ISO 9001 Okay Now You Have It How Do You Market It?

Marketing ISO 9001 2000.

Lately we've been seeing a lot of press releases from wineries and suppliers touting their ISO certifications. "We've obtained ISO 9001: 2000," they trumpet. Great! But what exactly does that mean?

In simple terms, ISO certification verifies a company's compliance to a set of globally accepted s tandards for quality management and operational systems. The name ISO refers to both the Greek word for equal, and the International Organization for Standardization, a worldwide federation established in 1947 with a mission to facilitate the international exchange of goods and services. More than 90 countries use the ISO standard.

According to Anke Varcin, head of public relations for ISO, the organization's function is to develop the standards that auditors use to evaluate companies seeking certification. "ISO ... does not audit organizations and does not issue certificates attesting to the fact that they conform to ISO standards," Varcin explained. "Certification is carried out independently of ISO by some 750 certification bodies around the world. ISO does not control their activities."

How does ISO determine its standards? "What happens is that the need for a standard is felt by an industry or business sector which communicates the requirement to one of ISO's national members," Varcin said. "The latter then proposes the new work item to ISO as a whole. If accepted, the work item is assigned to an existing technical committee. Proposals may also be made to set up technical committees to cover new scopes of technological activity. In order to use resources most efficiently, ISO only launches the development of new standards for which there is clearly a market requirement."

There are many different types of certification, depending on the company's function and the year in which certification was issued. "Previously, 'ISO 9000-certified' organizations were actually certified to one of the three standards in the 1994 version of the ISO 9000 series: ISO 9001, ISO 9002 and ISO 9003," Varcin said. "The scope of these standards differed, but they were of equal rank." (For more information about the various certifications, visit the ISO Web site: iso.org.)

In 2000, the revised and improved ISO 9001:2000 standard was introduced to replace the 1994 versions. Organizations certified to the 1994 versions were given until Dec. 15, 2003, to upgrade to ISO 9001:2000. Both ISO 9000 and ISO 14000 concern the way a company goes about its work--but not directly the result of this work. However, the way in which a company manages its processes will obviously affect its final product.

So why seek ISO certification? "Deciding to have an independent audit of a management system ... is a decision to be taken on business grounds," Varcin said. Companies may decide to seek ISO certification for any number of reasons, including market requirements, customer preferences or staff motivation. Companies that adhere to ISO standards may benefit from increased demand for their products, more positive customer feedback and a reduction in costs.

On the subject of cost, there is no set price for certification. According to Varcin, it varies depending on such factors as the company's current quality management system, the size and complexity of the organization and the attitude and commitment of the top management.

Setting An Example

If anyone knows how the ISO certification process works, it's Lisa Farrell, director of communications for New York's Canandaigua Wine Company. Two of Canandaigua's wineries--Mission Bell, in Madera, Calif., and New York's Widmer's Wine Cellars--have obtained ISO 9001:2000, and several more of the company's California, New York and Washington wineries are scheduled to follow.

"Canandaigua Wine is making a concerted effort toward standardizing its processes throughout the production environment to gain discipline and sustainability," Farrell explained. "The ISO certification provides us with standard operating procedures, which include valuable communication and system feedback loops among Canandaigua Wine and its customers, employees and managers. It helps us document and control our manufacturing processes to help exceed customer expectations and ensure quality processes within our production environment."

To get the process rolling, Canandaigua worked with Dr. Judy Luchsinger, who consulted with Fetzer during its ISO certification in 1994. With Luchsinger's help, Mission Bell and Widmer's completed the following steps leading to their ISO 9001:2000 certifications.

Applied to approved ISO-certifying bodies and selected Lloyd's Register Quality Assurance for auditing toward certification

Formation of ISO leadership teams at both wineries

Kick-off meetings held with employees at both wineries

Quality manuals created at both wineries

Employee training at both wineries

Audit and certification process, including all areas of production, bottling and distribution, including internal and external audits conducted by an assessor representing Lloyd's Register Quality Assurance.

