There continues to be debate over the actual value of various industry certifications. Such debates have typically been about technical or other industry certifications directed at individuals.
People (clients) trust information when it comes from an outside and impartial source. Today, it is no longer just individuals who are targets of those disbursing certifications of questionable value. In this era of significant online promotion, many companies are anxious to appear more popular and more competent than their competitors, and are actively seeking the awards and certifications offered to them. However, the question must be asked: Might some of these so-called ‘certifications’ not be legitimate?
Let’s look at a sample certification process a company might get caught up in:
A company receives notification from an organization claiming to be responsible for awarding industry certifications to deserving companies. The company has been researched in advance — the accompanying documentation accurately describes the company’s size and customer base. The notice states it has been nominated for some award or certificate, but that it must complete the qualification process. The award might be to certify the company as ‘company of the month’, ‘best customer service’, ‘high business efficiency’, etc. This sounds great, and the documentation clearly states that entry into the process is ‘free’!
Reading further, the notice stipulates that to continue in the certification process and to confirm eligibility, the target company must provide some very detailed financial, organizational and sometimes even personal data, all of which is allegedly required for a proper evaluation of the company and to determine its eligibility for this particular award or certification.
Give me information about your clients and money then I will give you useless piece of paper
Further reading may indicate that there in fact IS a fee – not for entry, but for the “opportunity to move to the next step”, which is needed for receipt of any prize.
The entire competitive process is made to appear professional through reference to the use of a “jury” which apparently will perform the formal evaluation and determine the final results. Details as to the composition or competence of jury members is typically lacking.
Companies receiving such invitations should be asking themselves certain questions. For example, how can a jury evaluate the quality of a medical services company or a specialized call center service, for example, without any actual expertise in these industries, trades or professions, or without having evaluated actual outcomes of services provided over a period of time (as would be done through a formal study)?
Once a company has provided all of the required information and declared willingness to pay for the certification indicated, a choice must be made between platinum, gold and silver. The determination of the level of award is limited only by a company’s budget.
I am certainly not against organized competitions and rankings resulting in awards and certifications but only if they are based upon clear rules and appropriate criteria for that marketplace. Assessment by a competent panel comprised of peers from the same industry sector is also necessary for the overall scheme to be made legitimate. While fees would also remain as they are necessary to help project organizers, they cannot be the main criterion for award selection and level of ranking.
My advice is to read all of the rules and evaluation criteria prior to entering such a competition for an excellence award. Such certification could actually achieve an effect opposite of what you intended – exposing you and your company to expensive ridicule by those who do not recognize your company’s artificial stature.
A lower-cost variation on the above process would have your own company organize a competition of excellence and grant itself first prize!
In any case, the question remains as to whether such certifications have any real meaning. On the other hand popular award is a good opportunity to show your customers that people prefer your company. But be careful.