North American Technician Excellence (NATE) is celebrating its 10th anniversary this year. NATE’s president, Rex Boynton, met with publisher Terry Tanker in Washington, D.C. to discuss the past, present and future of the organization.
Cigars. I love them.
Invincible starring Mark Wahlberg.
Golf.
The Warf, The Warehouse and Ruth’s Chris Steak House.
The Kennedy Center.
Worry about who to call when my heating/cooling system isn’t operating properly.
Following the relocation of our office, we were forced to hold a meeting in a local hotel. I was really trying to hold the line on our operating expenses, and the meeting room was too small to accommodate our group. Nonetheless, we managed to crowd 40 bodies into a windowless room designed for about 25. The last member arrived late and literally had to force the door open to stick his head into the room. He said, “Well, it’s clear we’re not wasting money on meeting space.”
Losing a congressional campaign. I was hired as a campaign manager in 1976. After the loss I was introduced to the trade association business and had some wonderful mentors and great learning opportunities that helped prepare me for life at NATE.
A colleague put me in touch with a search committee that was looking to hire someone to launch a start-up operation focused on setting knowledge standards for hvac technicians. In preparing for the interview, I conducted a telephone survey of contractors. Most said there was a technician shortage, and not a single respondent thought the idea of certification could ever succeed. When I shared these results with the search committee along with my take on their implications, I think they were surprised that I showed up for the interview. In any event, I really hit it off with the search team.
Why do it? Technicians and contractors were not convinced it was necessary, and many were afraid to take a test. We attacked their resistance by urging manufacturers to offer incentives to contractors to get their techs certified, we persuaded the training community to develop NATE preparation courses and review materials, and we shared research results that showed consumers really prefer certified technicians.
That we are a training organization. NATE is a testing and certification enterprise. We test for the education and training community. We do not offer training. Our tests are developed by industry experts and reflect a consensus of opinion on what a technician needs to know to effectively install and service hvacr systems.
We identified 40 contractors who were able to track the job performance of 40 pairs of technicians – one who was NATE certified and another who was not. We learned that the NATE-certified techs had 6.8% higher billing efficiency; had 12.9% fewer callbacks; and 28.4% lower warranty expense. These are “homeruns” for contractors.
NATE-certified technicians make 12.2% more than their non-certified counterparts. This translates into $4,180 annually based on 2,000 hours per year. We think this will be a powerful motivator for technicians to earn certification.
The research shows that when a contractor overlays the higher pay scale of a NATE-certified tech with fewer callbacks, higher billable efficiency, and reduced warranty expense, the potential value is $10,040 annually, per technician!
We asked consumers if they had heard of technician certification, and roughly 20% said they had, although only a few could name NATE. We probed a little further and introduced them to our brand. Once they learned who we were, 76% said they were interested in using a NATE technician.
Continue to generate awareness among consumers on the importance of technician excellence, its potential value to the environment, energy savings, and indoor comfort. Manufacturers need to insist that their products are installed and serviced by certified technicians; distributors and utilities need to offer special incentives to encourage certification; and contractors need to make NATE certification a stepping stone to professional growth and reward.
We are finalizing our first senior certification, Efficiency Analyst, which focuses on high efficiency system performance. This exam requires a technician to hold at least one heating and one cooling certification. We are also working on Commercial Refrigeration tests.
A continuing commitment to elevate professional standards for technicians across a range of industries; stimulate and promote excellence in the performance of technical work; recognize, recruit, and retain top-quality technicians; and help consumers find the contractors who employ the best technicians.
We have always been focused on and committed to stimulating an environment of continuous learning and applied knowledge that leads to excellence in job performance and job satisfaction.
Our strategic plan sets a goal of 150,000 NATE-certified technicians by the end of the year 2010.
It’s a time for change that can signal an opportunity for the future.
The details that make branding work. Think of branding as long-term success.
Publisher Terry Tanker spoke with Jeff Underwood, President of RectorSeal. The two discussed living in Texas, family, selecting a management team and introducing new products.
Micromanagement is a prevalent issue in many workplaces, yet few are willing to openly address it.
They discussed how to introduce students, educators and parents to the plumbing, heating, cooling and electrical trades. And how contractors, distributors and manufacturers can support the effort.
