Mark of Good Services
To improve the municipal services to businesses the Mark of Good Services has been developed.
The Mark of Good Services is an instrument for municipalities.
Improving the municipal services to businesses
Improving the municipal services to businesses implies that municipalities interfere only when it is really necessary, diminish the supervisory burden and focus their services on enabling businesses to develop activities. Their services need to be client-oriented, professional, timely and transparent. This way, municipalities improve client satisfaction.
For any municipality that wants to improve its services to businesses, the Mark of Good Services/System of Standards for Businesses is the instrument to use. On this website, you can download information on the page System of Standards for Businesses about this instrument, and, in addition, on the Practices page, you can read how municipalities have actually applied the instrument in practice.
System of Standards for Businesses
The System of Standards for Businesses is a practical instrument for improving the services to businesses in a tangible manner. It will provide municipalities with a reference framework and a tool to determine whether the services provided to businesses are e.g. good or excellent, and to establish any points for improvement. Further, it will guide municipalities, with respect to content, in implementing the quality charters for services to businesses. Moreover, it will provide support for a dialogue with the local business community.
Mark of Good Services
The Mark of Good Services is a certificate that is issued by the Regulatory Reform Group. The certificate summarizes the results and main areas for improvement of a municipality’s services to businesses. Possessing a Mark of Good Services will add to the public image of a municipality. The Chamber of Commerce and Industry for Western Brabant has developed a film on the reduction of the regulatory burdens on businesses and the role played in this by the Mark of Good Services.
This film can also be viewed in a shorter version.
How does the System of Standards for Businesses function?
The Royal Dutch Association of Small and Medium-sized Enterprises and the Confederation of Netherlands Industry and Employers have mapped the ten most important entrepreneurial wishes for municipal services. In consultation with municipalities, these wishes have been translated into a number of standards. On the basis of a measurement, municipalities can now test the extent to which their services actually meet these standards (of the System of Standards for Businesses). This will help them to determine what procedures they could improve. Municipalities can then show the results of the measurement as well as the main areas for improvement to the local business community by means of their Mark of Good Services.
The Measurement
Step 1: Municipalities select their ten most important products for businesses in their municipality.
Step 2: Municipalities measure and assess the completed files of this products top ten by means of an audit.
Step 3: The results of these measurement will be the basis of areas for improvement.
1. Meeting the application deadline
2. Second deadline in case of exceeding the first term
3. Completeness of requests and applications
4. Professional knowledge and expertise
5. Integrated supervision
6. Accessibility of the municipality
7. Up to date of municipal information
8. Client satisfaction
9. Decent decision-making
10. Trust in businesses
Actual result – Minimum standard
Guideline for local standards for services to businesses
Municipalities may use the results of this measurement as a guideline for establishing local standards for services to businesses, and for translating them onto a quality charter. This quality charter will comprise the local standards for services on the basis of the wishes of citizens and businesses on the one hand, and the feasibility of these wishes within the municipal organisation (with respect to personnel and resources) on the other.
Downloads
Abstract System of standards for Businesses
Certificate of good service municipality of Draften
Are you interested in the System of Standards for Businesses? Please contact the Regulatory Reform Group (Agentschap NL) team by mail at regeldruk@agentschapnl.nl, or by telephone: Godelieve van der Beken +31 (0)88 602 5948.
Agentschap NL provides workshops on the Mark of Good Services for groups of municipalities and, in addition, offers implementation support.
Practical examples
• Introduction
• Alphen aan den Rijn
• An entrepreneur’s perception of Alphen aan den Rijn
• Capelle aan den IJssel
• Zoetermeer
Introduction
The practices provide information on the experiences of other municipalities and businesses with the System of Standards for Businesses.
You can read on the following practices:
Alphen aan den Rijn
The municipality of Alphen aan den Rijn: “Thanks to the System of Standards for Businesses, everything fits together again.”
Gradually shaping excellent services
The municipality of Alphen aan den Rijn aspires to provide excellent services. The aim is to function as a genuine portal to the government for citizens and businesses by 2015. To achieve this aim, the municipality takes all necessary measures. A first major step was made in 2005, with the implementation of a large part of the back-office activities into the front office: this way, the Alphen Service Centre came into being. Currently, the municipality is developing service standards for businesses and the Businesses Counter is being implemented. In the long term, the municipality wants to be able to provide services electronically, including the possibility of tracking the status of a licence application or any other request. Alderman Schings: “Such schemes require an internal restructuring. They cannot be implemented overnight; we will have to do it gradually. It is critical to make sure our expectations remain realistic. Restructuring the services needs to be done over several phases.”
