contactC U S T O M E R M A G A Z I N E O F T Ü V R H E I N L A N DC U S T O M E R M A G A Z I N E O F T Ü V R H E I N L A N D I S S U E 1 . 1 0I S S U E 1 . 1 0

FOOTBALL FEVER

ON THE CAPEKick-off in South Africa: How TÜV Rheinland is making

sure fans enjoy safe and fun celebrations in the stadium

ALTERNATIVE PROPULSIONALTERNATIVE PROPULSION

Why electric mobility is Why electric mobility is

becoming a global job driver becoming a global job driver

BODY LANGUAGEBODY LANGUAGE

How to use non-verbal How to use non-verbal

communication on the job communication on the job

02

Focus: Sustainability

Reaching for the Summit 04

Copenhagen and the consequences

Information is Going Green 06

Saving energy thanks to Green IT

Tracking Our CO2 Footprint 08

Why an eco-balance sheet is worthwhile

An Electrifying Business 10

Electric vehicles have got the green

light – but are the models ready?

On the Sunny Side 12

Falling prices for solar modules have

increased demand

No Room for Toxins 14

Low-pollutant products help create a

better (working) environment

Creating Added Value 18

New CEO Friedrich Hecker outlines

TÜV Rheinland’s plans for the next

decade

Black on White 21

With efficient printing solutions,

companies can save valuable resources

and a lot of money

The Cup of Good Hope 22

To ensure that fans can celebrate safely

at South Africa’s soccer tournament,

TÜV Rheinland tested one of the stadiums

The “Leader of the Dance” in

Eschweiler 24

Quality management at the disco?

Klejbor’s shows how it works – with the

help of TÜV Rheinland

Knowledge for a Better World 26

At the European School of Management

and Technology, the executives of the

future are learning their trade

02

Contents

contact 1.10

Spotlight

Facts & Figures 16

Competent Analysis

Exact Values

Using the Network

Friendly Phone Manner

Technology & Safety04 18 24Trends & InnovationMarkets & Expertise

Editorial

It is not all that long ago that public opinion generally equated sustainability to

starry-eyed idealism. Today we know that focusing on sustainability is a suc-

cessful way to lead a business, particularly in light of the economic and finan-

cial crisis. I strongly believe that this will be the only way to be economically

successful in the next twenty years. Climate change must be seen as a

global threat, while environmental protection offers the opportunity for soci-

ety to pursue responsible development. John Elkington, a thought leader in

sustainability, simply states that leading companies increasingly recognize the

need to support politicians in their fight against climate change in order to

contribute to a better world. As a global testing services provider, we see

every day how business affects the environment. John Elkington puts it suc-

cinctly: environment is the branch we’re sitting on and climate change is the

saw we are putting to the branch. Our goal is to minimize the negative effects

and make them controllable – an objective that TÜV Rheinland has stipulated

in its corporate policy. Our beliefs and pledge to do the right thing while

achieving economic success played a major role in TÜV Rheinland becoming

a member of UN Global Compact in July 2006 and committing itself to the

group’s fundamental principles. The challenge for us and our customers is to

successfully get through climate change and generate sustainable economic

growth. This is why our experts are working on technical and technological

innovations around the world and are developing economically and ecologi-

cally sustainable solutions. You can read about some of these approaches in

this edition of contact. For example, we help companies make their IT and

telecommunication systems more energy efficient (p. 6), provide businesses

with a life cycle assessment to uncover electricity hogs (p. 8), put electric cars

on the road (p. 10) and test solar energy panels on the roof (p. 12). The fact

of the matter is that sustainability today already costs companies turnover

and return on investment – if it is ignored.

Wild Creatures 28

Why the Munich Zoo was certified by

TÜV Rheinland – and how this benefits

visitors

From the Stage to the Corporate Arena 30

Understanding body language can help

people overcome difficult situations

Editorial Information 32

03contact 1.10

Cover picture:

Calm before the rush of

crowds: Nomsa Dhlamini

of TÜV Rheinland South

Africa in the Johannis-

burg stadium.

Sincerely

28 People & Environment

ADVANTAGE: SUSTAINABILITY

Friedrich HeckerCEO TÜV Rheinland Group

Markets & Expertise Climate Change

contact 1.10

04

04

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REACHING FOR THE SUMMIT

The earth is getting warmer. As a result, the polar ice caps are melting and extreme

weather phenomena such as hurricanes, droughts and floods are becoming more

frequent all over the world. It’s therefore high time to take action. But at the UN climate

summit last December in Copenhagen, the delegates of the 192 participating states

failed to agree on a binding climate protection treaty to extend the Kyoto protocol as of

2012. Instead, they just about managed to reach a minimum consensus. This “Copen-

hagen Agreement” contains only very vague climate protection targets, for example on

the reduction of CO2 emissions. The restriction of global warming to two degrees – the

main demand of leading climate researchers – is only being taken into “consideration”.

While the state and government heads will continue their negotiations at a follow-up

conference in Bonn this May in order to achieve a treaty on which all can agree at the

next summit in Mexico at the end of the year, companies have been proving for a long

time now that climate protection and business are not irreconcilable. TÜV Rheinland is

supporting them in their endeavors to ensure quality and safety on a sustainable basis.

To find out how, simply turn the page. >>

05

06 contact 1.10

TÜV Rheinland offers

a green IT consulting

service that covers

all bases. In addition to

computer centers, the

focus is now on work-

place terminals and

wireless networks.

06

INFORMATION IS

GOING GREENA growing number of companies are switching to environmentally friendly,

resource-saving systems for their information and communication

technology. This is not only good news for the climate, but also for the

bookkeeping departments that benefit from the sinking energy costs.

Climate change seems to be proceeding at

an unstoppable pace. In addition, rising en-

ergy consumption and increasing energy

prices represent a problem for companies

worldwide. The key to improving matters is

greater energy efficiency. Every third Ger-

man company is paying closer attention to

this issue and according to a survey by the

German Energy Agency, more than 60 per-

cent plan to invest in a solution once the

financial crisis is over.

Rainer Wirtz from TÜV Rheinland regards

investments in green IT as a particularly

good idea: “The data center alone accounts

for 40 percent of a company’s energy con-

sumption,” the manager explains. Comput-

ers, notebooks and printers are just as

greedy: depending on the company, they

too can use up to 40 percent of the total

electricity consumed. “There is enormous

savings potential here, but the concept

must be properly thought through,” empha-

sizes Wirtz. That’s why he initiated the de-

velopment of the “certification of energy

efficiency” product range. And met with

great success: last year, TÜV Rheinland

tested around 30 data centers for custom-

ers such as IBM, REWE and Vodafone.

