The CX Awards, organised by Ashton Media, have been celebrating and recognising outstanding achievements in customer experience (CX) for the past seven years. Ashton has announced the finalists for the 2025, where the winners will be announced at the awards ceremony, March 6, 2025.
The primary goal of these awards is to honour and acknowledge the exceptional efforts of individuals, teams, and organisations that prioritise the customer experience in their operations. Mark Atterby from CXFocus talks to Stacey Goater, Portfolio and Content Director for Ashton Media, about the awards and what they mean for the industry.
Mark Atterby (MA): Why did Ashton Media establish the Awards? What mission are they trying to achieve?
Stacey Goater (SG): We wanted to create a truly credible and well-respected platform to celebrate and recognise those leaders, teams and businesses working hard to put the customer experience at the centre of how they operate as an organisation. We launched the awards programme in 2018, and in the seven years since, the programme really has become the cornerstone of CX excellence in the region, and they mean a lot to the teams and organsations that are recognised.
It’s an amazing opportunity for teams to reflect on how far they’ve come in their CX efforts and in some cases, even use it as a way to elevate the importance and standing of the customer experience in their own organisations.
MA: What are the key criteria used to evaluate submissions?
SG: The criteria differs between each of the categories, but there are a few key things that we and the judges look for. Firstly, how is the entrant able to demonstrate the impact that the team’s work is having on the organisation and the outcomes for the business? How they demonstrate and support the claims using key metrics such a revenue, CSAT, NPS etc is crucial and is a big part of how entries are assessed.
The second key thing that we look for is how what they’re doing is different. Why does their programme or initiative stand out against their competitors?
MA: How do you ensure fairness and impartiality?
SG: To maintain the integrity of the judging process, the CX Awards employs a rigorous peer-review system. A panel of experienced CX leaders from diverse industry backgrounds is carefully selected to evaluate submissions. These judges assess entries based on specific criteria, such as the impact on the organisation, the innovation of the initiative, and the use of data and metrics to measure success. By eliminating personal bias and focusing on objective evaluation, the awards ensure a fair and impartial selection process.
MA: How do you measure the impact of these awards on the industry and CX community?
SG: By tracking online engagement and media coverage, the organizers can measure the reach and influence of the awards. The growing number of submissions and the increasing participation of industry leaders demonstrate the growing significance of the CX Awards in shaping the future of customer experience.
As the customer experience landscape continues to evolve, the CX Awards remain committed to recognising and rewarding innovation. By introducing new categories and expanding the judging panel, the awards aim to foster a more inclusive and diverse CX community. The future of the CX Awards is bright, and it promises to continue inspiring and motivating organisations to deliver exceptional customer experiences.
Finalists include established and well-known brands like Suncorp, McDonalds, and Telstra, as well as nonprofits like St Vincents care and more recently established organisations like PEXA.
Please visit CX Awards to see the full list of award categories and finalists for 2025.
