If I had a pound for every time we’ve talked about AI in the last 12 months… well, let’s just say I’d be doing very well!


But what’s really stayed with me — especially after our recent VIP lunch, where we welcomed CCA Global Accredited members to celebrate their success - is the unwavering commitment of leaders who continue to show up for their customers and colleagues, no matter what new tech is thrown their way.


Setting the bar 

Someone made a point recently that really struck a chord: large, well-known brands have a real opportunity - and arguably a responsibility - to lead by example. To set the bar high. To show that doing right by customers isn’t optional, but fundamental.


That theme is surfacing more and more in our thought leadership sessions too. And honestly, it feels like this is where the real conversation about the future needs to be focused. Because here’s the thing… 


While AI may be reshaping how we deliver service, the why behind great experiences hasn’t changed. And in my 25+ years of working with brilliant teams across the sector, one thing has consistently stood out: the organisations that commit to a culture of continuous improvement — that embed it, live it, and lead it — are the ones that thrive.


Building sustainable success

CCA Accreditation has never been about ticking boxes or chasing gold stars. It’s about building the right conditions for lasting success. It offers a structured, proven framework - not just to meet expectations, but to keep raising the bar.


And it’s not just us saying that. Some of the UK’s most respected brands have used CCA Global Accreditation© to shape their customer operating models for over two decades. That kind of longevity isn’t about theory. It’s about real, measurable impact.


Every year, we see organisations transform not because we tell them what to do, but because they take time to reflect, invite challenge, and create space for change. They engage their teams. They focus on doing right by their people and their customers. And they’re recognised for that - internally, externally, and by their peers.


Thinking about Accreditation?

If you’ve ever wondered whether CCA Accreditation is right for your organisation or even felt it might be too ambitious, now could be the perfect time to revisit that thinking.


This isn’t about being perfect. It’s about being honest. About having the courage to ask tough questions and the commitment to act on what you find. The process is supportive, inclusive, and designed around your reality - whether you're a global brand or a local provider.


So maybe just ask: what’s holding us back?


If your values centre around doing the right thing, putting people first, and being better tomorrow than you were today then in my view, CCA Accreditation is one of the most powerful tools you can invest in. Get in touch if you'd like to chat further.