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Think quality.

When ASAE's Annual Meeting Advisory Committee brainstormed ideas for the 1992 meeting, August 29-September 2 at INFORUM/Atlanta Market Center, members quickly agreed on a theme: "New Thinking for the Quality Age."

"We're all witnessing an increased demand among our members to consistently meet their high expectations the first time and every time," explains Advisory Committee Chair Gene Dyson, CAE. "These new challenges will require us to manage things differently. Those organizations that understand the principles of total quality management have a better chance of surviving in today's extremely competitive environment. [The committee] wanted to play a part in teaching associations about this new management philosophy."

At the meeting's opening general session, Michael Eisner, chairman and CEO, The Walt Disney Company, Burbank, California, will set the stage for ASAE's meeting by sharing his views on quality and excellence in one of America's most visionary companies.

Talking quality

A number of presenters will share their quality experiences. One, Curtis Plott, CAE, executive vice president, American Society for Training & Development, Alexandria, Virginia, first heard about total quality management about IO years ago while he was visiting an automobile manufacturing plant in Tokyo, Japan. As he walked through the facility, Plott saw clear, concise company goals and the progress toward those goals posted on wails in the lobby, hallways, conference rooms, and so forth.

"It was obvious that this company had a very different way [from the United States] of organizing and focusing on work and a high degree of involving employees to help solve day-to-day problems," says Plott. When he visited Japan, Plott didn't know his own organization would implement this same management philosophy a few years later.

Plott--along with four association colleagues--will share insight into this new management system during a session tided "Total Quality Management: New Thinking for Associations." By sharing their experiences, panelists will help other associations better understand the total quality management philosophy and provide concrete examples of how their organizations made the decision to implement quality, trained staff, and instituted the process. To whet your appetite for this intriguing session, three of the panelists share their stories here.

Making the decision. In January 1990, the president of the American Dental Association, Chicago, gave his top senior managers a challenge: to investigate whether quality management was appropriate for their organization. ADA Membership Services Director Karen Hoyt says managers formed an ad hoc committee and conducted research--such as speaking with for-profit organizations-- to learn about the total quality management concept. Next the committee communicated what it had learned and requested information through a two-page survey of ADA's 400 staff members.

"We wanted to know if staff thought the management style could work here-- you just can't drag people into this," explains Hoyt. A thumbs-up signal from nearly 90 percent of employees and the commitment from top management set ADA's quality management program in motion.

Training staff. Five staff members at the Chemical Manufacturers Association, Washington, D.C., completed a four-day training program on quality management and began training CMA staff last March. The course consists of 20 hours of instruction: A group of 20 people attends one two-hour session per week for 10 weeks. As part of training, participants work through real CMA problems--such as handling misdirected telephone calls-- and offer solutions to how the particular process could improve, according to Langley Spurlock, CAE, CMA's assistant vice president of technical services and director of the CHEMSTAR division.

CMA has also instituted a variety of measures--such as a 15-minute videotape that explains total quality management and a "Quality Corner" column that runs in the association's in-house newsletter-- to keep the quality idea in front of staff.

Implementing the proms. Jim Dalton, CAE, deputy executive director, National Society of Professional Engineers, Alexandria, Virginia, recalls the days when staff members who worked in NSPE's in-house print shop had to make endless telephone calls to employees to clarify information submitted for print jobs. When NSPE implemented its quality program, one of the first things it tackled was determining why so many calls were being made.

The association tracked for 2 1/2 months the number of and reasons for callbacks. The association found that many of the 250 follow-up inquiries were the result of a poorly designed print questionnaire. "The print shop found that it was not asking the right questions of those submitting print jobs," explains Dalton. "By redesigning the job jacket questionnaire, we reduced callbacks by about 80 percent."

These insights are just a few of the scenarios panelists will describe during their provocative session. Another session panelist, Paul E. Borawski, executive director of the American Society for Quality Control, Milwaukee, shares in this month's cover story the quality implementation process used at his organization. If you aren't able to make this session, there are plenty more quality-focused sessions. Here's a sampling.

* "The Beachmarkiag Clearinghouse: Helping You Measure Products, Services, Programs Against 'Best Practices.' "C. Jackson Grayson, Jr., chair, American Productivity and Quality Center, Houston, describes the benchmarking clearinghouse his association established to help organizations measure their activities against the best practices in the world.

* "Quality Tools of the Trade: Charts and Diagrams." Harrison Coerver, president, Harrison Coerver & Associates, Kansas City, Missouri, discusses the tools needed for visualizing the processes to help pinpoint problems and seek improvement.

* "Bringing Out the Best in Your Team to Create a Quality Organization."

Marsha Ostrer, president, Ostrer & Associates, Inc., Silver Spring, Maryland, teaches participants how to group people in your organization so that productivity and staff satisfaction increase.

