November 20, 2025
A Judge’s View from the International Customer Experience Awards with Ana Pia Pušić
The recent ICXA final judging and awards presentations were a rollercoaster of emotions and excitement for the finalists, judges as well as the organisers.
We’ve already had a look from the perspective of some of the judging panels on the day, but were lucky enough to have time to sit down with first-time judge Ana Pia Pušić about her broader view of the whole judging experience.
A marketing and retail consultant, Ana Pia came to experience the Awards evening from Croatia. She specialises in helping brands build emotional connections with customers. “Looking back, this really brought back the great memories from last week’s event, and what an amazing job you and your team did organising everything.”
What did you expect from the judging process?
Curiosity was what initially led me to apply as a judge for the ICXA Awards for the first time this year. My initial expectation was simply to be inspired by some of the world’s best customer experience projects. What I received, however, was far beyond that.
I had the pleasure of working alongside an exceptionally talented group of fellow judges from around the world, who generously shared their experiences and perspectives throughout the process.
On top of that, the organization behind the awards was impeccable, and it was truly impressive to see such a large-scale project executed so seamlessly.
Were there any surprises or wow moments from the finalists?
Absolutely! And not just from one finalist, but from several. I was particularly struck by those candidates who infused their projects with a unique spirit of innovation, truly placing their customers at the center of their thinking.
This dedication was palpable in their approach and in the way they presented the work behind their projects.
What all the “wow” moments had in common was a certain extra layer of creativity and innovation, that special element that set them completely apart from the competition.
What were your impressions of the Awards night?
The entire evening was extraordinarily well organized, from the service in the venue to the atmosphere, which remained vibrant and engaging throughout the night. There was a tangible energy in the room, a sense of collective celebration of both personal and shared achievements. It was a truly inspiring experience.
What would your advice be to prospective judges?
I would encourage anyone with even a small interest in customer experience to apply. While reading all the submissions and giving each the attention they deserve can be time-consuming, the rewards are far greater.
It’s also incredibly valuable for professionals in the industry to see, hear, and connect with each other, and to understand the challenges faced by markets that may be far from their own. This insight fosters growth, both as individuals and as part of an organization. I am already certain that I will apply again next year, precisely for these reasons.
Thank you again for the opportunity to share my experience.
