Creating a Certification Program
Knowing that certifications can be a strong marketing tool for partner development and customer satisfaction, many decision makers tend to believe that certifications can somehow bolster their product image and generate sales. This assumption is often misleading. If a decision maker views certifications as a sales tool and increasing the number of certified individuals as a means of increasing adoption of product, the probability of failure might be high. Experience has shown that launching a certification program does not by itself generate demand for the products and services around which the content for the certification exams and training have been created. In essence, the sponsoring organization should view certifications as a customer support tool that enhances the organization's credibility or corporate brand to retain customers rather than viewing it as a promotional tool to acquire new customers.On the other hand, if certifications are viewed as a means of improving customer experience and satisfaction with the product, the approach may well be worth the investment because it can help tremendously with improving customer loyalty and retaining existing customers (that is, discouraging them from switching to a competitor's brand). Although subtle, the distinction can remarkably alter the focus of the program for the sponsoring organizations. An organization that views customer experience and customer satisfaction as a criterion for success for a certification program is less likely to lower the bar on exam integrity to speed up completions. Similarly, organizational metrics to justify and evaluate the program will differ.Following are key questions to consider when determining whether a certification program should be launched:How do we ensure quality when supporting or servicing customers?How can a qualified pool of talent be best created to support or service our products?Will training suffice, or is a certification program imperative?To what extent are certifications likely to affect customer experience and satisfaction?To what extent are the partners or resellers likely to adopt the certifications?Can certifications be replaced with online assessments?Do we have the distinction and detail in content that existing neutral certifications available from associations do not address?Do the desired metrics justify an investment?
Answers to these questions are likely to indicate whether there is a need for sponsoring a certification program. If after reviewing the situation, planners determine that it does, a decision to move forward can be executed. |
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