Service Certification the what, who, how and why? 100% This tells you where you are in the presentation Use these button to navigate © Copyright.
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Slide 1
Service Certification
the what, who, how and why?
100%
This tells you where you are in the presentation
Use these button to navigate
© Copyright 2001 SGS United Kingdom Ltd
abc
Slide 2
What is Service Certification?
1800
Service Certification began life in France about 5 years ago,
since then it has been developed throughout Europe and there
are now over 1600 certificates in existence.
1600
1600
1400
Certificates
This presentation is designed to give you a very brief overview
of the concept of Service Certification. The last slide gives
contact details if you would like further information.
1200
1200
1000
741
800
600
278
400
200
8
38
0
1995 1996 1997 1998 1999 2000
Service Certification is unlike ISO9000 certification in that it is about certifying the
service provided, for example In a supermarket, ISO 9000 is great at managing
‘behind the scenes’ process’s for things like purchasing and supplier approval, but
does not cover the actual service provided, e.g staff attitude and facilities available.
100%
(See next slide)
So its about the less tangible items which make up the customer experience as well
as reassuring the consumer that the service will meet their expectations through a
certification process.
Service Certification the what, who, how and why
Slide 3
Supermarket processes
organisation
staff responsibilities
sourcing products
supplier approval
purchasing
contracts
Product
choice / variety
availability
price
Internal Process
that do not have
any direct
interface with
the end
customer
Service
opening times
location of store
speed of service
staff attitude, greetings, helpfulness
staff availability and identifiable
transporting products
storage
handling
delivery
document control
Actions and
process that
have a direct
interface with
the customer
100%
Quality Management Systems
Service Certification the what, who, how and why
Facilities
refreshments
choice of trolleys
baby / children
wide car parking spaces
free tasting
product info / accessible
packing help / porter to car
Service Certification
Slide 4
Who is SGS
Founded in 1878, the SGS Group is the world’s largest organisation in the field
of inspection and verification.
Truly worldwide and benefiting from a unique network of affiliated companies
with over 845 offices, 338 laboratories and more than 31,000 employees, the
SGS Group is able to provide its international clientele with a comprehensive
range of services in more than 140 countries.
This global capability allows clients to have their interest protected anywhere in
the world with a “single source” solution.
100%
The SGS Group has built its international reputation on a commitment to quality, based
on the individual and collective responsibility of all employees at the service of
customers worldwide.
Since it was established, the SGS Group has
.
remained dedicated to its independence as a
guarantee of its total impartiality. SGS does not
engage in any manufacturing, trading or financial
activities which might compromise its
independence and neutrality
For more information visit www.sgs.co.uk
Service Certification the what, who, how and why
Slide 5
Who is Service Certification Suitable for
So which sectors and organisations could benefit from a certification scheme ?
In fact it can be applied to virtually every type of organisation. However, it may be
more relevant to service organisations which have direct dealing with the general
public.
If you can answer yes to any of these then it could be of benefit:
developing a trust factor between us and our customers is
100%
important
we are in a highly competitive market place and need to
differentiate our service offering
our service is the best in the industry but our competitors say the same
we have a large number of outlets and we need to control our brand
need to control brand value where our product is sold through 3rd parties
we are a franchised based organisation
we sell directly to the general public
Trade association wishing to standardise or improve the
service of its members. (see slide 12 for more info on trade associations)
Service Certification the what, who, how and why
Slide 6
How do you implement Service Certification
Develop Service Reference Document
There are 6 main stages in implementation as shown
on the left. We will focus on the first two stages.
Validation and Approval of Reference Book
Initial Audit & Assessment
Award of Certificate
100%
Marketing & Promotion of Certification
Continuous Assessment
Service Certification the what, who, how and why
Slide 7
Developing the service reference document
The heart of Service Certification is a document called the ‘Service Reference
Document’ or ‘SRD’, which is developed by SGS and the client. This document
holds the list of the service features/characteristics which are to be certificated.
For each characteristic the following information should be given:
The characteristic:
e.g. Our staff will be easily identifiable
The Specific Requirements:
100%
e.g. All customer facing staff will wear uniform when on duty
A name badge will be clearly worn
The duty managers name and picture will be displayed
All staff will attend induction training which will include customer service
The Method of evaluating the characteristics:
e.g..A mystery shopping visit (undercover audit)
Audit of staff records and procedures
Service Certification the what, who, how and why
Slide 8
Developing the reference document
The Characteristics/features then appear in the reference document as below. A typical reference
book will include between 8-9 different certified characteristics and normally will run up to 30 pages.
