Topic 7 - ISO 9001, Charter Mark and Clubmark

Textbook pages 90–93

Learning outcomes

By the end of the topic learners will have:

• An awareness of the ISO 9001 award

• An awareness of Charter Mark quality award

• An awareness of the Clubmark award

• An understanding of how all three are managed and implemented

ISO 9000

• ISO 9000 is a family of standards for quality management systems. ISO 9000 is maintained by ISO, the International Organization for Standardization and is administered by accreditation and certification bodies.

• Some of the requirements in ISO 9001 (which is one of the standards in the ISO 9000 family) include– a set of procedures that cover all key processes in the business; – monitoring processes to ensure they are effective; – keeping adequate records; – checking output for defects, with appropriate and corrective

action where necessary; – regularly reviewing individual processes and the quality system

itself for effectiveness; and – facilitating continual improvement

What is ISO 9001?

• ISO 9001 is the internationally recognised standard for the quality management of businesses.

• It applies to the processes that create and control the products and services an organisation supplies.

• It prescribes systematic control of activities to ensure that the needs and expectations of customers are met.

• It is designed and intended to apply to virtually any product or service, made by any process anywhere in the world.

The Benefits of implementing ISO 9001

• Implementing a Quality Management System will motivate staff by defining their key roles and responsibilities.

• Cost savings can be made through improved efficiency and productivity, as product or service deficiencies will be highlighted.

• From this, improvements can be developed, resulting in less waste, inappropriate or rejected work and fewer complaints.

• Customers will notice that orders are met consistently, on time and to the correct specification. This can open up the market place to increased opportunities.

Why seek certification to ISO 9001?

• Registration to ISO 9001 by an accredited certification body shows committed to quality, customers, and a willingness to work towards improving efficiency.

• It demonstrates the existence of an effective quality management system that satisfies the rigours of an independent, external audit.

• An ISO 9001 certificate enhances company image in the eyes of customers, employees and shareholders alike.

• It also gives a competitive edge to an organisation's marketing.

How do you start to implement ISO 9001? What is involved?

• Identify the requirements of ISO 9001 and how they apply to the business involved.

• Establish quality objectives and how they fit in to the operation of the business.

• Produce a documented quality policy indicating how these requirements are satisfied.

• Communicate them throughout the organisation. • Evaluate the quality policy, its stated objectives and then prioritise

requirements to ensure they are met. • Identify the boundaries of the management system and produce

documented procedures as required. • Ensure these procedures are suitable and adhered to. • Once developed, internal audits are needed to ensure the system

carries on working.

Assessment to ISO 9001• Once all the requirements of ISO 9001 have been met, it is time for

an external audit. • This should be carried out by a third party, accredited certification

body. In the UK, the body should be accredited by UKAS (look for the ‘crown and tick’ logo).

• The chosen certification body will review the quality manuals and procedures. This process involves looking at the company’s evaluation of quality and ascertains if targets set for the management programme are measurable and achievable.

• This is followed at a later date by a full on-site audit to ensure that working practices observe the procedures and stated objectives and that appropriate records are kept.

• After a successful audit, a certificate of registration to ISO 9001 will be issued. There will then be surveillance visits (usually once or twice a year) to ensure that the system continues to work. This is covered in more detail in ISOQAR’s ‘Audit Procedure’ information sheet.

WHAT is Charter Mark?

• Charter Mark is the government’s national standard for customer service for organisations delivering public services, independently and rigorously evaluated and assessed.

• Six criteria ask you to consider how you set standards and consult with customers, whether you offer choice and an accessible

• service for your customers, whether you continuously improve your service and make effective use of resources, and whether

• you contribute to the wider community.

WHY use Charter Mark?• To improve your service• The experience of holders is that Charter Mark provides an

excellent framework for self-assessment and a tool kit for improvement.

• To get expert feedback• Almost all applicants for formal Charter Mark assessment find it of

great help; even those who are unsuccessful find the feedback useful and implement suggestions made.

• To improve staff morale• Charter Mark holders say that attaining the standard has a positive

effect on morale and motivation.• To help achieve good value• Charter Mark holders listen more to their customers, perform better

than average, have more satisfied users and use resources wisely.

WHO can apply?

• Any public sector organisation can apply. • Some other organisations that deliver public

services but which are not strictly part of the public sector can also apply.

