Meningkatkan Daya Saing
Oleh Dr. Beni Bevly
Seperti yang diketahui bahwa pemimpin di Washington, DC, di Tanah Seberang sering mendapat tantangan dari mitra bisnisnya, terutama dari Eropa, Jepang, Korea dan China. Sementara itu, tantangan yang tidak kalah ganasnya juga datang dari dalam negeri. Untuk itulah, pemerintahan Paman Sam – yang dikenal sebagai pemerintahan kapitalis dan membatasi diri untuk mencampuri kegiatan bisnis swasta – terpaksa turun tangan dengan memberikan dukungan berupa gudelines dan penghargaan untuk meningkatkan daya saing pebisnis dalam negeri.
Salah satu dukungan yang diperlihatkan adalah dengan memberikan the Malcolm Baldrige National Quality Award berdasarkan the Malcolm Baldridge National Quality Improvement Act of 1987 – Public Law 100-107. Proses dan kriteria pemberian quality award ini banyak ditiru oleh negara maju lainnya, termasuk Jepang. Agaknya, tidak ada salahnya jika para pebisnis dan pemerintah di Tanah Air mengintip program ini dan melihat kemungkinan penerapannya.
Kembali ketantangan bisnis di Tanah Seberang, ambillah contoh industri automobile. Sudah bukan rahasia lagi bahwa General Motors Company (GM) – perusahaan mobil terbesar di dunia yang berpusat di Detroit dan berumur lebih dari 100 tahun dengan 235.000 karyawan – jatuh bangun karena lobi perusahaan minyak. Kualitas mobilnyapun kalah dibandingkan dengan mitra bisnisnya dari luar negeri.
Perusahaan minyak di Tanah Seberang dengan modal yang luar biasa besarnya mampu mempengaruhi GM untuk tidak perlu memproduksi mobil dengan fuel-efficient. Bagi perusahaan minyak, semakin banyak bahan bakar yang dibutuhkan untuk operasi mobil adalah semakin baik, karena penjualan bahan bakar mereka akan lebih laku. Sementara mutu mobil pesaingnya dari Eropa, Jepang dan China semakin meningkat. Maka tidaklah heran jika Gas Emission Standards dari nergara China, European Union, Australia, Canada dan Jepang jauh di atas AS. Bahkan karena standar ini, AS mengalami kesulitan untuk menjual mobilnya di China.
Mencium gejala seperti ini, ternyata pemerintahan AS tidak tinggal diam. Pada 20 Augutus 1987, Presiden Ronald Reagan menandatangani the Malcolm Baldrige National Quality Improvement Act of 1987 – suatu program yang mengambil nama mantan Menteri Perdagangan, Malcolm Baldrige – yang betujuan untuk meningkatkan kualitas produk, produktitas dan profit sehingga diharapkan daya saing meningkat yang pada akhirnya berimpak positif pada pertumbuhan ekonomi dalam negeri.
Kini kategori Malcolm Baldrige National Quality Award mencakup bidang manufacturing, service, bisnis kecil (yand memiliki kurang dari 500 karyawan full time), pendidikan, kesehatan, dan nonprofit organization. Secara khusus, the Baldrige Criteria for Performance Excellence dipergunakan sebagai bahan assessment dan improvement tool yang telah dicetak dan didistribusikan lebih dari dua juta copy secara luas.
Tujuh garis besar kriteria the Malcolm Baldrige National Quality Award yang telah melatih lebih dari 30.000 orang penguji sejak berdirinya terdiri dari:
Pertama, leadership. Kriteria ini menguji bagaimana tindakan pemimpin senior di suatu organisasi menuntun dan mempertahankan organisasi. Juga diuji bagaimana organisasi tersebut memenuhi legal, ethical, dan tanggung jawab sosial dan dukungannya terhadap komunitas di sekitarnya.
Kedua, strategy planning. Kriteria ini menguji bagaimana suatu organisasi merumuskan strategic objectives dan action plans. Selain itu, juga diuji bagaimana pengaplikasian dan perubahannya sesuai dengan tuntutan linkungan, dan bagaimana mengukur kemajuan penerapan strategy planning ini.
Ketiga, customer dan market focus. Kriteria customer dan market focus menguji bagaimana suatu organisasi berinteraksi dengan pelanggannya untuk kesuksesan jangka panjang marketplace, termasuk bagaimana organisasi tersebut membagun kultur customer-focused. Ia juga menilai bagaimana organisasi ini mendengarkan suara pelanggannya dan menggunakan hasil interaksi ini untuk memperbaiki dan mengenali kesempatan ini untuk berinovasi.
Keempat, measurement, analysis, dan knowledge management. Kriteria ini menguji bagaimana suatu organisasi menseleksi, mengumpulkan, menganalisa, memanage, dan memperbaiki data, informasi, dan asset pengetahuan dan bagaimana memanage teknologi informasinya. Ia juga menguji bagaimana suatu organisasi mereview dan menggunakan hasil review itu untuk memperbaiki performancenya.
Kelima, workforce focus. Kriteria workforce focus menguji bagaimana suatu organisasi berinteraksi, memanage, dan mengembangkan workforce (tenaga kerja) mereka dengan potensi penuh sesuai dengan misi, strategi, dan action plans. Ia juga menguji kemampuan organisasi mengassess kapabilitas tenaga kerja dan kebutuhan kapasitas, dan membangun suatu suatu lingkungan kerja dengan performance yang tinggi.
Keenam, process management. Kriteria ini menguji bagaimana suatu organisasi mendesain sistem kerjanya dan bagaimana organisasi ini mendesain, memanage, dan memajukan kunci utama dari proses sistem kerjanya untuk menghasilkan nilai yang bersifat orientasi pada pelanggan, dan mencapai kesuksesan dan ketahanan organisasi. Kriteria ini juga menguji kesiagaan suatu organisasi dalam kondisi darurat.
Ketujuh, results. Kiteria ini menguji performance dan kemajuan suatu organisasi dalam semua key areas, yang mencakup outcomes: customer-focused, financial dan market, workfoce-focused, process effectiveness, dan leadership outcomes. Tingkat keberhasilan ini diuji dan dibandingkan dengan keberhasil pesaing mereka dan organisasi lainnya yang menawarkan produk yang serupa.
Sejak dimulainya Malcolm Baldrige National Quality Award pada tahun 1987, perusahaan yang berpartisipasi dan keluar sebagai pemenang antara lain Motorola, Xerox, Cadillac, Milliken, Federal Express, dan IBM. Perusahaan-perusahaan ini telah menjadi role model untuk perusahaan lain dalam menerapkan program total quality managementnya sendiri.
Siapkah pemerintahan dan pebisnis di Tanah Air menerapkan hal seperti ini?
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Dr. Beni Bevly adalah penulis buku Managing For Profit Organizations in the Flatter World. Ia bisa dijumpai di www.overseasthinktankforindonesia.com. Artikel ini pernah diterbitkan oleh majalah Duit! dalam bentuk cetak.
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