SETTING STANDARDS
Foolproof criteria
Ramal Jasinghe
Q: How can companies that win awards take advantage of the admiration that follows in the context of stakeholders, in your assessment?
A: An organisation must be genuinely worthy of excellence to receive an award. The standards set for award recipients should be exceptionally high, consisting of a well-rounded panel of judges comprising technical experts, and representation from academia and consumer interest groups. Financial transparency and audits are also a must.
Issues could arise when award ceremonies are sponsored and the reality is that the chances of winning awards are at times higher for those who sponsor events. It’s essential to minimise bias as a result of this – for example, through fair criteria that organisations must meet to win an award. The importance of capacity building, research and development, and value addition cannot be overemphasised.
Three fundamental pillars upon which an award should be based are compliance, oversight and accountability. Without these pillars firmly in place, the recognition becomes meaningless. Awards are a double-edged sword – how awardees maintain standards and ethically manage their businesses is of utmost importance. This truly lends credence to an award.
The notion of organisations having to pay to participate in awards should change; instead, they should be recognised on the basis of excellence. Assessments should consider financial performance, progress and contributions to the development of the national economy. Only by following such a process can an awards scheme truly identify the cream of the crop.
Such award schemes should be conducted by chambers of commerce and industry, and state, academic and professional organisations. Rather than sponsorships, funding should be sought by these entities. A process such as this enhances the credibility of the awards and in turn, the admiration of stakeholders.
Q: Do you believe that recognition from winning awards and accolades leads to increased sales or business?
A: To a manufacturer, exporter or service provider, it is certainly beneficial.
While awards hold significance, the marketing efforts to leverage an award are important too. The strength and credence of an award – based on the quality of criteria, marking and judging – has a direct positive impact on the sales of and trust in an award winners’ products and services.
If an awards scheme does not provide room for growth, continuous improvement and learning, it loses its meaning. Nominees will strive to improve at the next opportunity if the scheme facilitates this growth; and it becomes evident that the award has contributed to building a successful enterprise.
Q: How should award winning organisations maintain the high standards that led to their recognition – and how would you critique the evaluation criteria?
A: The criteria for evaluation must be transparent; and the underlying concept of any competition should be centred on continuous improvement. It’s not solely about winning an award and resting on one’s laurels; it’s about identifying areas of excellence, striving to do better and addressing areas that require improvement.
Q: In your view, how should award winners manage the expectations that come with being an award winning organisation?
A: It’s the delivery of the promise!
Customer centricity, the commitment of management and how an organisation conducts itself professionally are crucial to managing the expectations of an award winner. The continuous display of the traits and actions that won it an award should be maintained at all times.
The continuous assessment of the awarding institution will sustain the credibility of the award, which in turn will foster higher standards of service, product quality and continuous improvement, to align with world-class standards and best practices as an organisation.
To sum up, awards ultimately contribute to the development of the national economy. This is the true essence of an award.
