Revisiting the Digital Transformation & AI Awards 2025, the Best Customer Experience Impact Award brought together a shortlist of five organisations recognised for placing customer experience at the centre of their digital transformation strategies, each demonstrating a distinct route to sharper client engagement and service delivery.

Diageo was shortlisted for its One initiative, Revolutionising B2B Engagement, put forward for a programme that reshaped how the group engaged its business customers, showing how digital tools could deepen commercial relationships as effectively as they streamlined them.

Kinore earned its place on the shortlist through its Client Health Insights programme, recognised for turning client data into actionable insight and making a compelling case that visibility into client health has become a foundation of strong customer experience strategy. Judges noted the growing expectation among clients for providers to anticipate needs rather than simply respond to them.

Qualitas Property Partners was shortlisted for its Innovation through AI-Powered Reporting initiative, praised for embedding artificial intelligence into client reporting processes and demonstrating how automation could strengthen rather than diminish the client relationship. The entry showed how reporting, often viewed as a routine administrative task, could be reimagined as a point of genuine client value.

SSE Airtricity's AVA initiative also featured on the shortlist, reflecting the growing role of intelligent digital tools in shaping how energy providers interact with their customers.

Storm Technology was shortlisted for Windsor, its vehicle appraisal modernisation programme, and the judging panel identified Windsor as the strongest entry in the category, with Storm Technology taking home the Best Customer Experience Impact Award. The win underscored how legacy processes such as vehicle appraisal can be transformed into faster, more transparent experiences when digital tools are applied with clear customer outcomes in mind.

The category recognised organisations that used digital transformation to strengthen customer experience, with judges assessing entries on the strategic rationale, implementation approach, challenges overcome, and measurable impact delivered over the preceding eighteen months. Across the shortlist, the common thread was a willingness to treat customer experience as the primary objective of digital investment rather than a byproduct of it.

For more information on finalists, past winners, and judging insights, visit the official Digital Transformation & AI Awards website.