• Some voluntary organisations are also eligible. If you are unsure, please contact the assessment body of your choice.

To Achieve Charter MarkOrganisations must show that it • Listens, acts and delivers choice to the customer so that a wide

range of needs are catered for e.g. children, single parents, and the elderly using a leisure centre

• They promote a continuous improvement, e.g. new targets are set every year at a slightly higher level or lower cost

• The benefits of new technology are maximised, e.g. a computerised booking system, or environment control for a swimming pool

• Users and staff are consulted on where choices can be made, e.g. surveys are used

• Communities have a say in the design and delivery of local services e.g. focus groups are organised

Charter Mark

• Charter Mark is more about achieving a change of culture than winning a trophy - and change and improvement must be ongoing.

• Complaints, compliments and suggestions from the customer and staff help improve service.

Front Line

• Research has shown that people on the “Front Line” of Leisure organisations – such as receptionists, dealing with the public daily – are often the best judges of what needs to be done to improve service

• To achieve the award, organisations have to show that staff are involved in the planning of services and are encouraged and empowered to put things right wherever possible

Investing

• For Charter to mark to be a worthwhile investment of time, effort and money it must have the potential to at least recover the assessment fee and the set up costs, and it must compare with other quality initiatives

Benefit to Organisation

• Less time dealing with complaints

• Less effort by staff to put things right

• Happier customers, meaning greater usage and more income

Charter Mark Site

http://www.cabinetoffice.gov.uk/chartermark/about.aspx

Clubmark

• Sport England recognises and values the commitment made by sports clubs to develop high quality, welcoming environments for young participants.

• The development of clubs that encourage young people to take-up sport, improve their talents, possibly play a leadership role and give them the option to initiate and maintain life-long participation in sport is an essential part of supporting the sporting infrastructure in England

Clubmark was introduced in 2002 by Sport England to:

Ensure that accrediting partners apply core common criteria to ensure that consistent good practice and minimum operating standards are delivered through all club development and accreditation schemes.

• To empower parent(s)/carer(s) when choosing a club for their children.

• To ensure that Clubmark accredited clubs are recognised through a common approach to branding.

• To provide a focus around which all organisations involved in sport can come together to support good practice in sports clubs working with children and young people.

Clubmark accreditation

• Clubmark accreditation is awarded to clubs that comply with minimum operating standards in four areas: – The playing programme – Duty of care and child protection – Sports equity and ethics – Club management

Benefits of Clubmark

• Increased membership: Addressing issues like equity and child protection gives parents confidence when choosing a club for their children

• Retaining members: Clubmark stimulates real thought about how clubs cater for junior and all members. The culture it promotes boosts the morale of players and ensures that volunteers are recognised for their contributions

• Continuous improvement: Accreditation encourages a club to adopt better, more organised systems and structures, thus helping them to run more effectively and efficiently

• Funding: Many funding bodies state that applicants must be Clubmark accredited or working towards

Benefits of Clubmark• Facilities: More and more local authorities and other leisure

operators give priority-booking slots to Clubmark accredited clubs. Some also offer discounted rates for facility hire.

• Developing coaches: As part of Clubmark, clubs are entitled to receive help to develop the skills of coaches. This, in turn leads to better quality provision and improved player performance. Parents can be confident that appropriately qualified coaches are deployed

• Volunteers: Clubmark promotes a volunteer culture where hard work and dedication is recognised. Once accredited, clubs find more people are keen to get involved, especially parents

• Links with schools: Increasingly, schools are looking for guarantees of quality and the presence of child- friendly systems and procedures. Clubmark clubs are normally the first invited to work with local schools and schools are being encouraged to signpost pupils to Clubmark clubs.

• Raised profile: Clubmark is a highly valued accreditation. As well as raising the profile with local authorities, NGBs and other sporting and community bodies, all accredited clubs are listed on a national database and in other directories, to help them to publicise what they do, attract new members and grow.

• Marketing and communication: Clubmark gives clubs the confidence to promote themselves. All Clubmark clubs can access the Clubmark member's area, utilise the Clubmark logo and take advantage of other brand resources as well as bespoke information to help generate more publicity. The universal brand, recognising quality clubs across more than 30 sports is a really valuable marketing tool.

• Club development: The foundation for any club is its youth structure. The Clubmark accreditation process is designed to assist clubs to attract and cater for young members, and build a strong future.

Benefits of Clubmark