, mind mapping and learning launch for meeting the  future challenges. Specially the learnings of the current case will help us to understand the negotiation  with stakeholders and effective use of storytelling to achieve the desired results.

