Kwinta congress 2017: Does measuring matter?

28 november 2017
ICC Ghent, Ghent

Does measuring matter? This is the theme of the VCK Conference which this year will take place on Tuesday, November 28, 2017 at the ICC Ghent.

Nederlandstalige versie

Does measuring matter?

“Measuring matters” is the quality manager’s mantra. Whether we are talking about measuring customer satisfaction, determining KPIs for a new strategy or rolling out a project on quality culture: measurements, to gain knowledge, are always involved.

But measuring is not a goal in itself. And often even makes us lose sight of what we are actually measuring. Measuring only matters, if you know what you are measuring. The conference will present you with critical reflections about measuring and we will demonstrate some good practices that you can use.


The conference will last the whole day and is concluded with the presentation of the Kwinta Business Excellence Award 2017 and a celebratory reception.

Throughout the day you will be able to meet with fellow-quality managers during the coffee breaks, the lunch and the reception at the end of the event. All drinks and food are obviously included in you registration fee.

8:30 a.m. Welcome and start of the networking game
9:30 a.m. Conference opening by An Kint (director at VCK)
9:35 a.m. Engelstalige sessieAntoon Vandevelde (KU Leuven): Quality measurement in labor relations
10:15 a.m. Engelstalige sessieMatters of Measurement
10:30 a.m. Coffee break
11:00 a.m. Engelstalige sessieWilly Vandenbrande: Quality by Quantity: Absurdism in the 21st Century
11:40 a.m.

Engelstalige sessieMatters of Measurement

11:55 a.m. Workshops:
  • Sofie-Ann Bracke: What does your face tell us?Engelstalige sessie
12:55 p.m. Lunch
2:15 p.m.


  • Engelstalige sessieSofie-Ann Bracke: What does your face tell us?
4:15 p.m. Coffee break
4:45 p.m. Award show: Kwinta Business Excellence Award 2017
6:00 p.m. Closing drink
7:00 p.m. End

Conference partners

BQA Knowliah

Lab support



Quality measurement in labor relations

Wages and work relations are the result of bargaining between employers and employees and are contractually fixed. However, as George Akerlof, one of the first Nobel prize winners in economics, has explained,  work relations are also partial gift exchanges. This is all the more true in a knowledge economy.

Commitment, intrinsic motivation, trustworthiness, the capacity to build up a good relation with clients or patients, all this is utterly important, but hard to specify within a labor contract. We need trust when command is failing and when controls are deficient.

Bureaucratic controls and monetary incentives always threaten to crowd out intrinsic motivation.Does this mean that measurement of the quality of work performances is taboo? I do not think so, but one should strike the right balance between trust and control.
Antoon Vandevelde is full professor at the Institute of Philosophy of KU Leuven. He has been trained as an economist and as a philosopher. His research is situated in the field of economic ethics and political philosophy, with many publications, for instance  on problems related to social justice, scarcity in health care, ethics of migration policy.

Understanding, what hasn’t been said – measuring, what can’t be weighted (Benedikt Sommerhoff)

Benedikt Sommerhoff has been working for the German quality association DGQ for 17 years now. He got his PhD in 2012 with a study on the transformation of the profession of a quality manager.

  • How to use Design Thinking approaches to understand the basic user need in order to create radically new ideas
  • How to measure and develop customer loyalty instead of just satisfaction

I will introduce the Design Thinking methodology, especially its focus on understanding customer need(s). In the second part I will introduce a methodology to measure emotional customer loyalty.


Looking at measurements from a different perspective (Jos Borremans)

Jos BorremansJos Borremans is Senior specialist organizational Development/leadership at Volvo Car Gent. After his workshop you will have a whole different idea about measuring.

Together with the other participants of the workshops and Borremans you will explore the value of measuring, the dangers of measuring, the pleasure of measuring, the illusion of measuring, the options for better knowledge, alternatives measuring methods, measuring and our conscience.

Why do we actually measure things? Are we looking for quality and essence? Do we really see things better by measuring? You know the answer. In short: a lot of bath water, but we don’t want to throw out the baby.

Measuring is not the only thing that matters (Hans Van Heghe)

Yes, measuring does matter. But as is often the case we probably miss the traditional non-measurable 80% beside the 20% measurable elements. A gigantic amount of knowledge and information is contained in the unorganised bits, the communication, the discussion between people, which is not sufficiently or not at all considered in measurements.

Those unstructured communication flows often contain much more knowledge than the traditional measurable elements. The challenge for a next level of knowledge is this unstructured information and making flows of information intelligent and understandable.
AI, Big Data, Cognitive Computing, semantics … are techniques which can also be used in a quality context, and which lead to new indicators and instruments for the quality manager: early-warning-signals, management-by-exception …  Those indicators and ‘measuring’ are still new today, and will tomorrow be a part of our digital workplace.

