Cirencester Friendly has appointed Michelle West-Wiggins as its new head of customer care.

She has 25 years’ financial services experience having held various roles at Coventry Building Society, Barclays and RR Donnelly.

In her new role, West-Wiggins (pictured) will be the main contact for advisers at Cirencester Friendly, in addition to taking responsibility for direction and development of the customer care team and monitoring performance.

Paul Hudson, chief executive at Cirencester Friendly, said: “Michelle’s considerable experience and expertise, particularly in the arena of customer service and commerce, will be invaluable as we look to further develop our innovative customer care solutions.”

West-Wiggins added: “Cirencester Friendly has a formidable reputation for providing excellent service which is critical to the positive performance of any business.

“This new role offers a fantastic opportunity to join a strong team and I look forward to working with my new colleagues to ensure that we deliver the very best to our Members and advisers alike.”