A market-oriented approach

Building on its experience so far, the

Cologne-based service provider is extend-

ing its range of services. It now advises

companies about energy efficiency at the

“Mr. Green IT” at TÜV

Rheinland: Rainer Wirtz

makes bits and bytes more

energy efficient. 30 compa-

nies were audited within

12 months, including

REWE, IBM Germany,

FIDUCIA and the Düsseldorf

municipal utilities.

individual IT workstation, where even the

activation of the standby function and other

power-saving modes can lead to consider-

able savings. Or, on request, it takes a

closer look at the company’s entire informa-

tion and telecommunications infrastructure

to identify possible energy savings. The

consulting service is rounded off by the

new concept “Green Telco”, with which

TÜV Rheinland is specifically addressing the

telecommunications sector. This service

focuses on the efficient analysis of switch

points in the mobile network.

During the certification procedure, the ex-

perts identify the heavy energy consumers,

examine the potential for optimization, and

initiate improvements according to the DIN

EN 16001 norm. The energy efficiency cer-

tificate is valid for one year and then comes

up for review. “This is essential,” says

Wirtz. “Only continuous monitoring can

sustainably improve the energy balance

sheet.”

07

Green IT Markets & Expertise

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INFORMATION

Rainer Wirtzrainer.wirtz@de.tuv.com+49 221 806-1795

TRACKING OUR

CO2 FOOTPRINT

How much greenhouse gas is actual-

ly generated by producing and using

a computer or drinking a single cup

of coffee? One thing is certain: emis-

sions of CO2, methane and the like

can always be reduced. The environ-

mental experts at TÜV Rheinland

show businesses new ways to

achieve sustainable production

based on the eco-balance system.

In a certain sense, Dr. Bahar Cat is a mod-

ern-day tracker. However unlike other re-

searchers, the TÜV Rheinland expert

doesn’t follow the traces left by animals:

she tracks products instead. To be more

precise, she examines their respective CO2

footprint, which is known in the industry as

the Product Carbon Footprint (PCF). This is

considered one of the indicators for the

climate-relevance of products, for which

TÜV Rheinland has been drawing up and

certifying individual eco-profiles and exten-

sive eco-balance sheets since October

2009. “For the eco-profiles we look at part

of the product cycle, while the eco-balance

sheet generally covers its whole service life

– from the recovery of raw materials right

up to the subsequent recycling or dispos-

al,” explains Dr. Cat. The eco-balance sheet

thus shows businesses the environmental

impact of a product and identifies potential

areas of improvement. When she starts a

new search, the expert first asks the com-

pany for the relevant documentation, which

she then examines for plausibility. With the

aid of special software, she calculates envi-

ronmental indicators such as the consump-

tion of energy and resources. The size of

the carbon footprint depends on how many

CO2 equivalents of the six greenhouse

gases cited in the Kyoto Protocol are mea-

sured in the overall product cycle. “Most of

the greenhouse gases such as CO2, nitro-

gen and methane are generated during a

product’s manufacturing and usage,” says

Dr. Cat. “With our analyses, we can show

companies their hotspots during the indi-

vidual life cycle phases.” For example, the

production of a single computer releases

around 1,850 kilograms of CO2. In compari-

son: right from the harvesting process to

the disposal of the grounds, a cup of coffee

generates about 59 grams of CO2. The ex-

pert is currently on the trail of a new “foot-

print” for crystal glassware. “There, we are

examining the eco-profile of a single glass

right from the drawing board to the factory

gate,” she explains. It’s an extensive task,

which the customer highly appreciates. By

producing sustainable goods, they will gain

a considerable competitive advantage in the

long term – all thanks to a modern-day track-

ing method.

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09

Eco balance Markets & Expertise

The Life Cycle of a Product

Recovery of raw

materials

Production

Packaging and

transport

Consumption

and usage

Recycling

Disposal

BACKGROUND

is a climate protection agreement

which, for the first time, establishes

legally binding international target

values for the emission of green-

house gases in industrial countries.

It was passed at the world climate

summit in Kyoto (Japan) in Decem-

ber 1997 and became effective in

February 2005. The aim is to sustain-

ably protect the environment and to

stabilize the level of atmospheric

greenhouse gases that are contri-

buting to global warming. The Kyoto

Protocol stipulates that the industrial

nations must reduce their annual

emissions by an average of 5.2 per-

cent during the first commitment pe-

riod (2008-2012) compared with the

level of 1990. Following the summit

in Copenhagen in 2009, there will be

a conference in Mexico at the end of

2010 to discuss current differences

such as the extent of reductions after

2012 and the inclusion of threshold

and developing countries.

THE KYOTO

PROTOCOL

Efficient and sustainable:

the experts can learn a lot

about a product’s CO2

footprint by studying its

life cycle.

INFORMATION

Dr. Bahar Catbahar.cat@de.tuv.com+49 221 806-4728

www.pcf-projekt.de

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AN ELECTRIFY-

ING BUSINESS

The automotive industry is turning increasingly to alternative

engines, and TÜV Rheinland is fully supporting this trend with its

deep fund of knowledge. The Cologne-based mobility experts have

introduced a complete package of services for car manufacturers and

system providers.

010 contact 1.1010

“The fuel station of the future –

at least for Better Place vehicles

– is a fully automated battery

exchange center,” explains mo-

bility expert Holger Hütz.

11contact 1.10

Electromobility Markets & Expertise

High-voltage exhibits at the Detroit Motor

Show: visitors to this year’s car fair were –

in the truest sense of the word – electrified.

All the major manufacturers presented their

ideas about the new trend of electromobil-

ity. For 2011 and 2012, for instance, Renault

is planning the large-scale market launch of

four e-models at once – from a compact city

car right up to a family sedan. The French

automaker is working with Better Place, a

Californian provider of electromobility infra-

structure whose business model is as in-

genious as it is simple: the customer buys

sive, international range of services we

offer the necessary competence over the

whole value-added chain,” says Holger

Hütz, expert for electromobility at TÜV

Rheinland. “This applies to the examination

and approval of components, systems and

vehicles. The new battery labs in Japan and

China are also very important.” From power

generation to energy transport, distribution,

storage and use, right up to the security of

IT and accounting systems, the Cologne-

based testing organization offers a com-

plete package. Its services also include

construction technology, system and work

safety, vocational training, research man-

agement and the certification of manage-

ment systems. Among other things, TÜV

Rheinland is currently compiling a risk anal-

ysis for safe, reliable, battery exchange sta-

tions for Better Place. The focus here is on

protection against electric shock, as well as

smooth conveyance technology for the bat-

tery exchange process.

Worldwide employment engine

As part the project “Model regions for elec-

tromobility in Germany”, which is funded

by the Federal Government to the tune of

115 million euros, TÜV Rheinland has al-

ready carried out individual inspections of

electric vehicles from various manufactur-

ers. “Not least of all due to the expected

increase in oil prices, electromobility is be-

coming an important economic factor and

is also a global issue,” explains Hütz. Other

experts are also forecasting a worldwide

market volume of up to 470 billion euros

annually by the year 2020, as well as around

250,000 new jobs.

Automatic charging

stations in public

places will make

refueling quick and

easy for electric car

owners.

Pit stop at the

exchange station:

a robotic arm

removes the empty

battery and replaces

it with a full one.

