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Eqf iserve jobs-descriptions
 

Eqf iserve jobs-descriptions

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The EQF-iServe project funded by the LLP programme of the European Commission, identified and developed five Internet-related services profiles: web marketer, web seller, community manager, Internet ...

The EQF-iServe project funded by the LLP programme of the European Commission, identified and developed five Internet-related services profiles: web marketer, web seller, community manager, Internet hotline operator and usability specialist.

These five profiles include all relevant knowledge, skills and competences, needed for the proposed job profiles and refer them to the eCompetence framework and EQF. This will help to render existing qualifications in this field more transparent and comparable at European level which eventually will lead to easier employability of job seekers, and to overcome the skills shortage that SMEs experience in this area.

Furthermore, EQF-iServe supports training organizations to develop training curricula that correspond to the market needs and that are based on emerging knowledge, skills and competences description standards that guarantee comparability across Europe. In trying to bridge the gap between the educational world and work, it contributes to the goals set in the policy paper "New skills for new jobs".

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    Eqf iserve jobs-descriptions Eqf iserve jobs-descriptions Document Transcript

    • Job descriptions for the web marketer, web seller, community manager, internet hotline operator, usability specialist This project has been funded with support from the European Commission. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein
    • Web Marketer1. Role DescriptionProfile title Web MarketerAlso known asSummary statement The web marketer is in charge of interactive marketing.Mission To contribute to the success of the enterprise, i.e. visibility, traffic and/or sales, through the website, web application or web campaign.Responsibility Defines and takes charge of the promotion of a website, web application or manages a web campaign in view of making it successful, whether measured in commercial, social or other terms.Deliverables Accountable Contributor • Marketing campaigns. • Marketing strategy / plan. • Marketing analysis and reports.Main task/s • Web Campaign Management - planning and executing online marketing campaigns. • Conversion Strategies - such as converting page-views to revenue. • Search Engine Optimisation - achieving optimal search engine results. • Web Analytics - providing detailed reports on the relative success of said campaigns. • Marketing data analysis.Environment Usually works in a team alongside other marketing specialists and reports to a Marketing Coordinator.KPI’s • Number of new visitors. • Page views / visitor. • Old visitor return rate. • Average order value. • Bounce rate. • Cancellation rate. • Number of orders per customer per year.European Competence Profiles in Internet-related Professions – Web marketer – v2.0 1
    • 2. Role Profile2.1 Profile Summary Web Marketer Technical Behavioural BusinessArea No. Competence Importance T01 T02 T03 T04 T05 B01 B02 B03 B04 B05 B06 B07 B08 B09 B10 B11 B12 M01 M02 M03 M04 M05Plan A.1 IS and Business Strategy Alignment x A.2 Service Level Management A.3 Business Plan Development x x A.4 Product or Project Planning x x x x x A.5 Architecture Design A.6 Application Design x x x x x A.7 Technology and Market Watching x x x x x x A.8 Sustainable DevelopmentBuild B.1 Design and Development x x x x x x x x x x x x x x B.2 Systems Integration x B.3 Testing x B.4 Solution Deployment x x x x B.5 Documentation Production xRun C.1 User Support C.2 Change Support C.3 Service Delivery x x x x C.4 Problem Management x xEnable D.1 Information Security Strat. Development D.2 ICT Quality Strategy Development D.3 Education and Training Provision D.4 Purchasing x D.5 Sales Proposal Development x D.6 Channel Management x x x x x x x x x x x x x x x D.7 Sales Management x D.8 Contract Management x D.9 Personnel Development D.10 Information and Knowledge ManagementManage E.1 Forecast Development x x x x E.2 Project and Portfolio Management x x x x E.3 Risk Management x x E.4 Relationship Management x x x x x x x E.5 Process Improvement x x x E.6 ICT Quality Management E.7 Business Change Management E.8 Information Security Management E.9 IT Governance Has knowledge of netiquette, interactive virtual environments and social networks usage rules Has knowledge of online usability requirements Can promote and sell products or services online Can create media elements (audio, graphics, video) Can draft texts, clearly and concisely, with due regard for orthography and grammar Is creative, imaginative, artistic Is ethical Is precise and aware of details Is customer oriented Is committed to corporate strategy and aware of corporate culture Has good interpersonal skills Has presentation / moderation skills Can communicate effectively (also in foreign languages) Can work in a team Can seek, organize and synthesize Can analyse Can explain Has knowledge of project management principles Has knowledge of budgeting / estimating issues and practices Has knowledge of legal, environmental, labour, standards issues Has marketing knowledge Can lead a teamEuropean Competence Profiles in Internet-related Professions – Web marketer – v2.0 2
    • 2.2 Detailed ProfileA. PLANA.1. IS and Business Strategy AlignmentDimension 2: e- The web marketer is aware of long term business requirements and is able to make input to theCompetences: Title upper management on the development of the Information System model from a web marketing+ generic point of view. He is able to report incoherencies in the implementation of strategic webdescription marketing policy of the enterprise to the upper management.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Is aware of long term requirements and can make input to the upper management on web marketing decisions. Can report incoherencies to the upper management. Level 3 Level 4 Level 5Dimension 4: B05: Is committed to corporate strategy and aware of corporate cultureKnowledge andSkillsA.3. Business Plan DevelopmentDimension 2: e- The web marketer is responsible for the design and structure of a web marketing plan (anCompetences: Title important component of the business plan). He is able to analyse the market environment. He+ generic ensures the strategic application of technology for business benefit by developing informationdescription architectures and processes. He communicates and sells this web marketing plan to relevant stakeholders.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Exploits specialist knowledge to provide analysis of market environment etc. Level 4 Level 5Dimension 4: M01: Has knowledge of project management principlesKnowledge and M02: Has knowledge of budgeting/estimating issues and practicesSkills B11: Can analyseA.4. Product/Project PlanningDimension 2: e- In analysing and defining the current and target status of a web marketing campaign, the webCompetences: Title marketer acts systematically in estimating cost effectiveness and design decision templates. He+ generic maintains a project diary and exploits specialist knowledge in the specification development todescription create and maintain standard and complex documents of the web marketing project (such as structure plans, timescales, milestone descriptions).Dimension 3: e- Level 1Competenceproficiency levels Level 2 Acts systematically to document standard and simple elements of project. Level 3 Exploits specialist knowledge in specification development to create and maintain complex documents of the project. Level 4 Level 5Dimension 4: T03: Can promote and sell products or services onlineKnowledge and B04: Is customer-orientedSkills B05: Is committed to corporate strategy and aware of corporate cultureEuropean Competence Profiles in Internet-related Professions – Web marketer – v2.0 3
    • M04: Has marketing knowledgeA.6. Application DesignDimension 2: e- During the planning and specification process of the web marketing plan, the web marketerCompetences: Title organises the overall planning of the design of the plan in accordance with ICT policy and user+ generic or customer needs. He estimates costs of development, installation, deployment anddescription maintenance and selects technical options for building the plan. He validates the models with representative users. He ensures that the plan is correctly integrated within a complex environment.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Organises the overall planning of the design of the application. Level 3 Accounts for own and others actions in ensuring that the application is correctly integrated within a complex environment. Level 4 Level 5Dimension 4: T02: Has knowledge of online usability requirementsKnowledge and T03: Can promote and sell products or services onlineSkills B02: Is creative, imaginative, artistic M01: Has knowledge of project management principlesA.7. Technology & Market Trends WatchingDimension 2: e- The web marketer is aware of technology improvements and market trends in his field ofCompetences: Title competence and is able to integrate them into specification of the marketing plan. He+ generic therefore contributes added value by making steps towards improvements in salesdescription effectiveness, productivity quality or competitiveness of the website or web application. He is able to identify the articulations between emerging technologies and market requirements in accordance with long term business strategy.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Is aware of technology improvements in his field of competence and is able to integrate them, if necessary, in his production in accordance with specifications. Level 3 Is actively looking out for new technology improvements in his field of competence. Can identify the articulations between emerging technologies and business requirements in accordance with long term strategy. Level 4 Level 5Dimension 4: B04: Is customer orientedKnowledge and B11: Can analyseSkills B12: Can explain M03: Has knowledge of legal, environmental, labour, standards issues M04: Has marketing knowledgeB. BUILDB.1. Design and DevelopmentDimension 2: e- The web marketer acts systematically and creatively to develop, design, engineer and integrateCompetences: Title online marketing modules and components into a website or web application. He always+ generic considers the required specifications. He tests singular units and the whole system to ensuredescription that all functional and performance criteria are met. He develops standard procedures and architectures to handle complexity.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Systematically develops small components or modules. Level 3 Acts creatively to develop and integrate components into a larger product.European Competence Profiles in Internet-related Professions – Web marketer – v2.0 4
