Customer experience (CX) refers to the cumulative impact of multiple touch points over the course of a customer's interaction with an organisation, measured against the individual's expectations. Organisations that master CX achieve exceptional customer experience rankings and consequent business performance. This award will recognise organisations that are performing to the highest levels in CX, with a compelling shared CX vision, a joined-up strategy, a commensurate culture, customer journey mapping and consistent delivery, culminating in real business results.