Knowledge is power.  

From an employee’s perspective, increased knowledge or upskilling gives you the added tools needed to take on more responsibility at your job, make more money, and advance in your career. From an employer’s perspective, offering advanced training helps you retain top-performing employees who can drive more business to your organization.  

In other words, an increasingly knowledgeable workforce is a strategic win-win. And, if done right, it should translate into corporate success. But knowing this is the easy part. Implementing it effectively takes a bit more work. 

For example, we’ve previously examined the need for training and certification in the automotive aftermarket space. Through our research, we learned that smaller dealers in this vertical feel that a lack of skilled labor is one of the primary challenges for their organizations. It’s not surprising, then, that the vast majority of these dealers also mentioned that a channel strategy with corporate eLearning would be an effective tool to motivate their dealer network and achieve their business goals.  

Clearly, there’s a need there for upskilling and knowledge enhancement. But this is just one vertical. How well might this opportunity translate to other industries, such as construction, home improvement, and building materials? And can it still be as effective if it’s used in a loyalty program? 

Why Learning Certifications Matter in Loyalty Programs 

For installers, contractors, designers, and consultants, training and certifications are integral to existing loyalty programs. Not only do they provide upskilling opportunities to these key players in your value chain; they also provide an additional avenue for increased mindshare that trickles all the way down to your end users. 

But just like in the auto aftermarket space, finding and retaining skilled workers has become a major issue for contractors and other businesses in the construction space. In fact, a 2022 DEWALT survey found that 55% of contractors feel that this problem is one of their biggest barriers to growth, mirroring the data we uncovered in our own research.  

Take contractors and installers, who often need to have knowledge of a variety of different brands and products to meet the needs of their wide customer base. This includes everything from various sizes, specifications, energy efficiencies, etc., all of which can be difficult to stay up to date on.  

Maybe there are new models being released, new rebate programs or promotions being offered, updated government regulations, or even product recalls. These installers need to stay on top of all of these changes, so it would only make sense for them to lean on the brands they know best and are most familiar with. The question is: is that yours? 

Training and certifications can turn what might be an answer of “I don’t know” into one that’s a resounding “you bet”. And despite the classic assumption that any type of training is boring or simply busy work, these installers and contractors actually want better training programs, because it makes their jobs easier and more effective. And if in the process they can earn points, perks, or other rewards in their loyalty program for their efforts—well, all the better.  

The Benefits of Incorporating Training and Certifications 

Ultimately, these tools serve as powerful motivators for installers, encouraging continuous skill development and professional growth. Unlike standard incentives that may motivate short-term performance, certifications and training offer lasting benefits and promote long-term loyalty that improves both individual careers and channel success. Some of the reasons for this are: 

• Upskilling and Enhanced Product Knowledge: Training and certifications encourage installers to stay updated on new products, installation techniques, and industry best practices, making them more skilled and effective in their roles. 

• Career Growth and Recognition: Achieving certifications boosts an installer’s credibility, positioning them as industry leaders and increasing their job prospects and performance. 
  

• Long-Term Loyalty and Brand Advocacy: Installers who invest time in participating in brand-backed certifications and training are more likely to remain loyal to your brand, as they’ve built expertise around its products. This is important in an industry like construction and building materials, where installers and contractors may be participating in multiple loyalty programs.  

But that’s not all. Some other ancillary benefits of corporate eLearning are: 

• Smaller businesses (i.e. your channel partners) can ensure that their employees are equipped to handle products correctly, reducing errors and costly rework. Happy channel partners, happy life.  

• Certified installers act as trusted brand representatives, and their knowledge about your products leads to better service and can ultimately increase end-customer confidence in both the installer, the company, and your products.
• Customers will be more likely to choose a certified installer, knowing they have verified expertise in your brand’s offerings. 

• Certification-based incentives provide a structured pathway for installers to grow within the program, increasing retention and reducing churn. 
• A continuous learning approach encourages installers to remain engaged with the brand and its products. 

 4. Providing Data-Driven Insights: 

• Tracking certification progress allows brands to identify top performers and tailor marketing or sales support accordingly.
• Businesses can use performance data to refine training content and ensure it meets the evolving needs of their installers. 

Best Practices for Implementing Certification Programs 

Finally, once you’ve decided that upskilling your installer base is a strategy worth pursuing, you’ll need to figure out the best method for achieving this. To maximize the effectiveness of your training opportunities, try to align with some of the following best practices: 

• Create Relevant, Modular Courses:
  • Break down learning modules into targeted, easy-to-digest sections.
  • Ensure courses align with real-world installation challenges and product applications.
  • Offer educational webinars on the latest trends and products, and reward for participating in the events 

• Offer Tiered Certification Levels:
  • Structure certifications into levels or tiers to encourage continuous skill development.
  • Provide incentives such as exclusive product access or priority customer referrals for higher-tier certifications.
     
• Integrate with Existing Loyalty Platforms:
  • Seamlessly incorporate certifications into the loyalty program’s tracking and rewards system.
  • Allow installers to earn discounts, points, or exclusive opportunities upon certification completion.
     
• Leverage Gamification:
  • Introduce gamification elements like points, badges, and leaderboards to make learning engaging and competitive.
  • Recognize and reward top learners with special incentives or public acknowledgment within their organization or installer community.

Conclusion 

Training and certifications have become cornerstones in installer loyalty programs, not just as a pathway to growth, but also as a means of retention and customer satisfaction.  

When you can transform installers, designers, or contractors into more skilled, engaged, and loyal brand advocates, it’s really the quintessential win-win. Through structured educational opportunities, brands can enhance installer expertise, supporting their channel partners in the process. This ultimately builds long-term trust with their partner network, a trust which inevitably trickles down to the relationships your brand has with end-user customers.  

Is now the time to elevate your installer loyalty strategy with training and certifications? Contact us to learn more on how to empower and reward the professionals on the front lines of your brand advocacy.