INFORMATION

Holger Hützholger.huetz@de.tuv.com+49 221 806-1757

www.betterplace.com

a car without a battery. The high-powered

and (as yet) very expensive lithium ion bat-

tery is the property of Better Place and the

customer pays according to their actual us-

age, just like they would for a mobile phone

contract.

Refuel or exchange

The batteries have a range of around 160

kilometers and can either be recharged at a

charging station or simply replaced at an

exchange station. “That’s even faster than

filling the tank,” promises company boss

Shai Agassi, former board member of the

software group SAP. According to the na-

tive Israeli, preference is given to environ-

mentally compatible electricity from wind,

water or solar power. Starting in 2011,

Better Place will install the first 100 ex-

change stations in Israel and Denmark.

Hawaii, Australia and California will follow.

For Israel and Denmark, Better Place has

already ordered 100,000 electric vehicles

from Renault. “We have assurances from

over 50 Israeli companies that they will con-

vert part of their fleet to electric operation,”

reports Agassi. “We will purchase these

vehicles and pass them on to our custom-

ers.” In Denmark, on the other hand, the

sales will go through the normal dealership

channels and Better Place will only provide

the infrastructure. This includes the use of

the charge/exchange stations, batteries and

the electricity to power the vehicles. During

the initial phase they will also receive gov-

ernment support. The Danish state will

waive the purchase tax of 105 percent. And

in Berlin, Chancellor Merkel said that “alter-

native drive technologies, and in particular

electric engines will play an increasingly

important role in the long term.”

System partner for electromobility

For the implementation of the ambitious

project worldwide, Better Place is relying

on the know-how of TÜV Rheinland. And

that for good reason: “With our comprehen-

ON THE

SUNNY SIDE

In 2009, the economic climate was more cloudy than bright for the solar

power industry. Now the German Government is threatening to reduce

the state feed-in tariffs, while innovation and cost pressure is also com-

ing from Asia. Things are tense for the whole sector.

12 contact 1.10

The general trend is actually encouraging.

In 2009, the solar industry developed from

a supply-driven market into a demand-driv-

en market. The German Solar Industry As-

sociation registered around 210,000 newly

installed photovoltaic systems in Germany,

which is still the largest solar market in the

world. In total, these new installations ac-

counted for an additional output of three

gigawatts – a new record! The overall out-

put rose to an installed eight gigawatts,

which roughly corresponds to the output of

four coal-fired power stations. “One reason

for this increase was certainly the down-

ward trend in pricing,” explains Willi Vaaßen,

Head of the TÜV Rheinland Division for Re-

newable Energies. In 2009, the prices for

photovoltaic modules fell by 30 percent and

the sector expects a further decline of up

to 15 percent in 2010. Despite the threat-

ened reduction of the state feed-in tariffs

for renewable power generators in Germany,

the photovoltaic expert is convinced that

consumers with their own solar power sta-

tion on the roof can still achieve respectable

profits. And they’re not the only ones.

Higher energy yields

Even though pricing pressure and increas-

ing competition from the Far East have

caused turbulence on the market, photo-

voltaic technology remains a promising in-

dustry for all parties involved. This was the

consensus among around 400 participants

at the sixth Photovoltaic Workshop hosted

by TÜV Rheinland in Cologne in December

2009. The debates focused on technical in-

novations such as thin-film modules.

Although this technology is still largely

ignored, experts believe that it could ac-

count for almost one third of the expected

market volume within just a few years. The

energy yield of the foils is smaller, but with

large production capacities, the manufac-

turing costs are substantially lower than for

conventional cells.

13contact 1.10

Power instead of noise

Although the technology is not yet as ma-

ture, solar cells made from organic plastic

also appear promising in the long term. The

idea that production bottlenecks caused by

shortages of regenerative raw materials

could soon be a thing of the past makes

them an attractive prospect. “However,

they’re still far behind comparable silicon

cells in terms of efficiency and durability,”

says TÜV Rheinland testing engineer

Xinhua Ji.

The increasing installation density world-

wide is also raising infrastructural ques-

tions. To avoid clogging up the landscape

with photovoltaic systems, Switzerland, for

example, has long been experimenting with

the use of photovoltaic modules on residen-

tial and traffic surfaces such as noise pro-

tection walls. This “power instead of noise”

concept pays off because the installation

costs are the same and the system operator

also receives a feed-in fee. The model could

be interesting for the public sector – and

might bring new customers for TÜV Rhein-

land. The Cologne-based company was

extremely successful in the area of solar

energy in 2009. With three newly opened

labs, the market leader in photovoltaic test-

ing now has six test centers on three con-

tinents: two in Yokohama and one each in

Cologne, Arizona, Shanghai and Daya (Tai-

wan). TÜV Rheinland has also been in-

volved in module certification for leading

solar cell manufacturers in India for the last

two years. In order to serve the market

even better, the Cologne-based test serv-

ices provider will open its own test lab there

in 2010. The future’s looking bright.

TÜV Rheinland monitors the

operating capacities of solar

modules.

Xinhua Ji works in the world’s

most advanced testing centre

for solar systems. Set up by

TÜV Rheinland in 2009, the

Cologne facility is three times

as large as the former lab.

Photovoltaics Markets & Expertise

INFORMATION

Xinhua Jixinhua.ji@de.tuv.com+49 681 985-4026

NO ROOM

FOR TOXINS

The sustainability trend has reached the construction industry. The internationally recognized

GREENGUARD environmental certificate ensures better air in offices and private homes, while the evalua-

tion system for ecological construction (LEED) concentrates on the energy consumption of buildings. The

standard from the USA is gaining popularity in Germany.

14 contact 1.10

It’s well known that racing drivers, police of-

ficers and firefighters all put their lives on the

line in the course of their daily work. How-

ever, even a supposedly harmless office job

can have its risks – and that’s not counting

stress and back problems. An invisible haz-

ard often lurks in the desk, filing cabinet,

carpet or wallpaper: the colorless, volatile

chemical formaldehyde. If it permeates the

rooms in higher concentrations, it literally

creates a bad office atmosphere. The conse-

quences for the people working there in-

clude severe migraines and conjunctivitis.

According to the World Health Organization

(WHO), formaldehyde is also carcinogenic

and potentially genetically harmful.

Providing a sustainably better quality of life

is the goal of the GREENGUARD Environ-

mental Institute (GEI) in Atlanta, USA,

which also grants the GREENGUARD envi-

ronmental certificate. This confirms that the

products tested by the institute only release

extremely small quantities of harmful sub-

stances. As of January 2010, TÜV Rhein-

land LGA Products became the only service

provider worldwide apart from AQS (Air

Quality Sciences, Atlanta) to be authorized

to test products for the GEI in accordance

with the GREENGUARD criteria. Lab tests

have already been carried out on products

such as office furniture from the Wiklhahn

company and adhesives from Henkel.

remberg has already received a larger test

center. Now the chemists at TÜV Rheinland

can continue to make a decisive contribu-

tion towards a healthy office environment

– worldwide.

