ARCHIVED - Quality Services - An Overview

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What Are The Characteristics Of A Quality Service Organization?

Why are quality service organizations so different? Rather than using the traditional "command and control" framework, which implies that "we know what's best for our clients and employees," quality service organizations:

• ask their clients to identify their needs and expectations;
• continuously meet the needs of their clients while managing their expectations;
• support active employee involvement in meeting those needs;
• foster employee innovation to improve processes continuously;
• cultivate a "people-first" environment where teamwork is valued;
• accept the risk associated with innovation;
• support a continuous learning environment; and
• provide visible leadership for employees, which is crucial to the success of any quality services initiative.

How can we recognize a quality service organization when we see one, particularly in the public sector? The National Quality Institute highlights the following characteristics as typical of quality service organizations in both the public and private sector:

• everyone understands where the organization is heading and understands his or her part in the process;
• there is respect for people in the organization and all employees are encouraged to develop their potential;
• the primary focus is on serving clients;
• cooperation and teamwork are a way of life;
• leaders are fully involved in the quality services programs and initiatives;
• everyone concentrates on achieving quality;
• there is a focus on continuous improvement;
• employees appreciate and understand stakeholders' expectations and know how to satisfy them; and
• the organization is driven by quality and innovation.

For the purposes of this overview, these characteristics may be summarized as:

• leadership
• client and stakeholder involvement
• employee involvement
• innovation
• risk management
• measurement

The following section provides some insight on each of these areas:

Leadership

Senior management sets the direction for the company and for its quality management system. Hence, if change is to take place, it must recognize the need and the specific areas that require change, and build a consensus among its fellow executives and throughout the organization on the direction and the totality of the change. Conference Board of Canada Study on Quality Award-winning Companies Around the World - 1991

Critical to the success of any quality service organization is leadership.

Leadership begins with a clear vision that gives meaning and direction to employees. Such a vision helps to inspire an entire organization to develop and deliver quality services to its clients. It also fosters innovation and a supportive working environment for employees. As part of this vision, leaders in quality service organizations establish clear performance goals for quality services which emphasize client consultation and satisfaction. Leaders can be found at all levels of the organizations and need to be encouraged and developed wherever they exist.

These leaders recognize that the success of quality service initiatives is tightly tied to the degree to which they live by and support such initiatives. That support must be visible to employees. It requires a long-term commitment to improvement. Thus, leaders of quality service organizations recognize, support, reward and promote successes, both internally and externally.

Leaders in quality service organizations ensure that client needs and expectations are identified and managed, and that the organization measures how well it meets those expectations. In addition, they measure how employees feel about the quality of the services the employees provide, and ask employees for suggestions for improvements.

Leaders create a quality service culture by ensuring systems needed to meet departmental or government-wide policies are in place; that these systems reflect the goals and values of quality improvement; that appropriate feedback mechanisms, such as those that encourage upward feedback, and improvement suggestions are in place; and that appropriate accountability measures, such as effective performance agreements and appraisals, are used. This focus on internal structure is crucial, as the organization's ability to provide quality services to external clients depends on the quality of the organization's internal service delivery structure.

Equally important, leaders build a quality service culture by ensuring that employees are part of the "team", and that they have the context, flexibility, skills, opportunity and authority to make decisions. As well, leaders create a continuous learning environment.

A true test of a leader's commitment is his or her willingness to accept that not all decisions made by employees will be correct or successful. It is during these "moments of truth" that leaders must support and coach their employees rather than implement tighter controls.

Client involvement

The first priority of successful quality service organizations is the involvement of both internal and external clients in improving service delivery. A quality service organization explicitly solicits feedback from these sources. Clients are asked to define quality service through regular interviews, focus groups, comment cards and surveys. As a result, service quality standards adapt continuously to changing client expectations.

Client feedback on the quality of services they receive allows organizations to:

• identify opportunities for service improvement;
• provide feedback to front-line staff, management and political leaders about program efficiency and effectiveness;
• respond quickly to emerging client demands, reducing crises and stress for employees and clients;
• evaluate how well the organization is achieving its mandate;
• strengthen strategic and annual business planning processes; and
• allocate resources more effectively to meet client priorities by focusing on high service priorities and reducing or eliminating services that clients do not value.

Involving clients means understanding and responding to their needs and expectations. Quality service organizations measure client satisfaction and apply what they learn to the design and delivery of services. By consulting with clients on the appropriate level of services, organizations can deliver top-priority services in the most cost-effective way, thereby maximizing client satisfaction.

Employee involvement

Successful quality service organizations treat employees in the same professional, courteous, respectful manner in which they expect employees to treat clients. Equally important, these organizations spend a great deal of time focusing on employee involvement in the quality process. They ensure that employees help set the direction for the organization, work in teams to improve the organization's efficiency and effectiveness, and have the power to make decisions. Without employee involvement and support, quality initiatives are unlikely to succeed. While renewing the focus on client and innovation is important, the rejuvenation of the work force must be foremost in the minds of those leading the quality service initiatives.

