Frequently Asked Questions

 

What is Quality at Heart?
Quality at Heart provides businesses in the tourism, leisure and hospitality sector with a quality improvement process and enables them to achieve regional recognition within a number of marks. It will bring about improved quality in the visitor economy, with more businesses engaging in and improving against recognised national quality schemes, and more businesses offering excellent standards of customer service. This will improve the quality of life of people who live in the region as much as it will improve the experience of visitors from outside the region. Quality at Heart will enable businesses to improve their processes, allowing them to become more competitive and sustainable, therefore generating economic benefit.

It is a logical progression for businesses after Regional Centre for Tourism Business Support intervention.
Quality at Heart is about making it easier for a business to achieve recognition for practices and processes that don’t normally receive any acknowledgement. It provides an organisation with a stepping stone structure to enable it to make appropriate choices for participation in further relevant national accreditation schemes, i.e.: IIP.
Quality at Heart is based on the recognition of excellence in four areas known as the Four Themes.  These are described later.

How will Quality at Heart benefit my business, my bottom line and my profitability?
Quality at Heart aims to improve the regional tourism product in the eyes of your customer and therefore stimulate new business through word of mouth, customer recommendations to friends and repeat business. It will help to improve recruitment and retention in the industry by enhancing the image of the sector and by developing career routes for individuals. Businesses will also be getting a marketing advantage by being able to show that they have a recognised accreditation.  Quality at Heart will enable your business to improve its processes, allowing you to become more competitive and sustainable, therefore generating economic benefit. Quality at Heart ultimately encourages businesses to follow practices that will improve the Quality of what they offer, and in doing so, their profitability.

Is Quality at Heart just for accommodation providers?
Quality at Heart is broad based, and is appropriate to and available for all businesses within the tourism, leisure and hospitality industry – not just accommodation and attractions. It will give all organisations including museums, restaurants, pubs, arts and craft venues and transport providers the chance to engage and show they are committed to improving quality.

What Quality at Heart is not:
It does not replace existing programmes
It does not directly deliver training
It does not attempt to replace existing inspections or accreditations – it’s about recognising  and working with existing standards.

Can voluntary organisations join Quality at Heart?
Yes, even though your organisation operates with the help of volunteers, you still receive visitors who expect a quality experience, just like any businesses that have paid employees. It is therefore just as important that your processes, practices and service are of an excellent standard so your customers return again and again.

For the voluntary sector and charities, does the 249 employees include volunteers?
Given that volunteers are not employed, they do not count towards the overall employee limit of 249. Therefore, a small organisation relying solely on volunteers, no matter how many, would fall into the ‘Under 5’ employee category if it employed no more than 5 full time staff. An organisation employing 6 staff and with an additional resource of 50 volunteers , would fall into the ‘Over 5’ employee category.

I am a Sole Trader.  Is it applicable to me?
Yes.  Whatever the size or nature of a particular organisation, there are still certain basic issues such as customer service and simple business planning which are central to success.  Quality at Heart will help with both of these and more, however small or informal your organisation might be.

I am a business with over 249 employees, can i still participate in Quality at Heart?

We now also have a package for those organisations with over 249 employees; please contact your Quality at Heart Executive for further information.

 

What happens next if I sign up to Quality at Heart?
If you wish to participate in Quality at Heart then one of the Quality at Heart Executives will come and visit you on a one-to-one basis and will check that you meet the entry requirements (Standards Criteria). If you do meet the entry requirements, you will pay a commitment fee (see below) which will entitle you to the following:
• A ‘Committed to Achieving Quality at Heart’ certificate – that can be displayed in your reception area
• The ongoing one-to-one support of the Quality at Heart Team to help work towards recognition at any level within one or more of the three remaining themes (Service, Business Practice, People Development).  This support is FREE.
• Access to a range of toolkits
• Three opportunities to successfully achieve a recognition level – one of these opportunities can be used  for a second attempt to achieve the same level

How much does it cost?
The following charges will apply:
• For businesses with up to 5 employees = £50
• For businesses with more than 5 employees = £100
• For organisations with a complete or partial volunteer base, provided that there are no more than five full-time equivalent members of staff = £50

What happens if I do not meet the entry level requirements?
If you do not meet one or more of the Standards Criteria then it may be possible to receive a second visit from one of the Tourism Business Advisors from the  Regional Centre for Tourism Business Support. The advisor would be able to signpost you and advise on the best course of action in order for you to meet the Standards Criteria.

