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CUSTOM Competency Development
CUSTOM COMPETENCY DEVELOPMENT
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Custom Competency Development by Zenger Folkman
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What is the PROCESS for Custom Competency Development?
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What is the PRICING for Custom Competency Development?
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Fees for Research & Consulting Competency Development and/or alignment.
2.
Fees for Custom Survey Set-up.
3.
Fees for Custom Materials Development.
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What other charges should be considered?
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What specific contracts does Zenger Folkman need for a custom project?
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What timelines are associated with a custom project?
Research & Consulting Timeframe.
Timeframe for Setting-up Custom Survey, Report, and Materials.
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SURVEY & MATERIALS CONFIGURATION OPTIONS
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What are Survey & Materials Configuration Options?
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What Survey Configuration Options are available to my client?
Email Set Changes
Manual Cover Changes
Example of Standard Cover
Example of Custom Manual Cover
Example of Custom Manual Cover
Respondent Types & Descriptions (Recommendations & Minimums)
Standard Respondent Categories
Example of Custom Respondent Categories
Standard Respondent Recommendations Outlined
Example of Custom Respondent Recommendations
Respondent Home (“Landing”) Page
Zenger Folkman’s Standard Respondent Landing Page
Example of a Custom Respondent Landing Page
Website Skinning
Zenger Folkman’s Standard Website Skin
Example of a Custom Website Skin
Norm Calculations & Display
Minor Word Changes to the Survey & Workshop Materials
Feedback Report Format Changes
Demographics Screen
Zenger Folkman Standard Participant Demographic Questions
Example of a Custom Participant Demographics Screen
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Custom Competency Development by Zenger Folkman
Zenger Folkman’s Extraordinary Leader research identified 16 leadership competencies that, when
developed by a leader, will have the greatest impact on his or her ability to lead inside their
organization.
These 16 competencies are outlined in Zenger Folkman’s standard Extraordinary Leader,
Extraordinary Performer, and Extraordinary Coach product offerings. While many organizations may
choose to adopt Zenger Folkman’s research conclusions, many larger organizations may choose to
create their own set of competencies specific to their own organizational needs or realign the
Extraordinary Leader competencies (and the research data this provides) with their organization’s
specific competency model. The process of development of realignment of an organization’s custom
competencies is what Zenger Folkman refers to as Custom Competency Development. Zenger
Folkman can assist with custom competency development needs as follows:
Provide Consulting & Research services to:
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Assist the organization in evaluating Zenger Folkman’s standard 16 competencies and
align their proposed or pre-determined competencies with those in terms of wording
and linking.
OR
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Work with the organization to create a custom set of leadership competencies specific
to the organization and its needs.
Provide Organizational Competency Evaluation Tools for their Leaders by
providing:
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A state-of-the-art, multi-language survey platform on which to run a custom survey
designed to evaluate their leaders.
Specific organizational normative data for comparisons at the leader level and group
levels.
Follow-up organizational analysis of data collected.
Business results analysis from their custom leader data collected over time.
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What is the PROCESS for Custom Competency Development?
Contact Camille Price (Director, Product Development) for assistance with scope and pricing.
Camille will be your first point of contact for any custom requests from Zenger Folkman. She can be contacted
by email at cprice@zengerfolkman.com or by calling at (801) 705-9480. Camille will work with you to evaluate
your client’s needs, outline the Zenger Folkman resources needed for the project and create a proposal. The
scope of customizations can take many forms. Clients may choose to do a complete ground-up customization
or they may choose to make minor adjustments to the competencies and survey items. Some clients may
ONLY want competency development assistance; while others may want a complete solution including survey
and materials. Camille will assist in all facets of a requested customization.
What is the PRICING for Custom Competency Development?
Camille Price will assist with the pricing based on the scope of the project. However, there are three pricing
fees associated with a custom competency development process that can be expected.
1.
Fees for Research & Consulting Competency Development and/or alignment. This
fee is determined by Joe Folkman based on his research time required on the project. Typically
this fee is $5,000.00 US per day.
2.
