Entry.
Organizations select the awards categories they wish to enter, and submit an application with supporting evidence for each.
Awards category
Most Improved Organization
Recognizes an organization that has demonstrated the strongest measurable improvement in customer experience and service performance.
Open to
- Enterprise only
Not offered for SMEs
One winner per cycle
No tiers, no runners-up
Winners announcedMay 2027 · the inaugural gala
Register InterestWhich organization moved furthest, measurably, in the experience it gives its customers?
Summary
What this award recognizes
Entrants show where they began, what they changed, and how far the results moved. The strongest entries connect specific actions to specific gains, and show that the improvement has held.
Awards category
At a glance
- Open to
- Enterprise only, not offered for SMEs
- Questions
- Enterprise 20
- Grand Award
- Counts toward the Grand Award
- Winners
- One 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
Gate 1 · Eligibility, no score. Service Hero CSI year-over-year growth (65%) plus stability (35%) composite, top-quartile threshold. Organizations not tracked in Service Hero's CSI dataset use an alternate path: an independently audited, two-period year-over-year comparison of the applicant's own customer-satisfaction measurement.
Gate 2 · 100 points, scored, evidence from outside Service Hero only. The domains below.
- Domain A · 15%Root-Cause Diagnosis & Improvement StrategyWhether the turnaround was diagnosed with a formal baseline assessment and governed by a written strategy with a named accountable executive.
- Domain B · 20%Resourcing & ExecutionDedicated budget and concrete, named interventions, governed on a defined cadence, spanning multiple functions or touchpoints.
- Domain C · 25%Internal Proof of Change (evidence from outside Service Hero)Before/after data on operational, customer-feedback, complaint, employee, and retention metrics, all from the organization's own records.
- Domain D · 20%External Validation (evidence from outside Service Hero)Independent recognition, public review trends, media coverage, and competitive benchmarking, all sourced outside Service Hero.
- Domain E · 20%Sustainability & Structural EmbeddingWhether the improvement has been embedded into standard practice, monitored, and sustained, not a one-time spike.
Most Improved Organization
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.
- Before-and-after customer satisfaction or experience scores
- Service performance indicators over the period
- A summary of the initiatives and when they were introduced
- Supporting documents that tie actions to results
Typically prepared byCX or quality lead, with the owner of performance data
All awards
Twelve awards categories. One winner in each.
- 01This awardMost Improved Organization
- 02Customer-Centric Culture
- 03Excellence in Service Recovery
- 04Employee Enablement for Customer Excellence
- 05Customer Listening & Action
- 06Leadership in Customer Value
- 07Continuous 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
