CERTIFICATION MARKET LEADERSHIP = SIMPLE

Stakeholders Care
Innovation Management
Mission, vision and culture
Partnership building
Linear Communication
Ethics and Credibility

 APCER improved its certification market leadership in Portugal in 2004. With a market share well over 50% for the majority of its services, APCER is proud of its achievements and aware of the path to follow in today’s highly competitive and demanding business environment.

And this path is “SIMPLE”, since it is coherent and clear for us.

Certification business, like any other business, is characterised by a number of internal and external factors to be managed in order to be successful. Many of these factors are stressed in the management systems standards that support certification processes (e.g. process approach, staff competence, internal audit, management review, etc.). Other factors are specific and business oriented but, obviously, associated with the previous. Let’s analyse some.

Stakeholders Care: A certification body has many stakeholders: Clients, consumers, auditors, consultants, accreditation bodies, managers and internal personnel, etc. A careful satisfaction balance must be achieved regarding each stakeholder needs and expectations. This involves:

  • Different stakeholders’ views identified and incorporated into products and service
  • Social responsibility as part of the certification body is continuous improvement
  • Adequate price
Innovation Management: Competitive advantages of new or existing products and effective added value for clients can only be accomplished with a clear strategic definition of product portfolio and service characteristics, such as:

  • Definition and implementation of product marketing plans
  • Risk analysis
  • “WOW” elements incorporated into products
Mission, Vision and Culture: Only if all personnel, including auditors, act according a high standard service mentality, can a certification body aim at sustainable market leadership. This involves, as examples:

  • Awareness building takes place regarding the identified stakeholder needs
  • Management is actively involved and committed to act accordingly
  • Everybody “wears the organisational shirt” (as we say in Portugal)
Partnership Building: In a global market, strong partnerships are essential and must be seen as a strategic issue, promoting:

  • Active Networking with national / international organisations
  • The recognition of 3rd party audits & assessments
  • Wider range of products and services offered to clients
Linear Communication: Effective communication channels must be established with all stakeholders, both internal and external. A leading certification body should accomplish a status of knowledge provider as well as facilitate communication (to and from). Some examples:

  • Involvement of stakeholders in the certification body activities
  • Regular newsletter is published and user friendly web site in place
  • Availability of technical information
Ethics and Credibility:

  • Existence and permanent application of code of ethics or conduct
  • Strict adherence to accreditation requirements
  • Non-discriminating, independent and impartial conduct at all times
These examples demonstrate how APCER worked in the past rules the present and will face the future. These are signs of the proactive and professional posture in place.

And, fortunately, APCER is not alone in this quest. IQNet plays an essential part in the construction of a better business scenario and in the accomplishment of added value for all our stakeholders.

Not only is IQNet a global certification market leader but, as a matter of fact, all mentioned success factors are strongly promoted within the network (e.g. Best Practice Evaluation - BPE).

This is essential for confidence and credibility building among all interested parties and a real breath of fresh air in the international certification business panorama.

APCER and IQNet partners are committed to work towards trustworthy products and services and to drive certification activities worldwide according to excellence criteria. This is our responsibility as certification market leaders.

Pedro Castro Alves
Marketing and Development Director
APCER - Portugal