Best Customer-Centric Culture

HOW DO I ENTER?

Visit our 'How to Enter' page for our Items Checklist & Step-by-Step Guide. CLICK HERE.

Once you have created your PDF submission and you have all items in the Items Checklist, submit your entry via the Online Entry Form. CLICK HERE.

This award recognises the organisation that best demonstrates a deep-rooted culture of customer-centricity—one where customer needs, feedback, and experience are at the heart of every decision. The winning organisation will show how they embed customer focus across all levels, functions, and teams to consistently deliver outstanding customer outcomes. Judges will be looking for a clear, organisation-wide commitment to customer excellence, strong internal alignment, and measurable results that show how a customer-first mindset drives performance and satisfaction. Entry is by a 5-page A4 submission. Judges will be looking for clear, well-structured responses backed by evidence, focusing on the criteria below:

  • Cultural Strategy & Vision: Outline your customer-centric culture strategy and guiding principles. Describe how customer-centricity is integrated into your organisation’s mission, values, and leadership objectives.
  • Embedding Customer Focus Internally: Explain how customer-first thinking is promoted across departments. Include training programmes, employee onboarding, internal communications, and how front-line and back-office teams are aligned around customer priorities.
  • Leadership & Employee Engagement: Describe the role of leadership in modelling customer-focused behaviours and how employees are empowered to act in the customer’s best interest. Share examples of recognition, incentives, or cultural initiatives that support this mindset.
  • Customer Voice & Feedback Loop: Detail how customer feedback is captured, shared, and acted upon across the organisation. Highlight how it shapes improvements, drives innovation, and reinforces a listening culture.
  • Customer & Business Impact: Provide measurable results that demonstrate the effectiveness of your customer-centric culture. This may include improved customer satisfaction (CSAT, NPS), reduced complaints, increased loyalty, or improvements in employee engagement and retention.
  • Future Focus & Cultural Development: Share how you plan to continue nurturing a customer-centric culture. Include future initiatives, leadership commitments, or organisational shifts that will help embed and evolve this focus over time.