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2021 Winners

Excellence in Customer Service: Elevating Customer Care

Category sponsored by Emplifi




Excellence in Customer Service winner

Community of Experts reinvents what it means to give amazing customer care. Every customer is matched to a dedicated team empowered to solve their needs. Transfers are minimised, and Experts own cases from start to finish. Community of Experts is Optus’ largest-ever operational transformation, intent on creating lasting customer relationships.

This category was hotly contested, but the judges said Optus was a fantastic case study of moving from an old school multiple service offering to a customer centric model with clear customer KPIs that have delivered significant results.

Best CX Transformation

Category sponsored by InMoment



Aussie Home Loans

best cx transformation winner

Aussie Home Loans has helped Australians move forward in life by financing home loans for almost 30 years. In response to changing customer expectations, Aussie implemented a CX-led business transformation, setting a new industry benchmark. Results exceeded expectations with an increase in repeat customers, contributing to record loan settlements.

The judges said it was great to see how ownership was spread throughout the winning organisation, utilising customer champions to create a bottom up CX culture.

CX Leader of the year

Category sponsored by Hubspot



Tina Morrell
GM Customer Strategy & Experience

CX leader winner

Tina Morrell has been a driving force in revolutionizing CX. She is customer obsessed, constantly seeking ways to make processes and experiences better. Tina is a thought-leader, who actively shares and drives CX thinking within the NRMA and across the industry.

The judges said that it is clear that Tina has truly been part of a significant shift in their organisation, building a high performance, action-oriented CX function delivering a unified approach to customer best practice across the organisation.

CX Team of the year

Category sponsored by Adobe



Australian Red Cross

Red Cross’ CX team is a multi-faceted, cross-skilled team who act as the customer champion, providing insights and support to enable better customer and organisational results. From research and insights, data science and analytics, through to operations and support – they are the central point for all those who give.

The judges praised Australian Red Cross for their passion for the customer, noting the team’s approach as the glue which brings together otherwise siloed groups within the organisation.

Best Employee Experience Initiative

Category sponsored by NICE CXone




EX winner

CX Academy offers Optus people an opportunity to become one of the Heads of Customer Experience by taking part in a development journey to add core CX methodologies and techniques to their “tool kit”, ensuring processes and services are simple, they work, are exciting and personal for our customers!

The judges said that Optus was a Great case study and application of an organisational wide approach that has delivered solid results in its first year.

Best Use of Customer Data and Insights to Improve CX

Category sponsored by

The Research Society logo


humm group

Customer Data winner

This was a case of pioneering innovation meeting human-powered intervention with organisational silos smashed to allow the customer’s voice to be heard, analysed and swiftly acted on.

The judges said that humm group was an exceptional submission,and a brilliant example of the power of cross-functional collaboration and clever utilisation of insights to make a meaningful improvement to customer experiences.

Best CX Initiative

Category sponsored by Mastercard


Rest Super

At its core, this initiative breaks new ground in the super industry for two key reasons: the ‘co-design at scale’ approach taken with members and close cross-functional collaboration throughout product development, and the resultant best-in-class product truly aligned to members’ needs and values.

The judges said that Rest Super is a wonderful example of actually listening to customer feedback, recognising a growing problem and actively collaborating both internally and externally to address the gap.

Best Use of technology to revolutionise CX

Category sponsored by Intercom



PepsiCo Australia has led the implementation of digital store simulations, underpinned by providing engaging and collaborative change proposals with their retail customers. This has now expanded to Europe with online and CLT (Central Location Testing) based research powered by these same simulations to continually provide better Customer Experiences in store.

The judges said that PepsiCo is a great and exciting example of new technology used to create better customer experience in a way that can generate incremental business value.

Excellence in Public Sector: The Citizen Experience

Category sponsored by Yell Creative


NSW Government – Revenue NSW

Public sector winner

The Fines Amendments Act 2019 allowed Revenue NSW to introduce revolutionary reform to legacy processes resulting in significant savings for both the NSW Government and the states citizens. The truly customer centric improvements made the fines system easier for all fines recipients and fairer for the most vulnerable.

The Judges said that NSW Government – Revenue NSW demonstrated a Innovative approach to move from rigid and authoritarian to a customer service centric approach which was both bold and brave, yielding positive results for all.

Best CX Partner



cx partner photo

InMoment’s mission is to help clients improve experiences at the intersection of value—where customer, employee, and business needs come together. The heart of what we do is connect our clients with what matters most, and drive lasting customer experience transformations.

The judges said InMoment showed a genuine commitment to working hand in hand with their clients to achieve strategic, sustainable CX outcomes.

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