14

A more ecological approach to

construction

In the future, TÜV Rheinland will not only

perform the test, but also monitor certified

products on a quarterly basis. Both proce-

dures involve considerable advantages for

companies – particularly against the back-

ground of the current sustainability trend in

the building industry. As well as an interna-

tionally recognized verification that the

product releases considerably less emis-

sions than required by law, GREENGUARD

is also the entrance ticket for the certifica-

tion programs of LEED (Leadership in En-

ergy and Environmental Design), an evalua-

tion system for ecological construction. The

main focus there is to sustainably reduce

the energy consumption of the buildings

and to avoid the use of harmful substances

wherever possible. While LEED is already

regarded in the USA as the standard for

many areas, for example in school construc-

tion, Germany has only just discovered the

system: Once the Deutsche Bank tower

has been fully renovated, for example, it will

undergo LEED certification and be fitted

with low-toxin furnishings.

In the Middle East, it has long been a matter

of course to equip office buildings with

GREENGUARD-certified furniture, carpets

and wall coverings. That’s why the team of

specialists for harmful substances in Nu-

INFORMATION

Eberhard Kloebereberhard.kloeber@de.tuv.com+49 911 655-5961

www.greenguard.org

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GREENGUARD Markets & Expertise

A clear conscience: to pro-

tect people and the envi-

ronment, GREENGUARD-

certified materials may only

release extremely minimal

quantities of toxins.

Spotlight Facts & Figures16

COMPETENT ANALYSIS

Savings amounting to millions: the new-

ly founded Insitu Calibration at TÜV

Rheinland offers a procedure to calibrate

heat meters in district heating pipelines

while they are operating. Up to now, the

measurement procedure involved high

cost and effort as it could only be carried

out when the system was shut down.

Measurement value deviations also led

to considerable financial losses. Thanks

to the method developed by TÜV Rhein-

land in cooperation with ILA GmbH, Op-

tolution GmbH and the Physikalisch-

Technische Bundesanstalt (PTB), the

highest technical authority for metrology

and physical safety engineering in Ger-

many, companies can now achieve six-

digit savings with low outlays for main-

tenance.

Information: Dr. Peter Guntermann,

peter.guntermann@de.tuv.com

Much sought-after knowledge: the worldwide demand for know-how in food

analysis is constantly growing. That’s why TÜV Rheinland is expanding its global

laboratory network – particularly in Asia, which is increasingly the source of food

for the European market. The testing services provider recently opened a labo-

ratory in Ho Chi Minh City that has already been endorsed by the German

Association for Accreditation. It is the only center in Vietnam that has a gas

chromatographer with an MSMS detector to measure the pesticide content in

food – a verification that many importing countries demand.

Information: Dr. Hans-Joachim Roderfeld, hans.roderfeld@vn.tuv.com

EXACT

VALUES

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Perfectly equipped: with the test facility in Ho Chi Minh City, TÜV Rhein-

land expands its global network of laboratories even further.

Heat meters in district heating pipe-

lines can now be precisely calibrated.

The savings potential is enormous.

16

17

FRIENDLY PHONE MANNER

USING THE NETWORK

Better than their reputation: TÜV Rheinland has confirmed

that 18 German call centers run by Deutsche Telekom meet

high quality standards. That’s because the telecommunica-

tions company is not content to just comply with the legal

stipulations. “As one of the largest customers in the tele-

marketing sector, Deutsche Telekom has obliged all of its

partners to be certified by us,” explains Ralf Wilde, Execu-

tive Vice President at TÜV Rheinland. The group will now

only work with providers that fulfill requirements including

data protection measures, workplace organization and a

customer-friendly telephone manner. Developed jointly by

Telekom and experts from the Cologne-based testing or-

ganization, the new quality standards also apply to the com-

pany’s own call centers. The TÜV Rheinland certificates

were awarded as part of the event “Are there ethics in tele-

marketing?” which Deutsche Telekom hosted in Berlin in

February 2010.

Information: Wolfgang Rempe, wolfgang.rempe@de.tuv.com

From the USA to the world: the American Department of Com-

merce has included TÜV Rheinland of North America in a se-

lect circle of companies that assist the US export trade. The

product approvals offered by the testing services provider

make it easier for US manufacturers to access global markets.

One of TÜV Rheinland’s key advantages is the international

network within the organization: with branches in nume rous

target markets, it can offer a one-stop service for market ap-

provals, which increases the transparency and efficiency of the

whole process.

Information: Stephan Schmitt, sschmitt@us.tuv.com

18 Deutsche Telekom call centers have proven that

they provide high-quality service with a smile.

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1818

Mr. Hecker, although the financial crisis

seems to be over, the global economy

is still stagnating and public budgets

are burdened with severe debt – you

took on the job of CEO TÜV Rheinland

during a difficult time. Where do you

want to take your company, what op-

portunities do you see?

I think that we and our customers have

seen the worst of the economic reces-

sion, we noticed an upwards trend during

the first quarter of this year. This is a very

good sign, because the economic crisis,

which was really a financial system crisis,

affected everyone across the board. As a

global testing services provider we have

also been able to help our clients during

these difficult times. Quality and security

are always in demand, and people espe-

cially want more security when times are

uncertain, be it in products, toys, or food-

stuffs. The fact of the matter is it doesn’t

matter if ten or one thousand people use

the elevator in Frankfurt’s Messeturm

every day. It needs to be inspected, as it

has to be completely safe. But we also

used the time of crisis to look at what we

could change and improve internally. We

also spent the last twelve months work-

ing on employee training and education,

reducing bureaucracy and focusing more

strongly on our regional markets. It is true

that we benefit from globalization and the

constantly increasing exchange of goods.

If our customers become more global and

take advantage of their opportunities,

then TÜV Rheinland profits too. Because

our expertise lies in helping our custom-

ers to gain access to global markets. Ev-

ery company can tap into our internation-

al network of experts, laboratories, and

local knowledge of markets and inspec-

tion requirements. Regardless of where

in the world a TÜV Rheinland customer

produces their products, we offer the re-

quired know-how with our network. The

Friedrich Hecker became TÜV Rheinland’s new CEO in January 2010.

Contact spoke to him about his goals, why the importance of local mar-

kets is growing, and how TÜV Rheinland helps its customers to develop

sustainable products.

18

Technology & Safety Friedrich Hecker

PASSIONATE

ABOUT

PERFORMANCE

On-site strength: Friedrich Hecker

also sees TÜV Rheinland‘s success

in local markets

19

customer can rely on our familiarity with

and knowledge of their home market. I’ll

take the USA as an example: the Depart-

ment of Commerce just admitted TÜV

Rheinland of North America into the

circle of select companies that support

US exports. We can test products that

are to be exported out of the USA, and

around the rest of the globe we test

products that are slated for import into

the USA. In China more and more Asian

producers rely on our experience when

they want to enter new markets, par-

ticularly outside of Germany and West-

ern Europe.

Are you focused exclusively on the

export side of business there?

