By Mike Butler
On 16 October 2025, Wembley Stadium played host to one of the most energising events in the UK business calendar: the UK Customer Experience Awards (UKCXA).
Now in its 16th year, the event brought together nearly 1,000 professionals from across sectors to celebrate organisations placing customers firmly at the centre of everything they do.
While I couldn’t be there in person this year, I followed closely, and what stood out, again, was the sheer diversity of ideas, people, and progress being celebrated. From large institutions to challenger brands and start-ups, the message was clear: customer experience isn’t a “nice to have”. It’s mission-critical.
A Culture of Care and Consistency
Aspen Healthcare caught the spotlight again this year, reflecting their continued commitment to quality care and service. Other notable names included Used Kitchen Hub, finalists in multiple categories for their circular, sustainable model, and Transportify, who took home Gold for Best Customer Service with their human-first approach to logistics.
These are organisations punching above their weight. Proof of what’s possible when customer focus meets operational excellence.
Themes That Mattered
This year’s theme, “Love your customer, love yourself”, landed well. We often think of CX as something external, journeys, service design, NPS scores. But the best brands know it starts within. When your people feel trusted, empowered, and clear on purpose, that energy shows up for customers.
There was a strong thread of inclusion, too. Categories like ‘CX for Vulnerable Customers’ and ‘Best Complaint Handling’ reminded us what care really looks like in practice, especially when trust is fragile.
Innovation With Purpose
AI and digital transformation were front and centre, but not in a gimmicky way. Finalists showed how smart tech can meet real-world needs: smart meters that help residents manage energy, training that upskills frontline teams, partnerships that turn clunky processes into seamless journeys.
Community, Competition and Celebration
The format struck a great balance between sharing and celebrating. The daytime CXTrendTalks gave space to learn and connect. By evening, the black-tie gala brought the energy shift, an opportunity to spotlight achievements and raise a glass to the hard work behind the scenes.
Many winners spoke openly about their challenges, tough decisions, and the power of values-led leadership. A reminder: good CX isn’t easy. But it’s worth it.
Spotlight on Partnership
A big thank you to Neil Skehel and the Awards International team for creating such a powerful platform, one that champions excellence and helps raise the bar across the board.
It was also brilliant to see our partners at GBPO Solutions headline the event. David Neale and the GBPO team continue to push the boundaries of what customer-centric BPO looks like, and we’re proud to support their marketing efforts through Humaine. It was especially meaningful for us at Humaine to be one of this year’s event sponsors.
It was a proud moment too to see David and his network championing social impact. As GBPO’s chosen charity partner, Mellon Educate is doing incredible work on the ground in South Africa, and it’s a privilege to support their mission as part of this growing community.
Looking Ahead
Congratulations to every finalist, winner, and team who showed up, on stage or behind the scenes. Your work matters.
As we look to 2026, the stakes are only getting higher. Expectations will keep evolving. Technology will keep advancing. But purpose? That’s what grounds it all.
UKCXA reminds us: when you put people first, customers, colleagues and communities, great things happen.
See you next year.
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