Institute of Customer Service awards Cirencester Friendly ServiceMark Accreditation with Distinction

01 July 2024

• Cirencester Friendly joins 22 other organisations in the UK in achieving ServiceMark Accreditation with Distinction and is the only one from the protection industry
• The accreditation is awarded for a period of three years
• The process involved in-depth interviews with 35 employees
• The accreditation reflects the emphasis placed on service quality as a key organisational goal
• High service standards are a key factor in the Society’s strong financial performance in 2023

Cirencester Friendly has achieved the Institute of Customer Service’s ServiceMark Accreditation with Distinction, reflecting the Society’s continued commitment to providing exceptional customer service. This independent assessment found that customer service was a key priority throughout the Society and employees are focused on putting the needs of Members and Advisers first. The ServiceMark also reflects the rating of 89.2 Cirencester received in the Institute of Customer Service Business Benchmark Survey 2023, which placed the Society in the upper quartile for B2B businesses.

This accreditation is part of a comprehensive strategy to create the right environment within the Society for service to flourish. In June 2023, Cirencester was awarded the Investors in People gold award, underlining a commitment to creating a supportive and positive working environment, where employees feel valued. In February, Michelle West-Wiggins was promoted to the newly created position of Director of Customer Experience, further supporting the voice of the customer at board level.

Michelle has also recently joined the Institute of Customer Service as a Vice-President. This is a group of senior representatives across a wide range of sectors with the aim of developing the profile of customer service and collaborating to address issues around service. Michelle’s appointment to this group reflects her hard work with Cirencester to aim for the highest possible standards.

The value of Cirencester’s focus on delivering exceptional customer service has been shown in the latest set of annual accounts. The Society achieved a surplus of £4.1 million despite a challenging economic environment. This upward trend looks set to continue. Sales so far in 2024 are tracking well above those for the same period last year, with particularly strong growth in the short-term income protection.

In other areas, the Society also had impressive results. More than 95% of claims were paid, total Members bonuses increased and financial resilience remained strong. The 125 Foundation which provides support to individual Members and their communities paid out more than £50,000, providing a valuable lifeline when it was needed the most.

Director of Customer Experience and Claims, Michelle West-Wiggins said: “We are delighted that our concerted focus on providing our Members and Adviser partners with exceptional customer service has been recognised by the Institute of Customer Service. Achieving the ServiceMark with Distinction is testament to the hard work and dedication of everyone across the Society. This third-party endorsement is particularly pleasing given the many issues around services experienced currently across the industry. Our success demonstrates that it is possible to provide an efficient and empathetic service that puts customers first.”

Jo Causon, CEO of The Institute of Customer Service, said: “I would like to congratulate the team at Cirencester Friendly Society for achieving ServiceMark with Distinction. Achieving this accreditation shows a commitment to a customer-centric approach, as well as a desire to consistently improve and better your service offering. I look forward to working with Cirencester Friendly Society as they continue this journey.”

Chris Mason, Proposition Manager at PRIMIS Mortgage Network, said: “It is fantastic that Cirencester Friendly have been awarded this prestigious accreditation. It clearly shows that, like us, they place the highest importance on delivering exceptional customer service. We see every day that the team is dedicated to providing prompt, courteous and effective support for their customers. PRIMIS is delighted to be working closely with an organisation that also has customer service as a cornerstone for building lasting relationships.”