In a globalized world, export and import

are ultimately country-specific observa-

tions. Although national laws naturally

play a role for our customers, business-

people think in terms of sales and pro-

duction markets, irrespective of national

borders. For me, real expertise and qual-

ity can only be achieved when one en-

gages in and understands the local

markets. Nowadays a sneaker is pro-

duced in Bangladesh while perhaps five

sub-suppliers are based in India, Viet-

nam and Thailand, and then the sneaker

is to be sold in the USA, Europe, Russia

and Japan. This is the true challenge we

master: we know the supply and distri-

bution chains; we have the expertise

and accreditation to test and certify

quality and safety. When you talk to the

employees in these countries, you feel

the passion driving TÜV Rheinland’s

work and this is what really inspires me.

Our extensive local know-how has many

advantages: easy handling in the re-

BACKGROUND

Friedrich Hecker, 47, has been the

CEO of TÜV Rheinland since January

1, 2010. After a technical apprentice-

ship with the Bosch Group and a de-

gree in business from the University

of Munich, he started his career as a

management consultant at Roland

Berger. In 2001 he was appointed

Managing Director of TÜV Süd; in

2002 he joined the board of SGS, the

world’s largest inspection company,

in Geneva. As Executive Vice Presi-

dent Industrial Services he was re-

sponsible for global activities in this

area from 2003. Hecker is married

and has two children.

Showing responsibility: Hecker stresses that sustainability is an integral part of

TÜV Rheinland’s corporate identity.

20 contact 1.10

What are your and TÜV Rheinland’s pri-

orities for the future?

I’ll name five priorities as examples of what

direction we are moving in as a company:

strengthen internationalization, everything

that revolves around the topic of energy,

keep climate change controllable, establish

sustainability as a business model and in-

crease investment in consultancy services

in addition to testing and certifying. Climate

change is one of the fundamental problems

of our society and we will witness techno-

logical revolutions in this field. These tech-

nologies have to be safe so that they are

accepted by the public and they have to be

eco-friendly as well. This is where we come

in.

The problems to be solved and the stan-

dards to be met are pretty overwhelm-

ing for individual producers, and often

very time-consuming. How do you see

this?

It’s in the nature of global networks, be-

cause the division of labour through all time

zones means much higher complexity. This

is where TÜV Rheinland’s counsel comes

into play in the form of our global employee

network. One Stop Testing, if you will. Re-

gardless of where production takes place

and in what markets the products will be

sold. As TÜV Rheinland we can provide the

inspections, counselling and certification, in

short the entire chain of quality assurance.

This really distinguishes us, and we are

quite proud of that. We are convinced that

further development in society and industry

can only be achieved with technological

advancements. We take our responsibility

as a company that is working in this field

very seriously.

So sustainability plays a key role in your

vision?

Sustainability comes naturally to us – mak-

ing technology controllable and safe so it

helps us without harming the environment.

The financial crisis – and here we come full

circle – has shown quite clearly that any

business managed without responsibility

carries immeasurable risks in today’s world.

On our case, we committed ourselves to

the principles of the United Nations Global

Compact in 2006. This also makes eco-

nomic sense. Whoever sees sustainability

as a corporate strategy and acts accord-

ingly has considerable competitive advan-

tages in the mid-term. This also applies to

our customers. If they understand and ana-

lyze technological, societal, political and

economic trends, and then figure out the

right steps to take, they will ultimately be at

an advantage. And what is good for our

customers is good for us, so we continue

to passionately apply our expertise to this

area.

Mr. Hecker, thank you very much for this

interview.

spective home countries, good value for

money, and last but not least clear solutions

to complex problems in the supply chain.

This is what I think genuine service orienta-

tion is about.

TÜV Rheinland wants to keep growing

– you want to increase turnover by an

average of 10.5 percent annually to 2014.

That’s quite an ambitious target.

We need profitable growth for a number of

reasons: you only have to look at the Chi-

nese and Brazilian markets. Both are incred-

ibly dynamic and if we want to sustain our

leading role there, we have to grow organi-

cally as well as through acquisitions. And

we want to grow profitably so that we have

more opportunities to invest in employees,

laboratories, equipment and new services.

We see organic growth and strategic invest-

ment as the foundation that allows us to

adapt even better to the needs of our cus-

tomers and the market.

21contact 1.10

Printing Solutions Technology & Safety

BLACK ON

WHITE

As part of a new efficiency study, TÜV Rheinland

examined industry-specific requirements for the printer

usage in offices.

Laser, inkjet or thermal – there are plenty of

different printers on the market. But which

one is best suited to which application? The

experts at TÜV Rheinland addressed this

question on behalf of Brother International,

one of the world’s leading printer manufac-

turers. “We identified and certified the

most efficient printing solutions for five dif-

ferent industries,” reports Stephan Scheu-

er, Head of the Ergonomics and Usability

Services Business Field at TÜV Rheinland.

In areas such as the financial or healthcare

sectors, the testing experts paid particular

attention to practicality.

Two-phase test model

The first phase of the study involved per-

forming a market analysis. In each industry,

the TÜV Rheinland specialists asked pur-

chasing and IT directors from 50 small and

medium-sized companies about their print-

ing systems. At the same time, they col-

lected data on print volumes, types of print

order and printer locations within the com-

pany. During the second phase, they exam-

ined suitable printers from the Brother

portfolio. In the subsequent practicality and

usability tests, they then determined the

efficiency of each constellation. The Brother

printer models that delivered the expected

results received the TÜV Rheinland certifi-

cate “Efficient Printing Solution”. This helps

the manufacturer adopt a more targeted

sales approach. The study showed that

decentralized printing solutions tailored

specifically to different departments are of-

ten the more practical option. “One printer

model for all tasks is generally not satisfac-

tory,” says Scheuer. “Individualized printer

organization is the only way to save time

and money.” The various departments in,

for example, municipal authorities or me-

chanical engineering firms have different

requirements; the financial sector needs

special print formats, healthcare workers,

on the other hand, need to be able to enter

codes for sensitive personal data. That

means that the procurement costs and the

pure operating expenses aren’t the only

factors to consider when it comes to eval-

uating efficient printing: individual solu-

tions tailored to the office and user struc-

ture make a decisive contribution towards

efficiency in terms of operation and econ-

omy.

To achieve the best

possible printer configura-

tion, companies should

consider the tasks and

requirements of all the

relevant departments.

INFORMATION

Stephan Scheuerstephan.scheuer@de.tuv.com+49 221 806-1654

www.brother.com

contact 1.1022

zabeth, the Nelson Mandela Bay Stadium

was named after South Africa’s leading

anti-apartheid campaigner and first black

president.

Magnetic attraction

The alabaster white arena rises up between

a bay of the Indian Ocean and the coastal

city’s North End Lake. From the outside,

the futuristic silhouette is reminiscent of

the ribs of an opened accordion; solid and

yet airy. The leaf-like roof elements protect

the spectators from the wind and sun. Up

to 46,000 fans can cheer on their favorite

team with rousing chants and vuvuzela

horns in the coastal stadium, which cost

around 100 million euros to build. To make

A dream becomes reality: the first interna-

tional soccer tournament to bring the

world’s 32 best teams to African soil will

take place this summer in South Africa.