What support do we receive?
Along with the one to one support from the Quality at Heart Executives who can dip in and out depending on the extent of the quality improvement journey you are undertaking, you have access to the extensive resources of the Regional Centre for Tourism Business Support and toolkits. The time of your Quality at Heart Executive is FREE.

What are the Four Themes?
The Four Themes are: Standards, which businesses must fulfil in order to apply for recognition in any of the other themes. The three remaining themes are: Service; People Development; and Business Practice.

What is Servicemark?
Servicemark is the Service theme of Quality at Heart which provides recognition for excellence in customer service. It is the National Customer Service Standard and has been tried and tested in the Yorkshire and Humber region (See separate leaflet for more details).

What is Peoplemark?
Peoplemark is the People Development theme of Quality at Heart which measures how businesses invest in their staff. Peoplemark addresses issues such as recruitment and retention, training and development and inductions (See separate leaflet for more details).

What is Businessmark?
Businessmark is the Business Practice theme of Quality at Heart. Businessmark measures the effectiveness  of an organisation’s business practices. Examples of issues within this theme include: planning for the business, marketing and organisation of finances (See separate leaflet for more details).

Do I have to sign up to all three themes, or can I chose the one(s) I feel would be best suited to my business?
Once you have met the Standards Criteria you can decide which of the themes (one, two or all three of them) you feel suit your business best. So if you are a sole trader and you feel People Development is not appropriate to your business then you can opt to do Service and/or Business Practice. In addition, Service, Business Practice and People Development consist of three levels – Bronze, Silver and Gold. Businesses will be able to choose which level/theme they wish to achieve (in consultation with the Quality at Heart Executive). Ultimately, the Quality at Heart themes are sensitive to the size of an organisation, and it will therefore be possible for both small and large businesses to reach the highest standards in quality.

How will Quality at Heart work for both small and large businesses?
We recognise that a small B&B or craft centre will operate in a very different manner to a hotel or attraction that employs 50 people, therefore there are two sets of criteria for each theme; one for organisations with up to 5 employees and one for those with over 5 employees. Both however still look for excellent standards of quality.  Organisations with a complete or partial volunteer base will be treated as businesses with up to five employees, provided that they have no more than five full-time equivalent members of staff.

How long does Quality at Heart recognition stand for?
Payment of the fee and the signing of the ‘Promise’ commits the business to achieving the agreed theme(s) and level(s) within 18 months. The ‘Promise’ commits the business to upholding the values of Quality at Heart and working towards recognition. The Quality at Heart Team also promises to help prepare their application for recognition. If the business is successful in achieving recognition, the business will receive a certificate for that theme and level and be entitled to display the logo for that theme and level in relevant literature. The certificate and recognition will be valid for two years unless there is a significant change to the nature of the business (See later).

Is Quality at Heart another box ticking exercise?
Definitely not! Once a business has agreed with its Quality at Heart Executive which theme(s) and level(s) are appropriate for it to work towards, it will compile a brief portfolio of evidence that meets the chosen criteria for submission to the recognition panel, which will undergo rigorous assessment and evaluation. If a business is successful in achieving recognition, this will last for two years before re-application. However, reassessment does not simply re-cover old ground but actively evaluates where and how the business has moved forward and continued its journey of quality improvement over the last two years. It is also expected that businesses that have achieved Quality at Heart will share best practice with others in the sector.

How does Quality at Heart fit in with other assessments, accreditations and Quality Schemes?
Quality at Heart acts as an umbrella covering the array of training programmes and accreditations under one heading. Quality at Heart also provides an organisation with a stepping stone structure to enable it to make appropriate choices for participation in further relevant national accreditation schemes, i.e.: IIP.

What happens if the business changes hands or a new management team takes over?
If there is a change in ownership or a management change takes place, then any Quality at Heart recognition achieved will no longer stand. Recognition awards are valid for a period of two years, unless the character of an organisation significantly changes within that time, in which case a re-application will be necessary.
Who decides whether an application for recognition is successful or not?
This will be the decision of an independent Panel of volunteers from the industry.  They will be chosen for their experience in tourism, leisure and hospitality and for their commitment to quality.

What is the portfolio of evidence?
The business assembles a portfolio of evidence to support its application to the Panel for recognition. The emphasis is on clear, concise information and it is unlikely that this will amount to more  than one average size A4 ring binder for one theme level. A Quality at Heart Executive is available to offer support.

