Network, Interact, Learn and Celebrate Success

EFQM Forum 2014 - Brussels, Belgium
20 & 21 October 2014



EFQM Forum Website

2014 Participants


Look who is attending...

The list of attendees will be uploaded on an ongoing basis until the Forum. The registrations open on the 5th of May. Watch this space!




The EFQM Forum programme will feature keynote speakers, panel debates and case presentations. The case presentations will be your opportunity to hear from the EFQM Excellence Award 2014 Nominees and the winner(s) of the 2014 EFQM Good Practice Competition. More details on the programme will be available in due time.



8.30-10.30 - Doors open, registrations and welcome coffee

10.30-10.45 - Welcome/Introduction

Marc Amblard, CEO of EFQM, and Matt Fisher, COO of EFQM, will open the EFQM Forum with a few welcoming words and a short introduction to the event's programme.


Marc Amblard, CEO, EFQM

11.15-12.15 - PANEL DEBATE

12.15-13.30 - Lunch


Keynote : Will Withehorn, Former President of Virgin Galactic

Will Whitehorn joined the Virgin Group as Group Public Relations Manager in 1987. He had previously worked for British Airways, Thomas Cook, and TSB Group plc. Over the next few years he was responsible for presenting Virgin’s joint venture strategy and began to move into a more general management role. Will worked on the strategy to expand Virgin into new areas such as financial services and telecoms. From 1997 onwards, he became part of a team developing the Virgin branded venture capital model for global expansion. In 2000, he was appointed Brand Development and Corporate Affairs Director for Virgin. In 2004 he became President of Virgin Galactic. In 2007 he took on that role in an executive capacity and became Special Advisor to Sir Richard Branson. In 2011, he retired from Virgin. Will is a non-exec Director of Stagecoach Group plc, the Scottish Exhibition & Conference Centre and he is also Chairman of SPEED Communications Limited – a leading technology and consumer media relations company. In March 2013, he resigned from the Science and Technology Facilities Council in order to be appointed as Chairman of the British Government’s Transport Systems Catapult, established by the Technology Strategy Board to develop new transport technology.

Good Practice Case Presentations featuring the Nominees to the EFQM Excellence Award 2014 or the Winner(s) of the Good Practice Competition on Creative Customer Solutions.

15.00-15.30 - Break


Keynote : Paul Hohnen, Sustainability Strategies

Paul Hohnen conducts executive level workshops on embedding sustainability in business strategies and is an expert on materiality and sustainability reporting. Frequently invited to act as a conference facilitator, Hohnen has been a keynote speaker at a variety of high-level global business, government and NGO forums. His work has been featured in mainstream and speciality press and he is a regular contributor to Ethical Corporation magazine and Guardian Sustainable Business. Paul Hohnen has worked intensively since 1975 on a range of global economic, development and environmental issues as a diplomat, international civil servant, Director of Greenpeace International, and Strategic Director of the Global Reporting Initiative (GRI). Now an independent consultant, his clients include governments, intergovernmental agencies, business and non-profit organisations.

Good Practice Case Presentations featuring the Nominees to the EFQM Excellence Award 2014 or the Winner(s) of the Good Practice Competition on Creative Customer Solutions.


The EFQM Excellence Award Celebration Dinner will take place at the Autoworld Museum located in the Parc du Cinquentenaire in Brussels. Shuttles will be provided from the Dolce Hotel to the dinner venue.

Celebration Dinner Programme EFQM Award 2014 Nominees



Structured input to the EFQM Excellence Model 2016


Keynote : Mike Forde, Director of Football Operations at Chelsea Football Club

Mike Forde is Director of Football Operations at Chelsea Football Club, a position he has held since 2007. Mike is responsible for all areas of performance and team operations relating to the first team, including player recruitment; medical; sport science; psychology and performance analysis. Mike is widely recognised as a leading figure in the English Premier League and European Soccer. He is particularly known for innovative methods to create a sustained business model for elite player performance, in the most widely watched and competitive football league in the world. Between 1999 and 2007, Mike was Performance Director for Bolton Wanderers Football Club, also in the English Premier League. Mike has a degree in Sport Science from Liverpool John Moores University and a Masters in Psychology and Sport from San Diego State University. In May 2012 Chelsea achieved their long-held goal of winning the UEFA Champions League. They won the match in a dramatic penalty shoot-out, beating the favourites Bayern Munich in their home stadium.

Good Practice Case Presentations featuring the Nominees to the EFQM Excellence Award 2014 or the Winner(s) of the Good Practice Competition on Creative Customer Solutions.

