Faced with an increased pace of societal change, the public and regulators rely on the process of accreditation more than ever. In response, the accreditation as a thought area – I am hesitant to call it a “market” in this context – has been expanding. Existing accreditors have grown, and new ones have been established often increasing the competition exponentially. What will attract and help retain members?

Digital First. Members’ first interaction with an accreditor will be through a portal. The portal’s ease of use, intuitiveness, and ability to provide real-time insight into the process of accreditation may be the “must” without which a mutually successful relationship between the accreditor and member may not be possible.
Positive Culture. Accreditation can be a tedious and stressful process. Many institutions will be challenged to gather the required data, carry out prescribed changes, and communicate succinctly and effectively with an accreditor. Empathy will go a long way to convey that this is a mutual process of change, and improvement, rather than regulatory oversight.
Commitment to Mission & Outcome. Few can argue that the focus on the service outcome is increasing. The public demands it, regulators work to encourage and incentivize it, and institutions use it as a catalyst for change. A modern successful accreditor, and one which will be a strong competitor, must convey its commitment to the service mission and outcome in every interaction.
Value Beyond Accreditation. All organizations must be accredited but only a few of them have ample resources to chart their path to innovation unassisted. Most vendors lack such resources and would like their accreditors to help with best practices and new ideas. Assisting a provider with a challenging transition will ensure that your relationship is strong, intimate, and truly mutually beneficial.
People First. You have, certainly, noticed that we started with Digital First and are finishing with People First, which would sound like a totally incongruent circle of thought. It is not! As the relationship progresses, the technological ease is likely to be taken for granted, while the accreditor’s staff's ability to advise and advance their members in a thoughtful and positive manner will determine their satisfaction with the accreditor’s services. Technological innovation will also free people up from taking up more complex and analytical tasks, making their job much more interesting and valuable to the institutions in the process.

Without doubt, accreditation is increasing in importance to every stakeholder. Following these five simple principles would allow an accreditor to attract and retain their members.

Look for more on this series coming soon.