Donna Baddeley tells Ellen Bennett how she is helping to boost Midland Area's standards
What do you do then?
I am leading a major change project linked to realigning the structures and behaviours within Midland Area housing associations (part of the Keynote Group),

to help the organisation to improve its service to customers.

Why this role in particular?
Having worked at director level for the past 10 years at the association, I decided I wanted to use my skills in a more focused way.

How will you deliver the goods?
The association has done a lot of customer research and realised that, in terms of performance, it's not at the top of the pile.

It has recognised that it's got to do some work to move forward.

We are using a framework called organisational development – it's an approach that's been used in the private sector for years but is quite new to the public sector.

Sounds like a big job …
It is. You start by working with the staff to define the organisation's values. From them, you set out a vision for the future. Our vision is to be the leading housing association in the West Midlands by 2007.

We want our key values to be commitment, trust and integrity.

To get things done, people have to sign up to our values and change their behaviour. We also have to change structures within the company.

We want our key values to be commitment, trust and integrity

For example, in terms of the company's honesty values, positive behaviour would be returning a customer's call and trying to help them. Negative behaviour would be trying to palm them off or not responding at all.

This is an innovative approach to managing change, which we hope will secure funding from the DTI for future projects based on working in partnership with them.

What are the hours like?
Around three days per week (and whatever overtime is needed).

Is it well-paid?
From £30,000, pro rata.

But it must be challenging.
Major change is always daunting. Supporting people through it – while at the same time not losing sight of where we are going – is a very challenging job.

What skills do you need?
A natural propensity for embracing change, coupled with determination, compassion, energy and a sense of perspective.

What do you enjoy the most?
Working with a great team of people and working in the inner city, where our services are so vital.

Source

Housing Today