* "Organizational Alignment: Is Your Association 'Fit' for Quality?" Are your association's formal structures and informal processes creating unnecessary obstacles to your success? How well matched are your organization's resources, systems, and competencies with what you are asked to accomplish? How prepared are you to change, where do you change, and how do you manage the change? Glenn Tecker, president and CEO, Glenn H. Tecker Consultants, Trenton, New Jersey, will help organizations identify whether they have the necessary ingredients to implement a quality program.

In addition to these quality sessions, the annual meeting has more than 85 educational offerings; among the topics offered are personal development, small associations, technology, insurance, and internationalism (see sidebar, "Educational Sessions").

Additional highlights

Other special events include

* "CEO Boot Camp"--a three-hour session taught by Wilford Butler, CAE, president and CEO, Butler Consulting Group, Indianapolis; Janet Crane, CAE, executive director, International Association for Financial Planning, Atlanta; and Chuck Rumbarger, CAE, chair, Association Management Group, Arlington, Virginia-will teach CEOs with a maximum of three years of experience how to handle old staff loyalties, prepare for officer transitions, and identify future leaders.

* Friends and colleagues will gather at the CAE reunion breakfast to renew acquaintances while enjoying an elegant breakfast and listening to Haynes Johnson, a Pulitzer Prize-winning columnist for The Washington Post and a frequent guest on the PBS television program Washington Week in Review.

* Stephen Covey, author of Seven Habits of Highly Effective People, will reveal a step-by-step pathway for living with fairness, integrity, honesty, and human dignity principles that give us security to adapt to change and the wisdom and power to take advantage of the opportunities that change creates. Marriott Hotels, Resorts & Suites, Bethesda, Maryland, is sponsoring Covey's "Embracing Quality in Your Personal and Professional Life"--the general session on Monday, August 31. Wednesday's general session will feature Catherine Crier, broadcast journalist, Cable News Network, Atlanta, who will explore several major social issues affecting society.

* The ASAE Foundation will kick off the annual meeting with its second annual "Club Energy Dance Party" Sunday, August 30. Partygoers will dance and mingle from 9:30 p.m. to 1 a.m. You may purchase tickets--$75 per person--at the meeting or in advance by calling Sarah Varner, (202) 626-2830. In addition, the foundation will continue its tradition of hosting a silent auction. Attendees may bid on exciting vacation packages called 'Prime Time Destinations." A Superbowl '93 weekend--including round-trip airfare, luxury accommodations, and football tickets--is among the exciting packages. Proceeds from the activities enable the foundation to further its future-oriented association management research and educational activities.

* Save time to visit ASAE's Association Market Center-located in INFORUM/ Atlanta Market Center--to learn about various products and services used by association executives. In addition to destination and meeting-related exhibits, more than 700 booths will offer information on desktop publishing, insurance and financial services, consultants, and so forth. The association market center will be open Sunday through Tuesday.

* The Georgia Society of Association Executives, Tucker, and its host committee will sponsor a hospitality lounge in which attendees may sit and relax. GSAE members will also greet and welcome meeting attendees at the airport.

* Some of the exciting social events: on Sunday, an Olympic-theme party-- featuring activities reminiscent of the global games--at the newly opened Georgia Dome; on Monday, a party at The Underground--an underground mecca of nightclubs, trendy shops, and restaurants lining the original streets of Atlanta; and on Tuesday, "Pops in the Park," an outdoor picnic party in Cobb County where you can sample delicious southern cuisine, dance to '60s tunes--by the Platters, the Diamonds, and the Shirells--and watch artisans create their work. ASAE has also designed special activities for the children, guests, and spouses of meeting attendees.

* The Association Management Companies' Educational Forum--a 3 1/2-hour program designed for principals and officers of association management companies-will cover a host of issues, such as implementing total quality management, communicating with clients, and marketing your company.

* The CEO Forum and a philanthropic conferance--for executives who manage community, health, and public service organizations---each offer thought-provoking programming to targeted audiences. And an international conference, during which ASAE will recognize international award winners and offer targeted sessions, rounds out the annual meeting's special offerings.

Patricia A. Mascari is senior editor of Association Management.

It's Not Too Late

Were you able to solve the puzzle on the first page of this article? Solving the puzzle just required you to change the way you would normally approach the puzzle. You had to be willing to think differently.

Now that you've devoted your energy toward solving this puzzle, take a little more time to register early for ASAE's 72nd Annual Meeting & Exposition--a forum that will offer many educational sessions that will encourage and challenge you to think differently. Here is a list of early-bird fees, followed in parentheses by the cost after August 7.


Full convention, August 29-September 2 (the week before Labor Day):

ASAE member, first registrant from an association, $375 ($425). Second or third member from same association, $295 ($350). Fourth or more member from same association, $225 ($295).

Nonmember, first registrant from an association, $450 ($495).

Second or third nonmember from same association, $395 ($450).

Fourth or more nonmember from same association, $B50 ($395).

