This document discusses a case study of Veikkaus Oy, a Finnish company that won the Finnish Quality Award in 2010. It outlines Veikkaus' approach to quality leadership, which includes an ISO certificate approach for selected processes, using the EFQM excellence framework to document procedures, and promoting a culture of continuous improvement. The company focuses on developing a customer-centric culture through marketing tools like loyalty programs and customer databases. Key aspects of Veikkaus' excellence include establishing a results-oriented culture through leadership, implementing performance management systems, and engaging in an annual EFQM development cycle.

1. AALTO UNIVERSITY
QUALITY LEADERSHIP COURSE
CASE VEIKKAUS
KARRI PAAVILAINEN
VP, STRATEGY AND BUSINESS EXCELLENCE
VEIKKAUS OY

2. Mathematics
+
Technology
+
Marketing
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3. FINNISH QUALITY AWARD 2010
• Veikkaus #1 in the main cathegory
• Strenghts:
– ”Visionary leadership”
– “Strong social responsibility”
– “Strategy to action”
– “People making success”
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4. VISION
Change 2013
In Search of Excellence 2013-2015
2012
Cultural
renewal
Underperformance
High performers
2011
Performance
measurement
Continuous
2010
improvement
2009
New direction
2004 Leadership
2008
ISO standards ESKO
Quality
management Management
Process systems
2005
Case Veikkaus development 2007
25.7.2012 4
2006

5. OUR APPROACH TO QUALITY
• ISO/certificate approach
– Selected service processes/areas
• EFQM frame
– Documented procedures and principles in main EFQM areas
• Culture
– Continuous improvement: set targets - measure - improve
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6. ROLES, RESPONSIBILITIES AND TIMETABLE:
ANNUAL EFQM DEVELOPMENT CYCLE
Annual Annual target
planning discussions
Communicate Follow up of
focus areas focus areas
Decision QUALITY
DEVELOPMENT
Follow-up of focus ANNUAL TIME-
Follow-up
areas TABLE
Preparation EFQM self
of focus assessment
areas EFQM
preparation
6 25.7.2012 Case Veikkaus Second half
planning

7. KEY INGREDIENTS FOR EXCELLENCE
Culture
Customer
Leadership
centricy
Performance
management
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8. CULTURE IS INITIATED BY LEADERS
• Results orientation
– Ability to set clear goals
Sample tools:
– Encourage to aim high •Cultural cornerstones
– Require performance •Personnel questionnaires
• Continuous improvement •360°- reviews
– Empower team members
•Target/development
– Support competence development discussions
– Renew processes •Recruiting
• Interaction •Career development
– Participate others
•Management training
– Give feedback and support •Communication
– Listen and coach
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9. LEADERSHIP DEVELOPMENT
Cultural cornerstones Sample tools:
Leadership culture •Personnel questionnaire
•Multirater evaluations
Individual leader development •Management team self
assessments
Management team development
•Scenarios/simulations
•EFQM framework
Management system development
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10. Organisation
Roles, tasks
Reward
and
system
responsibility
Financial Management Decision
making
planning
system forums
Operative
Processes
planning
Strategy
definition

11. PERFORMANCE MANAGEMENT
VISION SUCCESS
LEARNING
IDEAS
Sample tools:
PROGRAMS
•Target setting
Strategy
REPORTING process •Performance
GOALS
evaluations
SUPPORT STRATEGY
MEASURES Measurement
and reporting
SUPPORT BUSINESS
ACCOUNTABILITY
Annual planning
process UNIT PLANS • Talent management
FIT BETWEEN PARTS
•Low performance
REWARDS Individual BUDGETS process
development
discussion •Reward system
DEVELOPMENT COORDINATION
TARGETS
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12. CUSTOMER CENTRIC APPROACH
Marketing
Sample tools:
•Customer orientation: way
Loyalty program
of thinking
Customer •Customer database and
database market surveys
•Customer analytics
Business processes •Customization of marketing
and customer experience
Customized customer
experience
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13. WRAP-UP: SOME THOUGHTS
• Fact based management is a starting point
• Take care that people work with most important tasks
• Raise the bar every year
• Tackle non-performance early as possible
• Perfect is the enemy of good
• Benchmarking and best practices are for ideas, not for copy-paste
• Make your own interpretation on EFQM framework
• Focus on external results, not internal procedures
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