Case Study 1
Deployment of Trained & Licensed Manpower at the 2012 London Olympics.
Background
East Midlands Security Services Ltd, a mid-sized security guarding company based in the city of Derby, England, with a workforce circa 100 employees.
The company focused on servicing local contracts within a 30-mile radius of their offices in Central Derby.
The company was awarded a contract to supply 400 security officers to the 2012 London Olympics.
To successfully service this contract, the Board members of East Midlands Security Services recognised they needed to transition, to a National Company and engaged the services of NSA directors to develop the brand, recruit and train security personnel.
Objectives
The primary objectives of becoming a National Company were:
1. Brand Recognition: A national presence enhances brand visibility and recognition, helping to establish the company as a leader in the security industry, whilst increasing trust among potential clients.
2. Stronger Talent Pool: Expanding operations attracts a more diverse and skilled workforce, allowing for better recruitment and retention of qualified personnel.
3. Enhanced Customer Support: A national presence enable’s better customer support through local teams, ensuring quicker response times and improved service quality.
4. Networking and Partnerships: A larger footprint can facilitate partnerships with likeminded businesses and organisations, leading to collaborative opportunities and referrals.
5. Regulatory Compliance: Operating on a national level often necessitates a deeper understanding of various regulations, enhancing the company’s expertise and credibility in compliance matters.
6. Brand Loyalty: Establishing a national presence cultivates a sense of loyalty among clients, who appreciate consistency in service quality across multiple locations.
Implementation Process
Assessment and Planning:
In 2011, NSA Directors conducted a survey, assessing the current skill level of East Midlands Security Services Ltd employees.
The survey revealed that 75% of the security guards exhibited significant deficiencies in their skills, indicating a clear need for further training.
1. Training Program Development: NSA designed a robust training program aimed at equipping participants with vital skills, including customer service, first aid, conflict resolution, counter terrorism and emergency response.
The program featured a blend of theoretical knowledge and practical exercises to ensure comprehensive understanding.
Alongside specialised Counter Terrorism Training, provided in collaboration with Derby University, further enhancing the program’s effectiveness.
Each guard was also given a Policy handbook for detailing their job roles, communication expectations, performance metrics, and training support therefore ensuring that the security personnel were well-prepared for various scenarios they might encounter in the field.
2. Recruitment Campaign: To support the expansion, a national recruitment campaign was launched. This campaign targeted skilled security personnel across the country, emphasising the company’s commitment to professional development and career growth. The campaign included partnerships with local job centres, online job boards, and the commitment of up skilling/ career development.
3. Licensing and Compliance: As part of the expansion, the company ensured that all security personnel were properly licensed and complied with national regulations. This involved a thorough review of existing licenses, up skilling where required and the implementation of a system to track and manage licensing renewals.
4. Brand Development: NSA worked on developing a strong brand identity for East Midlands Security Services Ltd. This included creating a new logo, website, and marketing materials that reflected the company’s mission and values. The brand development efforts aimed to position the company as a trusted and professional security service provider.
The company name was also changed from East Midlands Security Services to EMS Security Services.
5. Technology Integration: To enhance operational efficiency, the company invested in technology solutions such as security management software, communication tools, and reporting systems. These tools facilitated better coordination among teams and improved service delivery.
6. Pilot Projects: Before fully launching national operations, the company initiated pilot projects in select cities to test the new systems, training programs, and operational procedures. Feedback from these pilot projects were used to refine the approach and address any challenges that arose.
7. Customer Engagement: The company focused on building relationships with potential clients through networking events, industry conferences, and targeted outreach. Helping to establish credibility and generate interest in the expanded services.
8. Monitoring and Evaluation: A system for monitoring performance and evaluating the effectiveness of the training and operational changes were established. Regular feedback routes were created to ensure continuous improvement and adaptation to the evolving needs of clients.
Challenges Faced
In achieving the success of taking EMS Security Services Ltd nationwide and the successful deployment of 400 security guards at the 2012 London Olympics. NSA encountered several challenges:
1. Resource Allocation:
Scaling operations nationally requires significant resources, including personnel, equipment, and technology. Ensuring adequate staffing levels and resources across multiple locations can be challenging.
2. Quality Control:
Maintaining consistent service quality across different regions can be difficult. Variations in local management, staff training, and operational practices may lead to discrepancies in service delivery, if not managed correctly.
3. Logistics and Coordination: Coordinating operations across various locations involves complex logistics, including scheduling, communication, and transportation of personnel and equipment.
4. Training and Development: Ensuring that all employees receive consistent and high-quality training is essential for maintaining service standards. This can be logistically challenging when operating in multiple regions.
5. Brand Recognition:
Building a national brand from a local operation requires marketing efforts and strategic branding initiatives to establish recognition and trust in new markets.
6. Client Relationship Management: Developing and maintaining relationships with clients across different regions can be complex, requiring tailored approaches to meet diverse client needs.
7. Crisis Management: Responding to incidents or crises on a national scale necessitates robust crisis management strategies and clear communication channels, which can be more complicated than managing a local operation.
8. Recruitment and Retention: Finding and retaining qualified personnel in various locations can be challenging, particularly in competitive job markets or areas with specific labour shortages.
Addressing these challenges requires strategic planning, investment in resources, and a deep understanding of the national security landscape.
Conclusion
By the time of the 2012 London Olympics, East Midlands Security Services Ltd had successfully transitioned into a national company.
The training and development initiatives resulted in a more skilled and confident workforce, which contributed to the successful deployment of security personnel at the Olympics.
The company was able to demonstrate its capabilities on a national stage, leading to increased brand recognition and new client opportunities.
1. Increased Market Reach: The company expanded its operations to several major cities across the UK, significantly increasing its market presence.
2. Brand Recognition: The company received positive media coverage during the Olympics, enhancing its reputation as a reliable security provider.
3. Revenue Growth: The expansion led to a substantial increase in revenue, allowing for further investments in technology and personnel.
4. Talent Acquisition: The company attracted a diverse pool of skilled security professionals, improving overall service quality.
5. Customer Satisfaction: Enhanced training and accountability led to improved customer satisfaction ratings, fostering long-term client relationships.
6. Partnership Development: The company established partnerships with other organisations for future events, further solidifying its position in the market.
7. Regulatory Compliance: The focus on compliance and licensing not only enhanced credibility but also reduced legal risks associated with security operations.
8. Competitive Advantage: The national presence and improved service offerings positioned the company as a formidable competitor in the security industry.
In summary
East Midlands Security Services Ltd’s strategic planning and implementation effectively transformed it into a national company.
Successfully meeting the demands of large-scale events like the 2012 London Olympics and setting the foundation for future growth.
This case study underscores the critical role of employee training and development, particularly during the large-scale deployment of personnel for significant events such as the 2012 London Olympics and serves as a valuable model for other organisations seeking to enhance their operational effectiveness in similar situations.