    • Level 4 Handles complexity by developing standard procedures and architectures in support of cohesive product development. Level 5Dimension 4: T01: Has knowledge of netiquette, interactive virtual environments and social networksKnowledge and usage rulesSkills T02: Has knowledge of online usability requirements T03: Can promote and sell products or services online T05: Can draft texts, clearly & concisely, with due regard for orthography and grammar B01: Is creative, imaginative, artistic B03: Is precise and aware of details B04: Is customer oriented B06: Has good interpersonal skills B08: Can communicate (including in foreign languages if useful) B09: Can work in a team B10: Can seek, organize and synthesize B12: Can explain M04: Has marketing knowledgeB.2. Systems IntegrationDimension 2: e- The web marketer installs the web marketing modules into an existing or proposed system. ToCompetences: Title ensure interoperability and integrity of the overall system functionality and reliability he+ generic complies with established processes and procedures. He considers the specification, capacitydescription and compatibility of existing and new modules.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Accounts for own and others actions in the integration process. Complies with appropriate standards and change control procedures to maintain integrity of the overall system functionality and reliability. Level 4 Level 5Dimension 4: M03: Has knowledge of legal, environmental, labour, standards issuesKnowledge andSkillsB.3. TestingDimension 2: e- He has specialist knowledge to organise complex testing programmes for web marketingCompetences: Title modules and customer usability requirements. These tests ensure that all internal, external,+ generic national and international standards are met and that the performance of the new or reviseddescription components conforms to the expectation. By documenting and reporting the tests and results he provides an important input to all involved persons like designers, users or maintainers and to evidence certification requirements.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Organises test programmes and builds scripts to stress test likely vulnerabilities. Records and reports outcomes providing analysis of results. Level 3 Exploits specialist knowledge to supervise complex testing programmes. Ensures tests and results are documented to provide input to subsequent process owners such as designers, users or maintainers. Accountable for compliance with testing procedures including a documented audit trail. Level 4 Level 5Dimension 4: B11: Can analyseKnowledge and B03: Is precise and aware of detailsSkillsB.4. Solution DeploymentEuropean Competence Profiles in Internet-related Professions – Web marketer – v2.0 5
    • Dimension 2: e- He constructs solutions and communicates with the client. His field of activity includes theCompetences: Title configuration (i.e. installation, upgrade, decommission) of software to ensure the+ generic interoperability of system components. He follows predefined general standards of practice. Hedescription builds or deconstructs web marketing elements in a complex environment. He identifies non performing components and establishes root cause of failure within the overall solution. The user gets a fully operational solution from him. He completes the documentation by recording all relevant information including configuration and performance data. He supports his less experienced colleagues and gives advice on aligning work processes and procedures with software upgrades. But if required he also engages specialist resources.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Acts systematically to build or deconstruct web marketing elements in a complex environment. Identifies non performing components and establishes root cause of failure within the overall solution. Provides support to less experienced colleagues. Level 3 Accounts for own and others actions within solution provision activities including comprehensive communications with client. Exploits specialist knowledge to influence solution construction. Gives advice on aligning work processes and procedures with software upgrades. Level 4 Level 5Dimension 4: T01: Has knowledge of netiquette, interactive virtual environments and social networksKnowledge and usage rulesSkills T02: Has knowledge of online usability requirements T03: Can promote and sell products or services online M04: Has marketing knowledgeB.5. Technical Publications DevelopmentDimension 2: e- He takes input from technical authors to organise the production of different documentsCompetences: Title according to the requirement of the project or application. He prepares the presentation by+ generic selecting the appropriate style and media and by describing the different function and features.description The web marketer is also responsible for the document-management system and the update and validation of the existing documentation relative to web marketing.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Organises the production of documents taking input from technical authors. Level 3 Level 4 Level 5Dimension 4: B03: Is precise and aware of detailsKnowledge and T05: Can draft texts, clearly & concisely, with due regard for orthography and grammarSkills B10: Can seek, organize and synthesizeC. RUNC.3. Service DeliveryDimension 2: e- The web marketer acts systematically to analyse performance data and communicates theseCompetences: Title findings to his senior colleagues. He handles monitoring and management tools such as Scripts+ generic and Procedures. He updates the operational document library and logs all operational events.description He ensures a stable and secure web marketing application and infrastructure by escalating potential service level failures and recommending actions for service improvement.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Acts systematically to analyse performance data and communicate findings to senior colleagues. Escalates potential service level failures and recommends actions to improve service performance. Level 3European Competence Profiles in Internet-related Professions – Web marketer – v2.0 6
    • Level 4 Level 5Dimension 4: B03: Is precise and aware of detailsKnowledge and B05: Is committed to corporate strategy and aware of corporate culture B11: Can analyseC.4. Problem ManagementDimension 2: e- He has specialist marketing related knowledge and understands the IT infrastructure andCompetences: Title problem management process. He is able to identify failures and the root cause of incidents+ generic within the web marketing campaign or strategy rapidly, to resolve (i.e. repair, replace ordescription reconfigure) them with minimum outage and to prevent a recurrence of them by documenting these problems for future analysis.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Exploits specialist marketing related knowledge and in depth understanding of the IT infrastructure and problem management process to identify failures and resolve with minimum outage. Makes sound decisions in emotionally charged environments on appropriate action required to minimise business impact. Rapidly identifies failing component, selects alternatives such as repair, replace or reconfigure. Level 4 Level 5Dimension 4: B03: Is precise and aware of detailsKnowledge and B11: Can analyseSkillsD. ENABLED.4. PurchasingDimension 2: e- He ensures a consistent procurement procedure that adds to the market impact of theCompetences: Title organisation. That means that he is responsible for specification requirements, supplier+ generic identification, proposal analysis, contract negotiation, supplier selection and contractdescription placement. He evaluates the performance, cost, timeliness and quality of different suppliers, products and services and then he selects the best. [Note: buys space, links, visibility, etc.]Dimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Exploits specialist knowledge to deploy the purchasing process, ensuring positive commercial relationships with suppliers. Selects suppliers, products and services by evaluating performance, cost, timeliness and quality. Decides contract placement and complies with organisational policies. Level 4 Level 5Dimension 4: T03: Can promote and sell products or services onlineKnowledge andD.5. Sales Proposal DevelopmentDimension 2: e- The web marketer is responsible for the organisations capacity to deliver and the developmentCompetences: Title of online marketing proposals to meet customer solution requirements. He integrates these+ generic solutions in a complex technical environment and ensures feasibility and technical validity.descriptionDimension 3: e- Level 1Competenceproficiency levels Level 2European Competence Profiles in Internet-related Professions – Web marketer – v2.0 7