100%
Service Certification the what, who, how and why
Slide 9
Where do these ideas for characteristics come from?
Policy & Procedures
Industry Codes Of Practice
Key product differentiators
Service Characteristics
Focus Groups
Market & Customer
Research
100%
Marketing and Point of
Sale Material
Future Marketing Strategies
Service Certification the what, who, how and why
Slide 10
Validation and approval of the service reference document
Once the Service Reference Document (SRD) has been created by ourselves
and approved by the client and other sponsoring organisations it is sent to a
committee for validation.
The committee looks at the SRD to see if the characteristics are:
providing customers with a “plus” in comparison with the service
generally provided
the characteristics must be objective and verifiable
go beyond statutory requirements
enhance the image of the organisation or sector as a whole
comparing the document with others in similar sectors
100%
Once approval has been obtained the document is published. This then becomes
the standard which is used during auditing.
Service Certification the what, who, how and why
Slide 11
Auditing and certification
With a “standard” to work to, the auditing can start. Elements of the auditing
process is similar to Quality Management Auditing. This is when we are looking at
policies and procedures. However, as we are looking at the softer side of
business practices we need to look at the actual service provided.
Here we use techniques like ‘Mystery Shopping’. Mystery Shopping utilises
specially selected people to visit the establishment to experience the service
provided and compare it with the requirements set out in the SRD.
As the name suggests the establishment does not know they are being audited
as the mystery shopper does not introduce themselves.
100%
Mystery Shopping produces valuable results and when combined with a Service
Standard gives the customer detailed information on the actual service provided
and enables them to develop their management systems in line with the SRD.
Certification lasts 3 years, with regular surveillance and mystery shopping visits.
However, If the SRD is changed then the renewal may be sooner.
Service Certification the what, who, how and why
Slide 12
The why !!
Why would we need service certification when the new version of ISO 9000
includes adding value and a focus on the customer?
Yes the new standard now includes sections covering this, but on closer inspection it remains very
internally focused and does not cover the less tangible aspects..
Why replace an ISO 9000 system with Service Certification?
As you can see with the supermarket example Service Certification can add to an existing QMS system
giving it a new customer angle. It is often the case that Service Certification is used in areas that are
traditionally not QMS territory.
Why is it called Service Certification, why not SGS Qualicert?
Service Certification is very much the concept, like Quality Assurance. Qualicert is the scheme like
ISO 9000.
100%
Why should we introduce Service Certification when we have
our own internal standards ?
A number of clients have used service certification to enhance their own standards. For example it can
give internal worded standard a more customer focused approach. Organisations with several outlets
have used it to control the brand image of each outlet.
We can also audit to your existing standard without the certification element, for more
information ask us for a copy of our 2nd party auditing presentation
(see last slide for contact information)
Service Certification the what, who, how and why
Slide 13
The why !!
Why would a trade association benefit from Service Certification.
For a trade association Service Certification gives the opportunity to develop a unique service that
can be offered to its membership. The trade association can develop the Service Reference Book
based on documents like articles of membership etc. Individual members can then be certified to
this standard. Thus giving the association greater control over the service offered by its members.
Case Study - The Irish Security Industry Association (ISIA) was founded in 1972. The ISIA is a
security industry trade association for a wide spectrum of security services with members of all
sizes in Ireland. The Association represents members in the manufacturing/distribution of security
equipment, monitoring centres, electronic security services in the installation of fire and intruder
alarms, CCTV and access control systems, and guarding security services, including uniformed
guarding, retail security, Cash in Transit, key holding facilities, etc.
In the absence of legislation for the industry the Association at present regulates its own members
through the ISIA Quality Assurance Scheme.
100%
SGS was asked to develop a service certification scheme based on the associations QA scheme and
undertake auditing and certification of members. During development ISIA and SGS worked closely
with all interested parties including the Irish Government.
One of the key objectives is to enhance the image of its members by the use of a third party
certification body and thus promote consumer confidence when dealing with member
organisations.
Service Certification the what, who, how and why
Slide 14
What next ?
Interested ?
If you are interested, then ring the Service Certification team on 0121 520 6454 or email
us at [email protected]
If you would like to see an example of a Service Reference Document
then we can send you a copy of our Catteries and Kennels standard
Just send an email to [email protected] or for an overview
visit www.sgs.co.uk/boarding
Service Certification Team
SGS United Kingdom Ltd
SGS House
John Lane
Tividale, Oldbury
West Midlands
B69 3HX
t: 0121 520 6454
f: 0121 522 4150
w: www.sgs.co.uk
100%
Service Certification the what, who, how and why
Service Certification
the what, who, how and why?
