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.
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.
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 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.
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.
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.
According to PwC, 73% of all people point to customer experience as an important factor in their purchasing decisions.Forbes,1 Apr, 2018