    • Level 3 Acts creatively to develop proposal incorporating a complex solution. Customises solution in a complex technical environment and ensures feasibility and technical validity of customer offer. Level 4 Level 5Dimension 4: T03: Can promote and sell products or services onlineKnowledge andSkillsD.6. Channel ManagementDimension 2: e- The web marketer develops the strategy for managing online sales outlets. He ensures optimumCompetences: Title commercial performance of the online sales channels through the provision of a coherent+ generic business and marketing strategy. Defines the targets for volume, geographic coverage and thedescription industry sector for online sales engagements and structures incentive programmes to achieve complimentary sales results.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Acts creatively to influence the establishment of a online sales network. Manages the identification and assessment of potential online sales channels and sets up support procedures. Manages online sales channels to maximise business performance. Level 4 Exploits wide ranging skills in marketing and sales to create the organisation’s online sales channels strategy. Establishes the processes by which online sales channels will be managed to maximise business performance. Level 5Dimension 4: T01: Has knowledge of netiquette, interactive virtual environments and social networksKnowledge and usage rulesSkills T02: Has knowledge of online usability requirements T03: Can promote and sell products or services online T05: Can draft texts, clearly and concisely, with due regard for orthography and grammar B01: Is creative, imaginative, artistic B02: Is ethical B03: Is precise and aware of details B04: Is customer oriented B05: Is committed to corporate strategy and aware of corporate culture B08: Can communicate (including in foreign languages if useful) M01: Has knowledge of project management principles M02: Has knowledge of budgeting / estimating issues and practices M03: Has knowledge of legal, environmental, labour, standards issues M04: Has marketing knowledgeD.7. Sales ManagementDimension 2: e- Drives the achievement of sales results through the establishment of a sales strategy.Competences: Title Demonstrates the added value of the organisations products and services to new or existing+ generic customers and prospects. Establishes a sales support procedure providing efficient response todescription sales enquiries, consistent with company strategy and policy. Works closely with the sales team in defining and achieving the sales strategy, including understanding client needs, forecasting, prospect evaluation, negotiation tactics and sales closure.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Contributes to the sales process by effectively presenting products or services to clients. Level 4 Assesses and estimates appropriate sales strategies to deliver company results. Decides and allocates annual sales targets and adjusts incentives toEuropean Competence Profiles in Internet-related Professions – Web marketer – v2.0 8
    • meet market conditions. Level 5Dimension 4: T03: Can promote and sell products or services onlineKnowledge andSkillsD.8. Contract ManagementDimension 2: e- The performance of the online marketing channels and the regular communication with theCompetences: Title supplier are his fields of responsibility. He provides and negotiates a contract in accordance+ generic with organisational processes and ensures the adherence to it (e.g. quality standards, time ofdescription delivery). He also maintains budget integrity and checks that the supplier complies with legal and health and safety standards.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Evaluates supplier contract performance by monitoring performance indicators. Assures performance of the complete online marketing channels. Influences the terms of contract renewal. Level 4 Level 5Dimension 4: M03: Has knowledge of legal, environmental, labour, standards issuesKnowledge andSkillsE. MANAGEE.1. Forecast DevelopmentDimension 2: e- He uses market inputs (e.g. market needs, acceptance of products/services) and assesses theCompetences: Title organisations production and selling capabilities to make short and medium-term forecasts. He+ generic applies relevant metrics to support different departments (e.g. production, marketing, salesdescription and distribution) in the decision-making process.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Exploits skills to provide short and medium-term forecast using market inputs and assessing the organisations selling capabilities. Level 4 Level 5Dimension 4: T03: Can promote and sell products or services onlineKnowledge and B10: Can seek, organize and synthesizeSkills M04: Has marketing knowledgeE.2. Project and Portfolio ManagementDimension 2: e- He understands and applies the principles of project management. That means that he definesCompetences: Title activities, responsibilities, critical milestones, resources, skills needs, interfaces and budget.+ generic He is able to apply methodologies, tools and processes. He is able to meet identified businessdescription needs by implementing new, internal or external defined processes. He makes choices, gives instructions and bears responsibility for a team (i.e. relationship within the team, team objectives). Sometimes he takes the overall responsibility for an online marketing project (i.e. outcomes, finance, resource management, time management). He also creates and maintains documents to facilitate the monitoring of project progress.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Understands and applies the principles of project management and applies methodologies, tools and processes to manage simple projects. Level 3 Accounts for own and others activities, working within the project boundary, making choices and giving instructions; manages and supervises relationshipsEuropean Competence Profiles in Internet-related Professions – Web marketer – v2.0 9
    • within the team; plans and establishes team objectives and outputs and documents results. Level 4 Exploits wide ranging skills in project management to work beyond project boundary; manages complex projects or programmes, including interaction with others; influences project strategy by proposing new or alternative solutions; takes overall responsibility for project outcomes, including finance and resource management; is empowered to revise rules and choose standards. Level 5Dimension 4: M01: Has knowledge of project management principlesKnowledge and M02: Has knowledge of budgeting / estimating issues and practicesSkills M05: Can lead a teamE.3. Risk ManagementDimension 2: e- He implements the risk management with regard to online marketing and the application of theCompetences: Title enterprise defined risk management policy and procedure. He understands and applies the+ generic principles of risk management (i.e. assesses risk, documents potential risk and containmentdescription plans) and is able to investigate solutions to mitigate identified risks. He evaluates, manages and ensures the validation of exceptions and audits online marketing processes and environment.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Understands and applies the principles of risk management and investigates ICT solutions to mitigate identified risks. Level 3 Decides on appropriate actions required to adapt security and address risk exposure. Evaluates, manages and ensures validation of exceptions; audits online marketing processes and environment. Level 4 Level 5Dimension 4: B05: Is committed to corporate strategy and aware of corporate cultureKnowledge and M01: Has knowledge of project management principlesSkillsE.4. Relationship ManagementDimension 2: e- He is responsible for a positive business relationship between the client and the internal orCompetences: Title external provider deploying and complying with organisational processes. He maintains a+ generic regular communication with them and he is familiar with their environment. He ensures that alldescription the needs, concerns and also complaints of the client, partner and supplier are understood and addressed in accordance with organisational policy. He accounts for his own and others actions in managing a limited client base.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Accounts for own and others actions in managing a limited client base. Level 4 Level 5Dimension 4: T03: Can promote and sell products or services onlineKnowledge and B02: Is ethicalSkills B05: Is committed to corporate strategy and aware of corporate culture B06: Has good interpersonal skills concerns B07: Has presentation/moderation skills B09: Can work in a teamE.5. Process improvementDimension 2: e- The web marketer researches and benchmarks existing online marketing processes and solutionsCompetences: Title in order to define possible innovations. He evaluates, designs and implements process or+ generic technology changes systematically for measurable business benefit. He measures theEuropean Competence Profiles in Internet-related Professions – Web marketer – v2.0 10
    • description effectiveness of existing online marketing processes and makes reasoned recommendations.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Exploits specialist knowledge to research existing ICT processes and solutions in order to define possible innovations. Makes recommendations based on reasoned arguments. Level 4 Level 5Dimension 4: B04: Is customer orientedKnowledge and B05: Is committed to corporate strategy and aware of corporate cultureSkills B11: Can analyseEuropean Competence Profiles in Internet-related Professions – Web marketer – v2.0 11
    • Web Seller1. Role DescriptionProfile title Web SellerAlso known asSummary statement The web seller is in charge of online sales.Mission To contribute to the success of the enterprise, i.e. sales through the website, web application or web campaign.Responsibility Use the features of a website, web application or web campaign geared at selling goods or services over the internet.Deliverables Accountable Contributor • Sales campaigns. • Sales strategy / plan. • Sales analysis and reports.Main task/s • Web Sales Campaign Management - planning and executing online sales campaigns. • Conversion Strategies - such as converting page-views to revenue. • Web Analytics - providing detailed reports on the relative success of web sales campaigns.Environment Usually works in a team alongside other sales people and reports to a Sales Director or Sales Team Leader.KPI’s • Sales rate. • Response rate. • New customers gained. • Repeat customers.European Competence Profiles in Internet-related Professions – Web seller –v1.0 1
