創(chuàng)造價(jià)值標(biāo)準(zhǔn)能帶來(lái)更大效益
——本刊獨(dú)家專(zhuān)訪ISO秘書(shū)長(zhǎng)羅博·斯蒂爾

Creating value,standards bring more benefits
Exclusive interview of ISO Secretary General Mr.Rob Steele from Q&S

Along with the societal and economic development,standardization activities have been playing an increasingly important role in the fields of public service and societal management.Today,the exchanges and cooperation in international standardization have been more and more extensive and in-depth.How to further improve public service,innovate societal management,and create more values for enterprises with the methods of standardization?With these questions,Quality and Standardization(Q&S)had an exclusive interview with ISO Secretary General Dr.Rob Steele who was visiting Shanghai.

Q&S:Shanghaiisaimingtobeinganinternational metropolis,is committed to the exploration in the standardization research and practices in public service and administration management.In order to help Shanghai government become service-oriented,highly efficient and more transparent,we have developed such local standards as the Administrative Approval and the Administrative Service Center,and have obtained successful results.What is your opinion on this issue?

Mr.Steele:I know in many parts of the world,local government is not particularly well served by the standards community.I think the idea of having relevant standards either adapted or put together to provide guidance for local authorities and local governments is really a good idea.

Q&S:We notice that ISO Strategic Plan(2011-2015) mentions that,ISO will support the demand of the public authority in standard development,and enhance the value of standard supporting public policy,which is one of the Seven Key Objectives to Achieve Global Vision.What will ISO do to achieve this objective?

Mr.Steele:ISO doesn’t have many standards around local government at the moment.So I think this is a very interesting idea for ISO to achieve and develop more.I think it is something we should look at more to be better coordinated and to identify and meet the needs.

And I think it is a combination of new standards perhaps, perhaps taking some of the standards you have developed, maybe other parts of the world have developed,as well as taking some ISO standards.Because I think local administration relies on its environment as well.So how can we use,how can we improve if you like the whole supply chain,the whole value chain that local authorities use and rely on.

Q&S:The value of standard lies in implementation.What is your suggestion about the promotion of the standard implementation?

Mr.Steele:I think simply publishing the standard and telling people the standard is available is not good enough. Having relevant case studies,or areas which clearly show the value of standards to local authorities,is a way to help implementation.We have to have case studies to show thevalue.And we need to do a better job about publicizing them.

Q&S:Shanghai is a large and most cosmopolitan city.Security of the societal operation has always been the stressing focus of the government.During the development of national standards such as City Anti-emergency Plan Draft Guide,we felt it a bit difficult to apply the ISO safety standards,due to that security issues are closely related to the management mechanism and local culture which differs from normal technical issue.In that case,what’s your opinion?

Mr.Steele:I think the standard is voluntary.So it’s up to the country whether it wants to use it or not.Here in China,if you have cultural issues with the standard,then it’s up to you to implement it or not.In terms of publicizing the standard itself,and trying to get people engaged and to use it,I think ISO has the means but could work more closely with those who administer and approve the use of the standard.By that I mean the regulators.

Q&S:SME is the basis with regard to the economic development and social stability.Shanghai standardization information service always pay great attention to the promotion and implementation of standards to Small and Medium-sized Enterprises(SMEs).So what is your suggestion on the acquirement,implementation and involvement of SMEs with standardization activities?

Mr.Steele:First of all,I think it is great what you are doing to help Small and Medium-sized Enterprises(SMEs)to gain access to the information and the value in the standards that you have,so that they can buy the right standard.This is an area where ISO has also done a lot of work.

We have launched a part of the ISO website,specifically for SMEs,where we have put together the information and the guides of the standards that we think would be most useful for SMEs.These are all available on one place now.And people can use the ISO Online Browsing Platform(OBP)to look at the outline of a particular standard.You can see the scope,and the type of content so people have a much better idea of what they want to buy.

We are also looking to how we can provide training to ISO members around how they might get better engaged with industry including SMEs.This is got to include communication around the value of standards.So we have published some very short case studies about SMEs.They show the value of standards to SMEs.

I think SMEs around the world focus very much on the cost of standards.I think we need to do,as standards organizations,we need to say basically,look,if you pay for a standard,whatever it is,you get huge value for that. And the value of that is the significant multiple of the list price.In my country,New Zealand,I used to get this all the time.I used to turn around to the builder,the plumber,or the electrician,and say,come on，for the price of two packs of cigarettes,you are getting a standard, something that’s going to add huge value to your business.

Q&S:We totally agree with you about the value of the standards.Actually,one of the purposes of Quality and Standardization is to enhance SMEs’awareness of standardization,through articulation of the value of the standard.

