Complex Checks – Strict Selection Process

In order to be eligible for a Customers’ Friend medal, nominated companies undergo a strict selection process that includes a number of complex verifications.

Proven Premium Experience

To be awarded a medal by the ICERTIAS Customers’ Friend programme, companies must provide their customers with a proven premium experience.

In order to be eligible for a gold Customers’ Friend medal, organisations nominated under our Customers’ Friend programme, undergo a strict selection process that includes a number of complex checks conducted by the ICERTIAS organisation as well as consumers.


The initial step in obtaining the Customers’ Friend certification is the submission of an application. An application for a company can be submitted by a consumer, employee or by the company itself.


ICERTIAS inspects each potential candidate with a particular focus on the company’s relationship with its customers. Inspection includes qualitative secondary research on factors such as the quality of the company’s relationship with its employees and customers, the company’s financial indicators and its reputation, which includes the public image of its owners and directors.


Should the nominated company meet all the certification criteria, it is then invited to accept and sign the Customers’ Friend Declaration (Charter) and join the Customers’ Friend certification programme. Each company that becomes a member of the Customers’ Friend programme is then eligible to use the gold Customers’ Friend medal in their promotional activity.


For Those Voted No. 1

Within the Customers’ Friend scheme there are circumstances where it is possible for brands to receive exceptional certification. This occurs when they are voted best in a specified independent consumer research category - No. 1 in category.

As a result of this – they receive the maximum rating for best in quality, best in user experience and best in customer support. Thanks to such an accolade and special status given by the consumers themselves, we take it upon ourselves to invite outstanding companies to join the ICERTIAS Customers’ Friend programme.

However, even these exceptional companies must concur with and sign the Customers’ Friend Declaration should they wish to join and use the Customers’ Friend medal.

Upon signing the Customers’ Friend Declaration, these companies are also eligible to use the Customers’ Friend – Superior Excellence label for products and services nominated best in their respective categories.

        The connection between good customer service and brand loyalty may seem intuitive. What’s more surprising is that seeking to engage an angry or confrontational customer can also have a positive effect on brands.  

HBR (Harvard Business Review), 16 Jan, 2018.

        Your most unhappy customers are your greatest source of learning.        

Bill Gates