Institute of Customer Service

Service with Respect

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The Challenge

The Institute of Customer Service is an independent professional membership body for customer service that counts many of the UK’s top banks, retailers, utility firms and government departments amongst its members. With first the pandemic lockdown, and then economic recession triggering an increase in instances of customer abuse, we had to act to protect frontline service workers and highlight the critical role customer service plays within the UK economy.

The Solution

We developed “Service with Respect”, a campaign that successfully called for the government to introduce a new offence for those who abuse, threaten or assault customer service professionals. Alongside this we encouraged ​businesses to equip staff with the necessary training and tools to handle the increased requirements of their role. We worked with the Institute's Public Affairs team to hold regular APPG meetings and briefings with MPs to highlight the issue and used research and case studies from frontline workers, alongside thought leadership pieces from the Institute, to capture media and public attention.

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The Impact

Successful change to the law to make it a standalone offence to abuse customer service professionals workers in-person or on the phone
Increased membership engagement - 135 members mobilised to sign up to the campaign
5,000 business leads generated via the campaign microsite
broadcast hits - an 105% increase YOY - including BBC Breakfast and BBC News Channel
pieces of print/online coverage, including seven Tier 1
Over 1M shares across social channels and over 800 video views

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