Hans Van Heghe, has already worked for 20 years the ‘unstructured’ business with advice, methods and technology and provides insights in the next Level of knowing.

In this session you will get an overview of today’s possibilities which will start to gain momentum in the near future. Besides concepts practical examples will also be dealt with, for example the Ebola crisis with Doctors without Frontiers.
Hans Van Heghe, CEO of Knowliah, has been a recognised expert in the field of information and knowledge management for over 20 years. As the author of 2 books, frequent speaker, entrepreneur and engineer with a broad IT background, he has advised more than 500 national and international organisations and companies with strategic advice and technology.

Circular economy and credibility: can recycled content be measured? (Wim Grymonprez and Dirk Simoens, BQA)

A lot has been written about the development of the circular economy on a policy level. Both governments and consultative bodies on the employer and employee side are trying to create a framework which should allow our children and grandchildren to enjoy the opportunities of our planet for many years to come.
An important aspect of circular economy is using recyclates to replace virgin materials. The difficulty of measuring the recycled content as such is turned into an opportunity, by means of third party certification, for both the producer and customer of a product that is marketed (entirely or partially) and is manufactured with recyclates.
Independent certification institution BQA NV developed a certification system to assure the quality system of a recycling process and the use of recyclates, both in terms of recycled content and in terms of end product quality.
The QA-CER certification system is already applied by sorting-recycling companies, plastics and textile processors and composite producers and assembly companies which make composed products with the recyclate from plastic components.
Dirk Simoens is the manager of BQA, Wim Grymonprez is Manager New Business Development Plastics at VKC - Centexbel and BQA auditor ISO 9001 and QA-CER.

Measuring to face reality (Piet Watté, Minitab)

Piet Watté is a reliability and validation specialist for the business Unit LED electronics of Philips Lighting, based at the High Tech Campus in Eindhoven. He was one of the first improvement agents supporting the roll out of the (Design) for six sigma programme in 2001 in the Turnhout factory in Belgium. Up to 2016 he executed and coached in his black belt role many projects of production yield improvement and product platform development. 

The data driven culture, present there,still forms the fundamentals of the factory to become “the last man standing” in the conventional lighting business.  Low-threshold tools and easy access to information are the corner stones to maintain such a culture and to achieve full buy-in from all divisions and layers.  In the presentation it will be shown how Minitab software to is used to secure the quality and reliability of HID systems.

Into the mind of the key customer (Benedikt Sommerhoff)

The workshop is a practical work on using the “buyer persona concept” to understand the need of customers. That can e.g. also be an internal customer of QM services as e.g. CEOs, managers or employees .

What does your face tell us? (Sofie-Ann Bracke)

People are (partially) aware of some parts of their non-verbal communication. You can be aware of the position you are adopting (sitting, standing, leaning backwards, arms on the table, etc.) and whether or not you are looking the other person in the eye. But if the interaction situation is more fascinating or more intense, it is much harder to do.

Scientific research shows that the many quick and subtle micro-movements of the face are almost 100% unconscious.  Unconscious means that they cannot be influenced and that is why microexpressions are so interesting. Because they are a reliable source of information about which strategies people use in stressful situations.

This workshop will tell you more about the micro-movements of the eyelids and eyebrows and how they show whether we tend to freeze, flee or fight in certain situations. Based on a few films you will learn to see how often we make these movements and what it tells about that person’s possible behaviour.

Sofie-Ann Bracke is body coach with a clear mission. She wants to teach you to use your body language and posture to obtain better results in your contacts with other people. Both in training and coaching she tries to find out how you react to others and how you look at yourself. This is how your body can help you discover how your mental and emotional relation to the world works.

Conference partners

BQA Knowliah

Lab support



ICC Gent - International Convention Center
Van Rysselberghedreef 2, Ghent


The underground car park of the ICC accommodates 100 cars. The Sint-Pietersplein car park and Gent-Sint-Pieters car park are near the ICC.

Public transport

Gent Sint-Pieters train station is at a 10 minute walk from ICC Ghent.

Conference partners

BQA Knowliah

Lab support


Participation fee

Members of the Kwinta network participate in the conference for free. Non-members pay €500.

  • Kwinta corporate members: 3 persons free
  • Kwinta member as micro business: 1 person free
  • As a non-member the registration fee is € 605 (€ 500 + 21% VAT).
  • ASQ-member fee of € 363 (€ 300 + 21% VAT).

The Kwinta membership brings lots of benefits besides free attendance of the conference. Becoming a member as a micro business is just € 500/year, membership for companies is € 1.250/year.

Conference partners

BQA Knowliah

Lab support


Please contact our office manager Annelies Pieters if you have further questions: pieters [at] vck [dot] be or call +32 3 201 14 50.

28/11/2017 - 09:30
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