    • 2 Role Profile2.1 Profile Summary Web seller Technical Behavioural BusinessArea No. Competence Importance T01 T02 T03 T04 T05 B01 B02 B03 B04 B05 B06 B07 B08 B09 B10 B11 B12 M01 M02 M03 M04 M05Plan A.1 IS and Business Strategy Alignment A.2 Service Level Management A.3 Business Plan Development A.4 Product or Project Planning A.5 Architecture Design A.6 Application Design A.7 Technology and Market Watching x A.8 Sustainable DevelopmentBuild B.1 Design and Development B.2 Systems Integration B.3 Testing B.4 Solution Deployment B.5 Documentation ProductionRun C.1 User Support C.2 Change Support C.3 Service Delivery C.4 Problem ManagementEnable D.1 Information Security Strat. Development D.2 ICT Quality Strategy Development D.3 Education and Training Provision D.4 Purchasing D.5 Sales Proposal Development x x x x x x x x x x x D.6 Channel Management x D.7 Sales Management x x x x x x x x x x D.8 Contract Management x D.9 Personnel Development D.10 Information and Knowledge ManagementManage E.1 Forecast Development x E.2 Project and Portfolio Management x x x E.3 Risk Management x E.4 Relationship Management x x x E.5 Process Improvement x x x x E.6 ICT Quality Management E.7 Business Change Management E.8 Information Security Management E.9 IT Governance Has knowledge of netiquette, interactive virtual environments and social networks usage rules Has knowledge of online usability requirements Can promote and sell products or services online Can create media elements (audio, graphics, video) Can draft texts, clearly and concisely, with due regard for orthography and grammar Is creative, imaginative, artistic Is ethical Is precise and aware of details Is customer oriented Is committed to corporate strategy and aware of corporate culture Has good interpersonal skills Has presentation / moderation skills Can communicate effectively (also in foreign languages) Can work in a team Can seek, organize and synthesize Can analyse Can explain Has knowledge of project management principles Has knowledge of budgeting / estimating issues and practices Has knowledge of legal, environmental, labour, standards issues Has marketing knowledge Can lead a teamEuropean Competence Profiles in Internet-related Professions – Web seller –v1.0 2
    • 2.2 Detailed ProfileA. PLANA.7. Technology & Market Trends WatchingDimension 2: e- The webseller is aware of technology improvements and market trends in his field ofCompetences: Title competence and is able to integrate them into specification of the online sales plan. He+ generic therefore contributes added value by making steps towards improvements in salesdescription effectiveness, productivity quality or competitiveness of the website or web application. He is able to identify the articulations between emerging technologies and market requirements in accordance with long term business strategy.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Is aware of technology improvements in his field of competence and is able to integrate them, if necessary, in his planning in accordance with specifications. Level 3 Is actively looking out for new technology improvements in his field of competence. Can identify the articulations between emerging technologies and business requirements in accordance with sales, marketing or business plans. Level 4 Level 5Dimension 4: B05: Is committed to corporate strategy and aware of corporate cultureKnowledge andSkillsD. ENABLED.5. Sales Proposal DevelopmentDimension 2: e- The webseller develops online sales proposals to meet customer solution requirements. He mayCompetences: Title participate in the integration of these solutions in a complex technical environment and ensures+ generic feasibility and validity.descriptionDimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Acts creatively to develop sales proposal incorporating a complex solution. May participate in the customisation of solution in a complex technical environment and ensures feasibility and validity of customer offer. Level 4 Level 5Dimension 4: T01: Has knowledge of netiquette, interactive virtual environments and social networksKnowledge and usage rulesSkills T02: Has knowledge of online usability requirements T03: Can promote and sell products or services online B01: Is creative, imaginative, artistic B02: Is ethical B04: Is customer oriented B06: Has good interpersonal skills B09: Can work in a team M01: Has knowledge of project management principles M02: Has knowledge of budgeting / estimating issues and practicesD.6. Channel ManagementDimension 2: e- The webseller manages online sales outlets. He ensures optimum commercial performance ofCompetences: Title the online sales channels in coherence with the business and marketing strategy.+ genericEuropean Competence Profiles in Internet-related Professions – Web seller –v1.0 3
    • descriptionDimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Acts creatively to influence the establishment of an online sales network. Manages online sales channels to maximise business performance. Level 4 Level 5Dimension 4: B09: Can work in a teamKnowledge and B05: Is committed to corporate strategy and aware of corporate cultureSkillsD.7. Sales ManagementDimension 2: e- Drives the achievement of sales results through the establishment of a sales strategy.Competences: Title Demonstrates the added value of the organisations products and services to new or existing+ generic customers and prospects. Establishes a sales support procedure providing efficient response todescription sales enquiries, consistent with company strategy and policy. Works closely with the sales team in defining and achieving the online sales strategy, including understanding client needs, forecasting, prospect evaluation, negotiation tactics and sales closure.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Contributes to the sales process by effectively presenting products or services to clients. Level 4 Assesses and estimates appropriate sales strategies to deliver company results. Level 5Dimension 4: T01: Has knowledge of netiquette, interactive virtual environments and social networksKnowledge and usage rulesSkills T02: Has knowledge of online usability requirements T03: Can promote and sell products or services online B01: Is creative, imaginative, artistic B02: Is ethical B04: Is customer oriented B06: Has good interpersonal skills B07: Has presentation/moderation skills B08: Can communicate (including in foreign languages if useful)D.8. Contract ManagementDimension 2: e- The performance of the online sales channels and the regular communication with the supplierCompetences: Title may be part of his fields of responsibility. He provides and negotiates a contract in accordance+ generic with organisational processes and ensures the adherence to it (e.g. quality standards, time ofdescription delivery). He also maintains budget integrity and checks that the supplier complies with legal and health and safety standards.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Evaluates supplier contract performance by monitoring performance indicators. Assures performance of the complete online sales channels. Influences the terms of contract renewal. Level 4 Level 5Dimension 4: M03: Has knowledge of legal, environmental, labour, standards issuesKnowledge andSkillsEuropean Competence Profiles in Internet-related Professions – Web seller –v1.0 4
    • E. MANAGEE.1. Forecast DevelopmentDimension 2: e- He uses market inputs (e.g. market needs, acceptance of products/services) and assesses theCompetences: Title organisations production and selling capabilities to make short-term forecasts. He applies+ generic relevant metrics to support different departments (e.g. production, marketing, sales anddescription distribution) in the decision-making process.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Exploits skills to provide short-term forecast using market inputs and assessing the organisations selling capabilities. Level 4 Level 5Dimension 4: B10: Can seek, organize and synthesizeKnowledge andSkillsE.2. Project and Portfolio ManagementDimension 2: e- He understands and applies the principles of project management. That means that he definesCompetences: Title activities, responsibilities, critical milestones, resources, skills needs, interfaces and budget.+ generic He is able to apply methodologies, tools and processes. He is able to meet identified businessdescription needs by implementing new, internal or external defined processes. He makes choices, gives instructions and bears responsibility for a team (i.e. relationship within the team, team objectives). Sometimes he takes the overall responsibility for an online sales project (i.e. outcomes, finance, resource management, time management). He also creates and maintains documents to facilitate the monitoring of project progress.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Understands and applies the principles of project management and applies methodologies, tools and processes to manage simple projects. Level 3 Accounts for own and others activities, working within the project boundary, making choices and giving instructions; manages and supervises relationships within the team; plans and establishes team objectives and outputs and documents results. Level 4 Level 5Dimension 4: M01: Has knowledge of project management principlesKnowledge and M02: Has knowledge of budgeting / estimating issues and practicesSkillsE.3. Risk ManagementDimension 2: e- He implements the risk management with regard to online sales and the application of theCompetences: Title enterprise defined risk management policy and procedure. He understands and applies the+ generic principles of risk management (i.e. assesses risk, documents potential risk and containmentdescription plans) and is able to investigate solutions to mitigate identified risks. He evaluates, manages and ensures the validation of exceptions and audits online sales processes and environment.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Understands and applies the principles of risk management and investigates solutions to mitigate identified risks. Level 3 Decides on appropriate actions required to adapt security and address risk exposure. Evaluates, manages and ensures validation of exceptions; audits online sales processes and environment. Level 4 Level 5Dimension 4: B05: Is committed to corporate strategy and aware of corporate cultureEuropean Competence Profiles in Internet-related Professions – Web seller –v1.0 5
    • Knowledge andSkillsE.4. Relationship ManagementDimension 2: e- He is responsible for a positive business relationship between the client and the internal orCompetences: Title external provider deploying and complying with organisational processes. He maintains a+ generic regular communication with them and he is familiar with their environment. He ensures that alldescription the needs, concerns and also complaints of the client, partner and supplier are understood and addressed in accordance with organisational policy. He accounts for his own and others actions in managing a limited client base.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Accounts for own and others actions in managing a limited client base. Level 4 Level 5Dimension 4: B08: Can communicate (including in foreign languages if useful)Knowledge and B09: Can work in a teamSkills B04: Customer orientedE.5. Process improvementDimension 2: e- The webseller researches and benchmarks existing online sales processes and solutions in orderCompetences: Title to define possible innovations. He measures the effectiveness of existing online sales processes+ generic and makes reasoned recommendations.descriptionDimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Exploits specialist knowledge to research existing online sales processes and solutions in order to define possible innovations. Makes recommendations based on reasoned arguments. Level 4 Level 5Dimension 4: B05: Is committed to corporate strategy and aware of corporate cultureKnowledge and B11: Can analyse (assess, evaluate, critique, test)SkillsEuropean Competence Profiles in Internet-related Professions – Web seller –v1.0 6
