Change Management in Action
Aligning Safety Strategy with Operational Goals and Workforce Realities
Company & Industry Overview
The client, a large-scale operator in the oil and gas industry, was undergoing a critical operational transformation aimed at enhancing safety, compliance, and efficiency across multiple facilities. Operating in one of the most hazardous and highly regulated sectors, the organization faced mounting pressure to modernize its safety protocols and reporting mechanisms. Using paper-based safety checklists, the company lacked real- time visibility into compliance metrics and corrective actions.
In response to increasing regulatory scrutiny, rising insurance costs, and internal demands for data-driven decision-making, leadership initiated a digital transformation to deploy tablet-based safety systems across its workforce. This strategic shift required not only technological implementation but also a robust change management approach to overcome cultural resistance, train over 800 field personnel, and ensure adoption in high-risk, fast-paced environments.
Challenge
The company sought to digitize safety checklists across oil rigs, but encountered significant resistance from field personnel who were not well-versed in technology. Concerns regarding usability, speed, and environmental resilience posed challenges to adoption. Without proper change management, the initiative was at risk of failing, potentially leading to ongoing safety and compliance issues.
Pain Points
- Resistance to Technology: Field personnel were hesitant to adopt tablets due to unfamiliarity and environmental concerns.
- Cultural Barriers: Long-standing habits and skepticism toward change created friction in adoption.
- Lack of Real-Time Visibility: Paper-based checklists offered no immediate insight into safety compliance or corrective actions.
- Risk of Compliance Failures: Delayed reporting increased the risk of OSHA violations and costly shutdowns.
Think’s Approach
To drive successful adoption of digital safety checklists, we implemented a comprehensive change management strategy rooted in workforce realities and cultural sensitivity. Our methodology began with identifying natural leaders and resistors across facilities to form diverse focus groups. These groups provided 360° feedback on usability, training needs, and cultural barriers.
We tailored training programs to meet the needs of a workforce often unfamiliar with technology, ensuring simplicity and relevance. Messaging was crafted to resonate with field culture – emphasizing safety, speed, and practicality. Throughout, we validated our approach through real-time feedback and field testing, ensuring alignment with operational goals and the lived experiences of the workforce.
Results
The engagement led to successful adoption of digital safety checklists across facilities, supported by a culturally attuned change management strategy. Field personnel embraced the new tools after targeted training and peer-led advocacy, resulting in improved OSHA compliance, faster corrective actions, and reduced incident rates. The organization now benefits from real-time safety data, lower insurance costs, and a scalable framework for future operational changes — built on trust, transparency, and respect for workforce culture.
Think’s Playbook
- Workforce Insights — Engaged frontline personnel through focus groups to understand cultural dynamics, resistance points, and operational realities.
- Stakeholder Mapping — Identified change champions, resistors, and fence-sitters across regions to tailor messaging and support strategies.
- Field Testing — Piloted digital tools in real-world conditions, gathering feedback to refine usability, training, and communication.
- Cultural Validation — Ensured all strategies were aligned with workforce culture and values, fostering trust, buy-in, and long-term adoption.
Key Takeaways
- Change management is critical to the success of major implementations.
- Cultural resistance is often the biggest barrier.
- Early engagement of both advocates and resistors is essential.
- Clear communication of the “why” behind the change builds trust.
- Industries with high risk or manual processes (e.g., manufacturing, construction, healthcare) benefit most from structured change management.