New Direction for Qualmark 2011

8/8/2019 New Direction for Qualmark 2011

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The New Direction for QualmarkNew Zealand Tourisms official quality mark

Industry Launch December 2010Presented by Paula McCallum General Manager


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The New Direction

Our GoalTo assist in delivering world class quality experiences to both internationaland domestic travellers through quality assurance.

The New Direction Objectives Deliver quality assurance through the use of the most efficient

business operations whilst servicing the needs of visitors and the

tourism industry; Develop the most appropriate systems and processes for the future; Transition from a non-profit organisation to a stand alone commercial

entity by 2013.

Areas of focus Industry Perception; New Assessment Process; Criteria Review; New Pricing Structure; Policies and Procedures, and Terms and Conditions Revision; Enviro Independent Establishment; Marketing and Communications; Qualmark Branding Review.


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Industry Perception


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Licence = Quality Assurance

versus

Licence = Assessment

At present there is a perception that;

You buy a Qualmark licence;

Licence equals an annual assessment plus marketing benefits;

This is not achieving quality assurance.

New Direction;

Apply for a Qualmark Licence;

Initial and ongoing Quality Assurance assessments completed to establishpass or fail and any variance of grading;

International and Domestic Marketing benefits.

a Qualmark Licence is earned not paid for.

Industry Perception


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New AssessmentProcess


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Current Relationship Model

QualmarkSupport Office

LicenceHolders

QualityAssuranceAssessors

Licence Holder relationships are managed by Qualmark Support office.

Quality Assurance assessors are not empowered to manage licence holder base andgrow their territories,

Encourages a lack of ownership and limits value delivered to licence holders,

A relaxed approach to Qualmark Policies and Procedures shownby industry.


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New Relationship Model

QualityAssuranceAssessors

LicenceHolders

QualmarkSupport Office Assessors are the key interface with

licence holders,

Quality assurance & territorymanagement are revised focus for

Assessors,

Streamlined processes will allow bothsales team and assessors alike, time toconcentrate on sales and bring addedvalue to existing licence holders,

Qualmark office will be the supportnetwork to assist in building a

strong partnership betweenassessors and licence holders,

Quality Assurance Assessors willmanage issues and ensure fairoutcomes are achieved.


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Assuring Quality

Profile Risk Examples

1 Low Risk Consistent Operator Status;

Consistent assessment %; Specific low risk sectors i.e. iSites, Museums;

2 Medium Risk Internal Qualmark recommendation; Proximately % to lower grade or fail; Negative external feedback

3 High Risk New Owner or New Licence Holder; Individual Operator Request; High Risk Adventure Tourism Operator.

Assuring Quality through; Risk profiling to guide assessment choice.

Effective use of the assessment menu;

Risk Profiling - This will be based on the following factors;

Operator Status;

Individual Operator Request;

External Feedback;

Previous assessment scores and trends;

Assessor or Account Manager recommendation;

Associated segment risk.


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Assuring Quality

Current Assessment Process LackingAt present there are two assessment options;

Full assessment

An announced 3-5 hour assessment. The operator is given 2-6 weeks to

prepare for an assessment.

Issues arising from this;

Minimum requirements are not completed prior to assessment date, resulting in

inefficient time consuming follow up by support office;

Opportunity to stage the assessment, resulting in a false grade or

endorsement.

Deferral

Agreed retention of grade without assessment

Whilst welcomed by some licence holders as a time and stress saver, it does not

assist in quality assurance.

The current system does not allow us to assure quality with confidence.

New Assessment MenuThe new assessment menu offers a range of assessment optionsto ensure we can assure quality effectively as well as efficiently.


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Assessment Menu to Assure Quality

Assessment Menu Definition

Pre-Assessment This is designed to capture our current minimum requirements andstreamline the onsite quality assurance assessment process.

Visual Assessment This is an unannounced onsite quality assurance assessment. Thiswill be used where the risk profile is low and performance isconsistent. Estimate time 1 hours

Add On Assessment This will apply where a licence holder has multiple activities, brandsand/or branches, with the condition they are all run by a commonoperational process from a head office.