Fees for Custom Survey Set-up. If the scope of the client project includes a survey aligned
with their custom competencies, a fee will be charged. This fee includes the set up of the client’s
custom survey on Zenger Folkman’s state-of-the-art survey platform. This is a one-time fee of
$4,000.00 US and includes ALL CONFIGURATION OPTIONS outlined in Section 2 of this manual.
This will provide the client with online leadership survey processing, feedback reporting, and data
collection services for evaluation purposes.
3. Fees for Custom Materials Development. If the client implementation involves learning
experiences such as workshops or coaching where participant materials are required which align
with the newly developed custom competencies, Zenger Folkman will create a custom manual for
this purpose. This is a one time fee of $5,500.00 US and will integrate their custom competency
model into materials to be used in workshops and coaching experiences.
What other charges should be considered?
The pricing previously outlined are one-time fees associated ONLY with the custom development of
competencies, survey items, custom survey set-up, and custom client materials.
Following this research and set up, participant license fees will be charged to the client for survey and/or
workshop participation. Every leader registered in the custom program designed would be charged a
participant license fee for their participation in the process. The retail price for this participant fee averages
$375 per participant.
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What specific contracts does Zenger Folkman need for a custom project?
The scope of the client needs can take many forms; however, the requirements of Zenger Folkman will be
consistent. Zenger Folkman will require agreement to the proposed terms in the form of a signed Statement
of Work (SOW) prior to starting the customization work.
The scope of customizations can take many forms. Clients may choose to do a complete ground-up
customization or they may choose to make minor adjustments to the competencies and survey items. Some
clients may ONLY want competency development assistance; while others may want a complete solution
including survey and materials.
What timelines are associated with a custom project?
The timelines are completely dependent on the scope of the project.
Research & Consulting Timeframe. This time for this portion of the project varies. This will be outlined
for you by Camille Price in the proposal.
Timeframe for Setting-up Custom Survey, Report, and Materials. You can expect approximately 2
weeks from the time Zenger Folkman Client Services receives the FINAL/APPROVED components of your
client’s customization before we can provide your client a link to access the website/survey and view the
materials for their approval. Once the final approval is given, it will be one week before the first survey project
using the customized project can begin.
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Survey & Materials Configuration Options
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What are Survey & Materials Configuration Options?
Configuration Options are specific components of Zenger Folkman survey process and materials that can be
easily changed for the purpose of more closely aligning the client’s learning initiative.
The term configuration should NOT be confused with the term customization. Zenger Folkman uses the term
“custom” to identify clients who are making changes to Zenger Folkman’s standard competency and survey
items to align more completely with their organization’s competencies. The process for customizations is
separate from configuration changes and is outlined in Section 1 of this manual. Note: All configuration
options are available to a client who is setting up a custom project. Survey and Materials Configuration
options are included in the price of the “survey set-up” fee as outlined in Section 1 of this manual.
It is the responsibility of the Sales Representative (or partner) to work closely with their client to
ensure that all nuances of these configuration options are carefully considered before
implementing configuration changes.
The ZFCo Client Services Representative will work closely with the Sales Representative (or partner) to ensure
that the process is followed and necessary information is received to implement the reconfigurations.
In all cases, the Client must approve the changes prior to launching a survey project or program where the new
configurations are needed.
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What Survey Configuration Options are available to my client?
The following reconfiguration options are available to the client as part of a Custom Survey Set-up OR as
standalone options.
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Email Set Changes
Manual Cover Changes
Respondent Types and Descriptions
Respondent Home (“Landing”) Page
Website Skinning
Norm Calculations and Display
Minor Word Changes to Survey and/or Workshop Materials
Feedback Report Format Changes
Participant Demographics Landing Page
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Email Set Changes
ZFCo has a series of email communications (set of 5) for participants and respondents which are designed to
drive the completion of the survey process. ZFCo has used best practices in creating the content of the email
sets.
What considerations should be given when reconfiguring email sets? As mentioned, the purpose of
the emails is to drive the completion of the survey process. Studies show that most of us read the first 5 lines
and then only bullets/numbering of an email. Therefore, we advise that the instructions for completing the
survey process be given first priority. We recommend that these emails not be used to provide lengthy
explanations regarding the client’s learning initiative, why they are being asked to participate in the process,
etc. We recommend that this type of important communication be handled within the client organization in
another way. However, if there is something that fits into this process that is brief that the client feels would
fit nicely into our survey email body, then reconfiguring the emails is an option.