Even though the national team “Bafana

Bafana” is not among the favorites (see

insert), many fans still hope that “the boys”

will win the cup. The Rainbow Nation has

high expectations for the event – growth, a

positive image, a better future. That’s why

South Africa has invested extensively in in-

frastructural expansion over the last six

years, as well as bringing 450,000 hotel

beds up to international standards. Ten sta-

diums in nine cities are ready for the tour-

nament, including five that are completely

new. Built in the fifth-largest city of Port Eli-

sure their celebrations are safe, TÜV Rhein-

land tested components such as the roof

construction’s main load-bearing elements.

The inspection engineers were able to

check the strength of the welded seams

using a non-destructive material testing

method known as the magnetic powder

test. This technique involves magnetizing

the welded seams and then covering them

with iron powder. The powder collects in

cracks on or near the surface of the mate-

rials, making it possible to detect any

damage, even if it is invisible to the naked

eye. This time, the meticulous test engi-

neers found no faults and the Nelson Man-

dela Bay Stadium held its opening ceremo-

ny in June 2009.

THE CUP OF

GOOD HOPEGermany’s magical summer of soccer is history. Now South Africa is

sprucing up its stadiums for the impending championship.

INFORMATION

Celeste Petersceleste.peters@za.tuv.com+27 12 349-1351

www.nelsonmandelabay.gov.za

Well played: in mid-November

2009, the South African team met

with Japan at the Nelson Mandela

Bay Stadium in Port Elizabeth.

The friendly game ended in a 0:0

draw – a great success for the

“Bafana Bafana”.

Soccer Championship Technology & Safety

23contact 1.10

BACKGROUND

Bafana Bafana , or “the boys”, is the

South Africans’ affectionate name for

their national soccer team. It has alrea-

dy achieved a number of major

successes, including winning the Afri-

can Cup of Nations on its own home

grounds in 1996. In 2009, South Africa

hosted the Confederations Cup. This

was seen as a sporting and organiza-

tional test run for the coming tourna-

ment, and the Bafana Bafana achieved

a respectable fourth place against

European champions Spain. The

Brazi lian coach Carlos Parreira is cur-

rently preparing the team for this

summer’s matches.

Incidentally, soccer has a long tradition

at the Cape. South Africans have been

playing with the round leather ball

since about 1860 and the first football

club kicked off in 1879. 1882 saw the

foundation of one of the first soccer

organizations outside Great Britain,

the Natal Football Association, which

hosted Africa’s first soccer tournament

in the same year. The South African

national team took part in its first mat-

ches in 1906 on a trip through South

America. Today, some of the national

players hold contracts with clubs in

the world’s top leagues, for example

in England and Germany.

Staying mobile at lofty heights

Visitors to the soccer tournament will also

be able to enjoy the event outside the sta-

dium. To make sure they can share their ex-

periences with family and friends back

home, South Africa is modernizing its com-

munications infrastructure. As part of this

process, TÜV Rheinland inspected 1,002

masts that had been fitted with additional

transmitters by the South African mobile

phone company, Vodacom. In some cases,

the specialists had to work at heights of up

to 75 meters above the ground. They re-

ceived special altitude training beforehand

to ensure that the tests were not affected

or endangered by vertigo and dizziness.

This helped them finish their inspections in

plenty of time and all the masts are now

transmitting perfectly. But South Africa is

not only expanding its mobile phone net-

works to cater for the thousands of interna-

tional fans – it is also investing in its securi-

ty and road systems. The international

championship offers the country an oppor-

tunity to show off all its best characteris-

tics. Since the end of Apartheid in 1994, the

Cape nation has established itself in the re-

gion as an economic power. The soccer

festival will provide new growth impulses

and will hopefully also benefit the more

than 22 million people who live below the

poverty line. Regardless of the outcome,

joie de vivre and hospitality are among the

special qualities of South Africans – which

is why the championship promises to be a

feast for the emotions.

THE “LEADER

OF THE DANCE”

IN ESCHWEILER

contact 1.10

At first glance, Klejbor’s Entertainment Fac-

tory in Eschweiler near Aachen is a disco

like any other. A colorful mix of people

groove on four dance floors, while at the bar,

guests sip their cocktails and chat happily.

Owner Marc Klejbor does his rounds, nod-

ding to staff and patting his security guards

on the shoulder. Everything is as it should

be. A cooperative management style is a

matter of course for the 39-year-old. “If the

staff is happy, this is transmitted to the

guests,” he believes. But that’s not the only

way he distinguishes himself from the com-

petition. “We are different in many ways

and we are proud of that,” explains the

qualified business economist, who des-

cribes himself as a “passionate service pro-

vider”. In 2009, he was awarded the indus-

try’s highest distinction, the disco

entrepreneurship prize, by the Bundesver-

band Deutscher Diskotheken und Tanzbe-

triebe (Federal association of German disco-

theques and dance companies). Another

thing that distinguishes Klejbor’s is the fact

that the boss insists on uncompromising

quality management, starting with the staff.

Since 2006, employees have been trained

at the company’s own Leadership Acade-

my, which conducted 72 seminars and

workshops with over 600 participants in

2009 alone. The advanced training includes

vital success factors such as time manage-

ment, dealing with complaints profession-

ally, as well as stress relief – which often

comes in handy when ten guests all want to

be served at the bar at once.

A theme world for night owls

Marc Klejbor has been managing the 2,500

square-meter club that employs 140 staff

since 1998. Featuring four dance floors, a

lounge, a restaurant and an outdoor beach

covering 2,000 square meters, it offers

much more than just a place to dance. The

trendy disco, which also stages live con-

certs, is operating at full capacity. To make

Quality management at the disco? The German club Klejbor’s is proof that the

two worlds can harmonize very well – and that the customers reap the benefits.

The venue is a success story for both the company and its employees.

24

sure it stays

that way, Klej-

bor’s carries out dai-

ly “market research” by

counting the guests and not-

ing down their age and gender. How

the individual dance areas are frequented is

also monitored according to the time. If the

actual situation doesn’t match the turnover

targets, the owner launches special promo-

tional drives to turn things around. If there

are too many men, for example, the club

attracts female guests by offering them a

free glass of sparkling wine on arrival. To

draw new customers, Klejbor also changes

the scenery from time to time. “If you want

to offer quality on a long-term basis, you

have to be willing to make changes,” says

the disco manager realistically. His commer-

cial success proves him right: the per capita

turnover grew by 5.5 percent in 2009. Inci-

dentally, Klejbor’s must be the only disco to

have been certified according to the interna-

2424 Trends & Innovation Discotheque

ABOVE: A popular club with high

standards – Klejbor’s keeps its guests

entertained with a variety of decora-

tions, theme nights and live concerts.

BELOW: The disco’s notice board provi-

des employees with an overview of all

the latest seminars and workshops.

25contact 1.10

tional quality

standard ISO

9001. During the

practical audits, TÜV

Rheinland inspector Susanna

Weber identified several potential

areas for improvement. The business now

runs on a more structured basis and the

already high quality standards could be

raised even further.

