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Baldrige National Quality Program 2004 Criteria for Performance Excellence THE MALCOLM BALDRIGE NATIONAL QUALITY PROGRAM To U S Business Community From Harry S Hertz Director Baldrige National Quality Program Subject The Baldrige Challenge For 16 years the Baldrige Criteria have been used by thousands of U S organizations to stay abreast of ever increasing competition and to improve performance For today s business environment the Criteria help organizations respond to current challenges openness and transparency in governance and ethics the need to create value for customers and the business and the challenges of rapid innovation and capitalizing on your knowledge assets Whether your business is small or large is involved in service or manufacturing or has one office or multiple sites across the globe the Criteria provide a valuable framework that can help you plan in an uncertain environment Use the Criteria to assess performance on a wide range of key business indicators customer product and service financial human resource and operational The Criteria can help you align resources and approaches such as ISO 9000 Lean Enterprise Balanced Scorecard and Six Sigma improve communication productivity and effectiveness and achieve strategic goals How to begin that first Baldrige assessment Take a few minutes and scan the questions in the Organizational Profile on pages 10 12 A discussion of the answers to these questions might be your first Baldrige assessment For additional guidance refer to our free booklet Getting Started with the Baldrige National Quality Program Criteria for Performance Excellence A Guide to Self Assessment and Action If you are ready to take the full Baldrige challenge you can perform a self assessment as an internal improvement effort or you can use your self assessment as the basis for an Award application Assessment against all seven Categories of the Criteria see pages 13 29 allows you to identify strengths and to address opportunities for improving your processes and results Do you need to know what your employees and your managers think Do you believe you have been making progress but want to accelerate or better focus your efforts Try using our simple Are We Making Progress questionnaires The employee questionnaire available in English and Spanish addresses topics from your employees perspective organized by the seven Baldrige Criteria Categories Compare the results with the perceptions of your managers using our soon to be available Are We Making Progress as Leaders questionnaire It will help you check your progress toward meeting your organizational goals and will improve communication among your employees and your leadership team Even if you don t expect to win the Baldrige Award submitting an Award application has valuable benefits Every applicant receives a detailed feedback report based on an independent external assessment conducted by a panel of specially trained and recognized experts The Criteria are in your hands so is an incredible opportunity Why not take the challenge Regardless of your organization s past success when you turn these pages you turn the corner toward performance excellence If you want more information contact me at nqp nist gov Need some useful tools to meet the Baldrige Challenge Try Using Getting Started with the Baldrige National Quality Program E Baldrige Organizational Profile found on our Web site at www baldrige nist gov eBaldrige Step One htm Are We Making Progress and soon Are We Making Progress as Leaders Contact the Baldrige National Quality Program or visit our Web site for these and other educational materials Baldrige National Quality Program NIST Administration Building Room A600 100 Bureau Drive Stop 1020 Gaithersburg MD 20899 1020 Telephone 301 975 2036 Fax 301 948 3716 E mail npq nist gov Web site www baldrige nist gov THE QUEST FOR EXCELLENCE The Quest for Excellence XVI Conference Each year The Quest for Excellence the official conference of the Malcolm Baldrige National Quality Award provides a forum for Baldrige Award recipients to share their exceptional performance practices with worldwide leaders in business education health care and not for profit organizations The Quest for Excellence XVI will showcase the year 2003 Award recipients For the last 15 years executives managers and quality leaders have come to this conference to learn how these role model organizations have achieved performance excellence CEOs and other leaders from the Award recipient organizations give presentations covering all seven Categories of the Baldrige Criteria their journey to performance excellence and their lessons learned At this three day conference designed to maximize learning and networking opportunities attendees will be able to interact with Award recipients The Quest for Excellence XVI Conference will be held March 28 31 2004 at the Marriott Wardman Park Hotel in Washington DC For further information contact the Baldrige Program by mail Baldrige National Quality Program NIST Administration Building Room A600 100 Bureau Drive Stop 1020 Gaithersburg MD 20899 1020 telephone 301 975 2036 fax 301 948 3716 or e mail nqp nist gov For a general overview of the Baldrige National Quality Program visit its Web site www baldrige nist gov The Malcolm Baldrige National Quality Award The Award crystal composed of two solid crystal prismatic forms stands 14 inches tall The crystal is held in a base of black anodized aluminum with the Award recipient s name engraved on the base A 22 karat gold plated medallion is captured in the front section of the crystal The medal bears the inscriptions Malcolm Baldrige National Quality Award and The Quest for Excellence on one side and the Presidential Seal on the other The President of the United States traditionally presents the Awards at a special ceremony in Washington DC The Malcolm Baldrige National Quality Award logo and the phrases The Quest for Excellence