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A validation Study of House of Quality key performance indicators together with partners who share the philosophy of socially responsible entrepreneurship. From the above described profile we can conclude that De Unie aims to be a trade union that helps its members to develop their personal strengths. Environment The Netherlands has got three trade union confederations: the FNV (Federation of Dutch Trade Unions), the CNV (National Federation of Christian Trade Unions) and the MHP (Trade Union Confederation for Middle and Senior Management). De Unie is, via the union of independent trade organizations, a member of the MHP. De Unie is aware of the fact that we live in a global society. Unions should meet the challenges this brings along. Therefore De Unie is affiliated to Union Network International [UNI], the European Metalworkers Federation [EMF], the International Metalworkers Federation [IMF] and the International Travel workers Federation [ITF]. Organizational structure From eight regional offices throughout the Netherlands, union officials, lawyers and secretaries keep in direct contact with the members of De Unie. The management and service departments are located at the head office “Unieplaza” in Culemborg. At this moment 220 employees work for De Unie. The head office, Unieplaza, has opened her doors in 2003 and has got a deeper function instead of just a building. This Unieplaza acts as a metaphor for De Unie as it stands for transparency and transformation and therefore represents the character and culture of the organization. Culture The culture of De Unie can be best described as an open culture with a high level of collegiality and an open way of communication. The relationship between the employees and the management team is not that open as it is between the employees. There is a high level of top-down decisions that result in some resistance and “fear” from the employees to the management team. Another important issue might be that the chosen policy and direction of the management team is not clear and policies are not always good understood by everyone. The communication between employees and the management team can be described as more formal. The management team is settled in the head office of De Unie in Culemborg and from this fact regional offices have a certain resistance to the “head office” as to their opinion this represents the management. Internal and external trigger An internal trigger for De Unie is that the current organizational structure is used for about twenty five years now. The organizational structure is region bounded (eight region offices and one head 86
A validation Study of House of Quality key performance indicators office) which does not fit with the current situation in our society. The structure will have to be changed into a project or sector-based structure in order to go deeper into the core businesses. De Unie is aware of the change in society and in the way work is going to change in the future. One of the issues mentioned by all interviewed employees is the change from “industrial employment” to “knowledge employment”. Although management of De Unie is aware of this change, they realize that the organization in general still acts as a traditional labor union. Another very important external trigger is the fact that the traditional market of De Unie is shrinking. The number of members is not growing anymore; in fact it is going down for about ten years now. Process The head office Unieplaza is facilitated with flexible workplaces at all departments. People can choose to work in cocoons for effective meetings, concentration rooms and flexible workplaces between colleagues. Secondly working at home is already a common fact at De Unie. A lot of employees, when possible in their function, work one day a week at home. Employees are satisfied about the offered hard- and software which makes remote-working possible. Although there might be some resistance to decisions made by the management, the adoption level of new technologies is perceived to be high. New concepts De Unie is the first labor union in the Netherlands that started with a labor union on the internet; the online union (www.internetvakbond.nl). One of the differences with a labor union in the traditional environment concerns the price of a membership. For the traditional labor union a standard price is set, whereas for the online union members pay a small standard price for which they can get help for one question. After this, members will have to pay for each request separately. In line with the concept of the online union is the concept of www.ruziemetdebaas.nl. This site acts as a sort of platform to discuss (starting) conflicts with the boss. The site is free to access for everyone. Main goal is to give people a deeper understanding about the conflict itself, their position in this conflict, and off course possible solutions. Another new and unique concept, applicable on the site of the online union, is the Medstick. The Medstick is a completely electronic mobile medical database (USB stick) with the same size as a normal credit card. The Medstick consists all the medical information of the owner of the stick. This concept is perfectly in line with the mission of De Unie to find realistic solutions to individual needs and matters relating to work, income and personal development. 87
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