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What I learned judging the Gulf Digital & Customer Experience Awards

by OmniTouch International OmniTouch International No Comments

An innovative industry deserves an innovative Awards – and I’m privileged to have been involved as a Judge & Chairman.

In January I was in Dubai where I participated in the judging process for the Gulf Digital & CX Awards.

I was honored to act as the Chairman for the Contact Centre & Customer Experience categories as well.

Here I share my observations on the Awards process itself – and why I was so impressed with the Awards International format.

There is definitely a lot of great work going on in the Gulf Region – with some organizations well into their 3rd or 4th year of a concerted CX strategy and implementation.

What I liked about the Awards format

By any measure, a successful CX strategy involves a variety of innovations – both sustaining & disruptive – across the entire organization.

But most Awards programs I’ve seen run the same format year after year, or are run as an add-on to a conference.

But I believe that an innovative industry deserves an innovative Awards – and it was time for something new.

What impressed me –

The breadth of Awards categories

With more than 25 categories ranging from the best Employee Experience, not less than 6 Digital Experience Awards, Contact Centre, multiple Customer Experience awards and more, organizations had the opportunity to put forth projects & candidates across the breadth of what it takes to achieve CX at the organizational level.

I noticed that some organizations entered multiple categories – Digital, CX, Employee Experience.

Other organizations focused in on specific categories.  For example an HR Department entered the Employee Engagement & well-being categories.

There was literally something for everyone.

Project & campaign-based entries

Unlike Awards programs that feature annual ‘Best of the Best’ categories, the Awards International program encouraged entry by project or campaign.

For example in Contact Centre judging, I saw projects related to the implementation of Live Chat, specific call reduction strategies and even networking of sites across the Public Sector.

With regard to CX judging I saw projects related to the set-up and administration of CX governance committees, delivery of experience by segmentation & personas and extensive VOC activities.

This approach allowed smaller organizations to compete (sometimes successfully!) with larger organizations for the Award.

There was none of this ‘category by size’ grouping that makes some Awards programs so repetitive with the same categories being announced over and over.

Encouraging and recognizing project or campaign based accomplishments is at the heart of CX because so much is going on over such a long period of time (years in some cases).

What a small hotel chain can achieve with a digital strategy, or an employee engagement program, can readily compete with that of a large bank or telecom.

In fact some of the Winners were SMEs which was very heartening to see.

In the world of CX we can all learn from each other.

After all CX is a journey and not a destination.

The transparency of the process

The Awards judging process is elegant.

50% of the score is awarded based upon the written submission.

All submissions are placed online and judged online making it easy for Judges to work from anywhere.

And all results, including scores & comments, are provided to the Awards entrants when the judging process is finished.

The remaining 50% of the score is based upon the Face to Face presentation made by the Awards entrant to a panel of Judges.

These Judges are the same ones who judged the written submission.

All the comments and scores for the Face to Face judging are provided to the Entrants upon completion of the process.

It’s all highly automated and transmitted to Entrants when judging is completed.

Most Face to Face judging sessions – of about 30 – 45 minutes each – are open for viewing by an outside audience.

So if you have attended the Awards to cheer on one of your colleagues, you can decide which Face to Face sessions that you would like to sit in on and learn best practices and success factors from other Entrants.

Wow – talk about real learning.

In other Awards, most Face to Face judging sessions are conducted in great secrecy and behind closed doors.

This is a rather dated model in an era when everyone is taught to keep learning and relearning – and learn from each other.

In closing

In closing for this article, thank you to Awards International – you have developed a truly professional and robust Awards model for the world of CX.

And the 2017 Singapore & Regional Digital & Customer Experience Awards is up!  We’re proud to be a Founding Partner.

www.singaporecxawards.com

Thank you for reading!

Daniel

[email protected] / www.omnitouchinternational.com

Daniel & M&C Class