The maternity Friends and family test (FFT) in England offers midwives some insight into how women and their families feel about local maternity care provision. The way the questions are posed should be easy for women to understand and therefore respond. Heads of Midwifery (HoMs) will use the feedback in a dynamic way to learn from the women's perspective how it was for them and continually improve services. There is no better compliment that midwives and HoMS can receive, if the majority of their women feed back that they are amongst the best and "extremely likely" to recommend the local maternity service to their friends and family.