It is an onsite quality assurance assessment.

Full Assessment An announced comprehensive organisational, facility and qualityassurance onsite assessment. Estimate time 3-4 hours

Mystery Assessment This involves an unannounced overnight stay and/or activity

participation; followed by consultation with the owner ormanagement.

Enviro Pre-Assessment This will require operators to provide a detailed list of responsibletourism initiatives along with Enviro minimum requirements.

Enviro Assessment This is an assessment, to be completed at the same time as thequality assurance assessment. Estimate time 45 minutes


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How it will come together

Profile Risk AssessmentRequired

1 Low Risk Visual Assessment

2 Medium Risk Visual orFull Assessment

3 High Risk Full Assessment


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Criteria Review Process


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A structured formal criteria review process has been developed;

Based around an annual calendar;

To ensure criteria are kept relevant and;

Achieve continual quality assurance in an ever changing

marketplace.

The process is designed to provide ongoing opportunity for all licenceholders to have input into the criteria and effect change

This process will be overseen by industry to ensure it is owned and drivenby the industry; and achieves its goal of being open and inclusive.

Criteria Review Process


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Industrycollectsfeedback oncriteria

1February Mid MayMid March 1April Mid April 1 May1 March 1 October

Collect

Information

Collate

Information

Develop

Criteria

Invitation tocontribute sentto Industryincluding any

specific areasof concern

Deadline forreceipt ofcontributions

Criteriareviewgroup meet

Initialcriteriapilot starts

Review pilot& criteriaif required

Final pilotreviewcompleted

Launchcriteria toIndustry

Revisedcriterialive

Pilot

Process

Pilot

Process

Criteria

Confirmed

Conference

Season

Collect

Information

1 October

Structured Criteria Review Process


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Structured Criteria Review Process Detail

Industry collects feedback on criteria

Between 1 October and 31 January industry associations and groups are encouraged to collect feedback ready for theformal beginning of the review process on 1 February.

Invitation to contribute sent to industry, including any specific areas of concern

Request for feedback sent via Qualmark, TIA, other Industry Associations, Regional Tourism Organisations and industrypublications;

Including a request for feedback on any specific areas of concerned raised prior to review;

Data to be collected and administered by a dedicated staff member for the period 1 February to 31 March.

Deadline for receipt of contributions

Deadline for data to be received by in order to keep the process managed and focused;

Collate information into an efficient easy to work with format.

Criteria review group meet

Made up of Industry representatives and Qualmark team;

Discuss feedback, form recommendations based on specific suggestions raised and develop criteria changes whererequired.

Initial criteria pilot starts

3 Pilots completed per sector on a mid, high and low range operators to ensure fair results achieved and to establishimpact on the broader sector.

Review pilot & criteria if required.

Final pilot review completed

Pilot process completed, reviewed and confirm criteria; Launch criteria to Industry

Revised Criteria available from mid May on Qualmark Website for Licence Holder access;

Present criteria to the industry via industry conferences, print media, newsletters, websites and face to face meetings.

Revised criteria live

All assessments completed after 1 October will be assessed by the revised criteria.

NB: This process will be overseen by industry to ensure it is owned and driven by the industry;

and achieves its goal of being open and inclusive.


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New Pricing Structure


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Current pricing structure Complicated, varies from sector to sector; Uneven balance for size of individual businesses does not fairly

reflect the size of business; Discounts apply regardless of when payment is made; Licence fee does not reflect the cost to assess.

New Pricing StructureThe new pricing structure is based on;

a base fee plus a variable fee dependant on sector.

The benefits of this system; Simplified and fairly reflects size and scale of organisation; Fairer and easier entry for smaller operators; Easier entry for more financially accessible for smaller operators Rewards only apply to invoices paid on time;


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Application Fee Applies to all new licence holders without exception.

Non refundable;

Base Fee A base fee applies to each sector;

Combines with the variable fee plus any additional multiple fees.

Variable Fee Set appropriately to ensure a fair pricing structure is achieved

across all licence holders.