Trainees identify

energy-saving measures

Optimized processes create scope for new

service ideas, which may seem minor but

are much appreciated by customers. Jack-

ets, sweaters and bags that have been left

at the cloakroom are kept for three months

before being donated to charity. If someone

forgets their ID card (under-aged guests

have to hand these in at the entrance), they

receive a telephone reminder from the

Klejbor’s team – a service which the young

revelers highly appreciate. There is also

more time left for creativity. The club owner

is especially pleased about the new target

agreements he has made with his staff:

“We’ve optimized the mottos for our former

service levels of ‘act’ and ‘act with sense

and purpose’ by changing them to ‘think

proactively’ and ‘think ahead’. We want the

team to be part of the business and have

established this as our goal.” This aim gave

rise to a model that motivates employees

and helps them identify with the company

even better. For example, seven trainees

are currently thinking about how the disco

can achieve the environmental standard ISO

14001. “First, they have to identify savings

potential to increase our energy efficiency,”

says Klejbor. “I’m looking forward to the

results.” Following the initial certification by

TÜV Rheinland in 2008, a follow-up audit on

quality management was carried out at the

end of 2009. “The club passed with full

marks,” praises the auditor. “But I didn’t

expect anything less.” Klejbor is equally sat-

isfied: “I hope this will help us dispel some

of the misconceptions about the industry.

Discos and quality management go togeth-

er perfectly well,” he says, heralding a

change of image in the sector. Klejbor’s has

already cooperated with RWTH Aachen Uni-

versity on several marketing projects, and

Marc Klejbor is a much sought-after speaker

on the topic of modern quality manage-

ment.

INFORMATION

Corinna Klemptcorinna.klempt@de.tuv.com+49 221 806-4562

www.klejbors.de

KNOWLEDGE KNOWLEDGE

FOR A BETTER WORLD

The ESMT bases its training and research

programs on relevance and practicality.

contact 1.10

Harvard, INSEAD Fontainebleau, IMD, Lon-

don Business School – these illustrious

names belong to the internationally acclaim-

ed business schools that have been produc-

ing tomorrow’s elite executives for many

decades. These overseas institutions were

also the first choice for German companies

when it came to training top management

– until 2002, that is.

Good leadership from

a European perspective

That was when the 25 largest DAX compa-

nies – including Siemens, Allianz, E.ON and

Münchner Rück – decided to found a Ger-

man business school for their managers,

supported by the federal government at

the time. The first young executives have

since graduated from the ESMT European

School of Management and Technology

with a Master of Business Administration

(MBA) in their pocket, and around 40 stu-

dents from 21 nations are currently enga-

ged in full-time study, attending lectures

held by 30 international speakers. The

ESMT also offers further training for the

existing top management of German and

international companies. 8,300 participants

from all over the world have visited these

seminars, which are especially adapted to

At the ESMT European School of Management and Technology in Berlin,

the managers of tomorrow meet the decision-makers of today. The private

college by the river Spree is the flagship for a management system found-

ed on European values and German virtues.

26

INFORMATION

Norbert Schnettbergnorbert.schnettberg@de.tuv.com+49 221 806-2472

www.esmt.org

27contact 1.10

suit customer requirements and are also

attended by TÜV Rheinland. Special fea-

tures include the high degree of practical

relevance, as well as the industry-specific

content taught by professors for profession-

als. That’s what prompted TÜV Rheinland

to send its most important international

executives both to Berlin and to the CELAP

(China Executive Leadership Academy

Pudong) in Shanghai.

“Within about five years, we also want to

rank amongst the top ten in Europe,” says

Dr. Olaf Plötner, Associate Dean of Execu-

tive Education at the ESMT, describing the

organization’s goal. Financed with a combi-

nation of tuition fees, grants, research

funds and seminar fees, the Berlin facility

also offers a research-based consulting ser-

vice. While it may not offer a history stee-

ped in tradition, it more than makes up for

this thanks to its remarkable approach. The

three key areas “Responsible Leadership”,

“Sustainable Management” and “Manage-

ment of Technology” are all based on the

fundamental concept of imparting specifi-

cally European business values and the ty-

pical German management style in the

standard language of English.

New CSR professorship

“Managers who think globally, act respon-

sibly and sustainably, and who respect the

individual,” is how Dr. Olaf Plötner sums up

the “typically European” characteristics.

“We are communicating new knowledge

that makes use of Europe’s experiences

and the forces latent in technology to achie-

ve balanced economic development.” All of

this is combined with a “typically German

management style”, which is distinguished

by clear structural orientation, systematic

conceptual work and rational project imple-

mentation. In his experience, both aspects

are highly valued in the USA, Asia and the

Arab countries. And how will the ESMT’s

European focus influence the global econo-

my of tomorrow? “We can only take very

small steps,” says Dr. Plötner modestly.

“But perhaps we can make a contribution

to promoting responsible thinking in ma-

nagement positions.” The ESMT has just

created a professorship for Corporate Res-

ponsibility. Here again, the emphasis is on

practical relevance. “What the students

learn only makes sense if they can use it to

achieve something positive in their later

working environment.” The university can

provide the necessary knowledge, but not

the necessary strength of character.

ESMT Trends & Innovation

The business college is located in a former

GDR state council building in Berlin.

Tomorrow’s top managers: the international full-time

MBA program takes twelve months to complete.

WILD CREATURESWILD CREATURES

contact 1.10

Nikica strolls calmly through the streets of

Plavnica. The inhabitants of the village in

southern Montenegro know the full figured-

lady well. It’s not the first time that the

hippo potamus cow has absconded from

the local private zoo. And on this January

morning, the eleven-year-old, two-ton ani-

mal has again seized her opportunity: heavy

rainfall flooded her enclosure and Nikica

was able to simply swim to freedom. Zoo

owner Dragan explains that she can only be

brought back when the water subsides, and

is currently arguing with the authorities

about who is responsible for capturing the

escaped hippo. Everybody is still hoping

that Nikica will return of her own free will.

Feeding the predators

“Wait and see” is not the usual approach in

such cases, as a look at other zoos will

illustrate. At the Munich zoo Hellabrunn,

regular emergency drills are carried out and

the staff have to prove that everybody

knows what to do if an animal escapes,

starting from the protective measures for

the visitors right up to the confident handl-

ing of tranquilizer darts. Even if the

supposed ly escaped snow leopard in the

last test was actually just a zoo employee

dressed in a white Easter bunny costume,

the drill showed everybody involved that

Hellabrunn has firmly established all the

necessary emergency procedures for the

event of an animal escaping. Monika Flierl

from TÜV Rheinland can confirm this. She

paid close attention to this point during the

zoo’s quality management (QM) certifica-

tion process, which involved checking

whether the circumstances on site comply

with the legal stipulations and the require-

ments imposed by the zoo itself. By con-

ducting annual monitoring audits, the ex-

perts make sure that the park continues to

maintain its high standards into the future.

