Strategic expedition for certifying body

Initial situation

The quality mark, for which the authorized institution also develops the protocols, has been unable to penetrate the market. The new director of the institution has heard from governmental financiers that the funds will be cut off unless the institution comes up with a credible strategy very soon. This is the starting point for a strategy plan. Cordes has been called in to support the management and its supervision.

Our vision

The institution operates in a playing field with many stakeholders (consumer and producer organizations, social factions, involved governments and financiers, and its own staff). There is a clear need to identify this field of influence and to find a win-win option within it. Moreover, it is up to the employees of the certifying body to take on the confrontation in a new light and to develop a right to exist from there.

Our Approach

Our proposal to investigate the current situation as well as the strategy in cooperation with the employees appeals to the director. In consultation, we reach an ‘expedition-like’ approach. The expedition starts with a number of in-depth meetings with the entire staff of the certifying body about the urgency and the approach. These meetings also address the business and personal issues that everyone has at stake. In fits and starts, people start to realize that we mean business. An inventory of personal opinions and goals clearly shows that the strategic process offers room for personal initiative and that substantial gains can be made.

The employees then get to work to interview interested parties. This confrontation with the outside world offers a new picture of the market situation and their own position within it. Again, there are significant differences in the speed in which opportunities are assessed. Everyone receives interview reports by mail. Meetings to discuss this ‘sensor information’ accelerate processing. A number of discussions are conducted with the director to get a good feel for the environment and the process.

After several months, during a meeting with the professionals, three strategic options are formulated for the certifying body. This is followed by a meeting with a large number of interested external parties, where these options are tested for content and consensus. The interested parties and the certifying body turn out to prefer the same option. The interview project and its processing have succeeded.

The result

Two years later, the preferred option is being implemented enthusiastically. The number of applications for certification is steadily growing, as is the share of private financing. Partly thanks to the expedition approach, the impact of the new strategy is quickly and deeply embedded in the working method and employee attitude.