Scaling Up the CDA: Q&A with Council Leaders

July 22, 2024

What inspired you to launch the Reimagine project?

Dr. Calvin E. Moore, Jr. (CM), Chief Executive Officer: I joined the Council when we were in the middle of the pandemic and needed to rebuild the early learning field. As I sought to meet the moment, I learned about design thinking, the approach Apple used to reinvent itself and stay ahead of its customers’ needs. Design thinking leads you to empathize with your users, define their needs, create a prototype and then repeatedly test. This was just what the Council needed to resolve current issues in the CDA® credentialing process—and prepare for those to come. The Council had to do more than deal with technology quirks and an overwhelmed call center that often lacked the answers candidates sought. In the face of the child care crisis, we had to build a system that would let us meet the booming need for qualified early childhood staff.

What is the goal of the Reimagine project?

 Beth Heeb (BH), Vice President of Quality Assurance and Research: We aim to ensure equity and access in the credentialing process through stellar customer service and seamless technology in all the systems our stakeholders use. Every one of them, from CDA candidates to PD Specialists, should have the support they need when engaging with us. Meeting their diverse needs is a big part of our commitment to equity as we serve candidates who speak a wide range of languages at work and come from a wide range of roles in the early childhood field. Their diverse needs are driving the redesign to make the CDA process easier and more efficient.

As a CDA holder, do you identify with the experiences of current and prospective CDAs?

CM: I think I have a lot of empathy for the pain points candidates feel because I’m a CDA holder. I didn’t go through the current credentialing process, but I can identify with the feelings of frustration and fear some candidates have as they go through the steps of the CDA process. I braved it all, and I’m glad I did since my CDA flung open the doors of opportunity for me.

How does the credentialing process differ from what you experienced while earning your CDA?

CM: When I earned my CDA in 1992, the credentialing process was longer, and the assessment involved more community members. At the same time, it was less formal since the Council has since required candidates to take an exam and put together a portfolio of resources to use while on the job. So, the steps candidates go through now differ from what I experienced myself. But I did face some of the same roadblocks, like needing more information and not being able to reach the right people. Like many CDA candidates, I earned the credential as a demand of my job. And the stakes may be higher for our educators now because more states are requiring a CDA—which makes it even more crucial for us to smooth the process from application to award.

What led you to work with BCT Partners?

CM: I was aware of the dynamic New Jersey consulting firm from working at the federal level and knew they had a lot of expertise that lined up with the issues we were facing. BCT had experience using data and technology to find solutions for clients. They were also well versed in the methods of design thinking, so they could serve as a seasoned guide to the approach.

How did the Council determine its priorities for the Reimagine project?

BH: We wanted to reimagine the CDA process through the lens of the people we serve, so we sent out surveys and held focus groups to get our stakeholders’ feedback. The data we received from more than 5,000 stakeholders led us to respond with potential answers to the hitches they faced at different points in the CDA process. Then we presented these ideas to those in the field and their feedback determined the issues we should address first, such as providing an electronic portfolio and offering remote CDA exams. These innovations will be featured in YourCouncil 2.0, a new system we’re designing with our customers’ feedback foremost in mind.

What are the benefits of YourCouncil 2.0?

 Abena Ocran-Jackson (AOJ), VP of Credentialing: The new streamlined platform will provide an integrated CDA professional portfolio, an option for virtual verification visits and more access to information. It will offer a PD Specialist matching process to make it simpler to schedule assessments. The system will connect our credentialing team with our call center, so people can promptly get the information they need, instead of facing long waits on the phone. And it will provide links for candidates to connect with training organizations for the coursework they need.

How does the Reimagine project make the CDA process simpler and more transparent?

Andrew Davis (AD), Chief Operating Officer: One way we’re doing this is by urging CDA candidates to start the credentialing process with us instead of a trainer. Having candidates connect with us first will cut down on the confusion some feel after taking their classes and gaining their experience hours, then going on to the assessment and exam. So, we’ll have candidates preregister with us when they take their first class, and we’ll track them as they continue toward the finish line. We’ll also be rolling out standards and rating trainers on how well they help candidates succeed. Transparency is our goal as we work to make the process more seamless.

What challenges have you faced in implementing the CDA process?

AD: We’re striving to scale up a system that wasn’t meant to handle today’s demands. In 1975, 12 people received those first CDAs. Now we’re awarding nearly 50,000 CDAs a year, and we’ve managed to do that by tweaking the CDA process over time. Now we’re ramping up for a future in which we can sustain twice our current volume. Delivering on that promise requires wholesale system changes, a complex process that involves many intertwined parts. So, we found that we had to make more changes while moving through the full cycle of innovation.

What reactions have you received so far to the Reimagine project:

CM: I recently made a presentation to CDA stakeholders at a conference, and they told me that the innovations we’re making are spot on, including how we’re making it easier to reach the Council. A few people even phoned the call center and told me they only waited five minutes for a response, instead of the two hours they had sometimes waited in the past.

 How will the Reimagine project contribute to the early childhood profession?

CM: Scaling up the scope of the CDA will allow more educators to get credit for the great work they do. Earning a CDA helps launch our educators on careers and provides them with new pathways to success, the point of our credential since its start nearly 50 years ago. This legacy of service to the early childhood field inspires the Council as we move to the next stage in the history of the CDA and make bold innovations to lift more educators up. Our motto is Now, New, Next as we reimagine the CDA to meet the demands of today and tomorrow.

 

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