Introduction to Service Professionalisation
Although cumbersome and somewhat ugly, most '.....isation' words are transformative, implying a movement away from one situation or state, towards another. Consider 'standardisation', the movement away from personalised and bespoke, towards conformance, similarity and procedure.
'Professionalisation' is a similarly cumbersome word, but for most business executives the meaning is all too clear. The term implies the movement of an organisation towards greater levels of professionalism. Yet any discussion on professionalism, if handled without care, sensitivity and good judgment, can rapidly provoke controversy and disharmony throughout an organisation. The subject is complex because it focuses on the competences and capability of the organisation, the skills and experience of the employees, the need to comply with statutory requirements and the expectations of the marketplace.
Until recently, sensitivity around professionalisation and the question of enhanced professionalism has forced the discussion to remain an internal, Board-level topic. Directors and Partners clearly seek to enhance the professional standing of their organisations, yet any question of the organisation lacking the requisite professional competence or capability to perform to the expectations of the marketplace is anathema.
However, the global recession of 2008 and the questionable activities of some financial service providers at that time has elevated the debate on professional competence to one of increasing relevance to the markets and, for those procuring professional or technical services, has brought the substantiation or proof of competence into sharp relief. Beyond the froth of marketing, service providers are increasingly being asked to prove competence during the marketing & selling process as well as deliver with competence during the contract. The implication for the service provider is that the continuous development of professional competence and the professionalisation of the business, if done well, has the potential to become a marketable attribute. The corollary is that those organisations which fail to professionalise will find themselves at a distinct disadvantage.
At ConnOptix, we believe that everything which happens within a client organisation has the potential to impact upon how that organisation is perceived in the marketplace. From this starting point, our Service Professionalisation process helps our clients to:
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The goal of our Service Professionalisation offering is to support clients as they develop defendable uniqueness in both the marketing and the delivery of their service portfolio, such that the components of each service are based upon substantiated proof of capability and professionalism. We walk our clients through a gradual process, counselling them on the risks of moving too far or too fast in one particular direction in their drive to professionalise, and ensuring that a balance is struck between the opposing hard, soft and statutory forces of professional competence.
A business which undergoes the process of Professionalisation undoubtedly becomes more self-aware as an organisation. It will benefit by evolving its culture over time towards innovation, quality, teamwork, common good and market orientation. It is this final aspect of Professionalisation which is instrumental in positively enhancing the perception and reputation of the business in the marketplace, creating for the business a virtuous circle of innovation, competence development, skills enhancement, positive market reinforcement and market success.
