Before Redesigning a Certification Program, Do Some Research
A haphazard approach can be disastrous
There are plenty of reasons to change, tweak or even sunset a certification program. For instance, associations may want to go after a new market or reposition the program in the current market. But there’s one thing to keep in mind no matter what changes are being made—stakeholders.
“Don’t underestimate the change management involved when redesigning a certification program,” said Jennifer Naughton, CAE, founder of Naughton Consulting. “Certifications are extremely personal to your members.”
Whether reengineering or sunsetting a certification program, Naughton shared three ways to involve members in the process.
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