Cookies on the CII website

By using and browsing the CII website, you consent to cookies being used in accordance with our policy. If you do not consent, you are always free to disable cookies if your browser permits, although doing so may interfere with your use of some of our sites or services. Find out more »

Chartered Insurance Institute
Recently added to my basket
Sorry but there was an error adding this to your basket. Please try adding it again

Embedding the highest standards

The Declaration sets a requirement that firms should "Operate policies that embed outstanding standards of customer service, ethical conduct, qualifications and CPD." The detail of these policies will naturally vary from one organisation to another, but examples include:

Customer service

Policies that organisations may wish to implement include:

  • Setting and measuring relevant performance indicators around customer touchpoints.
  • Processes for measuring customer satisfaction.
  • Compliance with best practice when communicating with customers. Examples include the use of plain English and following guidance from bodies such as the Employers Forum on Disability concerning accessibility of written documents.

The Insurance Broking Faculty and Ernst & Young published a research report titled Delivering World Class Service for Competitive Advantage in a Changing Mid-Corporate Commercial Insurance Market (available from the CII on request). The report explores the characteristics of 'world class' service.


Ethical conduct

In 2009 the CII published a revised ethical code. Its primary concern is with ethical conduct among individual practitioners, but it contains many principles that companies may wish to reflect, using different language, at a corporate level. Firms' values and business practices should align with the CII Code of Ethics (available at Using the Code as a template, companies should set down their own principles:

  • Companies must comply with the Code and all relevant laws and regulations.
  • Companies must act with the highest ethical standards and integrity.
  • Companies must act in the best interests of each client.
  • Companies must provide a high standard of service.
  • Companies must treat people fairly regardless of race or racial group, sex or sexual orientation, religion or belief, age, or disability.

Further information on ethics can be found in the CII's Paper in Professionalism Number 2: Getting Professional About Ethics (available at or by listening to the Ethics Seminar podcast.



Policies concerning qualifications should reinforce the benefit to individual employees, explain how they relate to different career paths available at a given firm, set out the circumstances whereby an employer will fund qualifications and make study time available during the working day.


Continuing professional development

In a dynamic economy, achieving knowledge and competency is no longer a once-and-for-all activity. Professionals who do not keep pace with the changing nature of products, legislation and best practice rapidly lose their relevance. More information on CPD, including suggestions on how to encourage CPD within firms, can be found in CII's Papers in Professionalism Number 4: Beyond Box Ticking: CPD and the 21st Century Professional (available at

CPD scheme content typically includes technical, business, interpersonal and management knowledge and skills development material.

The CII has conducted extensive member research into employer support for practitioner CPD, and published a number of key findings. For more information see: What You Told Us About CPD - CII CPD Survey Results and Overview (available at

Aldermanbury Declaration

Document links

Not a member?

Members receive exclusive discounts on CII tuition, courses and exam entry.