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When you accomplish your business goal how do you move on to the next phase? That was the challenge facing Parcelforce after it accomplished its goal for moving from a £200 million loss to break even point. The answer was to use the power of story telling to engage employees across the business. As a result, the organisation moved from a 'tell' mode of communication to a more 'conversational' approach. Units were encouraged to send a representative of their choice to a launch meeting and they became advocates. Story boards were placed round offices and people encouraged to add suggestions. Managers were asked to relate the best stories from their units at quarterly meetings, and stories were also added to the intranet and published in the staff magazine. "It does work," said Parcelforce's head of internal communications Susan Jackson. "But you do have to have the right people in place - not everyone is comfortable with it." |