    • Online Community Manager1. Role DescriptionProfile title Online Community ManagerSummary statement Provides an interactive environment in which users, customers and colleagues can collaborate together.Mission Create and maintain such collaborative applications as wikis and forums in order to foster a sense of community surrounding the enterprise. Work in tandem with Customer Support and/or Hotline Operators to provide support and knowledge sharing for the issue ticketing system.Responsibility The ability for customers and users to quickly and effectively resolve issues and questions, and to provide a feedback mechanism for the enterprise.Deliverables Accountable Contributor • Wiki. • Infrastructure planning. • Forum. • Hotline Operator support. • Internet Chat. • Ticketing System. • External email accounts (user support, questions, etc).Main task/s • Provide collaboration tools. • Respond to incoming requests and questions. • Follow-up customer and user requests. • Moderation of forums. • Management of ticketing system.Environment Usually works in tandem with infrastructure and internal development teams. Spends much of their time online, validating the effectiveness of the collaboration tools.KPI’s • Customer satisfaction. • Number of outstanding emails / tickets. • Rate of email / ticket closure. • Forum activity.European Competence Profiles in Internet-related Professions – Online community manager – v1.0 1
    • 2. Role Profile2.1 Profile SummaryEuropean Competence Profiles in Internet-related Professions – Online community manager – v1.0 2
    • 2.2 Detailed ProfileA. PLANA.3. Business Plan DevelopmentDimension 2: e- The online community manager is responsible for the design and structure of a communityCompetences: Title communication plan (a component of the overall communication plan). He is able to understand+ generic the market environment. He uses web technology for business benefit by deploying informationdescription architectures and processes. He communicates and sells this community communication plan to relevant stakeholders.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Exploits specialist knowledge to provide understanding of market environment etc. Level 4 Level 5Dimension 4: T05: Can draft texts, clearly and concisely, with due regard for orthography and grammarKnowledge and B08: Can communicate (including in foreign languages if useful)SkillsA.4. Specification CreationDimension 2: e- In analysing and defining the current and target status of a community communication plan, theCompetences: Title online community manager acts systematically in estimating cost effectiveness and design+ generic decision templates. He maintains a project diary and exploits specialist knowledge in thedescription specification development to create and maintain standard and complex documents of the community communication project (such as structure plans, timescales, milestone descriptions).Dimension 3: e- Level 1Competenceproficiency levels Level 2 Acts systematically to document standard and simple elements of project. Level 3 Exploits specialist knowledge in specification development to create and maintain complex documents of the project. Level 4 Level 5Dimension 4: B04: Is customer-orientatedKnowledge and T05: Can draft texts, clearly and concisely, with due regard for orthography and grammarSkillsA.7. Technology & Market Trends WatchingDimension 2: e- The online community manager is aware of technology improvements and market trends in hisCompetences: Title field of competence and is able to integrate them into specification of the community+ generic communication plan. He therefore contributes added value by making steps towardsdescription improvements in sales effectiveness, productivity quality or competitiveness of the website or web application. He is able to identify the articulations between emerging technologies and market requirements in accordance with communication strategy.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Is aware of technology improvements in his field of competence and is able to integrate them, if necessary, in his planning in accordance with specifications. Level 3 Is actively looking out for new technology improvements in his field of competence. Can identify the articulations between emerging technologies and business requirements in accordance with overall communication plans. Level 4European Competence Profiles in Internet-related Professions – Online community manager – v1.0 3
    • Level 5Dimension 4: B10: Can seek, organize and synthesizeKnowledge andSkillsB. BUILDB.1. Design and DevelopmentDimension 2: e- The online community manager may participate in the integration of online communicationCompetences: Title modules and components into a website or web application. In doing so, he always considers+ generic the required specifications. He may test singular units and the whole system to ensure that alldescription functional and performance criteria are met.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Systematically develops small components or modules. Level 3 Level 4 Level 5Dimension 4: T05: Drafts texts, clearly & concisely, with due regard for orthography & grammarB01: HasKnowledge and creativity and imaginationSkills B10: Can seek, organize and synthesize B04: Is customer-orientated B08: Can communicate (including in foreign languages if useful) B09: Is able to work in a team B12: Can explain (defend, argue, justify) B07: Has presentation and moderation skills B03: Is precise and aware of detailsB.2. Systems IntegrationDimension 2: e- The online community manager may install the web communication modules into an existing orCompetences: Title proposed system. To ensure interoperability and integrity of the overall system functionality+ generic and reliability he complies with established processes and procedures. He considers thedescription specification, capacity and compatibility of existing and new modules.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Accounts for own and others actions in the integration process. Complies with appropriate standards and change control procedures to maintain integrity of the overall system functionality and reliability. Level 4 Level 5Dimension 4: B03: Is precise and aware of detailsKnowledge andSkillsB.3. TestingDimension 2: e- He has specialist knowledge to organise complex testing programmes for web communicationCompetences: Title modules and customer usability requirements. These tests ensure that all internal, external,+ generic national and international standards are met and that the performance of the new or reviseddescription components conforms to the expectation. By documenting and reporting the tests and results he provides an important input to all involved persons like designers, users, maintainers and to evidence certification requirements.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Organises test programmes, records and reports outcomes providing analysis of results.European Competence Profiles in Internet-related Professions – Online community manager – v1.0 4
    • Level 3 Exploits specialist knowledge to supervise complex testing programmes. Ensures tests and results are documented to provide input to subsequent process owners such as designers, users, maintainers. Accountable for compliance with testing procedures including a documented audit trail. Level 4 Level 5Dimension 4: B11: can analyseKnowledge andSkillsB.5. Technical Publications DevelopmentDimension 2: e- He takes input from technical authors to organise the production of different documentsCompetences: Title according to the requirement of the project or application. He prepares the presentation by+ generic selecting the appropriate style and media and by describing the different function and features.description The online community manager is also responsible for the document-management system and the update and validation of the existing documentation relative to communicating with online communities.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Organises the production of documents taking input from technical authors. Level 3 Level 4 Level 5Dimension 4:Knowledge andSkillsC. RUNC.3. Service DeliveryDimension 2: e- The online community manager acts systematically to analyse performance data andCompetences: Title communicates these findings to his senior colleagues. He handles monitoring and management+ generic tools such as Scripts and Procedures. He updates the operational document library and logs alldescription operational events. He ensures a stable and secure web communication application and infrastructure by escalating potential service level failures and recommending actions for service improvement.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Acts systematically to analyse performance data and communicate findings to senior colleagues. Escalates potential service level failures and recommends actions to improve service performance. Level 3 Level 4 Level 5Dimension 4: B11: can analyseKnowledge and B03: Is precise and aware of detailsC.4. Problem ManagementDimension 2: e- He has specialist online communication related knowledge and understands the underlying ITCompetences: Title infrastructure and problem management process. He is able to identify failures and the root+ generic cause of incidents within the online communication campaign or strategy rapidly, to resolve (i.e.description repair, replace or reconfigure) them with minimum outage and to prevent a recurrence of them by documenting these problems for future analysis.Dimension 3: e- Level 1European Competence Profiles in Internet-related Professions – Online community manager – v1.0 5
