Charter Mark is the Government’s national standard for excellence in customer service, and is applicable to all public service bodies. This standard can help everyone within an organisation focus on and improve customer service. As with Investors in People, the standard is achieved through assessment against a number of criteria (see 'Charter Mark - The Criteria'). Self–assessment can also be conducted, in order to allow an organisation to measure its progress towards the standard. Achievement of the standard is recognised by awarding the right to display the prestigious Charter Mark logo.