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Exceptional Exceptional CertificationCertification
The Business Side of CertificationPresentation:
Certification Network Group – Chicago – 10-16-2012
Roger L. Brauer, Ph.D., P.E.
www.exceptionalcertification.com
Certification Origins?Certification Origins?
“Now, the Star-Belly SneetchesHad bellies with stars.The Plain-Belly SneetchesHad none upon thars.” --------------Then, Sylvester McMonkey McBean created a machine that put stars on Plain-Belly Sneetches for a fee.
The SNEETCHESBy Dr. Seuss
WHAT IS CERTIFICATION?WHAT IS CERTIFICATION?
A SIMPLE CONCEPT– Set standards for a domain of practice– Evaluate individuals against standards– Award certification to those meeting standards
EXECUTION IS– Complex– Expensive– Difficult
THE CERTIFICATION LIFE CYCLETHE CERTIFICATION LIFE CYCLEfor a domain of practicefor a domain of practice
Learn about Practice Domain
Training/Education
Work in Practice Domain
Learn about Certif.
Apply For Certif.
LICENSE?
Pass Exam
CERTIFIED
Hold Certif.
Renewal
Recertify
Terminate Discontinue Drop Death Discipline Not Renew Not Recertify
INDIVIDUALS
THE CERTIFICATION LIFE CYCLETHE CERTIFICATION LIFE CYCLE
Learn about Practice Domain
Training/Education
Work in Practice Domain
Learn about Certif.
Apply For Certif.
LICENSE?
Pass Exam
CERTIFIED
Hold Certif.
Renewal
Recertify
Terminate Discontinue Drop Death Discipline Not Renew Not Recertify
MANY CERTIFICATION ORGANIZATIONS….
MAIN FOCUS
THE CERTIFICATION LIFE CYCLETHE CERTIFICATION LIFE CYCLE
Learn about Practice Domain
Training/Education
Work in Practice Domain
Learn about Certif.
Apply For Certif.
LICENSE?
Pass Exam
CERTIFIED
Hold Certif.
Renewal
Recertify
Terminate Discontinue Drop Death Discipline Not Renew Not Recertify
MANY CERTIFICATION ORGANIZATIONS….
MAIN FOCUS
EMPHASIS
EVALUATE YOUR EVALUATE YOUR BUSINESS MODELBUSINESS MODEL
Where is your organization focused?How can expanding your vision
improve your effectiveness?
Chart your process in detailIdentify your strengths and weaknessesEstablish strategic, business & action plansTrack completion of actions
PRINCIPLESPRINCIPLES
Know your domain of practiceKnow how it worksKnow who the players areKnow how people enter practice Know how people advance in practice
– Depth?– Breadth?
CUSTOMER SERVICE GOALSCUSTOMER SERVICE GOALS
Help achieve certification successHelp people retain certificationHelp certificants continue to progressHelp employers and users of practitioners
make use of certification and find valueHelp influencers promote certificationHelp the public use certificants
CERTIFICATION CUSTOMERSCERTIFICATION CUSTOMERS
Individuals as Candidates/CertificantsEmployers of PractitionersUsers of PractitionersInstructors/Faculty Who Train PractitionersOthers Influencing Practitioners
(Industry Associations, Suppliers, etc.)The Public
THE CERTIFICATION LIFE CYCLETHE CERTIFICATION LIFE CYCLE
Learn about Practice Domain
Training/Education
Work in Practice Domain
Learn about Certif.
Apply For Certif.
LICENSE?
Pass Exam
CERTIFIED
HoldCertif
Renewal
Recert
Terminate DiscontinueDrop Death Discipline Not Renew Not Recert
INDIVIDUALS – USERS -- EMPLOYERS
MARKETING
Job Analysis
Career Info
Faculty
Career Info
Employer Promo
Individual and Employer Promo
Mentor Promote
Surveys -Entry? -Benefits? -Salary? -What is Changing?
Reasons?
Recert Quizzes
Prof Devel - Helps - Mangmt
CLOSETHESALE
EXAMPLESEXAMPLES
Attracting people to the domain of practiceGetting faculty on boardEnlist employers who improve employeesEnlist certificants (promote, mentor)Reach practitioners without certification
MARKETING STRATEGIESMARKETING STRATEGIES
Look beyond the methodsLook at all customers and their importanceIdentify the message(s) for each customerDevelop marketing plans…
– For each customer group– For each certification product– Combine into a global plan
SELL PROFESSIONALISM, SELL PROFESSIONALISM, NOT CERTIFICATIONNOT CERTIFICATION
Understand where certification fits in the domain of practice
Focus on developing and enhancing practice and practitioners
Consider all parts of the Certification Life Cycle
EXAMPLESEXAMPLES
Encourage individual developmentFor certificants, assist in personal
development– Development planning tools– Measure and publicize what is changing– Practice information resources:
salaries, specialty roles, example job descriptions
– Tools for managing continuous development
ACHIEVING FINANCIAL ACHIEVING FINANCIAL SUCESSSUCESS
You must have
net revenue and reserves
to invest in being better!
THE CERTIFICATION LIFE CYCLETHE CERTIFICATION LIFE CYCLE
Learn about Practice Domain
Training/Education
Work in Practice Domain
Learn about Certif.
Apply For Certif.
LICENSE?
Pass Exam
CERTIFIED
Hold Certif.
Renewal
Recertify
Terminate Discontinue Drop Death Discipline Not Renew Not Recertify
MAIN INCOME SOURCES…
WHERE MAIN $$COME FROM
BREAK EVENOR LOSE$$
CONFLICTOFINTEREST
BUDGET FOR FINANCIAL SUCCESSBUDGET FOR FINANCIAL SUCCESS
Set reserve goalsAnticipate major project resource needs
– Be able to invest in being better and meeting customer expectations.
Include net revenue in annual budgets
UNDERSTAND REVENUE SOURCESUNDERSTAND REVENUE SOURCES
Application fees Examination fees Renewal fees Recertification fees Miscellaneous income
– Publication sales– Late fees and time extension fees
Subsidiary or For-Profit Business Unit
PRICING STRATEGYPRICING STRATEGY
No loss leaders (Conduct cost analysis!)Charge what your product is worthConduct price comparisons
– No collusion (anti-trust)
All products must have net revenueRegular price adjustments
(Don’t lose out to inflation!)
CERTIFICATION BUSINESS CERTIFICATION BUSINESS IS COMPLEXIS COMPLEX
Financial success Quality examination (fully defensible) Know your domain of practice Effective staff Focus on customers, customer service Creative marketing (sell professionalism) Legal protection Effective toolbox Culture for excellence Meet 3rd party standards Sound planning and constant improvement