and Performance Excellence are trademarks and service marks of the National Institute of Standards and Technology CONTENTS 2004 Criteria Core Values Concepts and Framework Key Characteristics of the Criteria Changes from the 2003 Criteria 2004 Criteria for Performance Excellence Item Listing 2004 Criteria for Performance Excellence Preface Organizational Profile 1 Leadership 2Strategic Planning 3Customer and Market Focus 4Measurement Analysis and Knowledge Management 5Human Resource Focus 6Process Management 7Business Results Glossary of Key Terms 2004 Criteria Category and Item Descriptions Scoring System Scoring Guidelines 2004 Criteria Response Guidelines Applying for the Malcolm Baldrige National Quality Award Fees for the 2004 Award Cycle Summary of Business Eligibility Categories and Restrictions How to Order Copies of Baldrige Program Materials Index of Key Terms Education and health care organizations should use the appropriate Criteria booklets for their respective sectors See pages 66 67 for ordering information If you plan to apply for the Award in 2004 you also will need the booklet Baldrige Award Application Forms Ordering instructions are given on page 66 The first step in the Award application process is to provide the Eligibility Certification Package which is due April 13 2004 If you would like to recommend a senior member of your organization for the Board of Examiners the package is due March 12 2004 Award Application Packages are due May 27 2004 or May 13 2004 if submitted on CD We are easy to reach Our Web site is www baldrige nist gov 2004 CRITERIA CORE VALUES CONCEPTS AND FRAMEWORK Criteria Purposes The Criteria are the basis for organizational self assessments for making Awards and for giving feedback to applicants In addition the Criteria have three important roles in strengthening U S competitiveness to help improve organizational performance practices capabilities and results to facilitate communication and sharing of best practices information among U S organizations of all types to serve as a working tool for understanding and managing performance and for guiding organizational planning and opportunities for learning Criteria for Performance Excellence Goals The Criteria are designed to help organizations use an integrated approach to organizational performance management that results in delivery of ever improving value to customers contributing to marketplace success improvement of overall organizational effectiveness and capabilities organizational and personal learning Core Values and Concepts The Criteria are built upon a set of interrelated Core Values and Concepts visionary leadership customer driven excellence organizational and personal learning valuing employees and partners agility focus on the future managing for innovation management by fact social responsibility focus on results and creating value systems perspective These values and concepts described below are embedded beliefs and behaviors found in high performing organizations They are the foundation for integrating key business requirements within a results oriented framework that creates a basis for action and feedback Visionary Leadership Your organization s senior leaders should set directions and create a customer focus clear and visible values and high expectations The directions values and expectations should balance the needs of all your stakeholders Your leaders should ensure the creation of strategies systems and methods for achieving excellence stimulating innovation and building knowledge and capabilities The values and strategies should help guide all activities and decisions of your organization Senior leaders should inspire and motivate your entire workforce and should encourage all employees to contribute to develop and learn to be innovative and to be creative Senior leaders should be responsible to your organization s governance body for their actions and performance The governance body should be responsible ultimately to all your stakeholders for the ethics vision actions and performance of your organization and its senior leaders Senior leaders should serve as role models through their ethical behavior and their personal involvement in planning communications coaching development of future leaders review of organizational performance and employee recognition As role models they can reinforce ethics values and expectations while building leadership commitment and initiative throughout your organization Customer Driven Excellence Quality and performance are judged by an organization s customers Thus your organization must take into account all product and service features and characteristics and all modes of customer access that contribute value to your customers Such behavior leads to customer acquisition satisfaction preference referral retention and loyalty and business expansion Customer driven excellence has both current and future components understanding today s customer desires and anticipating future customer desires and marketplace potential Value and satisfaction may be influenced by many factors throughout your customers overall purchase ownership and service experiences These factors include your organization s relationships with customers which help to build trust confidence and loyalty Customer driven excellence means much more than reducing defects and errors merely meeting specifications or reducing complaints Nevertheless reducing defects and errors and eliminating causes of dissatisfaction contribute to your customers view of your organization and thus also are important parts of customer driven excellence In addition your organization s success in recovering from defects and mistakes making things right for your customer is crucial to retaining customers and building customer relationships Customer driven organizations address not only the product and service characteristics that meet basic customer requirements but also those features and characteristics that differentiate