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ICEE-EEA Meeting Plots Course for ISO 10018 Certification and Academic Education

The why and how of ISO 10018 Quality People Management certification, along with academic education outreach strategies, were the focus of 'ISO 10018: Enterprise Engagement in Action,' the first meeting held by the joint education committee of the International Center for Enterprise Engagement and the Enterprise Engagement Alliance, in Galveston, Dec. 7-8. 
Over three dozen professionals representing corporations, hospitals and engagement solution providers, along with representatives from the EEA-ICEE Advisory Board, previewed the ISO 10018 Quality People Management audit and certification process, and developed a formal plan to make Enterprise Engagement a formal academic and business profession. At the end of the meeting, every attendee in the room said that they or their organization would seek an ISO 10018 certification. 
The International Center for Enterprise Engagement (ICEE), an American National Standards Institute (ANSI)-accredited body within the Healthcare Management Institute of the University of Texas, has created the first certification for ISO 10018 Quality People Management, supported by the learning platform developed by the Enterprise Engagement Alliance. ICEE’s other main activity is the creation of standards for other fields in engagement, and assistance with promotion of the EEA’s education program to the academic world. 
The conference was held to unveil the certification process, audit tool, learning program and strategy for creating a community of trained auditors, certifiers and developers for ISO 10018. Said Lee S. Webster, Director of Standards Development for the Healthcare Management Institute and a co-founder of ICEE, “Without the education program of the Enterprise Engagement Alliance, it could have taken us years to launch this certification.” 
Gary Rhoads kicked off the meeting by outlining the economic justification for an enterprise approach to engagement and why it would eventually eat into dollars invested in media and other marketing activities. Rhoads is founder of the sales engagement firm Xvoyant in Salt Lake City, a Stephen Mack Covey Professor of Marketing at the Marriott Graduate School of Business at Brigham Young University, and the first member of the EEA’s Academic Advisory Board. He said he continues to believe Enterprise Engagement is a field with tremendous potential. Later in the program, he showed concrete analytics linking increased sales force engagement to financial results indicating that well-managed sales organizations require fewer salespeople. “That certainly gets the attention of the C-suite,” he said. “The key to promoting Enterprise Engagement is to demonstrate the bottom-line benefits on performance.” 
Speaking about the imperative to address engagement, Gerard Comacho, Director of Career Development, Parkland Health & Hospital System, said that because Parkland focuses on the Dallas areas’ indigent population and literally loses money on every patient, it had almost no choice but to seek out systems to attract and improve talent retention. He said the issue is so compelling that the organization’s donors were helping to finance analytics and other efforts to develop better strategies. 
Other key take-aways from the inaugural event:

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