The Group’s policy is that all customers should be treated with respect and warmth. The Group has customer service departments, complaint resolution processes, mystery shopper programmes and conducts market research to better understand customer requirements.

In Signet's Statement of Social, Ethical and Environmental Principles the Group's responsibilities to customers are set out as being:

"As a retailer, we have a responsibility to our customers. Our mission is to meet, and where possible exceed, customer expectations through a high standard of customer service, high store standards, and offering real choice and value. Our policy is that all customers should be treated with respect and warmth. In doing so we endeavour to maintain our product integrity by ensuring that what we sell is what we say it is and by offering merchandise that is responsibly sourced."