12.45-14.00 - Lunch


Keynote : Andrew McMillan, Principal at Engaging Service

Andrew McMillan is currently Principal at Engaging Service, specialising in customer experience and employee engagement. He started his career as a management trainee with the John Lewis Partnership at Brent Cross. He quickly moved up through the management ranks and led a number of selling teams in different branches culminating in managing the furniture floor in the flagship Oxford Street branch. From there he moved to the head office to take charge of the department stores' customer-centric Intelligence Team. They act as an internal business consultancy reporting on competitive strategy, product differentiation and value, catchment area demographics for new branches and customer service. In 2000 Andrew was asked to lead on customer service for the department store division. The role not only saw him manage chain-wide customer complaints but develop JLP's market-leading culture and attitude towards customer service and sales with the 20,000 customer-facing Partners in 26 John Lewis shops across the UK. That customer-driven culture is something that has now became synonymous with the John Lewis brand and during his tenure John Lewis won awards for customer service from Which?, Verdict and Retail Week and were frequently cited in the media as a leading customer oriented organisation.

Good Practice Case Presentations featuring the Nominees to the EFQM Excellence Award 2014 or the Winner(s) of the Good Practice Competition on Creative Customer Solutions.

15.30-16.15 - CLOSING KEYNOTE

Dr. Rolf Bulander, Member of the Board of Management, Robert Bosch GmbH

Dr. Rolf Bulander has been a Member of the Board of Management of Robert Bosch GmbH since July 2013. In that capacity, he bears corporate responsibility for quality and divisional responsibility for the Gasoline Systems, Diesel Systems, and Starter Motors and Generators divisions, as well as for the subsidiary Bosch Engineering GmbH. Rolf Bulander was born in Stuttgart in 1958. He is married and has two daughters. He studied mechanical engineering at the University of Stuttgart, graduating in 1984. Following this, he wrote a PhD on tool deformation during extrusion.

16.15-16.30 - Closing the EFQM Forum 2014

After two intense days of networking and learning, we close the conference with a wrap up of the Forum, highlighting the most important learnings.


Meeting room floor plan



Forum 2014 Sponsors

Interested in supporting the EFQM Forum 2014?

Sponsoring the EFQM Forum is to support this event financially and/or through the provision of products or services. Sponsorship is typically done for promotional purposes, to generate publicity or to obtain access to a wider audience.

Key benefits

Sponsorship Packages

For the EFQM Forum 2014, we are proposing 3 packages:

Each package offers the following benefits:

For more information, please contact Vinciane Beauduin at




The EFQM Forum

The EFQM Forum will take place at the Dolce Hotel La Hulpe (Chaussée de Bruxelles 135, 1310 La Hulpe). A number of hotel rooms have been blocked at preferential rates for all delegates in the Dolce. Dolce La Hulpe Brussels is located in the heart of the ancient Sonian Forest creating a tranquil and verdant sanctuary only minutes from the Brussels city centre and the airport (+/-15km from the Brussels City Centre and Brussels Airport). The Dolce La Hulpe provides an "all-in" venue for both the Forum and the hotel accommodations.

Dolce floor plan

How to get to the EFQM Forum venue?

A taxi from Brussels International Airport to the Dolce La Hulpe Brussels will take approx. 25 minutes and will cost about 60 Euros. More information on Brussels Airport:


A taxi from the Midi Station (arrival for Thalys and Eurostar) to the Dolce La Hulpe Brussels will take approx. 30 minutes and will cost about 60 Euros. More information on the Midi station (Thalys & Eurostar):


Celebration Dinner


EFQM Celebration Dinner and Award Ceremony

The Celebration Dinner and Award Ceremony will take place at the Autoworld on Monday 20st of October. (Address : Parc du Cinquentenaire, 1000 Brussels).

Autoworld is located in the exclusive buildings of the Parc du Cinquantenaire, one of the most beautiful locations of our architectonic heritage (built in 1880 and tells the car history from 1886 to the 1970s). With its 250 beautifully preserved and restored cars, it is one of the most impressive collections of Europe and most probably also of the world; this will definitely be an added value to the EFQM Celebration Dinner and the Award Ceremony...

Evening Programme


The 2014 Nominees


The 2014 Nominees


The EFQM Excellence Award 2014 Nominees

The Nominees to the EFQM Excellence Award 2014 will be announced in July 2014.

The winners will be announced during the Celebration Dinner at the EFQM Forum in Brussels on 20 October 2014.  Don't miss the opportunity to discover it in real-time! Click here for more information.


General Information


A few words about BRUSSELS

Brussels, officially the Brussels-Capital Region, is the capital and largest city of Belgium and de facto the capital of the European Union (EU). It is also the largest urban area in Belgium, comprising 19 municipalities, including the municipality of the City of Brussels, which is the de jure capital of Belgium, in addition to the seat of the French Community of Belgium and of the Flemish Community.