What is needed to reconfigure the email sets? The Client or Partner must provide the approved email
set to their ZFCo Client Services Representative. Electronic copies of the email set can be sent to you by your
Client Services Representative. You can use these to track your changes and submit them to your Zenger
Folkman Client Services Representative.
How long does it take? It will take 1 week from the time the email sets are approved and received by
Zenger Folkman to implement and test the changes.
What is the cost? This configuration option is included in $4,000.00US Custom Survey Set-Up OR it is
$200.00 US as a standalone configuration.
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Manual Cover Changes
The Zenger Folkman workshop and coaching materials can be changed to include a company logo, add a
specific program name, or completely redesign an entire cover.
What considerations should be given when changing a manual cover? There are a couple of things to
consider when making changes to manual covers. First, we use a digital print on-demand service. The digital
printing option does not always print the covers in EXACTLY the same colorations each time. If the client
wants to ONLY add a logo to a manual, there is a specific place on our manual cover where that logo must fit.
What is needed for changing a manual cover? The Client or Partner must provide the client’s approved
logo, artwork, and layout to their Client Services Representative.
How long will it take to implement? It will take 1 week from the time the approved cover, logo and
placement are approved by the client.
What is the cost? This configuration option is included in $4,000.00US Custom Survey Set-Up OR it is
$200.00 US as a standalone configuration.
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Example of Standard Cover
Note: The client logo would be placed at the bottom right in the lighter area
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Example of Custom Manual Cover
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Clients or Prospects.
Example of Custom Manual Cover
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Respondent Types & Descriptions (Recommendations & Minimums)
Respondent Types are part of the 360 survey process. Respondents are those providing feedback. Zenger
Folkman has a “standard” set of Respondent Types and their descriptions which we use in our standard survey
and from which “norms” are calculated and reported on feedback reports. Clients have the option to
reconfigure respondent types and/or their definitions to make the respondent reporting process more
applicable to their organization.
What considerations should be given when reconfiguring Respondent Types? There are many
considerations to be given before Respondent Types are reconfigured. One VERY important consideration is
the effect that a reconfiguration will have on the display of norms. One of the values of our standard
instrument is the display of the 75th and 90th percentile norms. These norms are based on our standard
respondent types.
If the respondent types are changed radically, it will eliminate ZFCo’s ability to utilize our normative database
and will require the client to create a company norm using their own respondent types/descriptions. It is for
this reason that ZFCo strongly advises that you assist your client in working within the bounds of Managers,
Direct Reports, Peers, and Others with possible minor changes to the names or descriptions of these categories
to align with client needs. Provided these are not drastically different than our own names/definitions, ZFCo
will be able to provide normative comparison data.
Zenger Folkman’s standard Respondent Types and Descriptions can be found on page 12 of this manual. An
example of custom respondent types can be found on page 13 of this manual.
Other considerations are the RECOMMENDED submissions for each reconfigured respondent type and
MINIMUM submissions for each reconfigured respondent type.
RECOMMENDATIONS are provided to the participant as a means for helping them gauge how many
submissions they should gather for a quality report. ZFCo has outlined recommendations for the number of
submissions for each of our standard respondent categories. Recommendations are displayed on the
participant website. The standard Zenger Folkman respondent types can be seen on Page 15 of this manual.
If a client chooses to reconfigure the respondent types, Zenger Folkman will also need to receive their
recommendations which will be displayed on the participant’s webpage for their viewing at the time of
respondent selection. An example of a custom respondent table can be seen on Page 16 of this manual.
MINIMUM requirements are designed to maintain our promise of anonymity in the feedback process. ZFCo
requires that a MINIMUM number of submissions be met in each respondent category before reporting that
respondent category independently. Zenger Folkman’s MINIMUM requirements (this is based on our standard
Respondent Types) for reporting a respondent type independently is as follows:
Manager - 1 Submission
Self - 1 Submission
Direct Report - 3 Submissions
Peers - 3 Submissions
Others - 3 Submissions
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If these minimums are not met, a “rolling” effect for submissions takes place on the participant’s report which
is explained in their report on the Interpretation page.