Mr.Steele:I think that is also what the panels downstairs have said.The market will pay for what something if it sees it has a value.And I think it is up to us to very clearly articulate what the value is.We need to show very straight-forward and very compelling reasons why what we do has value.And I think your panels downstairs have shown that absolutely and very clearly,standards bring value to those who use them,be that in the past,and especially in the present and the future.

隨著社會(huì)、經(jīng)濟(jì)的不斷發(fā)展，標(biāo)準(zhǔn)化在公共服務(wù)和社會(huì)管理領(lǐng)域的技術(shù)支撐和基礎(chǔ)保障作用日益凸顯。在國(guó)際標(biāo)準(zhǔn)化交流合作廣泛深入的今天，如何運(yùn)用標(biāo)準(zhǔn)化理念和手段來(lái)進(jìn)一步完善公共服務(wù)、創(chuàng)新社會(huì)管理，更好地為企業(yè)創(chuàng)造價(jià)值？帶著這些問(wèn)題，本刊對(duì)來(lái)滬訪問(wèn)的國(guó)際標(biāo)準(zhǔn)化組織（ISO）秘書(shū)長(zhǎng)羅博·斯蒂爾（以下簡(jiǎn)稱(chēng)“Steele”）進(jìn)行了獨(dú)家專(zhuān)訪。

本刊：上海以建設(shè)國(guó)際化大都市為目標(biāo)，致力于在滿足公共服務(wù)與行政管理需求層面進(jìn)行探索與實(shí)踐，例如為提高公共服務(wù)透明度和行政效能，先后研制了行政審批、行政服務(wù)中心等方面的地方標(biāo)準(zhǔn)，取得了很好的效果。您對(duì)此如何評(píng)價(jià)？

Steele：據(jù)我所知，世界上很多地方，地方政府并沒(méi)有接收到來(lái)自標(biāo)準(zhǔn)方面的支撐。但是我認(rèn)為，采用標(biāo)準(zhǔn)或?qū)?biāo)準(zhǔn)匯編起來(lái)給地方政府以及行政管理部門(mén)提供指導(dǎo)，是一個(gè)非常好的想法。

本刊：我們了解到，《2011～2015年ISO戰(zhàn)略規(guī)劃》明確提出，在標(biāo)準(zhǔn)制定中支持公共權(quán)力機(jī)構(gòu)的需求，將提高支持公共政策的標(biāo)準(zhǔn)價(jià)值作為實(shí)現(xiàn)“全球愿景的七個(gè)關(guān)鍵目標(biāo)”之一。ISO將如何實(shí)現(xiàn)這一目標(biāo)？

Steele：目前，ISO沒(méi)有許多關(guān)于地方政府的標(biāo)準(zhǔn)。對(duì)于ISO而言，這將是一個(gè)十分有趣的領(lǐng)域，值得我們?cè)谶@個(gè)領(lǐng)域里制修訂更多標(biāo)準(zhǔn),從而更好地協(xié)調(diào)、更好地發(fā)現(xiàn)和滿足需求。

我認(rèn)為這將是一種集成，可能ISO會(huì)采納你們已經(jīng)制修訂的標(biāo)準(zhǔn)，可能會(huì)采納世界上其他地區(qū)制修訂的標(biāo)準(zhǔn)，也可能會(huì)采納一些ISO的已有標(biāo)準(zhǔn)。我們需要關(guān)注在地方行政管理層面，如何使用和改善我們的全供應(yīng)鏈和價(jià)值鏈。

本刊：標(biāo)準(zhǔn)的價(jià)值在于應(yīng)用。ISO對(duì)推動(dòng)這些標(biāo)準(zhǔn)的實(shí)施有什么建議？

Steele：我認(rèn)為如果是僅僅發(fā)布標(biāo)準(zhǔn)，然后告訴大家有這些標(biāo)準(zhǔn)了，還遠(yuǎn)遠(yuǎn)不夠。我的想法是通過(guò)一些十分清晰的案例、或者一些能夠向地方行政管理部門(mén)顯著地展現(xiàn)標(biāo)準(zhǔn)價(jià)值的領(lǐng)域，來(lái)切實(shí)推動(dòng)這些標(biāo)準(zhǔn)的實(shí)施。當(dāng)然，我們還需要更好地宣傳它們。

本刊：上海作為一個(gè)特大型城市，城市的安全運(yùn)行一直是政府重點(diǎn)關(guān)注的問(wèn)題。我們近年來(lái)在承擔(dān)《城市應(yīng)急預(yù)案編制指南》等多項(xiàng)國(guó)家標(biāo)準(zhǔn)研制工作時(shí)感覺(jué)到，轉(zhuǎn)化ISO安全標(biāo)準(zhǔn)有一定的困難，主要是由于“社會(huì)安全”不同于一般的技術(shù)問(wèn)題，與管理體制和本土文化等有密切關(guān)系。您對(duì)此有什么看法？