products and services from competing offerings Such differentiation may be based upon new or modified offerings combinations of product and service offerings customization of offerings multiple access mechanisms rapid response or special relationships Customer driven excellence is thus a strategic concept It is directed toward customer retention and loyalty market share gain and growth It demands constant sensitivity to changing and emerging customer and market requirements and to the factors that drive customer satisfaction and loyalty It demands listening to your customers It demands anticipating changes in the marketplace Therefore customer driven excellence demands awareness of developments in technology and competitors offerings as well as rapid and flexible response to customer and market changes Organizational and Personal Learning Achieving the highest levels of business performance requires a well executed approach to organizational and personal learning Organizational learning includes both continuous improvement of existing approaches and adaptation to change leading to new goals and or approaches Learning needs to be embedded in the way your organization operates This means that learning 1 is a regular part of daily work 2 is practiced at personal work unit and organizational levels 3 results in solving problems at their source root cause 4 is focused on building and sharing knowledge throughout your organization and 5 is driven by opportunities to effect significant meaningful change Sources for learning include employees ideas research and development R 2 developing new business opportunities 3 reducing errors defects waste and related costs 4 improving responsiveness and cycle time performance 5 increasing productivity and effectiveness in the use of all resources throughout your organization and 6 enhancing your organization s performance in fulfilling its societal responsibilities and its service to your community as a good citizen Employees success depends increasingly on having opportunities for personal learning and practicing new skills Organizations invest in employees personal learning through education training and other opportunities for continuing growth Such opportunities might include job rotation and increased pay for demonstrated knowledge and skills On the job training offers a cost effective way to train and to better link training to your organizational needs and priorities Education and training programs may benefit from advanced technologies such as computer and Internet based learning and satellite broadcasts Personal learning can result in 1 more satisfied and versatile employees who stay with your organization 2 organizational cross functional learning 3 building the knowledge assets of your organization and 4 an improved environment for innovation Thus learning is directed not only toward better products and services but also toward being more responsive adaptive innovative and efficient giving your organization marketplace sustainability and performance advantages and giving your employees satisfaction and motivation to excel Valuing Employees and Partners An organization s success depends increasingly on the diverse knowledge skills creativity and motivation of all its employees and partners Valuing employees means committing to their satisfaction development and well being Increasingly this involves more flexible high performance work practices tailored to employees with diverse workplace and home life needs Major challenges in the area of valuing employees include 1 demonstrating your leaders commitment to your employees success 2 recognition that goes beyond the regular compensation system 3 development and progression within your organization 4 sharing your organization s knowledge so your employees can better serve your customers and contribute to achieving your strategic objectives and 5 creating an environment that encourages risk taking and innovation Organizations need to build internal and external partnerships to better accomplish overall goals Internal partnerships might include labor management cooperation such as agreements with unions Partnerships with employees might entail employee development cross training or new work organizations such as high performance work teams Internal partnerships also might involve creating network relationships among your work units to improve flexibility responsiveness and knowledge sharing External partnerships might be with customers suppliers and education organizations Strategic partnerships or alliances are increasingly important kinds of external partnerships Such partnerships might offer entry into new markets or a basis for new products or services Also partnerships might permit the blending of your organization s core competencies or leadership capabilities with the complementary strengths and capabilities of partners Successful internal and external partnerships develop longer term objectives thereby creating a basis for mutual investments and respect Partners should address the key requirements for success means for regular communication approaches to evaluating progress and means for adapting to changing conditions In some cases joint education and training could offer a cost effective method for employee development Agility Success in globally competitive markets demands agility a capacity for rapid change and flexibility E business requires and enables more rapid flexible and customized responses Businesses face ever shorter cycles for the introduction of new improved products and services as well as for faster and more flexible response to customers Major improvements in response time often require simplification of work units and processes and or the ability for rapid changeover from one process to another Cross trained and empowered employees are vital assets in such a demanding environment A major success factor in meeting competitive challenges is the design to introduction product or service initia