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The Client
Bombardier Transportation (BT) is passionate about bridging distances and bringing people together from around the globe. With over 68,000 employees and 28 global locations, Bombardier is the world’s leading manufacturer of innovative aviation and transportation experiences.
BT takes a customer-centric approach, with a focus on passenger comfort, energy efficiency, reliability and safety.
CASE STUDY
Safety Culture Change
Bombardier Transportation
2 CASE STUDY: BOMBARDIER TRANSPORTATION SAFETY CULTURE CHANGE
The Challenge
With a major incident in 2015 involving a fatality and serious injuries, improving safety was a top priority for BT.
Due to the critical state of the company’s safety performance, creating lasting change on the first attempt was essential. For the best chance of achieving this, BT invited Interchange to assist in the transformation of its safety culture.
3 CASE STUDY: BOMBARDIER TRANSPORTATION SAFETY CULTURE CHANGE
The Solution
To fully understand the reasons behind BT’s
safety performance and vision for the future,
Interchange performed an intensive discovery
phase. We spent a significant amount time in
Bombardier’s Asia Pacific operations, meeting
with employees both individually and in groups.
Interchange had heartfelt discussions with
employees, learning more about the general
operations of the business as well as the
challenges people may be facing on a day
to day basis. We also worked closely with
global executives, to further understand their
mindset and perceptions of safety. By the
end of this phase, Interchange had met with a
total of 5% of BT’s Asia- Pacific workforce.
Providing a one-size fits all solution would not
work for BT, as they operate throughout multiple
geographical locations, all of which have specific
needs, drivers, and cultural idiosyncrasies.
4 CASE STUDY: BOMBARDIER TRANSPORTATION SAFETY CULTURE CHANGE
Due to our expertise and experience in this
space, we knew that simply translating a
western-designed program into local languages
was not going to cut it. A much more culturally
sensitive, geographically tailored approach
was needed for it to be successful.
Through a process of brainstorming, rapid
prototyping and testing, we arrived at a solution
that was later called ‘Safety- It Starts With
Me’. A total of eight safety culture programs
were developed to allow for cross-cultural and
organisational level variances. 70% of the core
content remained the same across each program,
while 30% was tailored to suit the cultural
differences and specific level of expertise.
Informed by current adult learning and
cultural transformation theory, the program
was shaped by a sophisticated methodology
that we call E.L.I.T.E. The E.L.I.T.E method is
a multi-phased approach, designed to take
organisations through a culture transformation
journey, over an extended time-frame.
5 CASE STUDY: BOMBARDIER TRANSPORTATION SAFETY CULTURE CHANGE
MOBILE LEARNING ENVIRONMENT:
To create a strong and meaningful connection
between the participants and the transformation
to come, it was important to create a customised
brand identity for the program. Interchange
worked collaboratively with WesTrac, to produce
a visual identity that not only reflected the
individual brand identity of Built By Us, but also
integrated seamlessly with the existing look and
feel of the WesTrac brand.
The training space was then placed into the
middle of a work-site, while the workshops took
place inside. The leaders were able to experience
the intensity of the sights, sounds and smells
that front-line employees worked through
on a daily basis.
Outputs
The mobile learning environment played an
important role in the delivery of the program,
as it was a unique setting that captured and held
the attention of the participants.
The learning environment travelled around
Australia and India, to all participating BT sites,
ensuring the widespread understanding and
enjoyment of these programs.
Woven throughout the program, were a series of workshops and multimedia assets designed to engage the organisation, transform the culture and deliver improvements to safety performance. Some of these included:
6 CASE STUDY: BOMBARDIER TRANSPORTATION SAFETY CULTURE CHANGE
7 CASE STUDY: BOMBARDIER TRANSPORTATION SAFETY CULTURE CHANGE
PARTICIPANT APP:
To assist with the delivery and distribution of the learning content throughout the program, a bespoke mobile app was developed. The purpose of the app was to not only allow easier access to the content, but to also provide a more environmentally friendly alternative to printed sheets.
Survey data and participant feedback was also collected via the app, making life easy for participants.
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FILMS:
Throughout our discovery phase, we learned that
Bollywood cinema had a lot power to influence
behaviour in India – just as film culture does
in Australia. Interchange decided to harness
this creative power and create separate films
that could be used to communicate safety
messages in both India and Australia.
Interchange flew over to India and worked
closely with a Bollywood production house to
produce an authentic Bollywood film titled
‘It Starts in the Heart’. The film was an all-singing,
dancing, Hinglish speaking (Hindi and English)
love story with powerful safety messages woven
throughout. The film also featured some well-
known Bollywood actors and actresses, making
the delivery method even more captivating.
For maximum impact in the land-down under,
Interchange created a film that resonated with
|the unique Australian sense of humour. The film,
titled ‘Born Lucky’, aimed to emulate the comedic
style featured in the iconic film ‘The Castle’.
Much like ‘It Starts in the Heart’, Born Lucky had
a rich storyline, sprinkled with compelling
safety messages.
9 CASE STUDY: BOMBARDIER TRANSPORTATION SAFETY CULTURE CHANGE
The Results
The It Starts With Me initiative was successful in creating value for BT’s employees as well as the organisation as a whole. The overarching goal of the program was to significantly reduce the number of preventable workplace fatalities and injuries- which is exactly what happened.
OVERALL
- 100% reduction in fatalities
- 69% reduction in injuries
AUSTRALIA
- Lost Time Injury Frequency – 67% improvement
- Medical treatment injuries – 18% reduction
- First Aid Injuries – 59% reduction
- 30% increase in employees reporting positive management response to safety concerns
- 14% reduction in frontline employees who believe safety is compromised for budget
- 17% improvement in employees who agree that team cooperation is high
INDIA
- Went from the worst-performing site globally in 2015 to the best performing site in 2018
- BT India was awarded the Global BT gold medal for safety in 2018
- 42% increase in employees speaking up about safety concerns
Interchange has been partnering with Bombardier over the past few years supporting our culture transformation. The creativity, passion and professionalism of the team is to be commended, and the results attained by my company as a result have been superb. The return on investment has far exceeded our expectations.
ANDREW DUDGEON,
MANAGING DIRECTOR, BOMBARDIER TRANSPORTATION
10 CASE STUDY: BOMBARDIER TRANSPORTATION SAFETY CULTURE CHANGE10 CASE STUDY: WESTRAC CULTURE & SAFETY TRANSFORMATION
LOCATION
12 Argyle Street Fitzroy, VIC Australia 3065
CONTACT
[email protected] +61 3 9086 9956
I N T E R C H A N G E . C O M . A U
© 2019 THE INTERCHANGE GROUP PTY LTD
