With the deadline imminent for financial services companies to ‘Treat Customers Fairly’, Putting the Customer First, the national standard for customer service, claims to be providing a step in the right direction by supporting them in their efforts to develop a customer-focused culture.

Keith Ramsey, Customer First UK chief executive said: “The Customer First Standard provides an approach for firms that want to show practically that customer service excellence is central to their corporate culture and that customers can be confident of receiving a positive experience.

“Skipton Building Society was the first financial services provider to achieve the Customer First standard in 2006 and was recognised at the time for placing great emphasis on talking to its customers and listening to its customer-facing staff.”

He continued: “By being the first financial services firm to achieve the Standard, Skipton Building Society are leading the way in a competitive marketplace where customer service excellence has to be the difference.”

UK current account holder Steve Williams agreed with the need for a recognised standard of excellence. “I have had no end of trouble with my High Street bank and the service I have received has been poor,” he said.

“A recognised standard would be a good tool with which to assess their performance with their customers and to give us grounds for complaint, if necessary.”