Customer experience (CX) drives loyalty. It 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 satisfaction levels, leading to increased customer loyalty and consequent business success. This is invariably based upon a deep customer-centric approach. 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 excellent business results.