1st Choice Stairlifts has been named Which? Trusted Trader of the Month for April 2024.

The win follows their 20th year in business, and the receipt of a Certificate of Distinction in June 2020.

Based in Wiltshire, the hardworking, 17-person team instals and services stairlifts, homelift elevators and wheelchair lifts across the South West. 

We spoke to Coral Affleck-Major, Managing Director at 1st Choice Stairlifts, to find out more about the business and the benefits of being a Which? Trusted Trader.

Stand out from the crowd and become a Which? Trusted Trader today.

Experience and care at the heart of the business 

Coral and her husband Colin set up 1st Choice Stairlifts in 2004, with a combined experience of over 25 years in the industry. 

They wanted to set up a company that was entirely independent and focused on providing a personalised experience, ensuring that every customer received a stairlift that was perfect for their needs. 

‘Our goal back then and to this day is to provide the high-quality range of products and 5-star service that you would expect from a larger company, but on a more local and personalised level,’ Coral says. 

‘We believe that a lift should be as individual as a client, not a “one size fits all”.’ 

Not only does 1st Choice Stairlifts offer a personalised service when installing their lifts, they also make a ‘happy call’ a few days after installation to check the customer is getting on well with the product, and they offer a 24/7 callout service. 

This commitment to high quality and personalised service is reflected in their reviews.

On the Trusted Trader website, they have an average rating of 5 stars based on 63 reviews, with 100% of customers recommending their services.  

‘Other installers told me that we could not have a stairlift because of our narrow staircase,’ said a very satisfied customer from Dorset, ‘but 1st Choice had our stairlift installed in no time with no mess at all. I cannot believe the difference this has made to my life. The staff are all so friendly, but at the same time very professional. I cannot recommend 1st Choice Stairlifts highly enough.’

Another happy customer from Wiltshire said: ‘We had a stairlift fitted in our old cottage with a complex, curved staircase. During the installation the engineers discovered that we had a rotten floor joist. They fixed it on the day and even nailed down some other loose floorboards, with no additional cost for the extra hours they worked. The stairlift is wonderful. Thank you 1st Choice for a brilliant service.’

Demonstrating commitment through accreditation and training

As well as being a Trusted Trader, 1st Choice Stairlifts is also a member of the British Healthcare Trades Association (BHTA).

‘We originally joined the BHTA back in 2004, and strictly adhere to their code of practice,’ Coral explains. ‘No high pressure selling or mis-selling and providing the right solution for the customers underpins the commitment we uphold.’

The company has also received an ISO9001 accreditation - an internationally recognised Quality Management System. 

‘This qualification proves that we are a customer-focused organisation that is committed to delivering high quality services,’ says Coral. ‘Every year we are audited and have our accreditation renewed to show that we are dedicated to continuous improvement.’

Finally, all 1st Choice Stairlifts’ sales-facing staff have the Trusted Product Advisor accreditation from the Independent Living Foundation, which means they are trained in occupational therapy-style assessment approaches so they are better placed to recommend adaptations and disability equipment.’

1st Choice Stairlifts also provides additional training to their staff to ensure their customer service is of the highest standard. 

‘All our staff have attended and completed Dementia Friends training and Disability Awareness Training. This prioritises the understanding of our diverse customer needs,’ says Coral.

‘Our commitment exceeds industry standards, ensuring our team is ready to offer empathetic and inclusive services to all.’

Building charitable links with the community 

1st Choice Stairlifts actively supports both local and national causes.

They donate annually to the Calne Community Christmas appeal, which delivers groceries to families and elderly people in need. 

The company also supports local youth football teams, sponsoring Calne Town FC Youth Under 13s & Under 14s and Derry Hill Under 10s.

Finally, on a national level, they donate regularly to Brain Tumour Research, and participate in the charity’s annual Wear a Hat Day. 

Which? Trusted Trader endorsement demonstrates integrity

1st Choice Stairlifts uses the Which? Trusted Traders logo throughout their marketing materials, including on their socials, website, collateral and livery.

‘We wanted to become a Which? Trusted Trader because the Which? name is synonymous with reliability, quality, and championing the customer's experience - something that is at the heart of all we do,’ said Coral.

‘The Which? Trusted Trader endorsement has significantly benefited our business by instilling added confidence in our customers, helping us to build an even better name for ourselves and ultimately generating more leads.

‘The Which? Trusted Traders reviews offer a verified online platform for customers to leave real-life reviews and experiences about companies. In the days of online reviews, having proof of actual service received - not fake reviews - can sway customer decisions.’

Congratulations to 1st Choice Stairlifts on winning April 2024’s Which? Trusted Trader of the Month award.

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