Quality service initiatives focus on employees because no one in the organization knows the client, knows where improvements are needed, and can judge the quality of the service being provided better than those employees delivering the services.

However, creativity and innovation only prosper in a working environment that promotes employee involvement, teamwork, trust, respect and continuous improvement contributions. By developing such an environment, employees typically will feel a strong sense of empowerment and ownership. Employees will also know that they are making a valuable contribution to the objective of better government. Successful quality service organizations have found that employees, who are valued for their contributions, tend to be enthusiastic and very positive about changes taking place in the work environment. Indeed, the importance of active employee involvement to the success of quality service organizations cannot be understated and must not be overlooked.

Innovation

The 1994 report of the Auditor General of Canada states that innovation is crucial to the continuous improvement of service delivery. Innovation tends not to arise by itself; it is generated and sustained through the efforts of people. It comes from individuals and from creative, supportive working environments. Innovation is rare in climates of criticism and repression. Quality service organizations need to create environments that support innovation. Otherwise, potential innovators will not innovate, they will "play safe." Untapped creativity and innovation will be lost, or innovators will move to more receptive organizations.

Risk management

Increased employee involvement, innovation and creativity bring with them the risk of failure - that is, the risk of making errors of judgement, which has traditionally caused management to exercise tight controls.

Innovative approaches, by their very nature, will not always be successful. Innovation may occur as a result of trial and error. In the past, when a "wrong" decision was made, or a blind alley entered, the initiative was seen as a failure; however, quality service organizations have redefined failure. They understand that failure is part of learning and may occur. More importantly, they believe that a prevailing fear of failure inevitably stifles innovation and creativity. In such an environment, new initiatives simply do not occur with enough speed or power to respond effectively to an environment of constant change.

Measurement

Quality service organizations must measure client satisfaction. To improve continuously, they also need to know where they are, where they want to be and how to get there. Thus, measurement is key to all aspects of a quality services initiative. Organizations assess client needs, measure how well the organization is meeting those needs, and they decide how to best close the gap between expectations and deliverables.

The National Quality Institute [1] has developed a set of criteria that it uses to assess both private-sector and public-sector organizations applying for the Canada Award for Excellence. Departments could use these criteria to assess their own performance.

Leadership: How organizational leaders demonstrate their commitment to service quality, and share responsibility and accountability for improvement throughout the organization.

Client focus: How organizations define their clients, determine client needs, and convert this information into measurably improved products and services.

Planning for improvement: How organizations develop, communicate, deploy, assess and measure quality improvement plans.

People focus: How organizations help their people achieve excellence. Recruitment, planning, involvement, continuous learning, innovation, empowerment, feedback, recognition and rewards are key aspects of an environment that helps employees reach their full potential.

Process optimization: How work is organized and processes are improved to add value for the client and the organization. The design, monitoring, analysis, review and continuous improvement of an organization's processes are also key to the achievement of excellence.

Supplier focus: How an organization's external relations and alliances enhance its ability to meet its strategic objectives and satisfy its customers. Supplier selection, communication, involvement and review are all critical elements of service quality.

What Are The Benefits Of Quality Services To The Key Players?

Clients are the ultimate beneficiaries of government services. When quality service becomes a priority they see demonstrated value for tax dollars in the services they receive and find that those services are more accessible, responsive and affordable. In essence, a quality services environment puts organizations in the best possible position to meet the demands of their clients.

Employees in a quality service organization are actively involved in creating a renewed, vibrant work environment. They have opportunities to upgrade skills, diversify work, implement improvements and be part of a positive, constructive, client service-oriented culture. They participate and share in the benefits of improvement.

In unionized organizations, quality service initiatives provide an opportunity for union members to help establish a healthy work environment. Unions can actively help the organization change direction and succeed. At the same time, members continuously learn due to their increased involvement in the daily operations of the organization.

Managers and executives can improve client satisfaction and build a more efficient and effective organization. By actively involving employees in setting organizational direction and celebrating successes, managers may reduce employee turnover, increase employee morale, and increase employee creativity and innovation. As roles change, and more of the day-to-day operational decisions rest with employees, managers and executives have more time to do organizational strategic planning.

Most importantly, all Canadians, both stakeholders and taxpayers, see value for money in affordable, accessible, responsive and relevant quality services. As well, they have greater confidence in the federal government, knowing that we are building more efficient and effective departments which, in turn, will make Canada a more competitive nation.

Conclusion

This overview to the Quality Services series of guides has set out the context for quality services in the public sector and identified some of the key characteristics of quality service organizations.

The Quality Services series of guides has been designed to help those organizations augmenting their quality service initiatives.

To succeed with such initiatives all employees must energetically carry out a planned approach to continuous improvement and quality services, as part of normal business planning. Experience has shown that important components of such an approach include:

• clear goals (vision, service standards, etc.);
• leadership accountability;
• support for leaders and staff;
• mechanisms for sharing and celebrating successes and best practices;
• mechanisms for measuring success; and
• methods implementing continuous improvement.

