The Standard for Customer Service Excellence
A practical tool for driving customer-focused change within your organisation. Demonstrate your commitment to putting customers at the heart of everything you do.
Introducing the Revised Standard — Version 2
A significant update to the Customer Service Excellence Standard came into effect on 1 May 2026. Version 2 has been carefully developed to reflect the evolving landscape of customer service, making the standard more accessible, consistent, and relevant than ever.
Explore the StandardStreamlined Structure
57 elements consolidated into 39 through the removal of duplication — clearer, more focused assessment.
Improved Clarity
Updated language throughout to improve accessibility and make the standard easier to apply.
Digital & Customer Experience
Greater emphasis on digital engagement and the end-to-end customer experience.
Measurable Characteristics
A new feature to support consistent and transparent assessment across all organisations.
The Customer Service Excellence Standard
Customer Service Excellence is a quality mark originally created by the Cabinet Office, now operated under a Certification Mark with Assessment Services Ltd acting as the Certification Mark Proprietor, responsible for governance and oversight. The Standard was designed to help organisations focus on their customers and the service they provide. Built around five criteria, it examines your service from the customer's perspective and drives meaningful, lasting improvement.
The Five Criteria
Customer Insight
Understanding your customers and their needs
The Culture of the Organisation
Leading and supporting a customer-focused culture
Information & Access
Making it easy for customers to engage
Delivery
Meeting and exceeding service standards
Connecting With Customers
Responsive, accurate, and effective service
Excellence that benefits everyone
Achieving the Customer Service Excellence Standard creates value for your customers, your organisation, and your people.
For Your Customers
For Your Organisation
For Your People
For any organisation that serves customers
Whether you're in the public sector, private sector, or voluntary sector — if you deliver services to customers or clients, the Customer Service Excellence Standard is designed for you.
From local authorities and NHS trusts to housing associations and private businesses, organisations of all sizes use the standard to benchmark and improve their customer service.
Crucially, the standard applies beyond direct Business-to-Customer (B2C) interactions. It is equally relevant to Business-to-Business (B2B) organisations, recognising that excellent service — regardless of who the customer is — drives trust, performance, and long-term success.
Assessment Phases
Assessment is a collaborative, supportive process designed to help you improve — not just to pass or fail.
Download Standard and Undertake Initial Self Assessment
Review the Customer Service Excellence Standard and benchmark your organisation against the standard criteria before engaging an Authorised Assessment Body.
Evidence Gathering Compilation
Compile and organise the evidence required to demonstrate compliance across all relevant criteria and elements of the Standard.
Assessor Desk Top Review
Your chosen Authorised Assessment Body conducts an initial desktop review of the submitted evidence prior to the formal on-site or remote assessment.
Formal Assessment
A structured, evidence-based assessment is conducted by your Authorised Assessment Body, including interviews and observation where appropriate.
Assessment Report and Certification Details
Receive a detailed assessment report outlining findings and, where successful, your Customer Service Excellence certification.
Annual Reviews
Maintain your certification through annual surveillance reviews, ensuring ongoing compliance and continuous improvement.