Introduction by
Susan Nichol, CEO
Cold Craft, Inc.
A Diamond Certified Company

Have you ever looked up a company on a “consumer review” site and wonder how they got their rating?

  • Do they submit attractive ‘reviews’ impersonating one of their ‘customers’?
  • Was there a disgruntled employee in their past posting ‘reviews’?
  • Is one crazy customer posting many reviews pretending to be several customers?
  • Are the people rating companies’ real customers of the company or the competition?

Frankly, you just don’t know what all those ratings are about and where they came from.  There have been cases where a hotel or restaurant for example got in the news and everyone jumped onto these review sites to give positive or negative reviews from what they saw on TV and not real customers.

Diamond Certified is different.  They take a print out of the company’s database for their customers information and a third party calls the list.

So, if you wondered how Diamond Certified is different or you never heard of Diamond Certified – here is an explanation of what they do and how they do it.

Straight From Diamond Certified

How It Works


Our rigorous 12-step company certification process is the most reliable anywhere. We survey a large, random sample of REAL customers by telephone to get the most accurate rating and verify only actual customers are responding. By surveying from a company’s entire customer base, we ensure the results of our study, good or bad, truly represent the company’s customer satisfaction level. All responses for each Diamond Certified company are displayed on its Diamond Certified Company Report page.

Each respondent is identified by first name and last initial to protect their privacy. If a response is overtly negative or a respondent’s first name is easily identifiable because of uniqueness (either due to its rare use in American society or because of small respondent sample sizes), the name will be altered using a strict formula. This is to protect the anonymity of the respondent while including their feedback for other consumers to review.

Companies must score Highest in Quality and Helpful Expertise® (a 90+ on a 100 scale) and pass all our credential-based ratings to earn Diamond Certified. By requiring such a high score to qualify, we cut out mediocre and poorly performing companies. We then conduct ongoing research and ratings to ensure all companies maintain their high performances.

American Ratings Corporation conducts stringent customer satisfaction research.


The company must apply to begin the rating process.


A random sample of typically 400 past customers is collected from all customer files of the applicant company.


Only real customers are surveyed in confidential telephone research to determine the company’s customer satisfaction score based on quality.


To qualify, the company must score Highest in Quality and Helpful Expertise®, with a score of 90 or above on a 100 scale.

Rigorous standards are enforced.


We confirm that the company has required insurances and valid state-mandated credentials.


The company must perform to contract, have customer-friendly business practices and stand behind its work.

Only the highest rated pass.


The company agrees to adhere to the Diamond Certified® Customer Satisfaction Principles.


If the company’s quality rating, business practices and credentials meet our high standards, it is awarded Diamond Certified.

We require ongoing customer satisfaction and performance.


We conduct ongoing surveys to ensure the company is maintaining high customer satisfaction and loyalty.


The company agrees to participate in Diamond Certified mediation if necessary.


The Diamond Certified Performance Guarantee provides added assurance of the company’s commitment to customer satisfaction.


Companies that are able to qualify for and maintain their Diamond Certified awards are much more likely to deliver quality to their customers.

It’s important to note …

Criminal Background Checks Are Not Conducted: The rating steps that we conduct are described on this page. We do not conduct criminal background checks. If this is important to you when choosing your next service provider, do not hesitate to ask the company representative whether the employees who will be working in your home have passed criminal background checks and if any additional measures will be undertaken to protect your family and your property while work is in process. If you have children, you may also want to review the Megan’s Law website. We hope this information has provided you with an added measure of decision-making power.