Do I get a discount if I participate in more than one of the themes?
Unfortunately not; however, we do feel that the one-off commitment fee of either £50 or £100 represents extremely good value as it also entitles you to three opportunities to successfully achieve a recognition level. One of these opportunities can be used  for a second attempt to achieve the same level (See Quality at Heart leaflet for more details).

Do you have any businesses interested  in participating in Quality at Heart already?
Yes we do! Not only are people interested and fully committed to achieving Quality at Heart but the first two businesses have now achieved Quality at Heart Recognition (please refer to the Members & Awards page for more details). These businesses include sole traders, businesses with over 50 employees and organisations with a partial volunteer base. 

I have heard of something called DMPs. What is a DMP and where does Quality at Heart fit in with DMPs?
DMPs (Destination Management Partnerships) are organisations backed by Advantage West Midlands to bring together all tourism stakeholders in a geographical area to manage the development, marketing and infrastructure needs of a particular destination.  This type of structure is completely new and DMPs are only just coming into existence.  However, Quality at Heart is committed to working with the new organisations to help businesses in their respective areas to make improvements in their quality.

I understand this is an accreditation scheme, so are there going to be Quality at Heart inspectors?
We like to call it a recognition model rather than an accreditation scheme. The reason for this is that, rather than assessing businesses against new standards, Quality at Heart examines the awards a business has gained from existing schemes.  Rather than employing inspectors, the Model has in place a team of Quality at Heart Executives who will mentor businesses in putting together their portfolios of evidence which will go before the Panel. Additionally, a ‘mystery shopper’ may play a part in the recognition process for the Service theme.

How are you going to train the Quality at Heart Executives?
The Quality at Heart Executives have been chosen because of their considerable experience in the tourism, leisure and hospitality sector. This ranges from attraction management, to provision of business advice and local authority tourism activities.  All of the Executives will be subject to regular appraisal by the organisation and will undergo continuing professional development.

I understand Quality at Heart is a 2 year project. What are the long-term plans for Quality at Heart?
Quality at Heart is currently funded for a period of three years. The long-term future of the scheme will depend on its success in assisting businesses. If it can demonstrate this, together with demand for its services, the project  will have a strong case to continue beyond March 2008.

Are Advantage West Midlands and Local Authorities supportive of Quality at Heart?
Advantage West Midlands funds Quality at Heart and is keen to see it fulfilling its aims of providing valuable assistance to businesses. Many local authorities see the benefits of encouraging businesses in their areas to participate as a way of encouraging improvements in quality. We are keen to foster these relationships and form new ones.

What happens if I disagree with an assessment decision?
The Panel’s decision is final and feedback is provided to justify every decision.  However, we will discuss the issue with any applicants who are unhappy in an effort to ensure that they appreciate fully the reasons for a particular award.

What are our customers going to know about Quality at Heart?
Many partners, such as Heart of England Tourism and VisitBritain, are represented on the Quality at Heart Steering Group and are fully committed to working with us to ensure that the scheme becomes well-recognised.  The Quality ay Heart Scheme is integral to Advantage West Midlands’ commitment to raising the quality profile of the region and will be strongly supported by the emerging Destination Management Partnerships. The Quality at Heart blue and red branding has already been in existence for three years in connection with the Regional Centre for Tourism Business Support and is therefore already familiar to many within the industry. As with any new recognition model, it will take time to raise awareness amongst the industry and consumers, but it will be promoted through a variety of strategies as the scheme gathers momentum.

What are the signs, logos and certificates going to look like?
The designs of signs and certificates has now been finalised. The logos are now all in existence and can be seen on our website and in our publicity material.

When will the detailed criteria for each theme be available and how can I find more information?
The criteria for each level of each theme can be obtained by contacting the Quality at Heart Team.

What is the difference between the Regional Centre for Tourism Business Support and Quality at Heart? You use the same brand for both of them don’t you?
Yes, we do use the same brand for both. However, Quality at Heart is not a replacement for the services currently offered through The Regional Centre for Tourism Business Support. The services currently provided by The Regional Centre will continue as before and Quality at Heart is the logical progression for businesses after Regional Centre for Tourism Business Support intervention.

I am really interested in finding out about Quality at Heart. What do I do now?
If you would like to know more about how Quality at Heart could help your organisation, then you can contact the team on 0845 241 8269, info@qualityatheart.co.uk or www.qualityatheart.co.uk.