    • Competence Level 2proficiency levels Level 3 Exploits specialist online communication related knowledge and in depth understanding of the underlying IT infrastructure and problem management process to identify failures and resolve with minimum outage. Makes sound decisions in emotionally charged environments on appropriate action required to minimise business impact. Rapidly identifies failing component, selects alternatives such as repair, replace or reconfigure. Level 4 Level 5Dimension 4: B11: can analyseKnowledge andSkillsD. ENABLED.6. Channel ManagementDimension 2: e- The online community manager manages online communication campaigns directed at specificCompetences: Title communities. He ensures optimum commercial performance of the online communication+ generic channels in coherence with the business and marketing strategy.descriptionDimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Acts creatively to influence the establishment of online communities. Manages online communication channels to maximise business performance. Level 4 Level 5Dimension 4: B01: Is creative, imaginative, artisticKnowledge andSkillsE. MANAGEE.1. Forecast DevelopmentDimension 2: e- He uses market inputs (e.g. market needs, acceptance of products/services) and assesses theCompetences: Title organisation’s communication needs to make short-term forecasts. He applies relevant metrics+ generic to support different departments (e.g. production, marketing, sales and distribution) in thedescription decision-making process.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Exploits skills to provide short-term forecast using market inputs and assessing the organisations communication needs. Level 4 Level 5Dimension 4: T03: Can promote and sell products or services onlineKnowledge and B10: Can seek, organize and synthesizeSkills M04: Has marketing knowledgeE.2. Project and Portfolio ManagementDimension 2: e- He understands and applies the principles of project management. That means that he definesCompetences: Title activities, responsibilities, critical milestones, resources, skills needs, interfaces and budget.+ generic He is able to apply methodologies, tools and processes. He is able to meet identified businessdescription needs by implementing new, internal or external defined processes. He makes choices, gives instructions and bears responsibility for a team (i.e. relationship within the team, teamEuropean Competence Profiles in Internet-related Professions – Online community manager – v1.0 6
    • objectives). Sometimes he takes the overall responsibility for an online communication project (i.e. outcomes, finance, resource management, time management). He also creates and maintains documents to facilitate the monitoring of project progress.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Understands and applies the principles of project management and applies methodologies, tools and processes to manage simple projects. Level 3 Accounts for own and others activities, working within the project boundary, making choices and giving instructions; manages and supervises relationships within the team; plans and establishes team objectives and outputs and documents results. Level 4 Level 5Dimension 4: B11: Can analyseKnowledge and M01: Has knowledge of project management principlesSkills M02: Has knowledge of budgeting / estimating issues and practices M05: Can lead a teamE.3. Risk ManagementDimension 2: e- He implements the risk management with regard to online communication and the applicationCompetences: Title of the enterprise defined risk management policy and procedure. He understands and applies+ generic the principles of risk management (i.e. assesses risk, documents potential risk and containmentdescription plans) and is able to investigate solutions to mitigate identified risks. He evaluates, manages and ensures the validation of exceptions and audits online communication processes and environment.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Understands and applies the principles of risk management and investigates solutions to mitigate identified risks. Level 3 Decides on appropriate actions required to adapt security and address risk exposure. Evaluates, manages and ensures validation of exceptions; audits online communication processes and environment. Level 4 Level 5Dimension 4: B11: Can analyseKnowledge and B03: Is committed to corporate strategy and aware of corporate cultureSkillsE.4. Relationship ManagementDimension 2: e- He is responsible for a positive business relationship between the client and the internal orCompetences: Title external provider deploying and complying with organisational processes. He maintains a+ generic regular communication with them and he is familiar with their environment. He ensures that alldescription the needs, concerns and also complaints of the client, partner and supplier are understood and addressed in accordance with organisational policy. He accounts for his own and others actions in managing a limited client base.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Accounts for own and others actions in managing a limited client base. Level 4 Level 5Dimension 4: B05: Is committed to corporate strategy and aware of corporate cultureKnowledge and B09: Can work in a teamSkills B07: Has presentation and moderation skillsE.5. Process improvementEuropean Competence Profiles in Internet-related Professions – Online community manager – v1.0 7
    • Dimension 2: e- The online community manager researches and benchmarks existing online sales processes andCompetences: Title solutions in order to define possible innovations. He measures the effectiveness of existing+ generic online communication processes and makes reasoned recommendations.descriptionDimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Exploits specialist knowledge to research existing online communication processes and solutions in order to define possible innovations. Makes recommendations based on reasoned arguments. Level 4 Level 5Dimension 4: B11: Can analyseKnowledge and B10: Can seek, organize and synthesizeSkillsE.6. ICT Quality ManagementDimension 2: e-Competences: Title He is responsible for the implementation and assurance of the online communication quality+ generic policy and the continuous quality improvement. He plans and defines indicators to manage thedescription quality with respect to online communication strategy and to review the performance. He evaluates these indicators to propose remedial action.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Evaluates quality management indicators and processes based on online communication quality policy and proposes remedial action. Level 4 Level 5Dimension 4:Knowledge andSkillsE.7. Business Change ManagementDimension 2: e- He assesses the implication of new online communication solutions. He identifies methods andCompetences: Title standards that can be deployed to meet defined change requirements. Structural and cultural+ generic issues are taken into account. He quantifies the business benefits and maintains business anddescription process continuity throughout change and monitoring the impact for example.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Evaluates change requirements and exploits specialist skills to identify possible methods and standards that can be deployed. Level 4 Level 5Dimension 4: B05: Is committed to corporate strategy and aware of corporate cultureKnowledge andSkillsEuropean Competence Profiles in Internet-related Professions – Online community manager – v1.0 8
    • Internet Hotline Operator1. Role DescriptionProfile title Internet Hotline OperatorAlso known asSummary statement The Internet Hotline Operator provides user support. Hotline operators can also work on customer relationship (accounting, payments, etc.).Mission To quickly and effectively receive, interpret, analyze and process requests and issues from customers or users of a product or system, by means of email, chat, telephone (including VOIP services such as Skype) or other forms of communication.Responsibility The timely provision of constructive responses to client requests for support. Analysis of client issues, accurate interpretation for technical analysis, and providing solutions. Feed knowledge from the support tickets into knowledge databases to support community collaboration tools and internal knowledge sharing.Deliverables Accountable Contributor • Issue tickets. • Resolved issues. • First level support. • Knowledge databases.Main task/s • Responding to customer enquiries via telephone, chat or email. • Processing of resulting issue tickets. • Escalating issues to second line support.Environment Usually works in a team of operators and reports to a team leader.KPI’s • Response rate. • Tickets closed. • Requests solved. • Requests solved first time. • Requests responded to without escalation to second level support.European Competence Profiles in Internet-related Professions – Internet hotline operator - v1.0 1
    • 2. Role Profile2.1 Profile Summary Internet hotline operator Technical Behavioural BusinessArea No. Competence Importance T01 T02 T03 T04 T05 B01 B02 B03 B04 B05 B06 B07 B08 B09 B10 B11 B12 M01 M02 M03 M04 M05Plan A.1 IS and Bus. Strat. Alignment A.2 Service Level Management A.3 Business Plan Development A.4 Product/Project Planning A.5 Design Architecture A.6 Application Design A.7 Technology and Market Watching A.8 Sustainable DevelopmentBuild B.1 Design & Development B.2 Systems Integration B.3 Testing B.4 Solution Development B.5 Document ProductionRun C.1 User Support x x x x x x x x x x x x x C.2 Change Support C.3 Service Delivery C.4 Problem ManagementEnable D.1 Info Sec. Strat. Development D.2 ICT Qual. Strat. Development D.3 Educ. & Training Provision D.4 Purchasing D.5 Sales Proposal Development D.6 Channel Management D.7 Sales Management D.8 Contract Management D.9 Personnel Development D.10 Info. & Knowledge MgmtManage E.1 Forecast Development E.2 Project & Portfolio Mgmt E.3 Risk Management E.4 Relationship Management E.5 Process Improvement E.6 ICT QM E.7 Business Change Mgmt E.8 Info. Sec. Management E.9 IT Governance Has knowledge of netiquette, interactive virtual environments and social networks usage rules Has knowledge of online usability requirements Can promote and sell products or services online Can create media elements (audio, graphics, video) Can draft texts, clearly & concisely, with due regard for orthography and grammar Is creative, imaginative, artistic Is ethical Is precise and aware of details Is customer oriented Is committed to corporate strategy and aware of corporate culture Has good interpersonal skills Has presentation / moderation skills Can communicate effectively (also in foreign languages) Can work in a team Can seek, organize and synthesize Can analyse Can explain Has knowledge of project management principles Has knowledge of budgeting/estimating issues and practices Has knowledge of legal, environmental, labour, standards issues Has marketing knowledge Can lead a teamEuropean Competence Profiles in Internet-related Professions – Internet hotline operator - v1.0 2
