Entry.
Organizations select the awards categories they wish to enter, and submit an application with supporting evidence for each.
Awards category
Continuous Innovation
Recognizes an organization that systematically uses insight, measurement, and innovation to continuously improve customer experience.
Open to
- Enterprise
- SME
One winner per track, per cycle
No tiers, no runners-up
Winners announcedMay 2027 · the inaugural gala
Register InterestWho keeps improving the experience through insight, measurement, and new ideas?
Summary
What this award recognizes
The emphasis is on system: a repeatable way of finding opportunities, testing new approaches, and scaling what works, rather than a single breakthrough.
Awards category
At a glance
- Open to
- Enterprise · SME, judged in separate pools
- Questions
- Enterprise 20 · SME 14
- Grand Award
- Counts toward the Grand Award
- Winners
- One per track, per cycle, no tiers
- Every entrant
- Confidential diagnostic summary
- Entries open
- Q4 2026 · Nov–Dec
- Winners announced
- May 2027 · the inaugural gala
- Entry fee
- Published before entries open
Judging
What the panel scores
- Domain A · 15%Innovation Governance & CapacityA dedicated function/team, budget allocation, and a governance body prioritizing innovation.
- Domain B · 20%Idea Pipeline & VelocityNumber and speed of piloted ideas, and the proportion successfully scaled.
- Domain C · 20%Customer/Market-Driven Innovation SourcingIf innovations are actually sourced from customer feedback and market/competitor scanning, tested with real customers.
- Domain D · 25%Measurable Impact of InnovationsTwo named, dated innovations with before/after data and current operating status.
- Domain E · 20%Industry Recognition & BenchmarkingThird-party innovation awards, IP filings, first-to-market claims, and participation in an external benchmarking study.
SME track weights
- Domain A · 19%
- Domain B · 25%
- Domain C · 25%
- Domain D · 31%
Domain E (Industry Recognition & Benchmarking) isn’t scored on the SME track: its points are redistributed across the other domains, so the award still totals 100 points.
Continuous Innovation
Preparing an entry
Evidence to prepare
Awards are decided on submitted evidence assessed against published criteria. Assertions without evidence score nothing, regardless of an organization’s size, spend, or standing. Expect to describe your approach, how it was implemented, and most importantly, the measurable results.
- The improvement or innovation process and governance
- Examples of innovations and how they were tested
- Measured customer impact of those innovations
- A timeline of improvements over the period
Typically prepared byInnovation, product, or CX lead
All awards
Twelve awards categories. One winner in each.
- 01Most Improved Organization
- 02Customer-Centric Culture
- 03Excellence in Service Recovery
- 04Employee Enablement for Customer Excellence
- 05Customer Listening & Action
- 06Leadership in Customer Value
- 07This awardContinuous Innovation
- 08Operational Reliability for Customer Service
- 09AI for Customer Experience
- 10Excellence in Women Empowerment
- 11Excellence in Social Impact
- Grand AwardOrganizational Excellence Grand Award
Keep reading
Where to next.
- IntegrityFive published rules. One independent verdict.How winners are decided, and what keeps money away from the result.See how winners are decided
- Key DatesThe inaugural cycle.Four stages, from entries opening in Q4 2026 to the gala in May 2027.See the full timeline
- SponsorsSponsor Kuwait's excellence standard.Founding Sponsor, Platinum, Gold, and Silver packages.View sponsorship packages
