Golden Medal for Golden Companies

A conspicuous gold medal with a heart in which the consumer is the centre. An acknowledgement that attracts attention and creates additional customer confidence.

Impressive and Distinguished

With the Customers’ Friend medal, we want to highlight those companies that really provide the market with a better user experience and are ready to go that step further in their desire and effort to make their users more than happy.

The Customers' Friend medal is an impressive, distinguished gold medal with a red heart and a stylised figure of the consumer at its centre.


Global Survey

In designing today's Customers' Friend medal, more than 10,000 consumers around the world participated with their opinions and advice.

It can therefore truly be said that more than 10,000 "designers" from all over the world participated in the creation and design of the current Customers' Friend medal.

12,000+ Votes

Namely, today’s Customers’ Friend medal is the result of careful design and the survey of more than 12,000 consumers in more than 60 countries around the globe on six continents.

In order to create the most acceptable and impressive medal for the Customers’ Friend certification, in a series of 24 surveys during 2017 and 2018, the international organisation ICERTIAS asked over 12,000 respondents about their preferences regarding the form and appearance of the medal itself.

Most Desirable

At the very beginning, six highly visually distinct medals were presented to the respondents. After the respondents chose what they regarded to be the most desirable, further design iterations and work on detail followed and with each step a new survey, to determine the direction of further design development.

The final Customers’ Friend medal we see today, is therefore a result not only of the leading ICERTIAS designers and marketing experts but also of the opinions and advice of consumers from all over the world.

The result is a prominent gold medal that attracts attention and encourages increased customer confidence.

Building Trust

The result is indeed an impressive and extremely conspicuous medal that builds trust between consumers and suppliers on the market - and equally important - a medal that has a story.

A Medal with a Story

The mission of the Customers’ Friend programme is to promote and encourage the cultivation of a more quality relationship between product and service providers and their clients and customers. And all this in order to give consumers a better quality service while product and service providers gain more satisfied and loyal customers who are willing to spend more.

Our goal is to promote and build customer-friendly relationships between consumers and quality companies on the market.

Heart at the Centre

In order to visualise these key messages, a heart is placed at the centre of the medal, as a symbol of love, friendship, emotion, feeling, attachment, cohesion and communion. In this heart there is the symbol of the consumer - the so-called Checkman Charlie. Checkman Charlie is also the symbol of the international organisation behind the Customers’ Friend programme, ICERTIAS. By placing the symbol of the consumer in the heart of the medal, it is conveying that the consumer must be the focus of attention of every company that wants to be accepted and a market leader.


The appearance and elements of the ICERTIAS Customers’ Friend medal as used and displayed by deserving laureates

        According to PwC, 73% of all people point to customer experience as an important factor in their purchasing decisions.  

Forbes,1 Apr, 2018

        Whatever you do, do it well. Do it so well that when people see you do it, they will want to come back and see you do it again, and they will want to bring others and show them how well you do what you do .        

Walt Disney