"The return on investment can be optimized

Quality labels are often understood by customers as a guarantee of a good course. But that is precisely what they do not guarantee. Are they deceptive packages?
Gaby Neyer: A quality label is not a deceptive package if the standards are defined highly and compliance is checked. If the customer assumes that an educational institute that has been awarded a certificate will also maintain the certified quality in the area of its offers, because quality is obviously fundamentally important, then this is legitimate. It becomes even clearer for the participant when it is explained to him what the labels mean for him in detail and what added value he receives as a result.

What is the benefit of a label in communication with the customer?
A label conveys security, credibility and transparency and thus also orientation in the continuing education jungle.

Do training providers understand this?
Only partially.

What are training providers supposed to do?
The labels must be charged with values for the customer. The customer must know what it means for him to attend a course at a school with this or that quality label. To this end, continuing education providers should present the labels at every possible opportunity: from information events to individual sales talks, from the website to the course programme to the social media channels. However, I also see a task for the labels themselves to ensure that application guidelines are adhered to when using the logos and that schools are supported with marketing material.

If the quality label becomes a marketing tool, isn't there a danger of overusing it?
No. No school will focus all its communication efforts on the publication of labels. And what do you mean by overdoing it? Most of the labels have been around for a long time, and yet their value to the customer is not yet so clear that it would be a real selling point.

"Labels need to be loaded with value for the customer."

So it's worth shouldering the cost of certification and taking on the internal effort.
Obviously, this is already worthwhile for many providers at this point in time. Only you can get much more performance out of the investment if the labels are also actively used in marketing. The price-performance ratio increases with the benefit of the labels. The more you work with it and the more it is actively used, the more "favourable" it becomes. The return on investment can
be optimized.