Multiple branch/criteria and/or logo

Eliminates the inconsistencies; for multiple branches endorsed licences that have more than one activity we have to

assess. Achieves a level of transparency and streamlines our pricing

process.


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Available Rewards Apply to on time payment only.

Long Tenure Reward Rewarded for maintaining licence consistently applies after 3

years (3%) through to maximum of 10 years (10%); Conditions to maintain Long Service Reward in the event of a sale

of the business 30 day grace period given to new owner of an existing

Qualmark licenced business; 12 months holiday given to an owner that sells and buys or

develops another business and signs up again.

L

oyalty reward A 10% reward will be offered to Marketing Chains who show a commitment to achieve 100%

participation; Dual Licence Holders.


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New Licence Holder ProcessHotel

Complete application form Pay initialapplication fee $

Initial assessment completed

Passed AssessmentLicence fee established

Base fee $ plus$ per room

Licence Fee Due

Application Fee or Licence Fee,whichever is greater

Applicable Rewards applied

Annual licence fee

Quality assurance assessments

completed

Loyalty and long service

reward applied

Failed AssessmentNo Award achieved (no refund)


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New Licence Holder ProcessSelf Contained & Serviced

Loyalty and long service reward

applied

Complete application form Pay initialapplication fee $




Licence Fee Due

Application Fee or Licence Fee,

whichever is greater


Annual licence fee


completed



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New Licence Holder ProcessGuest & Hosted

Complete application form Pay initial

application fee $




Licence Fee Due




Annual licence fee


completed


applied



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New Licence Holder ProcessBackpackers


application fee $



Base fee $ plus$ per bed

Licence Fee Due




Annual l icence fee


completed


applied



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New Licence Holder ProcessStudent Accommodation


application fee $



B

ase fee $ plus$ per bed

Licence Fee Due




Annual licence fee


completed


applied



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New Licence Holder ProcessHoliday Homes


application fee $



Base fee $

Licence Fee Due



Annual l icence fee


completed


applied

Group Members H/O Base Fee $

plus$ per group member



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New Licence Holder ProcessHoliday Parks


application fee $



Base Fee $ plus$ per site and

fixed accommodation

Licence Fee Due



Annual l icence fee

Quality assurance assessmentscompleted


applied



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New Licence Holder ProcessVisitor Service, Visitor Activity, Visitor Transport

Complete application form

Pay initial application fee $


Base fee $ plus$ per FTE staff member

Annual renewal licence fee.

Plus$ per multiple

criteria, brand or/and branch

Licence Fee Due

Application Fee or Licence Feewhichever is greater


completed

Loyalty and long service reward applied

Applicable Rewards Applied

Initial assessment completed Failed AssessmentNo Award achieved (no refund)


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New Licence Holder ProcessVenues

Complete application formPay initial application fee $



Base Fee $ plus$ per head of capacity (PAX)

Applicable Rewards Applied

Licence Fee DueApplication Fee or Licence Fee



Quality assurance assessmentscompleted

Loyalty and long servicereward applied



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New Licence Holder ProcessExclusive

Candidates identified based onAchieving 95% plus consecutive years;Exemplar within sector, location and level ofluxury.


Quality assurance assessmentscompletedLoyalty and long service reward applied

Passed AssessmentLicence fee establishedSector licence fee plus

Exclusive fee $

Mystery Shop completed;Must achieve over

90% to proceed

Applicable Rewards AppliedLicence Fee Due

Invitation to ApplySent


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Policies & Proceduresand

Terms & Conditions


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Policies & Procedures and Terms & Conditions

Our Policies &Procedures; and Terms &Conditions have been revised

to reflect our new direction, and to assist in the implementation of

change in the following areas;

Organisational direction;

Operations and Assessment processes;

Pricing Structure;

Encourage industry compliance with revised processes.


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Licence Payment Process

Licence renewal invoice sent

Invoice generated 8 weeks prior to licence expiry;

Invoice payable prior to licence expiry.