100%
This tells you where you are in the presentation
Use these button to navigate
© Copyright 2001 SGS United Kingdom Ltd
abc
Slide 2
What is Service Certification?
1800
Service Certification began life in France about 5 years ago,
since then it has been developed throughout Europe and there
are now over 1600 certificates in existence.
1600
1600
1400
Certificates
This presentation is designed to give you a very brief overview
of the concept of Service Certification. The last slide gives
contact details if you would like further information.
1200
1200
1000
741
800
600
278
400
200
8
38
0
1995 1996 1997 1998 1999 2000
Service Certification is unlike ISO9000 certification in that it is about certifying the
service provided, for example In a supermarket, ISO 9000 is great at managing
‘behind the scenes’ process’s for things like purchasing and supplier approval, but
does not cover the actual service provided, e.g staff attitude and facilities available.
100%
(See next slide)
So its about the less tangible items which make up the customer experience as well
as reassuring the consumer that the service will meet their expectations through a
certification process.
Service Certification the what, who, how and why
Slide 3
Supermarket processes
organisation
staff responsibilities
sourcing products
supplier approval
purchasing
contracts
Product
choice / variety
availability
price
Internal Process
that do not have
any direct
interface with
the end
customer
Service
opening times
location of store
speed of service
staff attitude, greetings, helpfulness
staff availability and identifiable
transporting products
storage
handling
delivery
document control
Actions and
process that
have a direct
interface with
the customer
100%
Quality Management Systems
Service Certification the what, who, how and why
Facilities
refreshments
choice of trolleys
baby / children
wide car parking spaces
free tasting
product info / accessible
packing help / porter to car
Service Certification
Slide 4
Who is SGS
Founded in 1878, the SGS Group is the world’s largest organisation in the field
of inspection and verification.
Truly worldwide and benefiting from a unique network of affiliated companies
with over 845 offices, 338 laboratories and more than 31,000 employees, the
SGS Group is able to provide its international clientele with a comprehensive
range of services in more than 140 countries.
This global capability allows clients to have their interest protected anywhere in
the world with a “single source” solution.
100%
The SGS Group has built its international reputation on a commitment to quality, based
on the individual and collective responsibility of all employees at the service of
customers worldwide.
Since it was established, the SGS Group has
.
remained dedicated to its independence as a
guarantee of its total impartiality. SGS does not
engage in any manufacturing, trading or financial
activities which might compromise its
independence and neutrality
For more information visit www.sgs.co.uk
Service Certification the what, who, how and why
Slide 5
Who is Service Certification Suitable for
So which sectors and organisations could benefit from a certification scheme ?
In fact it can be applied to virtually every type of organisation. However, it may be
more relevant to service organisations which have direct dealing with the general
public.
If you can answer yes to any of these then it could be of benefit:
developing a trust factor between us and our customers is
100%
important
we are in a highly competitive market place and need to
differentiate our service offering
our service is the best in the industry but our competitors say the same
we have a large number of outlets and we need to control our brand
need to control brand value where our product is sold through 3rd parties
we are a franchised based organisation
we sell directly to the general public
Trade association wishing to standardise or improve the
service of its members. (see slide 12 for more info on trade associations)
Service Certification the what, who, how and why
Slide 6
How do you implement Service Certification
Develop Service Reference Document
There are 6 main stages in implementation as shown
on the left. We will focus on the first two stages.
Validation and Approval of Reference Book
Initial Audit & Assessment
Award of Certificate
100%
Marketing & Promotion of Certification
Continuous Assessment
Service Certification the what, who, how and why
Slide 7
Developing the service reference document
The heart of Service Certification is a document called the ‘Service Reference
Document’ or ‘SRD’, which is developed by SGS and the client. This document
holds the list of the service features/characteristics which are to be certificated.
For each characteristic the following information should be given:
The characteristic:
e.g. Our staff will be easily identifiable
The Specific Requirements:
100%
e.g. All customer facing staff will wear uniform when on duty
A name badge will be clearly worn
The duty managers name and picture will be displayed
All staff will attend induction training which will include customer service
The Method of evaluating the characteristics:
e.g..A mystery shopping visit (undercover audit)
Audit of staff records and procedures
Service Certification the what, who, how and why
Slide 8
Developing the reference document
The Characteristics/features then appear in the reference document as below. A typical reference
book will include between 8-9 different certified characteristics and normally will run up to 30 pages.