If a client chooses to reconfigure the respondent types, Zenger Folkman will also need to receive their
minimum requirement which will in turn be displayed on the participant’s webpage for their viewing at the
time of respondent selection. PLEASE NOTE: Zenger Folkman rarely changes its position on a minimum of 3 in
respondent categories other than manager and self. Zenger Folkman reserves the right to ensure our own
minimum requirements for the purpose of protecting the anonymity of respondents.
If the project ends before a participant has met the minimum requirements, ZFCo will run the report and the
participant will receive whatever data they have collected to that point in the reporting format that protects
the submissions they have received.
What is needed for reconfiguring Respondent Types? The Client will need to provide Zenger Folkman the
following:
- Respondent Type Name
- Respondent Type Description
- Recommendation for number of submissions for each Respondent Type
- Preferred MINIMUM requirement for printing a report—Remember, this is rarely changed by Zenger
Folkman and will typically remain at 3 submissions for each respondent category other than Manager and Self.
How long will it take to implement? The Zenger Folkman Client Services Representative will work directly
with the client or the partner (for their client) on getting the respondent types, descriptions,
recommendations, and minimums. It will take 2 weeks from the time the approved Respondent Type
information is provided to Zenger Folkman.
What is the cost? This configuration option is included in $4,000.00US Custom Survey Set-Up OR it is
$500.00 US as a standalone configuration. If the respondent types are radically different than ZFCo’s
respondent types, then calculating a company norm is required. The cost for this is an additional $500.00 US.
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Standard Respondent Categories
Standard Respondent Categories
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Clients or Prospects.
Example of Custom Respondent Categories
EXAMPLE of Custom Respondent Categories
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Clients or Prospects.
Standard Respondent Recommendations Outlined
Standard Respondent Recommendations
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Example of Custom Respondent Recommendations
EXAMPLE of Custom Respondent
Recommendations
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Respondent Home (“Landing”) Page
The Respondent Home “Landing” Page is a screen that a respondent will see PRIOR to seeing the survey they
are being asked to submit. This screen is used to explain the importance of providing feedback. This screen
can be reconfigured to include information specific to a client implementation.
What considerations should be given when reconfiguring the Respondent Home Page? ZFCo
STRONGLY recommends that this screen not be reconfigured to include any information or dates that may
change throughout the client’s implementation. This screen should be designed to incorporate information
that will be applicable to all respondents throughout the client’s implementation. This screen can be
reconfigured to include information specific to a client implementation such as reinforcing a specific leadership
initiative, offer comments from client leaders, etc.
What is needed for reconfiguring the Respondent Landing Page? The Zenger Folkman Client Services
Representative will work directly with the client or the partner (for their client) on finalizing the content of the
re-configured landing page. The Client or Partner must provide the client’s APPROVED Respondent Landing
Page to the Client Services Representative. A copy of the standard Respondent Landing Page can be found in
this manual or you can request the electronic copy from your Client Services Representative. Changes can be
made to these documents and submitted.
How long does it take? It will take 1 week from the time the approved version is received by Zenger
Folkman.
What is the cost? This configuration option is included in $4,000.00US Custom Survey Set-Up OR it is
$200.00 US as a standalone configuration.
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Zenger Folkman’s Standard Respondent Landing Page
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Example of a Custom Respondent Landing Page
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Website Skinning
The Zenger Folkman website is the engine in which the survey process takes place. This website can be
“skinned” with a logo and colors as requested and provided by the client.
What considerations should be given to website skinning? Website skinning is a nice touch for
organizations. It presents a very professional and customized look. When participants and respondents enter
the survey website they see their company’s familiar logo and colors and may provide them with a sense of
security with the survey process. However, the flip side to this is that many companies prefer to have a third
party run surveys to provide their survey participants and respondents with a sense of anonymity. In these
cases, replacing Zenger Folkman’s look and feel with the client’s look and feel may create some insecurity for
the survey participants and respondents.
