Our Marketing and Customer Relations experts share with you the benefits of the certifications and labels that Customer Relations can receive. A guarantee of quality and commitment, these initiatives have an impact far beyond image.
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At a time when companies are embarking on massive external recognition initiativesa key question is: do these initiatives have a real return on investment?
Beyond the obvious benefits in terms of image, the actual ROI may be perceived as difficult to quantify.
And yet, more and more organizations are reporting tangible benefits: measurable financial gains, enhanced operational performance, tenfold increase in team commitment. All results that demonstrate that external recognition, done right, goes far beyond mere window-dressing.
Type of distinction
Definition
Main objective
Awarding body
Terms and conditions
Duration / Validity
Level of difficulty
Examples
Certification
Official recognition attesting to compliance with a standard (e.g. ISO, NF).
⭐⭐⭐⭐
Very high: strong structuring, long process, cross-functional effort.
Label
Awarded following an external audit or evaluation, often focusing on a specific commitment (CSR, local service, customer experience, etc.).
Voluntary application, external audit or diagnosis, sometimes qualitative or CSR criteria.
⭐⭐⭐
Medium to high: real commitment required, but flexibility depending on label.
Prize / Trophy
⭐⭐
Variable: effort on file or measured performance, but without full audit.
Customer relations: more awards, more commitment!
The range of awards available to customer relations professionals has never been greater. From quality standards to CSR labels and business trophies, the sector has acquired new "medals" to encourage and recognize efforts in the field ofcustomer experience.
A sign of the general craze:
- In 2023, 96 separate companies received at least one customer relations award in France (ESCDA, Palmes AFRC, CX Awards, Qualiweb, etc.).
- The Customer Service of the Year Award (ESCDA), organized since 2007, now covers almost 50 industry categories, and evaluates over 200 companies each year via mystery customer tests.
- The Palmes de la Relation Client, a major industry event organized by the AFRC, attracted 800 participants in October 2023. Over 70 entries were submitted for the occasion.
- The Label Relation Client France, launched in 2021, already had 11 companies certified by early 2023, including Groupama Centre-Manche, Butagaz and GEODIS.
This dynamic illustrates a strong awareness: customer relations are no longer seen as a cost centerbut as a strategic asset, to be valued and recognized.
Customer relations certifications with tangible benefits for companies
1. Process reliability and continuous improvement
Service certifications (ISO, NF, etc.) provide a framework for optimizing processes and operational efficiency. These standards encourage measurement, auditing and continuous improvement of service quality. They also guarantee adherence to the best market standards, reducing performance gaps with competitors. The result: more reliable, more efficient operations that better meet customer expectations.
Profit illustration:
- A bank that obtained NF Service certification reduced its rejection rate by 20% thanks to improved process management (source: AFNOR).
- Some ISO 9001-certified companies have reported a 15% drop in non-quality costs (source: AFNOR).
- Domiserve, certified NF Service, has improved customer satisfaction by structuring its service commitments (deadlines, relevance of responses, claims management).
2. Motivating teams and enhancing skills
Internally, aiming for and obtaining a label or award is a powerful motivator for customer relations staff. These awards bring pride and recognition to front-office teams, and improve the attractiveness of these sometimes difficult functions. By celebrating successes (e.g. a team crowned "Customer Service of the Year" in its sector), the company strengthens internal cohesion and customer culture.
Illustration of benefits :
- A company in the energy sector recorded an 8-point increase in employee engagement after winning an AFRC Award in the Employee Experience category (source AFRC).
3. Marketing differentiation and brand image
Externally, displaying a recognized quality label or trophy is a valuable marketing asset. In a competitive market where products tend to be homogenized, service quality is becoming a decisive criterion of choice for end customers. Communicating on a certification or award ("Customer Service of the Year", "Palmes", etc.) allows you to stand out in the eyes of consumers with objective proof of your excellence.
Illustration of benefits :
- According to ESCDA, 93% of customers consider that the "Customer Service of the Year" label has a positive influence on their perception of the brand, and 64% say it has an impact on their intention to buy.
4. Competitive edge in B2B and outsourcing
For outsourcing playersFor outsourcing players, certification or awards are a competitive advantage when bidding for contracts. When a service provider can prove, by means of an audit, that it complies with a recognized standard (e.g. NF Service), or that it has won an award for the quality of its services, it reinforces its credibility with principals. These proofs of quality become real selling points when it comes to winning over new B2B customers.
Many outsourcers do not hesitate to have their centers certified, or to take part in industry competitions, in order to back up their value proposition with tangible references. An industry label such as "Human for Client" or "Relation Client France", for example, can make all the difference in an application by demonstrating a service provider's commitment to quality and social responsibility.
Profit illustration:
- A contact center provider doubled its success rate in tenders after obtaining the Human for Client label, a guarantee of CSR commitment and service quality (source INRC).
5. Recognition beyond our borders
ISO or NF standards, aligned with international standards such as ISO 18295, facilitate quality exports.
Illustrations of benefits :
- A French technology company used its ISO 9001 certification as a quality prerequisite for signing contracts with customers in the USA.
- The ESCDA label is now available in the UK, Spain and Morocco, proving its appeal beyond France's borders.
Demanding but strategic customer relations certification processes
Becoming involved in a customer relations certification, label or award is a powerful lever for structuring your performance and enhancing your commitment to customers. But it's by no means a mere formality: it requires a real investment - financial, human and organizational - to live up to its ambitions.
1. A real investment
These initiatives involve direct costs, which can represent a significant budget, especially for SMEs. For example:
- The cost of ISO 9001 certification for an SME: between €3,500 and €4,500 over 3 years (audits + fees).
- Participation in ESCDA costs around €12,000 (including mystery customer tests and multi-channel audits).
- The Human for Client label requires a full audit and a detailed CSR dossier, at an estimated cost of between €5,000 and €10,000.
But beyond the figures, it is above all transformation effort which is substantial: diagnosis, action plan, deployment of tools, rigorous management... nothing can be improvised.
2. A long-term commitment to capitalize on customer relations certification
- Some of these procedures are part of multi-year cycles: initial audit, annual surveillance, certification renewal.
- The company needs to mobilize its teams, review its practices, train its staff and integrate quality into its day-to-day operations.
3. Essential value enhancement
For the investment to pay off, it's essential to capitalize on the results achieved - both internally and externally.
Internally, the aim is to create a positive dynamic:
- share results with teams,
- to value successes,
- strengthen pride of belonging,
- use the diagnosis as the basis for improvement plans.
Externally, it's all about showcasing the results obtained:
- integrate awards and recognition into communication tools (website, sales brochures, email signatures, packaging, etc.);
- Actively relay them on social networks and to the media to support the company's message;
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