Daily fees

Member, $140 ($165).

Nonmember, $165 ($190).

Spouse or guest, $275 ($295).

Youth or teen, $195 ($225).


For information, call (202) 626% 2767; to register by telephone, call 626-2766. Mail registration form to ASAE 72nd Annual Meeting & Exposition, 1575 Eye St., N.W., Washington, DC 2001)5, or fax to (202) 3718315.

Educational Sessions

Saturday, August 29

* Controlling Stress and Anxiety

* The Leadership Challenge in Personal and Professional Change

* Listening: The Leaders' Skill

* How to Balance Your Kids, Your Spouse, and Your Life

Sunday, August 30

* Total Quality Management: New Thinking for Associations (Parts 1 & 2)

* Managing With Limited Resources

* Managing a Really Small Association

* Main Street Meets the World

* Nine Descents of The Spirit (Parts 1 & 2)

* When Your Integrity Is on Trial, Your Job Is on the Line

* State Government Relations Issues Grab Bag

* How to Find Out What Your Members/Customers Expect From Your Association

* "Models" for Managing Diversity

* Who's Getting the Top ,robs? Why Shouldn't It Be You?

* Maximizing Trade Show Return on Investment

* Firing Line... What to do About Association Legal Risks

* Thunderbolt Thinking: A Powerful Business Tool for the New Age

* Reaching Beyond Limitations: Finding Comfort in a Sea of Change

* How to Develop a Safetty Program for Your Association Headquarters and Members

* Going International

* Servicing Your Overseas Members

* POWER: Managing It Effectively

* Customer Service = Member Satisfaction = Retention

* Maximizing Ad Sales During Tough Times

* Establishing a Certification Program

* Meeting Planners and Convention Services Managers: Both Sides Share Cost-Savings Strategies

* Maximizing Financial Resources in the Small Association (for staffs of seven or fewer)

* ASAE's Non-qualified Compensation Program--Can It Work for You?

Monday, August 31

* The Benchmarking Clearinghouse: Helping You Measure Your Products, Services, Programs Against "Best Practice"

* The Quality Movement: Improving the Efficiency of Your Membership Operations

* Streets and Travel Smarts

* Change ... Enemy or Ally?

* How Computers Bring the Office to the Home (hands-on demonstration)

* Interactive Remote Training for Your Members (hands-on demonstration )

* The United Nations and Associations

* A Blueprint for Going Global

* How to Make Convention Social Functions Valuable for Your Members

* Everything You've Always Wanted to Know About Running a Small Association

* National Health Care Legislation: What's Next?

* Mastering the Art of Self Renewal

* Managing Commitment in the Midst of Change

* Your Significant Others: Building Great Board Relationships

* On the Other Side of the Recession...

* Quality Tools: Charts and Diagrams

* Using Meetings to Manage Change

* Global Communication Programs: Best Practice

* The Japanese Association: Partnership With Asia

* ASAE Fellows in Raw Controversy

* The Quality Movement: Improving Your Conventions and Expositions Operations

* Making Your Direct Mail Pieces Stand Out

* Working With Volunteers in the Small Association (staff of seven or fewer)

* New Sources of Nondues Income

* The Quality Movement: Improving the Value of Your Education Programs

* IRS Corporate Sponsorship Update

* Multiple Employer Trusts (METS) and Multiple Employer Welfare Arrangements (MEWAS)--Where Are They Going?

* Successful Negotiation Strategies to Increase Sales

Tuesday, September 1

* Bringing Out the Best in Your Team to Create a Quality Organization

* Upgrading Your Checkbook Members to Improve Retention

* Avoiding Legal Pitfalls When Negotiating Contracts for Meetings and Expositions (Parts 1 & 2)

* Joint Ventures: A New Way of Thinking

* Association Liability

* The Healthy Organization: Eight Strategies to Develop People, Productivity, and Profits

* High Performance Service

* Legal Aspects of Human Resources Management (Parts 1 & 2)

* Power Shift: Federal Government to State Capitals

* Organizational Alignment: Keeping Quality on Track

* Salary Administration

* All You Wanted to Know About the IRS Form 990/990T

* Issue Forecasting

* Generating Revenue From Your Association Insurance Programs

* The Quality Movement: Improving the Efficiency of Your Communication and PR Operations

* Convention Creativity on a Low Budget

* The Art of Thinking: A Self-Assessment Tool to Increase Brain Power

* Maximizing the Mini Staff

* Marketing Your Certification Program

* Associations and Real Estate Opportunities

* Organizational Alignment: Is Your Association "Fit" For Quality?

* Breaking the Glass Ceiling

* Boards That Make a Difference: A New Design for Leadership

* Negotiation: Winning With People
COPYRIGHT 1992 American Society of Association Executives
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1992, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

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Title Annotation:total quality management
Author:Mascari, Patricia A.
Publication:Association Management
Date:Jun 1, 1992
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