What is needed for reconfiguring the website? The Client or Partner must provide the client’s approved
logo and colors to their ZFCo Client Services Representative. The placement of these items on the website will
need to be discussed as well.
How long will it take to implement? It will take 1 week from the time the approved logo and placement is
determined.
What is the cost? This configuration option is included in $4,000.00US Custom Survey Set-Up OR it is
$200.00 US as a standalone configuration.
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Zenger Folkman’s Standard Website Skin
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Example of a Custom Website Skin
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Norm Calculations & Display
One of Zenger Folkman’s competitive advantages is our database from which normative data is calculated and
displayed on feedback reports in the form of the 75th and 90th percentiles. When using our standard surveys
and respondent types, this normative data is easily calculated and presented to clients and their participants.
Our own database of normative data is maintained regularly so that the 75th and 90th percentile norms are
always current.
When the survey items/competencies are customized and/or respondent types reconfigured, the norm
calculations need to be evaluated and a decision made on what norm to display. Furthermore, a client may
have some other reason for displaying a norm other than our own database norms. Therefore the option of
reconfiguring norms is available to the client.
What considerations should be given when reconfiguring norm calculations? The following
fundamental knowledge is needed when discussing options with your client.
CASE #1, when NO Customizations have been made to the EL survey items & competencies, the following
options can be offered to the client:
- Option #1: Use the standard EL database norms on the reports - 75th and 90th.
- Option #2: Use a “company norm” (75th and 90th) when enough data has been collected to
create a company norm. Note: Typically this is one 30+ person survey project for the 1st run and
the norm is recalculated again after a 2nd survey project run. Company norms are then calculated
for subsequent survey projects on request for a nominal fee.
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CASE #2, when Customizations HAVE been made to the EL survey items and competencies, the following
options are given to the client:
- Option #1: Use the standard EL database norms on the reports (75th and 90th) for the items that
align with the EL survey items. Note: this will leave some items without a norm and will cause
norms to not appear in competency totals where “non-normed” survey items are present.
- Option #2: ZFCo will calculate and display a company norm (75th and 90th) for the customized
survey items ONLY and will display the EL norm (75th and 90th) for the standard EL items. Note:
this will result in two norm calculations and may cause the participant some confusion.
- Option #3: Use a “company norm” for all survey items (75th and 90th) when enough data has
been collected to create a norm. Note: Typically this is one 30+ person survey project for the 1st
run and the norm is recalculated again after a 2nd survey project run. Company norms are then
calculated for subsequent survey projects on request for a nominal fee.
In all cases and options, a “key” on the Interpretation Page of each feedback report will explain the Norm
definition and how it is displayed.
What is the cost? This configuration option is included in $4,000.00US Custom Survey Set-Up OR it is
$500.00 US as a standalone configuration. There is a nominal fee of $300 US each time a company norm
update is requested by the client.
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Minor Word Changes to the Survey & Workshop Materials
Zenger Folkman’s materials have been written using phrases from the publication, The Extraordinary Leader.
Among some of those phrases are words like “Fatal Flaw” etc. Zenger Folkman recognizes that, on occasion, a
client may prefer terms or phraseology other than those used in the Zenger Folkman materials. For this
purpose, we provide a way for the client to make MINOR word changes to our materials.
What considerations should be given to making minor word changes to the workshop or survey
materials? Zenger Folkman will ONLY make these wording changes when the meaning of the word remains in
tact. For example, changing the word “company” to “organization” is acceptable, changing the word “survey”
to “assessment” is acceptable, and changing the phrase “fatal flaw” to “leadership derailer” is also acceptable.
However, making changes to meaning and content is not considered a minor change. For example, changing
the wording of a survey item from “Is trusted by others to use good judgment when making decisions” to “Is
liked by others because they use good judgment when making decisions” would not be acceptable. This falls
into the category of a custom project and would need a researcher’s assistance to verify its accuracy with our
content. A process of search and replace is utilized when making this change; therefore, it is important that
the wording be submitted with that in mind. These wording changes will be made throughout the email sets,
survey, website pages, feedback report, and standard manual for the client’s specific use.