    • 2.2 Detailed ProfileC. RUNC.1. User supportDimension 2: e- The Internet Hotline Operator responds to user requests and issues; records relevantCompetences: Title information, resolves or escalates incidents and optimises system performance, monitors+ generic solution outcome and resulting customer satisfaction.descriptionDimension 3: e- Level 1 Routinely interacts with users, applies ICT product basic knowledge and skillsCompetence to respond to users requests. Solves simple incidents, following prescribedproficiency levels procedures Level 2 Systematically interprets user problems identifying the solutions and possible side effects. Uses experience to identifying user problems and interrogates database for potential solutions. Escalates complex or unresolved incidents to senior experts. Records and tracks user support procedures from outset to conclusion. Level 3 Level 4 Level 5Dimension 4: B01: Is creative, imaginative, artisticKnowledge and B02: Is ethical B03: Is precise and aware of details B04: Is customer oriented B05: Is committed to corporate strategy and aware of corporate culture B06: Has good interpersonal skills B07: Has presentation/moderation skills B08: Can communicate (including in foreign languages if useful) B09: Can work in a team B10: Can seek, organize and synthesize B11: Can analyse (assess, evaluate, critique, test) B12: Can explain (defend, argue, justify) M03: Has knowledge of legal and standards issuesEuropean Competence Profiles in Internet-related Professions – Internet hotline operator - v1.0 3
    • Usability specialist1. Role descriptionProfile title Usability specialistAlso known as Usability and ergonomics specialist, User experience specialist, Web/Software ergonomics specialist, Interface designer, Usability managerSummary statement In general, usability specialists make sure that products/services are easy for consumers to use. In internet field, usability specialists help ensure that websites and web applications are easy and pleasurable to use.Mission Ensuring that everyone (including handicapped and people with limited ICT knowledge) can use (access, understand and interact) a website or web application easily and according to the creator’s original intentions. Developing ideas to improve the website / web application in order to maximize its (business) impact and also to improve competitiveness of the company.Responsibility In charge of the ergonomics of a website or web application.Deliverables Accountable Contributor • Cost- and time requirements and schedule of • Business plan usability tasks document including cost benefit • Architecture design analysis and reasoning • Website or web application • Web ergonomics suggestions document development / finalizing • Usability plan / guidance document • Risk management • Study on user requirements • Process improvement • Study on designer / developer requirements • Concepts and prototypes • Ideas and suggestions for usability improvements • Review / study on usability testing (inc. report on eye tracking results)Main task/s For each prototype /revision of the website or web application: • Planning for usability: provides guidance on what user-centred activities to conduct when during development to ensure good usability; • Design requirements analysis: captures and analyzes design requirements and specifications from designers / developers of the website or web application; • User requirements analysis: • Gathers and analyzes user requirements – by observing and interviewing potential users and by reviewing logs and analytics of monitored user activities; • Determines user needs and preferences; • Understands and prioritizes content and functionality needed in the user interface; • Interaction design: • Designs concepts and prototypes to illustrate overall interface layout, functionality and usage flow to support designers / developers; • Develops ideas and makes suggestions to designers and developers (in cases also to sales personnel or risk management team) for improving user friendliness; • Usability testing: • Independent usability evaluation: from short informal tests and expert reviews to large international user studies; • Eye tracking: provides detailed insights into how users interact with an interface - what they focus on and what they dont.Environment Usually works independently, but interacts regularly with users to collect their feedback and with designers/developers to provide suggestions to them.European Competence Profiles in Internet-related Professions – v1.0 1
    • KPI’s • Improved user satisfaction (based on user feedback) • Increased business / sales revenue - in case of commercial websites or web services • Comparison of usability testing results (before / after improvement)2. Role Profile2.1 Profile SummaryEuropean Competence Profiles in Internet-related Professions – v1.0 2
    • European Competence Profiles in Internet-related Professions – v1.0 3
    • 2.2 Detailed ProfileA. PLANA.3. Business Plan DevelopmentDimension 2: e- Addresses the structure of a business plan. Presents cost benefit analysis and reasonedCompetences: Title arguments in support of the selected strategy. Ensures compliance with business and technology+ generic strategies. Communicates business plan to relevant stakeholders.descriptionDimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Task/s: Prepares cost- and time requirements as well as schedule of usability tasks (with cost benefit analysis and reasoning) document. Deliverable/s: As contributor, includes cost- and time requirements and schedule (document) into business plan. Level 4 Level 5Dimension 4: T02: Has knowledge of online usability requirementsKnowledge and T03: Can promote and sell products or services online - Has knowledge of campaignSkills management, search engine optimisation, webanalytics B03: Is precise and aware of details B05: Is committed to corporate strategy and aware of corporate culture B11: Can analyse M01: Has knowledge of project management principles M02: Has knowledge of budgeting / estimating issues and practices M03: Has knowledge of legal, environmental, labour, standards issues M04: Has marketing knowledgeA.5. Architecture DesignDimension 2: e- Refines a formal approach to implement solutions. Identifies the need for change and theCompetences: Title components involved. Ensures that all aspects take account of interoperability, scalability+ generic usability and security.descriptionDimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Task/s: Suggests changes in architecture design approach to ensure, that general web ergonomics aspects were taken into account. Deliverable/s: As contributor, share web ergonomics suggestions (document) with designers / developers on architecture design. Level 4 Level 5Dimension 4: T02: Has knowledge of online usability requirementsKnowledge and B01: Is creative, imaginative, artisticSkills B03: Is precise and aware of details B04: Is customer oriented B05: Is committed to corporate strategy and aware of corporate culture B11: Can analyse M03: Has knowledge of legal, environmental, labour, standards issuesEuropean Competence Profiles in Internet-related Professions – Usability Specialist – Draft v1.0 4
    • A.6. Application DesignDimension 2: e- Defines the most suitable ICT solutions in accordance with ICT policy and user/customer needs.Competences: Title Selects appropriate technical options for solution design. Identifies a common reference+ generic framework to validate the models with representative users.descriptionDimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Level 4 Task/s: • Planning for usability: provides guidance on what user-centred activities to conduct when during development to ensure good usability; • Design requirements analysis: captures and analyzes design requirements and specifications from designers / developers of the website or web application. Deliverable/s: • Usability plan / guidance document; • Study on designer / developer requirements. Level 5Dimension 4: T02: Has knowledge of online usability requirementsKnowledge and T03: Can promote and sell products or services onlineSkills T04: Can create media elements (audio, graphics, video) B01: Is creative, imaginative, artistic B03: Is precise and aware of details B04: Is customer oriented B05: Is committed to corporate strategy and aware of corporate culture B09: Can work in a team B11: Can analyse B12: Can explain - Imparts / explains technical knowledge to others, has a sense of teaching M03: Has knowledge of legal, environmental, labour, standards issuesA.7. Technology and Market WatchingDimension 2: e- Explores latest ICT technological developments and market trends to establish understanding ofCompetences: Title evolving technologies and sales solutions.+ genericdescriptionDimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Task/s: Actively looks out for technology improvements in his field of competence (eg. web-frameworks and standards) as well as effective new online sales solutions. > Can identify the articulations between emerging technologies and business requirements in accordance with long term strategy. Deliverable/s: - (self-training to improve competencies) Level 4 Level 5Dimension 4: T01: Has knowledge of netiquette, interactive virtual environments and social networks usageKnowledge and rulesSkills T02: Has knowledge of online usability requirements T03: Can promote and sell products or services online B10: Can seek, organize and synthesize B11: Can analyse M03: Has knowledge of legal, environmental, labour, standards issues M04: Has marketing knowledgeEuropean Competence Profiles in Internet-related Professions – Usability Specialist – Draft v1.0 5