Such an approach benefits the client, the employee, the manager and the taxpayer.

Ultimately, continuous improvement and quality service happen, not through impersonal plans, diagrammed methods for improving processes and performance goals, but because of the involvement of all Public Service employees. These employees, in consultation with clients, look for better ways of improving processes and providing services. We are confident that with leadership, a planned approach focusing on client satisfaction, employee involvement and innovation, the Canadian federal Public Service will build on recent experience to continue to serve Canadians well.

Appendix: Contributors

Aggrey, José

Archer, Louise

Armstrong, Sheril

Badour , Mireille

Balson, Rick

Barré, Claudette

Bartolucci, Eunice

Beavis, David

Bell, Dave

Berry, Rick

Billings, Jane

Binette, Liliane

Blake, Ivan

Blouin-Monfils, Lisette

Boisvert, Brenda

Bond, Monique

Borgatta, Frédérick

Borowyk, Roman

Bouchard, Jean-Claude

Bouchard, Sylvie

Bourgeois-Doré, Lise

Boutilier, Peter

Boxhill, Wally

Braiter, Hy

Brenton, Gary

Brickell, Grace

Brophy, Owen

Burega, Grace

Buteau, Hélène

Cameron, Greg

Camfield, Adrian

Cassie, Larry

Champion, Carol

Cowell, Fiona

Crossman, Bert

Dance, John

De Champlain, Irénée

Désormeaux, Joanne

Devlin, John

Dittberner, Dr. Gordon

Dodge, Chris

Doherty, Terri

Douwes, Lisa

Dubois, Sheilagh

Eadie, Jim

Errett, Teresa

Evanik, Gregory

Everell, Marc Denis

Fader, Allison

Fahey, Nancy

Faulkner, Penny

Ferguson, Ann

Filion, Cliff

Findlay, Peter

Flavell, David

Forest, Monique

Forgues-Paradis, Monique

Forgues-Savage, Louise

Fournier, Jacques

Genest, France

Gnam, David

Gold, Sylvia

Good, David

Good, Madeleine

Gratton, Louise

Gravel, Claude

Griffith, Pat

Handspiker , Nicole

Hart, Ken

Hay, Murray

Hayward, Helen

Heley, Nick

Henderson, Monica

Hill, Peter

Holdsworth, David

Hope, Paul

Hosking, Merdon

Howe-Gladish, Joan

Hunter, Jennifer

Jackson, Rand

Jamieson, Duncan

Jaworskyj, Marija

Johnson, Dave

Jorgensen, Stephen

Kane, Joy

Kerr, Bev

Kostyrsky, Gregory

Labelle, Lise

Lafleur, Robert S.

Laliberté, Bob

Lalonde, Claude

Laplaine, Marc

Laporte, Roger

Laprade, Réjean

Lavoie, Daniel

LaRonde, Jean

Lawrence, Bruce

Leblanc, André

Leblanc, Hélène

Lebrun, Barbara

Legault, Marie-France

Lehmann, Heather

Levisky, Mary Lou

Little, Bob

Loh, Susan

Love, Kaye

MacKay, Grant

Malé, Charles

Marleau, Roger

Marson, Brian

Martin, Jean-François

Martin, Jim

Martin, Patrick

McCook, Bob

McDonald, Joanne

McGillivray, Don

McIntosh, Lynn

McKendry, Sheryl

McLean, Peter

McNeil, Peggi

Ménard, Gilbert

Ménard, Lise

Miller, David

Morgan, Sue

Morrow, Durban

Moyer, Norm

Mulligan, Joyce

Musczoft, Sarah

Olivier, Claude

Osborne, Todd

Ouellon, Madeleine

Paquette, Claude

Paquette-Lepage, Diane

Paton, Richard

Patterson, George

Pavelich, Joan

Pavic, Zivana

Pilon, Claire

Plante, Monique

Power, Patricia

Power, Lorraine

Proulx, Paul

Regnier, Jean

Reid, Lee

Rhéaume, Pierre

Rigby, Stephen

Robinson, Judith

Rochon, Pierre

Roy, Rachel

Russell-Lashley, Claudette

Sage, Roy

Scharf, Ray

Shackleton, Brian

Shalaby, Adel

Skinner, Bill

Smart, Sandra

Sobrino, Pablo

Spencer, Helen

St-Jean, Robert

Stanley, Kay

Stobbe, Jim

Thérriault-Power, Camille

Toope, Leslie

Tourigny, Jean

Tsaï, Georges

Tsévi, Emmanuel

Turner, Michael

Vineberg, Rob

Ward, Marjorie

Waschuck, Mary

Whitfield, Mike

Williams, Alan

Wilson, Gary

Winberg, Alan

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Notes
The National Quality Institute, based in Ottawa, Ontario, can be contacted at 1-800-263-9648 [Return]

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