What is needed for making minor wording changes? The Client or Partner must provide the client’s
approved word replacement. For example:
Company to organization
Survey to assessment
Fatal Flaw to Leadership Derailer
How long will it take to implement? It will take 1 week from the time the approved wording switches are
provided to the Client Services Representative.
What is the cost? This configuration option is included in $4,000.00US Custom Survey Set-Up OR it is
$300.00 US as a standalone configuration.
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Feedback Report Format Changes
The Zenger Folkman feedback report has been designed with industry best practices in terms of the
information being displayed, the order it is being displayed, and even the color choices for the displays. There
may be a rare occasion when a client chooses to change the layout or order of their feedback reports. For this
reason, this is a reconfiguration option.
What considerations should be given when reconfiguring the layout of feedback reports? Removing
sections of data or rearranging the display of data are the only options available for reconfiguration. If the
client wants to add sections of information and/or change the way specific sections of data are displayed,
these requests would fall into the category of custom reporting and would need to be handled separately.
What is needed for changing a feedback report layout? The Client or Partner must provide clear
instructions on the changes being requested by the client. An electronic copy a standard feedback report can
be requested from your Client Service Representative. Changes can be made to that document and returned
to your Client Services Representative either by fax or email.
How long will it take to implement? It will take 1 week from the time the APPROVED feedback report
outline is received by the Client Service Representative.
What is the cost? This configuration option is included in $4,000.00US Custom Survey Set-Up OR it is
$500.00 US as a standalone configuration.
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Demographics Screen
Zenger Folkman’s strength and market differentiator is our empirical research which sets us apart from our
competitors. We continue to collect data for our research efforts. As part of this, Zenger Folkman’s standard
survey process poses a set of demographic questions to participants at the start of their self-evaluation. The
participant is able to by-pass these questions should they choose not to answer the questions posed. We
recognize that some clients or partners may have different data collection needs and therefore, Zenger
Folkman can customize this screen.
What considerations should be given to customizing the participant demographics screen? The term
“garbage in is garbage out” is a perfect analogy for one of the primary struggles for collecting demographics.
We ask that as you consider customization of the demographics screen that you set up your questions with the
answers being provided by the participant in a drop-down menu format. Asking the participant to type in their
answers will mean that we will receive many variations of the same answer. For example, for the answer to
Gender, you may receive “man” or “male” etc. Also another consideration is the number of questions posed
to the participant. We suggest that you limit your questions to a maximum of 5; our experience is that the
screen should appear to be quick for the participant or they will bypass it.
What is needed for customizing the demographics screen? The Client or Partner must provide a list of
demographic questions EXACTLY as they are to be displayed to the participant along with a list of the answers
to be put on the question’s drop-down menu.
How long will it take to implement? It will take 2 weeks from the time the demographics questions are
provided to the Client Services Representative.
What is the cost? This configuration option is included in $4,000.00US Custom Survey Set-Up OR it is $1,000
US as a standalone configuration.
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Confidential: This manual has been designed for ZFCo Sales Representatives & ZFCo Partners ONLY. It is not for viewing by
Clients or Prospects.
Zenger Folkman Standard Participant Demographic Questions
1. Select your year of birth:
a. Drop down menu with choices that range from 1900-2010
2. Gender?
a. Male
b. Female
3. Where are you located?
a. Country
b. City
4. What type of position do you hold?
a. Individual contributor: Technical Professional
b. Individual contributor: Administrative
c. Middle Manager
d. Director Level
e. VP or SVP Level
f. C-Level Executive
g. Other
5. What is the primary functional area of your current position?
a. Sales
b. Marketing
c. Customer Service
d. Operations
e. HR
f. General Management
g. Finance and Accounting
h. Product Development
i. Legal
j. Manufacturing
k. Engineering
l. IT
m. Research and Development
n. Administrative/Clerical
o. Other
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Confidential: This manual has been designed for ZFCo Sales Representatives & ZFCo Partners ONLY. It is not for viewing by
Clients or Prospects.
Example of a Custom Participant Demographics Screen
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