Reminder sent 1 month prior to Licence Expiry

Licence Expiry Date falls on last day of the month

Licence payment due

If invoice paid before licence expires applicable rewards are applied.

If invoice paid after licence expires but within 1 month of expiry full payment accepted andlicence retained.

No rewards applied.

Licence terminated for non payment

Must reapply as new licence holder and pay application fee;

Long tenure reward is cancelled starts again at year 1 on reapplication.

Licence renewalInvoice sent

Licence payment dueLicence terminatedfor non-payment

Applicable rewards apply Full payment acceptedNo rewards apply

8 weeks prior to

Licence Expiry

Licence Expiry

Date

1 month after

Licence Expiry Date

Reminder sent1 month prior to

Licence Expiry


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Pre Assessment Process

Pre-assessment link sent to licence holders -

A link to pre-assessment document emailed to licence holders

Written contract including details also sent with renewal licence certificate

Guide to complete pre-assessment supplied

Reminder sent including consequence of non-compliance

Licence holder given 30 day grace period to complete

Failure to complete will result in licence termination The licence fee is non-refundable

Opportunity to contact Qualmark if there is any issue or circumstance inhibitingcompletion on time.

Licence terminated for non compliance

Must reapply as new licence holder and pay application fee;

Long tenure reward is cancelled starts again at year 1 on reapplication.

Pre-assessmentlink sent tolicence holders

Reminder sent includingconsequence ofnon-compliance

Licence terminatedfor non-compliance

Qualmark

Licence Date1 month

Complete and return pre-assessment Grace period

2 months


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Enviro IndependentEstablishment


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Enviro Award Stands On its Own

Independent Launch Success for the Enviro Award

Established in Hotel and Holiday Park sectors 1st September, 2010;

Introduced to all other sectors from 1st April, 2011;

Retain Enviro minimum acceptable requirements in the quality

assured assessments;

No longer affects the quality assured assessment score or grade

achieved.

Enviro Award will only be available to Qualmark Licence Holders.

Enviro Award Price Structure - Optional

Non-Refundable Application Fee $300

(NB: New Licence Holders only Covers 1st year licence fee)

Ongoing Annual Licence Fee $300

Price Structure Effective from New Licence Holders - 1st April 2011;

Existing Licence Holders

1st July 2011 - $200 (Discounted for first 12 months);

1st July 2012 - $300


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New Licence Holder Process Enviro Award(only available to Qualmark Licence Holders)

Complete application formPay initial application fee

$300


Passed Assessment and

Enviro Award Status established

Gold, Silver orBronze

Loyalty and long service reward applied Annual renewal licence fee$300


completed



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Marketing andCommunications


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Leveraging offInternational and Domestic Trade Opportunities

Smarter Marketing Spend The end of random, un-focused, expensive Qualmark ads.

Focus on Utilising Media Opportunities Proactive and positive media opportunities - raise profile Reactive media opportunities - the go-to organisation on Quality

Assurance.

Focused and Targeted Why, Who & HowExample;

Why Build Assessor industry credibility; Who - Tourism Business Magazine industry-focused magazine, How through focused assessor advertorials.

How we will be doing it from now on


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Focus on our Assessors


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QualmarkBrand Review


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Objective

To develop and launch a new Quality Mark that differentiatesbetween sectors and is immediately recognisable by internationaland domestic visitors as New Zealands trusted and official qualitymark.

Partnered with brand specialists Contagion Limited; Undergoing Brand Health exercise;

Developing revised brand to clearly differentiate sectors;

Establishing formal brand standards and management processes;

Revised brand and brand standards introduced to the Industry for

consultation during February 2011.

Qualmark Brand Review


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The New DirectionTimeline


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The New Direction Information Pack

Available via Qualmark website - 23rd December, 2010;

Industry Follow-up Consultation engaged during January,

2011;

Implementation Date for Changes 1st April, 2011.

Enviro Award Price structure effective from;

New Licence Holders - 1st April, 2011;

Existing Licence Holders - 1st July, 2011.

The New Direction Timeline

Documents

New Direction for Qualmark 2011