Tag Archives: Jeremiah Owyang

Industry certification in Social Media? Not a bad idea, but not necessary in my view

Jeremiah Owyang recently posted on this topic. I agree with what he wrote, but believe that certification is needed to achieve consistency and not expert status. To explain…

Industry-level certification won’t deliver much value in my view, as each company’s need, each program, each project and each channel is different. Additionally, social customer service is not yet established or consistent enough for such certification to be meaningful. Industry certification is like trying to hit a fast-moving target at half a mile with a bow and arrow. Fun setting up but hitting the mark is difficult.

He speaks of experience, which is a vital ingredient, but the demand for talent and experience could well have the same effect that the Y2K issue had on IT sector pay 11 or more years ago. Young, inexperienced people with little more knowledge than a regular IT user were paid a lot of money as companies screamed out for resources to help save them from the meltdown. The current demand is, I confess, a bit different but experience takes time and there isn’t enough time available to allow talent to mature at its own rate.

So, what’s the answer? Well, outsourcing could well be. I have a vested interest which I am happy to declare now. My employer is a contact centre outsourcer, employing around 45,000 people around the globe, and does a ton of recruitment, training and development every week.

Why is this relevant? Well, contact centre outsourcers focus on managing customer interactions and are not burdened with other company stuff such as research and development, marketing, managing channels, and fighting off the client’s competition (though the services delivered are a component in doing this). We focus on the conversation and taking it to the customer’s (and hopefully client’s) desired conclusion. To achieve this, at a cost that the client will pay and to the required standard, we have incredible resources to identify, recruit, train, develop, retain and manage the right talent. People are taken from little or no knowledge to “capable” in just a few weeks and continue to develop with regular coaching.

We do this on a huge scale for regular voice, email and chat programs, and on a smaller scale for social programs. Even though smaller, we still have more people engaged in social customer service and support than many specialist companies employ.

The result is that every client program has social-certified agents. No need to adopt someone else’s standards, or create from scratch. As every program is different, a key element is customising to satisfy the unique needs while leveraging experience from elsewhere. Success is achieved without running the risks brought about by limited capability and exposure. This way, no one goes online without achieving the agreed basic standard and what they are allowed to do is determined by their level of experience and achievement.

Why would a company develop their own program when they can leverage the experience and best practices of others? Which is better?

I’ll post again with more details on this topic over the next few days.