Alphen’s approach to the System of Standards
During a workshop on the System of Standards for Businesses, representatives from the municipality became interested in the instrument, and the municipality applied for a pilot. “The pilot revealed that we were already on the right track with regard to improving our services to businesses. However, the pilot enabled us to focus our efforts better,” says project manager Ellen Pelzer. Subsequently, the municipality of Alphen aan den Rijn prepared a survey among local businesses on their expectations with respect to municipal services, following a national survey by the Royal Dutch Association of Small and Medium-sized Enterprises and the Confederation of Netherlands Industry and Employers. Alderman Schings: “The national picture was indeed confirmed. Businesses set particular value on the attitude and behaviour of officials. They expect a supporting and servicing attitude, rather than a demanding one.” Therefore, the municipality has established the Alphen Business Counter, a single place where business can come for all their questions. Furthermore, the survey brought to light that many businesses considered that municipal letters often lack clarity. This prompted the “Clear Language” project. “It is important that we manage to relate the client’s perceptions and expectations to the internal processes,” says alderman Schings, “In this, one should be service-oriented and realistic.” Ellen Pelzer adds: “By means of the System of Standards for Businesses, the wishes and expectations of businesses have become concrete and measurable. This enables us to link our services directly to the wishes of businesses.” Alderman Schings values the fact that the System of Standards for Businesses allows a municipality to establish what it really stands for, by objectively indicating what its service standards actually imply: “Obviously, the client’s perception is subjective.” An example of subjective perception is that, formerly, the municipality had longer opening hours, with three officials working at three counters. Currently, the opening hours have been shortened, but there are four officials running the counters. Many clients now perceive they receive a better service than before.
Cultural shift
Improving one’s services requires a cultural shift throughout the municipal organisation. With the establishment of the Alphen Service Centre, the back-office activities of the municipality of Alphen aan den Rijn have largely been assumed by the front office. Only highly complicated issues are still dealt with by the back office. The front office now has full responsibility for dealing with requests. Suddenly, a completely new dimension has been added to the activities of officials, who used to work on the basis of routine. At first, there was some opposition. After all, people were expected to have a more flexible and proactive attitude, rather than the typical “rules are rules” approach of the former days. But as soon as officials started to see the benefits of this new approach and became familiar with the new processes, the opposition gradually disappeared and people started to take pleasure in having a proactive approach. More and more, officials begin to think for themselves about how they can do things in a different way. Alderman Schings: “We have organised a Services Day, on which some 150 officials were informed about all projects currently in progress in the field of improving our services. This really sparked off a lot of enthusiasm.” Ellen Pelzer adds: “It also connected management and officials. Administrative commitment and enthusiasm among the staff are preconditions for successfully improving one’s services. After all, it is the people who have to achieve things!” Schings could not agree more: “Administrators must make sure that they connect with both their employees and clients. Make sure you come down from your ivory tower. Be clear on what is feasible and what not.” Currently, the municipality is planning a similar kind of Services Day for the local business community. The idea is to make presentations on different service projects in conjunction with one another, and to start a dialogue on how relations with the business community can be further improved. The results of the System of Standards for Businesses pilot could also be involved in this.
Some advice
In conclusion, alderman Schings and Ellen Pelzer have some important advice for all municipalities that also want to make use of the System of Standards and to improve their services to businesses: “Have to nerve to ask your clients about their perceptions of your services! Be brash enough to ask them what really bothers them. And ask yourselves as an organisation: in what possible respects can we still improve our services?”
An entrepreneur’s perception of Alphen aan den Rijn
An entrepreneur’s perception of the System of Standards for Businesses and improvement of the municipality’s services:
“Make sure you use all possibilities created by the System of Standards for Businesses!”
Richard Zijp is owner of a men’s wear store in Alphen aan den Rijn. He is involved in various projects that are currently in progress at the municipality in order to improve the services to businesses. According to Zijp, the official’s perception of the business environment is far removed from that of an entrepreneur. However, he has noted some genuine improvements in this respect. In his view, the System of Standards is a fine instrument to make sure the business community and the municipality start communicating with one another in a better way.
