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The green thread at Ginzinger
In discussion with the owners to refocus the employees' vision, mission and values at Ginzinger electronic systems.
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In September 2024, a special event for employees took place at Ginzinger electronic systems: “The green thread in the company”. The goal of the event at the Raschhofer Brewery in Altheim was to deepen employees' knowledge of the vision, mission and values of Ginzinger electronic systems and to strengthen their motivation for joint action.
World Café Workshop
At a World Café workshop, they worked together on questions of vision, mission and values, desires and ideas for better cooperation in order to sharpen their common focus. We talked to the family owners, Tanja and Herbert Ginzinger, about the background and goals of this initiative.
The “green thread” as a guideline
Why is it necessary to focus within the company?
Tanja Ginzinger: “It's not about reinventing the company, but about a necessary focus. Due to the rapid growth in recent years and the high fluctuation, our core values have partly been pushed into the background. While long-standing employees still know the values, new colleagues have often not yet been sufficiently brought on board and integrated into the ‘Ginzinger boat’. The “green thread” is intended to provide us with a clear orientation and to convey the vision, mission and values of Ginzinger electronic systems.”
The presentation and the subsequent exploration of the “green thread” at the World Café clarified the common direction and synchronized the employees with the shared values. The presentation and materials for “Mission – Vision – Values – the green thread at Ginzinger” are designed so that employees, as well as future employees, can quickly identify with the company's purpose and their own contribution to it.
The starting signal
The idea for the refocusing emerged at the end of 2022 in the context of an EFQM assessment, a quality management approach that aims to put the satisfaction of all stakeholders – customers, employees, suppliers and partners – at the center.
Tanja Ginzinger: “It became clear that in many areas of the company there was a lack of clarity about the actual purpose of what we do. So we had to take steps to dispel any doubts. Surveys among employees also confirmed this and led to an intensive examination of the issue.”
What is our common goal?
Tanja Ginzinger: “It is important that we all understand the meaning and purpose of our work in the company and know how we contribute to our shared success. Our goal is clear: our customers are always at the center of all our activities. The green thread, which is also part of the updated mission statement, provides clear answers to questions about the company's direction and shows that our customers always come first.”
What role does Hoshin Kanri play in this?
Our vision is supported by the proven management tool Hoshin Kanri. Hoshin Kanri is the ideal tool because it enables every employee to actively participate in the implementation of our corporate goals. The annual goals are structured on the basis of our six defined mission signposts and precisely tracked using Hoshin Kanri to make milestones clear and measurable. All in line with our mission slogan “Converting challenges into solutions”.
How do Ginzinger's customers benefit from this?
For us, customer satisfaction and orientation are not just goals, but the cornerstones of our daily work. We see ourselves as partners to our customers and consider it our job to support them with outstanding service and innovative solutions. Our customers benefit from our even greater focus on quality, efficiency and customer satisfaction.
“Our service for our customers is our top priority. The “green thread” sharpens our awareness of how to understand and solve our customers' concerns more quickly and efficiently. The focus is on consistent, unconditional customer orientation. Service is the greatest asset at Ginzinger electronic systems.”
Looking ahead
By working through the given questions at the World Café workshop, the employees had the opportunity to directly engage with the vision, mission and values of Ginzinger electronic systems, to get directly involved and to point out any ambiguities, which were then clarified.
“This 'back-to-the-roots' approach is continuously being pursued. Since the company was founded in 1991, the goal has remained unchanged, but the meaning of what we do is now even clearer. It is important to us to instill a strong sense of quality and cost awareness in the minds of all employees in order to continue to grow together and to be excellent. Managers play a particularly important role here, and we support them with training measures,” says Tanja Ginzinger.
The refocusing is a comprehensive, far-reaching initiative at Ginzinger electronic systems that runs like a green thread through the entire company. The aim is to clearly communicate the vision, mission and values within the company, to strengthen the focus on the customer base and to ensure that all employees know how they can contribute to the company's success.
A big thank you to Tanja and Herbert for the conversation!