Certified Service Personnel

I saw a bus ad the other day while driving on the road, selling the idea of being a "certified service personnel". What kind of idea is that? A certification to be a service personnel (eg. waitress, store assistant, etc.)? How do you even certify that someone is qualified to be service personnel?

To me, service is not about having a piece of paper saying that I am fit to serve, that I have been trained to serve. Rather, service is about the correct attitude towards serving others. It must come from the heart. If you cannot serve with your heart, no training institute will be able to make you a better service personnel, no matter how many classes you attend.