"After the external audit, the assessor then makes a recommendation for or against certification, which is reviewed by the management team of (the certifying body)," Farrell said. Both Mission Bell and Widmer's were approved after about a year.

"The (certification) standards are challenging to meet," Farrell said. "To pursue them, you must follow standard operating procedures as outlined in your quality manual and have the discipline and focus needed to follow these consistently and in a highly efficient manner. This process demands strong leadership from senior management and a sense of commitment and teamwork among employees at all levels."

Is Getting Certified Worth The Effort?

To get the inside scoop, we asked wine industry suppliers (listed in the W & V Buyer's Guide/Directory) to tell us why their companies took the plunge, and whether or not they're happy with the results. This partial list represents a random sampling.

Supreme Corq, Inc. Kent, Wash.

According to marketing manager Joyce Steers-Greget, Supreme Corq decided to pursue ISO certification "to ensure a consistent, quality product ... to ensure continuing customer satisfaction and effective process controls ... and to receive a globally recognized quality process certification." The company earned ISO 9001:2000 in July of 2002. "Our customers are pleased that we have taken this proactive step ... Some larger wineries or grocers require compliance to quality and food standards to be an approved supplier. As the wine industry becomes more global, ISO certification will likely be necessary to compete in this international arena."

M.A. Silva Corks, USA Santa Rosa, Calif.

"Our supplier in Portugal felt that the market was looking for companies that had that certification, that (it would give them) some sort of competitive advantage. They also felt that it would greatly improve the company's performance and (help it to) operate at a better standard," said company representative Neil Foster. After meeting the requirements for ISO 9001, Foster said, the company's product improved and business increased. "And also new markets opened up for us...and we noticed that we saw increasing business from (existing) customers. It's a positive thing, without a doubt."

Novembal San Francisco, Calif.

Though Novembal itself is not ISO certified, its supplier--TetraPak Plastics in Mexico--obtained ISO 9001:2000 in Nov., 2002. "We (felt) that is was important for our company to adopt a quality system like ISO, because this system permits us to integrate all of the company's processes--human resources, maintenance and management," said TetraPak ISO coordinator Adriana Flores. Since adopting ISO standards, Flores said, her company's clients feel more secure and the company's processes run more smoothly. "The most important improvement is the process standardization."

Scott Laboratories, Inc. Petaluma, Calif.

"In order for our growing company to continually improve we needed a good documented quality management system," said ISO lead auditor Mary Ann Changnon. "Also some of our customers were requiring ISO certification from their vendors." The company's cork and laboratory sectors were awarded ISO 9000:1994 in July of 1999, and all company sectors obtained ISO 9001:2000 in August of 2001. "We use ISO certification as a sales tool. We open our quality system to our customers so they can see our commitment to continually improve both our products and services. We have noticed improvements in many of our products due to improved processes as a result of customer input."

Driso provide ISO 9001 2000 consultancy, auditing, software, and training Services. They also supply Easy ISO 9001 2000® software for initially setting up an ISO 9001 2000 compliant Quality Management System or improving upon an existing one.

To contact Driso Consultancy Services visit the web site below and see what they can do for you and your business. Contact: http://www.driso.co.uk for more details.

---

Manage or Lead ? Why the Difference Matters and What to Do About That Difference

Many books have been written about managing people, and an equally large number have been written about leadership. Some use the words manage and lead interchangeably, and... Read More

The Professor Makes A Minus Power Move

If you think the power move has costs, consider the alternative. We are talking -- four friends -- bringing one another up to date on our personal... Read More

Looking through the Glass Ceiling - Women in Management

Women have made tremendous contributions to society at every level; consider Joan of Arc, Golda Meier, Indira Gandi, Condalezza Rice.In writing this article my attention is to... Read More

Managing Change in the Workplace

Change is exhilarating. Change is terrifying. Change is badly needed around here. Whatever your attitude is to change, it is the most reliable companion you will likely... Read More

Ten Problem Solving Techniques

Do you ever need to find some good ideas, or come up with a solution for a persistent problem? Learn some simple problem solving techniques, and start... Read More

