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Customers' Friend Methodology

The Customers' Friend certification is a comprehensive evaluation and recognition system designed to identify companies that demonstrate excellence in customer experience, ethical conduct, and stakeholder engagement. This methodology blends stakeholder input, advanced AI analysis, and expert validation to ensure that certification reflects both public sentiment and objective performance indicators.

Overview of the Certification Framework

At its core, the methodology prioritizes transparency, ethical standards, and ongoing compliance. Companies are evaluated across key indicators using a three-stage approach:

  1. Nomination by stakeholders or ICERTIAS.

  2. AI-powered analysis of online sentiment, company data, and reputational indicators.

  3. Expert review to ensure contextual relevance, regulatory alignment, and accuracy. Only organizations that meet or exceed the established benchmarks are invited to join the Customers' Friend program.

AI-Driven Evaluation

Artificial intelligence plays a central role in assessing each nominated company and the overall process adheres to the ICC/ESOMAR Code of Conduct to ensure integrity and accuracy in data handling. The AI engine examines a broad range of digital content, including:

  • Reviews from platforms such as Google, Trustpilot, and Glassdoor
  • Media coverage and public communications
  • Discussions on social media and forums

Sentiment analysis gauges public perception, while a structured scoring system evaluates performance across four dimensions: Reputation, Trust, Communication & Engagement, and User Experience. Each dimension includes a set of specific indicators, which are scored individually and aggregated into a composite score. Companies must achieve a minimum score of 3.5 (out of 5.0) to qualify.

Human Oversight

While the AI delivers speed and scale, human insight ensures nuance. ICERTIAS experts specializing in customer experience and compliance validate the AI-generated findings. This safeguards against misinterpretation and helps contextualize results based on industry and geography.

Certification and Accountability

Certified companies are invited to formalize their status by signing the Customers' Friend Declaration and Membership Agreement. This step underscores their commitment to ethical conduct and customer-centric practices.

Upon certification, companies are provided with detailed instructions outlining the permitted use of the Customers' Friend certificate and associated visual assets. These guidelines are designed to support consistent and appropriate communication of the certification status across various channels.
 

The Seven-Step Path to Customers’ Friend Certification

ICERTIAS follows a structured, seven-step methodology designed to ensure rigor, transparency, and alignment with the highest research standards.

The Customers’ Friend certificate recognizes brands trusted for outstanding service, ethics, and customer care.

Nomination

The process begins with a nomination, which may come from customers, employees, business partners, or the company itself. ICERTIAS also nominates companies based on publicly available data to ensure balanced market representation. This inclusive, multi-source approach captures diverse stakeholder perspectives and lays the groundwork for an objective and credible evaluation.

AI Evaluation

Once nominated, the company undergoes a detailed analysis by ICERTIAS's proprietary AI engine. This stage involves collecting and interpreting data from a wide range of sources: online reviews, news articles, public records, financial data, and employee feedback platforms. The AI examines 22 criteria across four major dimensions, covering aspects such as customer service, communication, trust, and user experience. Each criterion is scored individually on a 1-to-5 scale, with a minimum average score of 3.5 required for further consideration.

Expert Review

AI-generated data alone cannot capture the full picture. That’s why ICERTIAS analysts carefully review and interpret the results, taking into account the broader context, industry standards, and region-specific regulatory considerations. This stage ensures that automated insights are framed appropriately, resulting in a well-rounded, high-integrity evaluation.

Invitation

If a company meets the performance threshold, it receives a formal invitation to join the Customers' Friend program. There are two levels of recognition: companies with an average score of 4.0 or higher are awarded the 'Superior Excellence' designation, while those scoring between 3.5 and 3.99 qualify for the 'Dedicated to Excellence' distinction. Companies in the latter category also receive guidelines for strengthening their customer service practices, with the goal of advancing toward full excellence. This tiered approach acknowledges varying degrees of achievement while promoting continuous improvement.

Declaration

Participation in the program is formalized through a signed Declaration and Membership Agreement. These documents set out the values and commitments the company agrees to uphold, including a dedication to ethical business conduct, fair communication, and legal and regulatory compliance. The agreement also details how the certification and related signs may be used in marketing and communications.

Marketing Guidelines

Certified companies are granted access to visual assets and brand guidelines that govern the use of the Customers' Friend logo and language. These guidelines are designed to comply with common advertising standards worldwide, reducing the risk of misuse or misinterpretation. ICERTIAS also offers guidance on how to integrate the certification into brand messaging in an effective and responsible manner.

Ongoing Monitoring

Certification is not unconditional. ICERTIAS continues to monitor certified companies to ensure certified companies continue to meet expected standards. This includes reviewing how the certification is used in communications and periodically reassessing public sentiment and company performance. Any deviation from agreed practices may trigger a reassessment, suspension, or even revocation of the certification, protecting the integrity of the Customers' Friend designation.