Abstract
The digitalization of our society is changing the relationship between producers of goods and services and customers. On the one hand, the latter are expected to become co-producers... and on the other, "customer relations" policies are being developed to compensate for the deconstruction of direct links. In this article, based on an analysis of the work of customer relations professionals in the retirement sector, using the look-alike instruction method, we set out to design a certification scheme. This led us to identify the contradictions experienced by these professionals, between the desire of organizations to rationalize and proceduralize an informative activity and the desire to establish genuine relationships with customers in order to meet their needs. This raises the question of the role of real vocational training, whether it's to fit individuals to jobs or to help them master the knowledge of a trade.
Keywords: certification, customer relations, digitalization, professional training, work analysis.