    • B. BUILDB.1. Design and DevelopmentDimension 2: e- Designs software components to meet required specifications. Follows a systematicCompetences: Title methodology to analyze the required components and interfaces. Performs unit and system+ generic testing to ensure requirements are met.descriptionDimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Level 4 Task/s: • User requirements analysis: • Gathers and analyzes user requirements – by observing and interviewing potential users & by reviewing logs and analytics of monitored user activities; • Determines user needs and preferences; • Understands and prioritizes content & functionality needed in user interface; • Interaction design: • Designs concepts and prototypes to illustrate overall interface layout, functionality and usage flow to support designers / developers; • Develops ideas and makes suggestions to designers / developers for improving user friendliness. Deliverable/s: • Study on user requirements; • Concepts and prototypes; • Ideas and suggestions for usability improvements. Level 5Dimension 4: T01: Has knowledge of netiquette, interactive virtual environments and social networks usageKnowledge and rulesSkills T02: Has knowledge of online usability requirements T04: Can create media elements (audio, graphics, video) T05: Can draft texts, clearly and concisely, with due regard for orthography and grammar B01: Is creative, imaginative, artistic B03: Is precise and aware of details B04: Is customer oriented B06: Has good interpersonal skills B08: Can communicate effectively (also in foreign languages) B09: Can work in a team B10: Can seek, organize and synthesize B11: Can analyse B12: Can explain M03: Has knowledge of legal, environmental, labour, standards issuesEuropean Competence Profiles in Internet-related Professions – Usability Specialist – Draft v1.0 6
    • B.3. TestingDimension 2: e- Constructs and executes systematic test procedures for customer usability requirements toCompetences: Title establish compliance with design specifications. Ensures meeting of internal, external, national+ generic and international standards; including usability, performance, reliability or compatibility.descriptionDimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Level 4 Task/s: • Usability testing - Independent usability evaluation: from short informal tests and expert reviews to large international user studies; • Usability testing - Eye tracking: provides detailed insights into how users interact with an interface - what they focus on and what they dont. > Ensures tests and results are documented to provide input to subsequent process owners such as designers, users or maintainers. Deliverable/s: Review / study on usability testing (inc. report on eye tracking results) Level 5Dimension 4: T01: Has knowledge of netiquette, interactive virtual environments and social networks usageKnowledge and rulesSkills T02: Has knowledge of online usability requirements T04: Can create media elements (audio, graphics, video) B02: Is ethical B03: Is precise and aware of details B04: Is customer oriented B05: Is committed to corporate strategy and aware of corporate culture B06: Has good interpersonal skills B07: Has presentation / moderation skills B08: Can communicate effectively (also in foreign languages) B10: Can seek, organize and synthesize B11: Can analyse B12: Can explain M03: Has knowledge of legal, environmental, labour, standards issuesEuropean Competence Profiles in Internet-related Professions – Usability Specialist – Draft v1.0 7
    • B.5. Documentation ProductionDimension 2: e- Produces documents describing products, services, components or applications to establishCompetences: Title compliance with relevant documentation requirements. Selects appropriate style and media for+ generic presentation materials. Ensures that functions and features are documented in an appropriatedescription way. Ensures that existing documents are valid and up to date.Dimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Task/s: • Documents all tasks in proper format (eg. report, study, article, presentation) to provide feedback to designers / developers / executives; • Develops concepts and prototypes. Deliverable/s: • Cost- and time requirements and schedule of usability tasks document including cost benefit analysis and reasoning; • Web ergonomics suggestions document; • Usability plan / guidance document; • Study on user requirements; • Study on designer / developer requirements; • Concepts and prototypes; • Ideas and suggestions for usability improvements; • Review / study on usability testing (inc. report on eye tracking results). Level 4 Level 5Dimension 4: T02: Has knowledge of online usability requirementsKnowledge and T04: Can create media elements (audio, graphics, video)Skills T05: Can draft texts, clearly and concisely, with due regard for orthography and grammar B03: Is precise and aware of details B11: Can analyse B12: Can explain M01: Has knowledge of project management principles M02: Has knowledge of budgeting / estimating issues and practices M03: Has knowledge of legal, environmental, labour, standards issues M04: Has marketing knowledgeEuropean Competence Profiles in Internet-related Professions – Usability Specialist – Draft v1.0 8
    • C. RUNC.1. User supportDimension 2: e- Responds to user requests and issues; records relevant information. Monitors solution outcomeCompetences: Title and resultant customer satisfaction.+ genericdescriptionDimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Task/s: • Routinely interacts with users during user requirements analysis and usability testing tasks - to help ensure that usage of websites’ and web applications’ is easy and pleasurable for users; • Monitors and records user’s experience (behavior, problems, feedback and satisfaction); • Covers the collected information in documents for designers and developers; • Responds to user requests. Deliverable/s: • Verbal responds to users; • Information included in documents for designers and developers. Level 4 Level 5Dimension 4: T02: Has knowledge of online usability requirementsKnowledge and B02: Is ethicalSkills B03: Is precise and aware of details B04: Is customer oriented B06: Has good interpersonal skills B07: Has presentation / moderation skills B08: Can communicate effectively (also in foreign languages) B10: Can seek, organize and synthesize B12: Can explainC.4. Problem ManagementDimension 2: e- Identifies and resolves the root cause of incidents. Takes a proactive approach to the root causeCompetences: Title of ICT problems. Deploys a knowledge system based on recurrence of common errors.+ genericdescriptionDimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Task/s: • Identifies problems on websites and web applications: anomalies and incidents caused by (un)expected user behavior; • Records such problems and develops suggestions on possible solutions; • Covers problems and suggestions in documents for designers and developers. Deliverable/s: Problems and suggestions included in usability improvement documents for designers and developers. Level 4 Level 5Dimension 4: T02: Has knowledge of online usability requirementsKnowledge and B01: Is creative, imaginative, artisticSkills B03: Is precise and aware of details B08: Can communicate effectively (also in foreign languages) B10: Can seek, organize and synthesize B11: Can analyseEuropean Competence Profiles in Internet-related Professions – Usability Specialist – Draft v1.0 9
    • D. ENABLED.5. Sales Proposal DevelopmentDimension 2: e- Develops proposals to meet customer solution requirements and provide sales personnel with aCompetences: Title competitive bid.+ genericdescriptionDimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Task/s: • Analyses the current online purchasing solutions via monitoring and recording user’s experience (behavior, problems, feedback and satisfaction) on sales sections of websites / web applications; • Develops proposals on how users can be reached more efficiently (how to present products or services to clients better and how to meet user requirements and expectations on purchasing products or services); • Covers the collected information in documents for designers, developers as well as sales personnel; Deliverable/s: Information included in documents for designers, developers as well as sales personnel. Level 4 Level 5Dimension 4: T01: Has knowledge of netiquette, interactive virtual environments and social networks usageKnowledge and rulesSkills T02: Has knowledge of online usability requirements T03: Can promote and sell products or services online B02: Is ethical B03: Is precise and aware of details B04: Is customer oriented B05: Is committed to corporate strategy and aware of corporate culture B10: Can seek, organize and synthesize B11: Can analyse M02: Has knowledge of budgeting / estimating issues and practices M03: Has knowledge of legal, environmental, labour, standards issues M04: Has marketing knowledgeEuropean Competence Profiles in Internet-related Professions – Usability Specialist – Draft v1.0 10
    • E. MANAGEE.3. Risk ManagementDimension 2: e- Assesses risk to the organisations business, and documents potential risk plans.Competences: Title+ genericdescriptionDimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Task/s: • Investigates and assesses risks of possible anomalies / incidents caused by (un)expected user behavior or other factors on websites / web applications; • Covers identified user-actuated risks and possible solutions as recommendations in documents for risk management team. Deliverable/s: Recommendations for inclusion in risk management document. Level 4 Level 5Dimension 4: T02: Has knowledge of online usability requirementsKnowledge and B10: Can seek, organize and synthesizeSkills B11: Can analyse M01: Has knowledge of project management principles M03: Has knowledge of legal, environmental, labour, standards issues M04: Has marketing knowledgeE.5. Process improvementDimension 2: e- Researches and benchmarks process design from a variety of sources. Follows a systematicCompetences: Title methodology to evaluate, design and implement process or technology changes for measurable+ generic business benefit. Assesses potential adverse consequences of process change.descriptionDimension 3: e- Level 1Competenceproficiency levels Level 2 Level 3 Task/s: • Investigates and assesses process improvement possibilities and on websites / web applications from user perspective; • Covers identified improvement possibilities and innovations as recommendations in documents for designers and developers. Deliverable/s: Recommendations included in documents for designers / developers. Level 4 Level 5Dimension 4: T02: Has knowledge of online usability requirementsKnowledge and B01: Is creative, imaginative, artisticSkills B10: Can seek, organize and synthesize B11: Can analyse M01: Has knowledge of project management principles M03: Has knowledge of legal, environmental, labour, standards issues M04: Has marketing knowledgeEuropean Competence Profiles in Internet-related Professions – Usability Specialist – Draft v1.0 11