January 21, 2026
How US Brands Turn Customer Experience Into Real Impact
In the US, customer experience increasingly determines whether people stay, switch, or speak up. Consumers are quicker to abandon brands after poor interactions and more likely to share negative experiences publicly, putting real commercial pressure on how companies design and deliver CX.
Over the past few years, several US brands recognised at the US Customer Experience Awards (USCXA) have shown how that pressure translates into day-to-day decisions. Their work spans healthcare, financial services, and everyday consumer services, yet the common thread is that CX only delivers impact when it is embedded into how the business actually operates. CVS Health, Prudential Financial, and JustPark each show what happens when customer experience is treated as part of how the business runs.
CVS Health Makes Customer Experience Organisational, Not Optional
Customer experience in healthcare is inseparable from trust. At CVS Health, one of America’s largest health solutions companies, earning that trust required moving beyond isolated improvements or department-level initiatives. The organisation focused on building a shared CX foundation across its businesses, from retail and pharmacy to health services and digital care.
In its award-winning programme, CVS Health aligned leadership teams around a common view of the customer, supported by consolidated voice-of-the-customer data and consistent measurement. CX became part of how decisions were evaluated and priorities set. The approach helped reduce fragmentation and ensured customer insights translated into action, not just reporting.
That work earned CVS Health recognition at the USCXA 2025 and reflects a broader lesson for large US enterprises that customer experience only scales when it is owned collectively.
Prudential Financial: Simplifying Experience Where It Matters Most
Prudential Financial faced the challenge not of a lack of customer focus, but rather complexity. Managing workplace absences and disability claims often involves multiple systems, handoffs, and delays, which can create frustration for both employees and employers.
Prudential’s OneLeave solution addressed this by redesigning the experience around clarity and continuity. A single point of contact and clearer communication throughout the process enabled the company to reduce confusion and improve confidence during what is often a stressful time for customers.
What stands out is that the impact was felt both internally and externally. By improving the employee experience behind the scenes, Prudential strengthened the customer experience delivered to employers and their workforce.
JustPark Shows How CX Is Built Through Everyday Decisions
Customer experience does not always require a large-scale transformation to make a difference. JustPark (previously ParkHub) focused its CX efforts on responsiveness, clear ownership, and cross-team collaboration to create impact in fast-moving environments.
Recognised for its customer-centric culture, JustPark prioritised rapid issue resolution and close collaboration across teams. Whether supporting venues or end users, the emphasis was on removing friction quickly and learning from each interaction. This mindset helped the company adapt as it scaled, while maintaining service quality in moments that directly affect customers.
JustPark’s story highlights an important point for many US brands: CX is often built in everyday interactions. Empowered teams, clear ownership, and the ability to act decisively can shape customer perception as much as any long-term strategy.
It’s Time to Put Your CX Work Forward
While these USCXA winners operate in very different contexts, each demonstrates how customer experience turns into real impact when it is practical, intentional, and sustained. Their work shows that strong CX is not defined by industry, size, or maturity level, but by the willingness to commit to meaningful change.
These examples define the standard recognised by the US Customer Experience Awards, customer experience that delivers measurable impact and stands up in real operating conditions. Enter now.
