Cirencester Friendly has created a new position of director of customer experience. 

Michelle West-Wiggins, the previous head of customer experience and claims, has been promoted to take on this fresh challenge.

These changes mean Michelle becomes a member of the executive team, ensuring customers are at the heart of all strategic decision making.

Robert Higgins has been promoted to claims manager and will report directly to Michelle. In addition, new claims consultants roles are being created. These consultants will have end-to-end ownership of claims, ensuring claimants have one point of contact, improving their experience.

Michelle has been with Cirencester Friendly for almost eight years and during that time has been the driving force behind elevating service standards and improving the experience for members and advisers.

She championed becoming an active member of the Institute of Customer Services (ICS), ensuring Cirencester benchmarks its service not just against direct competitors but also the best across all B2B sectors.

The success of this strategy was revealed in the recent ICS Business Benchmarking Survey completed by more than 150 advisers. Cirencester achieved an impressive rating of 89.2, which is more than 10 points higher than the UK Customer Satisfaction Index (UKCSI) insurance industry average and almost 13 points better than the average across all sectors in the UK.

Michelle West-Wiggins said: "I am really excited to be taking on this new role. Our team is truly passionate about delivering the best possible customer experience and it's fantastic to now be able to represent them and our work on the executive team.

"I am determined to build on the hard work we've already done and ensure that Cirencester is synonymous with exceptional service."

Cirencester Friendly CEO Andy Morris said: "I'm delighted to welcome Michelle to the executive team. She thoroughly deserves her promotion. During her time with Cirencester, she has continually shown extraordinary dedication and enthusiasm, building a fantastic team around her.

"At a time when numerous surveys, including the one released recently by Defaqto, point to a drop in service standards in our industry, I am proud that our society is bucking the trend. We have consistently exceeded expectations in customer service, scoring very highly in the Institute of Customer Service surveys, and Michelle and her team deserve a lot of credit for this.

"I look forward to the extra value I know she can achieve in her new role."