100%
Service Certification the what, who, how and why
Slide 9
Where do these ideas for characteristics come from?
Policy & Procedures
Industry Codes Of Practice
Key product differentiators
Service Characteristics
Focus Groups
Market & Customer
Research
100%
Marketing and Point of
Sale Material
Future Marketing Strategies
Service Certification the what, who, how and why
Slide 10
Validation and approval of the service reference document
Once the Service Reference Document (SRD) has been created by ourselves
and approved by the client and other sponsoring organisations it is sent to a
committee for validation.
The committee looks at the SRD to see if the characteristics are:
providing customers with a “plus” in comparison with the service
generally provided
the characteristics must be objective and verifiable
go beyond statutory requirements
enhance the image of the organisation or sector as a whole
comparing the document with others in similar sectors
100%
Once approval has been obtained the document is published. This then becomes
the standard which is used during auditing.
Service Certification the what, who, how and why
Slide 11
Auditing and certification
With a “standard” to work to, the auditing can start. Elements of the auditing
process is similar to Quality Management Auditing. This is when we are looking at
policies and procedures. However, as we are looking at the softer side of
business practices we need to look at the actual service provided.
Here we use techniques like ‘Mystery Shopping’. Mystery Shopping utilises
specially selected people to visit the establishment to experience the service
provided and compare it with the requirements set out in the SRD.
As the name suggests the establishment does not know they are being audited
as the mystery shopper does not introduce themselves.
100%
Mystery Shopping produces valuable results and when combined with a Service
Standard gives the customer detailed information on the actual service provided
and enables them to develop their management systems in line with the SRD.
Certification lasts 3 years, with regular surveillance and mystery shopping visits.
However, If the SRD is changed then the renewal may be sooner.
Service Certification the what, who, how and why
Slide 12
The why !!
Why would we need service certification when the new version of ISO 9000
includes adding value and a focus on the customer?
Yes the new standard now includes sections covering this, but on closer inspection it remains very
internally focused and does not cover the less tangible aspects..
Why replace an ISO 9000 system with Service Certification?
As you can see with the supermarket example Service Certification can add to an existing QMS system
giving it a new customer angle. It is often the case that Service Certification is used in areas that are
traditionally not QMS territory.
Why is it called Service Certification, why not SGS Qualicert?
Service Certification is very much the concept, like Quality Assurance. Qualicert is the scheme like
ISO 9000.
100%
Why should we introduce Service Certification when we have
our own internal standards ?
A number of clients have used service certification to enhance their own standards. For example it can
give internal worded standard a more customer focused approach. Organisations with several outlets
have used it to control the brand image of each outlet.
We can also audit to your existing standard without the certification element, for more
information ask us for a copy of our 2nd party auditing presentation
(see last slide for contact information)
Service Certification the what, who, how and why
Slide 13
The why !!
Why would a trade association benefit from Service Certification.
For a trade association Service Certification gives the opportunity to develop a unique service that
can be offered to its membership. The trade association can develop the Service Reference Book
based on documents like articles of membership etc. Individual members can then be certified to
this standard. Thus giving the association greater control over the service offered by its members.
Case Study - The Irish Security Industry Association (ISIA) was founded in 1972. The ISIA is a
security industry trade association for a wide spectrum of security services with members of all
sizes in Ireland. The Association represents members in the manufacturing/distribution of security
equipment, monitoring centres, electronic security services in the installation of fire and intruder
alarms, CCTV and access control systems, and guarding security services, including uniformed
guarding, retail security, Cash in Transit, key holding facilities, etc.
In the absence of legislation for the industry the Association at present regulates its own members
through the ISIA Quality Assurance Scheme.
100%
SGS was asked to develop a service certification scheme based on the associations QA scheme and
undertake auditing and certification of members. During development ISIA and SGS worked closely
with all interested parties including the Irish Government.
One of the key objectives is to enhance the image of its members by the use of a third party
certification body and thus promote consumer confidence when dealing with member
organisations.
Service Certification the what, who, how and why
Slide 14
What next ?
Interested ?
If you are interested, then ring the Service Certification team on 0121 520 6454 or email
us at [email protected]
If you would like to see an example of a Service Reference Document
then we can send you a copy of our Catteries and Kennels standard
Just send an email to [email protected] or for an overview
visit www.sgs.co.uk/boarding
Service Certification Team
SGS United Kingdom Ltd
SGS House
John Lane
Tividale, Oldbury
West Midlands
B69 3HX
t: 0121 520 6454
f: 0121 522 4150
w: www.sgs.co.uk
100%
Service Certification the what, who, how and why