The two-day audit in accordance with ISO

9001 also incorporates aspects such as

keeper training and animal care. However,

28

A CLEAR VIEW

Hellabrunn Zoo was founded

in 1911 as the world’s first

geo-zoo. The animals live in

complex shared enclosures

according to their geographi-

cal distribution. Thanks to a

generous trench system and

natural landscaping, visitors

enjoy a magnificent, unob-

structed view of the animals

that is normally only available

in the wild.

What does a zoo do when an animal escapes? In Munich, the staff enlisted

the Easter bunny to help them train for emergencies – and received a

distinction for their risk management system. A visit to Hellabrunn Zoo.

28 People & Environment Hellabrunn

29contact 1.10

An endangered species:

between 300 and 500 snow

leopards currently live in the

world’s zoological gardens.

the expert doesn’t look at the park’s prod-

ucts and services. Instead, she focuses on

the way they are achieved. “Rather than

examining the quality of the animal feed, I

find out how it is prepared,” explains

Monika Flierl. She inspects the relevant

documents to ensure that the personnel

responsible for purchasing have the neces-

sary know-how to select the right feed, to

store it correctly and to mix it in the right

proportions. Hellabrunn proves to be exem-

plary in this respect.

At one with nature

The zoo also has an exemplary

record for environmental protec-

tion. Because it lies within a

nature reserve – the flood plains

of the river Isar –, Hellabrunn

has also had itself certified by

TÜV Rheinland in accordance

with ISO 14001. This environ-

mental audit was carried out by

Flierl’s colleague, Jürgen Löbel,

who examined how responsibly the zoo

uses resources such as water and electric-

ity – for example when cooling the arctic

house or heating the aquarium. But even

the best power-saving measures are point-

less if they are not implemented consis-

tently. The dedicated employees at Hella-

brunn are taking care of this. “Their

commitment made a decisive contribution

towards the zoo qualifying for the much

sought-after TÜV Rheinland certificate,”

emphasizes Flierl. This means that Hella-

brunn is one of the first zoos in Germany

with certified quality and environmental

management. Unlike the inhabitants of

Plavnica, people in Munich don’t have to

worry about meeting a hippopotamus on

the street after the next shower of rain.

INFORMATION

Monika Flierlflierl@de.tuv.com+49 911 655-3117

www.tierpark-hellabrunn.de

30 contact 1.1030

FROM THE STAGE TO

THE CORPORATE ARENAThe theatre and opera director Stefan Spies coaches the German manage-

ment elite in effective body language. “If you can read the signals of body

language, you can make a more confident impression,” he insists. And he

promises: “No more boredom in meetings.”

our body language. For example, someone

who has just had an unpleasant phone call

before an important meeting with their boss

will take their anger into the meeting – and

this will be clearly visible. “If I turn my mind to

an event that I’m looking forward to instead, I

immediately appear more relaxed,” explains

Spies. He also recommends this trick to

top managers. Twenty years ago, he would

never have believed that he was advising

them today. After completing his studies in

German language and literature, the native of

Munich made his debut in 1990 as a theatre

director with a production of “Fräulein Julie”.

In 1995, he began giving acting classes for

aspiring opera singers. A decisive step: “I

had to draw sensational results from vocal

students, some of whom had little talent for

acting,” he recalls. And this is where Spies

saw a bridge to the world of business. Corpo-

rate life also often involves being persuasive

in new, unaccustomed situations. However,

this generally has little to do with acting, em-

phasizes Spies, who began his trainer career

working for a human resources company. “I

don’t teach people to appear to be some-

thing they are not,” he adds.

A question of status

Particularly in everyday working environ-

ments, people adopt a certain status during

their interactions with others – often without

When Stefan Spies holds a presentation, he

is certain of the attention of his audience:

with a strong voice, a lot of charm and a

generous portion of humor, the 44-year-old

casts a spell over his listeners. “I used to

get nervous, especially before my early

presentations, and sometimes I still feel

tense today,” he admits. “But you wouldn’t

notice it.” The experienced stage director

knows everything about what the body can

reveal. The trick is to use one’s own physi-

cal reactions for the “stage of life”. This is

based on the insight that thoughts control

our body language.

Mind your attitude!

“Rather than external effects, it is our inner

composure that forms the basis for a suc-

cessful appearance in our working or private

lives,” says Spies. The main thing is to be

authentic. People who are just trying to cre-

ate an effect have already lost because they

are concentrating too hard on their inten-

tions and not on their actions. However if

someone is really focusing on something,

they automatically gain an air of importance.

They’re only interested in the task at hand,

not on their effect on others. That’s how the

inner mindset can control the body, stresses

the coach. By “thinking” or “feeling” a work

(or private) situation in a different way, we

change our attitude towards it and therefore

BACKGROUND

Stefan Spies has been making a

name for himself in Germany as a

coach for body language since the

late 1990s. At the TÜV Rheinland

New Year’s Conference, the opera

and theatre director gave an informa-

tive and amusing demonstration of

how powerful, effective and useful

both positive and negative body lan-

guage can be in our working and

everyday lives. His accompanying

German book “Der Gedanke lenkt

den Körper” (“The mind directs the

body”) was published in 2010 by

Hoffmann und Campe. Further infor-

mation is available at:

www.regiespies.de

even noticing it. This inner stance reveals

what they really think about each other, and

their body language also reflects the role

they play in the company. From a “high sta-

tus” position, one can dominate others. This

is shown by using upright posture, a wide-

shouldered stance, sweeping gestures and

a gaze directed slightly downwards. In the

“low status” pose, on the other hand, a per-

son is being dominated. They hold their body

back, stand with closed legs, make only very

30

BELOW: A direct gaze or a

downward glance – even their

greeting style can reveal a lot

about another person.

contact 1.10

Body Language People & Environment

The stage

is his element: director

Stefan Spies trains

managers to employ

targeted body language.

31

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People & Environment Body Language

32 contact 1.10

Successful performance: Stefan Spies

wows audience members with his

charm and wit.

sparing gestures, and look upwards with a

slightly bowed head. “The status behavior

can, but does not necessarily, correspond to

a given pecking order,” explains Spies.

Situations in which the outer and the actual

status behavior deviate from each other can

therefore be very instructive, for example

during delicate negotiations when people

representing different interests are trying

to reach a compromise. If we observe the

body language of others, we will discover

concealed power relationships and hidden

intentions – and can react flexibly to these.

In tranquility lies strength

Stefan Spies is now teaching these stra-

tegies for successful public appearances

to interested participants at seminars and

workshops all over Germany. The body

coach enjoys the fact that his work gives

people tangible help, for example with how

to behave correctly at difficult meetings.

“In order to avoid unnecessary trouble with

colleagues, a conflict of interests should be

played out on an objective level,” advises

Spies. The willingness to engage in a fair

exchange of views is also expressed in

body language: When one is not speaking

oneself, it appears more self-confident to

physically withdraw slightly and to observe

one’s “opponent” in a relaxed manner.

“Constant tension reduces your strength,”

says the expert. If you keep yourself under

control, you exude calm – which has a posi-

tive effect on all present. But a knowledge

of body language, according to Spies, is not

like a remote control with which one can

manipulate people at the touch of a button.

Ident-No. 104887