November 24, 2025
A Judge’s Perspective: How CX Innovation and Empathy Evolved This Year
It was a genuine honour to return once again as a judge at the UK Customer Experience Awards 2025. Having served in this capacity for several years, I continue to be deeply impressed by the calibre of entries and the unwavering commitment to excellence in customer experience across industries.
Each year brings fresh perspectives, bold innovations, and a renewed sense of purpose. This year was no exception. The judging process offered a unique opportunity to engage with pioneering initiatives and thoughtful strategies that are shaping the future of customer experience. It was both inspiring and energising to witness how organisations are evolving to meet the complex and diverse needs of their customers.
Participating in the awards is always a highlight of my professional calendar. It reaffirms the importance of recognising and celebrating those who go above and beyond—not just in delivering exceptional service, but in fostering empathy, inclusion, and meaningful impact. I am proud to be part of a community that continues to raise the bar for what a great customer experience looks like.
This year’s judging experience was particularly rewarding. The submissions reflected not only innovation and operational rigour, but also a growing maturity in how organisations approach customer experience—especially in areas requiring sensitivity, such as support for vulnerable customers. It was encouraging to see how technology is being used not just to streamline processes, but to empower frontline teams and deliver more compassionate, inclusive service.
Reflecting on the evolution of CX, it is clear that the discipline has moved beyond transactional efficiency. Today, customer experience is about building trust, fostering emotional connection, and designing services that are resilient, adaptive, and human-centred. The entries we reviewed this year exemplified this shift, demonstrating how CX can be a powerful driver of both commercial success and social impact.
Empathy in Action: Judging the Vulnerable Customers Category at the CX Awards
As a judge for the CX Awards, I had the privilege of reviewing entries in one of the most meaningful and thought-provoking categories: Vulnerable Customers. This category isn’t just about innovation or metrics—it’s about humanity. It’s about how organisations respond when their customers need them most.
Why This Category Matters
Vulnerability can take many forms—financial hardship, mental health challenges, physical limitations, digital exclusion, or simply navigating life’s unexpected disruptions. In customer experience, recognising and responding to these needs is not just good practice—it’s a moral imperative. The organisations that entered this category demonstrated not only awareness of these challenges but a deep commitment to designing services that are inclusive, compassionate, and responsive.
The entries also showed how empathy, when embedded into service design and delivery, can transform lives and build trust.
What We Looked For
Judging this category required a blend of analytical rigour and emotional intelligence. We evaluated submissions based on:
- Empathy in design: Were services built with vulnerable customers in mind from the outset?
- Impact: Did the initiative lead to measurable improvements in customer outcomes?
- Sustainability: Was the approach embedded into the organisation’s culture and operations?
- Innovation: Were new technologies or methods used to reach and support vulnerable groups?
Standout Moments
While confidentiality prevents me from naming specific organisations, I can share some immediate reflections. One company redesigned its entire customer journey to remove barriers for those with cognitive impairments. Another used AI to proactively identify customers at risk of financial distress and offer tailored support before a crisis occurred.
I witnessed companies rethinking their entire customer journey to remove barriers. One entry, for example, showed how a simple change in language and tone across communications dramatically improved engagement with customers experiencing financial stress.
I was also encouraged to see how organisations are equipping their frontline agents with the right technology—not only to better support callers in vulnerable situations, but also to remove pressure around average handling time (AHT) and ensure agents receive the care they need after potentially distressing interactions. These weren’t just projects, they were commitments. They reflected a shift from reactive service to proactive care.
Reflections
Judging this category reminded me that customer experience is not just about satisfaction—it’s about safety, dignity, and inclusion. The best organisations don’t just serve vulnerable customers—they empower them. They listen, adapt, and advocate.
It also highlighted the importance of cross-functional collaboration—where technology, frontline staff, and leadership come together to create meaningful change.
About the Author
Basia Szumska-Hare is a seasoned CX leader and Partner Development professional based in London. She has served as a Chair judge at the CX Awards for several years, championing innovation and empathy in customer experience. Basia is passionate about customer experience and supporting organisations in delivering meaningful impact for all their customers. CX and the Contact centre remain truly at the heart of every business.