Steele：首先，我認(rèn)為標(biāo)準(zhǔn)具有自愿性。例如在中國(guó)，如果在標(biāo)準(zhǔn)實(shí)施過(guò)程中遇到一些文化方面的問(wèn)題，由你們自己來(lái)決定是否繼續(xù)實(shí)施這個(gè)標(biāo)準(zhǔn)。其次，從宣傳標(biāo)準(zhǔn)以及促使人們參與并實(shí)施標(biāo)準(zhǔn)方面來(lái)講，我認(rèn)為ISO正在努力和那些能夠決定或同意標(biāo)準(zhǔn)使用的管理者建立密切聯(lián)系，但還可以做得更好。

本刊：中小企業(yè)是推動(dòng)經(jīng)濟(jì)發(fā)展、促進(jìn)社會(huì)穩(wěn)定的基礎(chǔ)力量。上海標(biāo)準(zhǔn)化信息服務(wù)始終對(duì)中小企業(yè)的標(biāo)準(zhǔn)應(yīng)用推廣非常重視。在更好地推動(dòng)中小企業(yè)獲取、實(shí)施和參與標(biāo)準(zhǔn)方面，您有什么建議？

Steele：我十分贊賞你們幫助中小企業(yè)獲取標(biāo)準(zhǔn)信息、了解標(biāo)準(zhǔn)價(jià)值，進(jìn)而幫助他們買(mǎi)到正確的標(biāo)準(zhǔn)。從ISO角度而言，這也是一個(gè)我們投入了大量人力的領(lǐng)域。

我們?cè)贗SO網(wǎng)站上發(fā)布了一個(gè)專(zhuān)門(mén)針對(duì)中小企業(yè)需求的服務(wù)專(zhuān)欄，在這個(gè)服務(wù)專(zhuān)欄中，包含了所有我們認(rèn)為適用于中小企業(yè)的信息和指南，這些都能通過(guò)在線瀏覽平臺(tái)（OBP）集中獲取。企業(yè)可以看到某一個(gè)標(biāo)準(zhǔn)的大綱、具體內(nèi)容和適用范圍，從而幫助企業(yè)更好地了解他們想買(mǎi)的標(biāo)準(zhǔn)。

我們?cè)诳紤]向ISO成員國(guó)提供一些更好地幫助中小企業(yè)的培訓(xùn)，這些培訓(xùn)也將圍繞著標(biāo)準(zhǔn)的價(jià)值展開(kāi)。我們還發(fā)布了一些與中小企業(yè)有關(guān)的案例，專(zhuān)門(mén)向中小企業(yè)展示了標(biāo)準(zhǔn)的價(jià)值。

全世界的中小企業(yè)都十分關(guān)注購(gòu)買(mǎi)標(biāo)準(zhǔn)需要花費(fèi)的成本。作為標(biāo)準(zhǔn)機(jī)構(gòu)，我們需要告訴他們：“如果你購(gòu)買(mǎi)了一份標(biāo)準(zhǔn)，你就獲得了這份標(biāo)準(zhǔn)所創(chuàng)造的巨大價(jià)值?！痹谖业淖鎳?guó)新西蘭，我常常向一些建筑工人、管道工、電氣工程師這樣說(shuō)：“僅僅花費(fèi)買(mǎi)兩包香煙的錢(qián)，你們就將獲得對(duì)你們的工作帶來(lái)巨大價(jià)值的東西?！?/p>

本刊：我們十分贊同您關(guān)于標(biāo)準(zhǔn)價(jià)值的觀點(diǎn)。實(shí)際上，《質(zhì)量與標(biāo)準(zhǔn)化》的辦刊宗旨之一就是通過(guò)展現(xiàn)標(biāo)準(zhǔn)的價(jià)值，提高中小企業(yè)的標(biāo)準(zhǔn)化意識(shí)。

Steele：從你們的標(biāo)準(zhǔn)化浮雕墻可以看到這種理念。我總是在重復(fù)地講標(biāo)準(zhǔn)的價(jià)值，是因?yàn)槭袌?chǎng)最終會(huì)認(rèn)可那些它認(rèn)為有價(jià)值的東西。我們需要采用一些非常直白和有說(shuō)服力的方式，來(lái)講述為什么我們的工作是有價(jià)值的。我認(rèn)為你們的標(biāo)準(zhǔn)化浮雕墻恰好十分清楚地展現(xiàn)了這一點(diǎn)，標(biāo)準(zhǔn)為其使用者帶來(lái)了價(jià)值，無(wú)論過(guò)去、現(xiàn)在抑或?qū)?lái)。