Brussels has grown from a 10th-century fortress town founded by a descendant of Charlemagne to a sizeable city. The city has a population of 1.2 million and a metropolitan area with a population of over 1.8 million, both of them the largest in Belgium. Since the end of the Second World War, Brussels has been a principal centre for international politics. Hosting principal EU institutions and the headquarters of the North Atlantic Treaty Organization (NATO), the city has become the home of numerous international organisations, politicians, diplomats and civil servants.

Brussels’ architecture is diverse, and spans from the medieval constructions on the Grand Place to the postmodern buildings of the EU institutions.

Main attractions include the Grand Place, since 1988 a UNESCO World Heritage Site, with the Gothic town hall in the old centre, the St. Michael and Gudula Cathedral and the Royal Palace of Laeken with its large greenhouses. Another famous landmark is the Royal Palace.

The Atomium is a symbolic 103-metre (338 ft) tall structure that was built for the 1958 World's Fair. It consists of nine steel spheres connected by tubes, and forms a model of an iron crystal (specifically, a unit cell). The Manneken Pis, a fountain containing a bronze sculpture of a urinating youth, is a tourist attraction and symbol of the city.

Other landmarks include the Cinquantenaire park with its triumphal arch and nearby museums, the Basilica of the Sacred Heart, Brussels Stock Exchange, the Palace of Justice and the buildings of EU institutions in the European Quarter.

For more information :

For weather forecast :

The official currency in Belgium is the Euro (€).

All EU Countries including Switzerland, Croatia, Israel, Japan, Australia, New Zealand, most of the countries of North and South America only require a valid ID or passport to enter Belgium. However, if you are not sure, please contact your local Belgian Consulate.

For information regarding the technical programme and sponsorship please contact:
EFQM - Vinciance Beauduin -


Meeting Rooms


Venues floor plans


The EFQM Forum plenary room is located on the ground floor, as shown in the image below.



The Celebration Dinner, held at the Autoworld Museum, will take place in the Mezzanine, and the cocktail drinks in the museum itself (blue carpet).

Table assignment: Your table number is on your dinner ticket. Please bring it with you. A table plan will be provided in due time.


Follow @EFQM



25 Years of Excellence


2014 is a special year for EFQM; it's our 25th anniversary...

As with all anniversaries, one has to pause to reflect on the past and consider what has been achieved. The decision to form EFQM was taken by the CEOs of 14 leading European companies, with Jacques Delors, then President of the European Commission, as the catalyst. The "total quality management" movement, started in Japan in the late 1950s by Demming, had seen first Japanese and the American companies gaining a competitive advantage, both in terms of cost and quality. Europe was falling behind. A quick look at the current economic situation might have you scratching your head and wondering what's changed...

Back in 1989, few companies conducted regular surveys to understand the customer experience. Even some of those that did did not have processes in place to analyse and understand the feedback obtained, let alone use it to improve the products and services they provided. Now it is the companies who do not who are in the minority... If they are still in business.

Employee surveys, and supporting policies and processes for employee appraisal, development and advancement were even more of a novelty. Opportunities for "workers" to get involved in improvement activities were limited at best and as for providing ideas, suggestions and input to the company strategy? Forget it.

And when the EFQM Model was released with the mysterious Criterion 8, then called "Impact on Society", few could see the relevance to companies. Nowadays, "Corporate Social Responsibility" and "Sustainability" have become the norm...

Perhaps the greatest changes we've seen in the last 25 years have happened in the public & non-profit sectors. During this time, many of the tools, techniques and even language that were previously the preserve of the private sector have become common place in the public sector. Even 5 years ago, talking about "Business Results" in the public sector would not have been accepted. The pressure to provide "value for money", accelerated by budget cuts following the global economic crisis, has awoken in many the need to take a more commercially minded approach.

And so, turning to the future... What's next? The learning from the 500+ assessments carried out in the EFQM Levels of Excellence scheme each year tells us that it's no longer about whether an organisation "does something", the vast majority of organisations have customer surveys, employee appraisals, process models, strategic plans and the other key enablers. The focus now is not on what they do, it's how well they do it.

The RADAR is a key tool for both our Assessors and the organisations they assess. It is an organisations ability to anticipate and adapt, to learn and improve, to innovate and create that now makes the difference... And how rapidly they are able to execute the changes required to make ideas a reality.

Yes, looking back over the last 25 years, I think we can be proud of the progress made and prouder still that the EFQM Excellence Model is as relevant and powerful now as it has ever been. And, looking forward, I think the excellence community has the tools, capacity and opportunity to make an even bigger difference in the next 25 years... Are you up for the challenge?