“Mutual respect is of key importance,” says Richard Zijp, “Entrepreneurs often think they are not being heard. They only receive an answer to their question if it suits the official. An entrepreneur’s time schedule is much tighter than an official’s. A week of delay may cost a business quite some money.” In Zijp’s view, the official’s perception of the business environment is far removed from that of an entrepreneur, and “the entrepreneur’s perception of an official will not change that easily.” Still, Zijp has received some very positive signals from his wide network of local businesses: “Businesses really sense that the municipality has changed its approach.” Ellen Pelzer, service project manager for the municipality, performs a bridging function between businesses and the municipality. Zijp: “Ellen is open, dares to be vulnerable and knows how get to the core of the matter. At such points, one realises the importance of proper communication between businesses and officials.”
Zijp holds some uncompromising views on what municipalities should do to achieve better services: “It is important that businesses have one single point of contact within the municipality. In addition, it is crucial that officials have proper expertise. Officials should be encouraged to play a more active role, to act more according to their own discretion, and to think commercially, that is from an entrepreneur’s point of view.” He would recommend municipalities to be prepared to invest in their services to businesses: “Make sure the policy leaves room for follow-up on questions and comments of entrepreneurs. Put these comments into practice. Inform the press on a monthly basis about the progress that has been made with respect to reducing the administrative burdens. This will stir enthusiasm in entrepreneurs and partners. Make sure your changes are tangible.” Zijp considers the System of Standards for Businesses as a good starting-point to set a cultural shift in motion. In conclusion, he would like to say to all entrepreneurs: “Try and make use of all possibilities created by the System of Standards for Businesses!”
Capelle aan den IJssel
Municipality of Capelle aan den IJssel: “The System of Standards for Businesses is a perfect tool for improving one’s services to businesses.”
“Cooperating with the local business community is a matter-of-course”
Traditionally, the municipality of Capelle aan de IJssel always had direct relations with local entrepreneurs. The local business community is conveniently arranged and, every three months, municipality and local entrepreneurs come together for a consultative meeting. In addition, the municipality has established a Businesses Counter via its website, as well as an Account Management Team for businesses. In this way, a visible point of contact is available for all entrepreneurs within the business community.
Cultural shift
In 2004, the municipality effected a cultural shift. “At that point, we decided, by mutual consent of all departments, to set realistic terms for dealing with requests, and we laid down service standards in a civil charter,” says mayor Joke van Doorne, “Our officials have set the standards themselves and have decided by mutual consent what is realistic and what not.” Ruud Verschuren, policy advisor and account manager for the Capelle business community, adds: “We have systematised the processing of requests, we consult with the monitoring department on a daily basis, and we have a permanent insight into all letters. Further, the system generates a warning as soon as a standard is about to be broken.”
Reporting requirements have an encouraging effect
“We report on the quality of our services both in our usual Annual Report and in our Civil Annual Report. This has a very encouraging effect,” says Mayor Van Doorne, “This procedure presents us with the mere facts about our services, rather than the perceptions.” In the civil annual report, the mayor reports to citizens on the quality of the services and on the way in which moments of contact with the local inhabitants have been organised. The report provides clarity on the extent to which the service standards have actually been met. If service standards have not been met, all citizens get a small compensation. “In case of incidents in which things did not go as they should, we admit it frankly,” says Mayor Van Doorne.
Entrepreneurs’ Annual Report and service standards for businesses
Inspired by the success of the Civil Annual Report, the municipality will now also publish an Entrepreneurs’ Annual Report. In addition, the municipality will define its service standards for Businesses. “In this respect, the System of Standards for Businesses serves as a starting point,” says Verschuren. The municipality became acquainted with the System of Standards via workshops organised by the Dutch Association of Netherlands Municipalities. “The System of Standards for Businesses is a perfect tool for improving one’s services to businesses, and also a tool for further sharpening you service standards,” says Verschuren. Mayor Van Doorne adds: “In any case, it is good to make sure your organisation is well-functioning. This also makes it easier to explain to a business why something is not possible.”
The System of Standards pilot revealed that the municipality issues its licences well within the legal term. “Often, businesses have contact with the Licences department before they submit an application. This way, they know exactly what information to include in their application,” Verschuren explains, “The application forms can be downloaded from the product catalogue on our website. Thus, the pace of the entire process is increased considerably.” To make things even simpler for businesses planning to submit an application, the municipality wants to arrange that, in due course, licence applications can be tracked and finalised online.
