Celebrating Commitment to Customers during National Customer Service Week
9th October, 2025
Earlier this year, we were delighted to welcome the Institute for Customer Services (ICS) to the Good Business Charter (GBC). They joined fellow ICS members and GBC-accredited organisations such as Aviva, Legal & General, Northumbrian Water Group and TSB .
During ICS’s National Customer Service Week, we’re highlighting our Commitment to Customers component. This requires organisations to publish their commitment to their customers, as well as gather customer feedback and address concerns – while our employee focussed components ensure that the staff providing frontline customer service are well supported.
The GBC‘s founder, Julian Richer (founder of Richer Sounds, the UK’s largest hi-fi retailer), famously credits his business success to looking after customers and employees. These values are at the heart of the Good Business Charter.
Why commitment to customers matters
We spoke to Craig Brown, COO, Retail at Legal & General (GBC-accredited and an ICS member) on why this commitment is so important:
“National Customer Service Week is a fantastic opportunity to celebrate the passion and commitment our customer service teams, partners and intermediaries bring to our customers every day. It’s their efforts that set us apart, and I’m proud of the way our teams go above and beyond. Organisations that are thriving now are the truly customer focussed ones, and our customers want fast, efficient and personalised service. This has, and will continue to inform how we do things at L&G to ensure we continue to not only meet but exceed our customers expectations, guided by the Commitment to Customer principle of the Good Business Charter.”
We also spoke to Dawn Creighton, Head of Customer Strategy and Experience at Northumbrian Water Group (GBC-accredited and an ICS member):
“At Northumbrian Water Group, our customers are at the heart of everything we do. We’re proud to be accredited by the Good Business Charter and members of the Institute of Customer Service (ICS), reflecting our passion for delivering unrivalled customer service, first time, every time.
“This National Customer Service Week, we’re celebrating our teams, whether they support our customers directly or work behind the scenes, sharing stories of customer service excellence with internal awards and recognising colleagues who go above and beyond. We’re delighted to be welcoming Martin Connelly, Client Director at ICS who will be helping us to judge the top entries.
“We’re also holding community events to thank our customers for the role they play in helping us to deliver brilliant service, such as supporting our ‘Bin the Wipe’ campaign, recognising that partnerships help make great service possible.”
ICS’s CEO, Jo Causon shared her thoughts on being GBC accredited and National Customer Service Week.
“The Institute of Customer Services is pleased to have become Good Business Charter accredited this year, and we are delighted that they have joined us this year in celebrating National Customer Service Week by shining a spotlight on its Commitment to Customers component.
We are looking forward to working with the Good Business Charter into the future to Inspire a Service Nation, where businesses show they care about their customers and in doing so benefit from long-term, sustainable growth.”
A call to business leaders
This National Customer Service Week, we’re proud to stand alongside those celebrating the importance of making a fair and transparent commitment to customers and supporting their customer facing employees. It’s not just the right thing to do – it makes good business sense.
If your organisation is already doing the right thing, we encourage you to get recognised for it by becoming GBC accredited.