Increase In-House Nursing Homes Collections

The following nursing home collections report outlines 11 guidelines you can follow to increase the amount of in-house long term care collections your facility collects.1] Have A... Read More

10 Critical Questions to Ask Before Hiring a Consultant

Talk to as many consultants as you can before hiring one. Even if you have one person or firm in mind, interview at least a few others... Read More

Inventory Management 101

Inventory management may seem complicated to some, but if one truly thinks about what the words "inventory management" mean, it is a simple concept. Inventory is basically... Read More

The Top 5 Signals That Your Business Is Running You

Starting your own business is a great undertaking but running the day-to-day aspects of your business is the true challenge you will face as an entrepreneur. Do... Read More

Finding Proactive Solutions: A Key to Demonstrating Your Management Fitness

In my book Talking Points: 25 Tips for Clear, Credible Communication, Tip #17 states: "Managers and professionals in positions of responsibility got there by finding solutions to... Read More

Diversity Training: The Worst Possible Reasons to Request Executive Funding

You're on your organization's diversity committee. You have the best of intentions.And that's the problem.It leads you to appeal for funding for all the wrong reasons.Take healthcare... Read More

Creativity and Innovation - Large Firms Versus Small Firms

There is a pervasive assumption that small firms are more creative and innovative than larger firms. That is, they identify problems and generate ideas (creativity) and idea... Read More

Employee Turnover: Is It Eating Up Your Profits?

Keeping the cost of doing business down, yet providing a quality product or service, is one of the most critical components of success for today's leader. What... Read More

Collections Management

How long does it take your customers, clients or patients to pay you for the products or services you have provided?Have you developed a consistent collection management... Read More

Improving Patient Sensitivity in Doctors and Hospital Staff

COMPANY/ORGANIZATIONA South Florida hospital. The CEO of the hospital saw the need to provide exceptional customer service to differentiate itself from the competition and avoid being acquired.PROBLEMThe... Read More

Does Your State Like To Keep Your Workers Compensation Secrets Hidden?

Workers compensation secrets are hidden deep within piles and piles of bureaucratic mumbo jumbo. They are sometimes used as high priced paper weights for over worked government... Read More

1000 Managers Turned Their Plans Into Energy!

I bet you can't tell me how leadership training and strategic planning work together to boost business results and energize performance improvements.A recent survey of 1000 managers... Read More

Time Management and Team Development - The Yes and No of It

Sometimes.In fact making some small changes to the circumstances when we use these two little words, can make all the difference. And it takes practice.Saying 'Yes' More......brings... Read More

Effective Email Communication

Email, when used properly, can generate additional direct sales and leads; can be used as a tool to communicate with your existing client base to let them... Read More

Get Meeting off To a Great Start

When asked what part of their job they find a major time waster, many will answer loud and clear... MEETINGS. In a recent survey of business leaders,... Read More

Knowledge Management - Learning Whilst Doing - Facilitating an After Action Review

Introducing a learning culture into organisations can be difficult at times, particularly if the effort required it great and the benefits aren't quickly identifiable.After Action Reviews (known... Read More

Proven Secrets to Keeping Your People and Increasing Your Profits

Why are people changing jobs so quickly these days?Here are a few reasons why:They have a boring job therefore they feel they are not achieving anything.They have... Read More

Two Critical Success Factors in an ITIL Implementation

Any IT manager who wants to pursue the IT Service Management journey by implementing the Information Technology Infrastructure Library (ITIL) needs to understand two very important factors... Read More

What Makes a Good Appraisal Interview?

WHAT MAKES A GOOD APPRAISAL INTERVIEW?Here is a tip for supervisors that will contribute to a successful appraisal interview. Give advance notice. Employees like to have advance... Read More

Business Fails When We Do Not Talk

You may remember being told as a child, "Keep quiet!" "Children should be seen, not heard," and "You talk too much." You were a "good" kid if... Read More

Resolving Needs - What Your Employees Wish For!

For your people, they want to do a great job - no, really, despite your experiences, they do. And what might seem to 'the management' the important... Read More