The System of Standards as a reference framework for improving one’s services
Asked about the system’s added value for municipalities, Verschuren says, “The System of Standards also provides a reference framework for improving one’s services to businesses. In addition, it is an instrument to measure one’s progress. I can recommend it to all municipalities.” Mayor Van Doorne would give municipalities the following advice: “Improve your service bottom-up. First, determine what is feasible. Start from there.”
Zoetermeer
Municipality of Zoetermeer: “Start a dialogue with the business community, make use of the System of Standards and determine by mutual consent what standards have to be met.”
Improving one’s services in consultation with the local business community
In 2006, the municipality of Zoetermeer started to improve its services to citizens and businesses. For the businesses target group, the objective is to achieve a reduction of the administrative burden of 20% by 2010 and to work on the basis of fixed standards for services. Businesses have been asked to give a report mark for the speed with which their requests are being dealt with at the Business Counter. Currently, the mark is a 6.5; the intention is to raise it to a 7. On the municipal website, the municipality publishes quality charters for, amongst other things, licences under general municipal bye-laws, taxes, zoning plans, work locations, and fire safety. In addition, the quality of some specific products, such as the building permit and industrial area sales, was screened by an external bureau. The screening was performed on the basis of the real-case method, a research method in which the applicant is interviewed about the application process, as soon as the application has been completed. Moreover, for deregulation issues, the municipality makes use of the so-called Zoetermeer method. Alderman Van Domburg (Services) explains: “The Zoetermeer method works as follows: first, set up a working group on a specific product, consisting of local entrepreneurs, de competent administrator, internal representatives and an external ‘hands-on’ expert from another municipality. Then, start exchanging views on the matter. This will quickly lead to an improved product.”
Occasion for participation in the System of Standards pilot
Zoetermeer did not just want to do the System of Standards pilot. “We wanted to involve our experiences with the real-case method and our deregulation project,” municipal quality manager Wim van Loosbroek explains, “Besides, businesses in Zoetermeer hardly make use of the possibility of to file a formal complaint on the municipal services. The municipality only hears about such complaints in an informal way. Therefore, we thought it might be interesting to see what the needs of businesses are, as investigated by the Royal Dutch Association of Small and Medium-sized Enterprises and the Confederation of Netherlands Industry and Employers.” Alderman Van Domburg adds: “From the national results of the investigation into the needs of businesses, we proceeded to the needs of our local entrepreneurs. What are really hot items? Do businesses have the same kind of needs? If so, these are really crucial.”
Creating awareness
The System of Standards made us aware of the importance for the municipality to keep a record of all of its contacts with clients, and to be able to retrieve the client’s history easily. As things are at the moment, it appears to be quite hard to search and find all files of a particular client,” says Wim van Loosbroek, “The System of Standards made us also aware of the need to do good research, to focus our activities on the target group, and to create a consultation process with the local business community.”
Providing services is all about expectations management
“Providing services is all about expectations management. Interviews with entrepreneurs laid bare that all entrepreneurs have their own expectations about how application procedures function, depending on their former experiences with the procedure. Entrepreneurs value services if they meet their expectations. As a speedy procedure is often very important for businesses, entrepreneurs have other expectations than most citizens. Also, they expect officials to have a profound knowledge of the issue. Therefore, it is crucial to set up minimum standards for providing services to businesses,” says Wim van Loosbroek. And Alderman Van Domburg adds: “The municipality of Zoetermeer is currently working on the development of special licences for businesses, which can be applied for and issued in the course of one single day. This way, we can serve our clients even quicker than before.”
Account Management as a tool
“Account Management allows us to direct the expectations of businesses. At the start of a licence application, we clearly state what the procedure is about. This way, the applicant has realistic expectations. Entrepreneurs are aware of the application procedure’s time schedule and know what information must be included on the application form. A precondition for this way of working is that front office and back office cooperate well with one another, and that all departments clearly state what is needed to make sure that the procedure is completed as soon as possible,” says Wim van Loosbroek. Therefore, a few years back, the municipality of Zoetermeer has established the Business Services Team. In this team, the front and back offices of the various departments can cooperate optimally with one another.
Some advice
As an advice to all other municipalities aspiring to improve their services, Wim van Loosbroek would like to urge them to keep measuring whether they are still on the right track: “The System of Standards is indeed an excellent tool to do so.” Alderman Van Domburg believes it is of key importance to keep consulting the local business community in order to link the expectations of entrepreneurs to reality and to set standards by mutual consent. In conclusion, he says: “Make sure there is a correlation between deregulation and improving one’s services. It all is an interactive process.”
