Good Business Charter commitment to customers feature image

Commitment to customers

The GBC requires businesses to publish their commitment to their customers on their website as well as gather and monitor customer feedback and report the results to their board.  Charities are expected to publish their commitment to all stakeholders including donors.

What it is

Your customers are the people you are supplying with a product or service and are to be treated with respect.  They are not to be taken advantage of and priority should be given to the way in which customer-facing staff treat people.  There should be easily accessible ways for customers to express concerns or complaints

Why it matters

It can be easy to think of customer service as just another basic logistical process in your company just like sales or marketing.  However, great customer service is of the utmost importance when it comes to running and growing your business.

In a competitive environment good customer service will give your business an advantage.  We live in an age where people communicate widely and publicly with others and businesses receiving comments of good or poor service on social media and review websites like Trustpilot can make a huge difference to their sales and bottom line.


The Good Business Charter expects businesses to have a clear commitment to their customers displayed prominently on their website.  We will ask if you have such a commitment and ask you to provide the weblink for this.

We will also ask if you gather and monitor customer feedback and discuss this at board level to ensure the voice of the customer is heard and action taken.

The charity sector

Most charities do not have customers so they will be asked more generally about their commitment to their stakeholders.  This will include their beneficiaries and their donors.  Trust in charities is absolutely crucial to their existence and charities need to publish a clear commitment to their donors that their funds are being used appropriately.  Charities have been set up to benefit people in need and a clear commitment to their beneficiaries is also essential.


If you are concerned that you will not be able to answer these questions but believe that your business or charity practices follow the spirit of this component, please consult with us so that we can make a judgement on whether we believe you meet the requirements of the component.  We are really keen to have organisations of all sizes and from all types of industries and sectors joining the Good Business Charter.  These are standard questions and for some organisations there may be questions that are just not relevant or too onerous.  We want to hear from you if you feel that is the case and we will take a sympathetic view. 

Equally, companies with a smaller number of employees may feel that the wording of the questions is rather technical for the way they operate.  We do not want to exclude anyone behaving responsibly just because they feel this has not been designed with their organisation’s size or industry in mind.  We encourage you to apply the questions to your own unique setting and if in doubt, do contact us to explain the way in which you believe in your own way that you meet this component so that together we can consider whether it is sufficient or what else may be necessary to receive GBC accreditation.

Good Business Charter

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Our 10 components

Find out more about the ideals that make up the cornerstone of the Good Business Charter.
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Calling all employees, customers and suppliers.

If you have reason to believe that a GBC accredited organisation is not meeting its obligations, please let us know.