Each year, the Stevie® Awards for Sales & Customer Service recognizes the world’s most innovative and effective achievements in customer contact, business development, and service excellence. In 2025, we received 2,100 of nominations from organizations in more than 45 nations, all showcasing the evolving strategies, technologies, and human-centered practices transforming the customer experience.
Winners were announced on March 6 and will be honored at a ceremony in New York City on April 10, 2025.
Behind every Stevie Award is a panel of expert judges who bring deep industry knowledge and thoughtful analysis to the evaluation process. One of those judges is Greg Salvato, CEO of TouchPoint One, who generously volunteered his time and expertise to review 100+ entries across a range of customer service categories this year.
We’re honored to share Greg’s reflections from his experience on the judging panel — observations that go beyond scoring and offer valuable takeaways for any organization committed to delivering exceptional customer service. From the role of AI to the power of internal storytelling, Greg highlights the trends and traits that distinguish truly outstanding teams in today’s competitive CX landscape.
Thank you, Greg, for your thoughtful insights and continued support of the Stevie Awards community!
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✨Over the past several weeks, I had the privilege of evaluating 100 nominations from customer service teams across industries and the globe. My purview was a mere fraction of the several hundred entries submitted, but I thought it worth sharing at least a few of the key observations that stuck out for me that might help you meet your CX objectives in 2025 and beyond. 🚀
𝗦𝗼𝗺𝗲 𝗸𝗲𝘆 𝘁𝗮𝗸𝗲𝗮𝘄𝗮𝘆𝘀:
🤖 𝗔𝗜 𝗶𝘀𝗻’𝘁 𝘁𝗵𝗲 𝘀𝘁𝗮𝗿 — 𝗽𝗲𝗼𝗽𝗹𝗲, 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆, 𝗮𝗻𝗱 𝗰𝘂𝗹𝘁𝘂𝗿𝗲 𝗮𝗿𝗲. AI was in the house, but rarely as the centerpiece. The best entries used automation to enhance, not replace, human expertise.
💪 𝗘𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝘆 𝘄𝗮𝘀𝗻’𝘁 𝗮𝗯𝗼𝘂𝘁 𝗰𝘂𝘁𝘁𝗶𝗻𝗴 𝗰𝗼𝘀𝘁𝘀 (𝗮𝘁 𝗹𝗲𝗮𝘀𝘁 𝗼𝘃𝗲𝗿𝘁𝗹𝘆). Instead, it was about elevating service, reducing friction, and making agents more effective. The best teams weren’t shrinking but rather expanding capabilities.
💲 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝘀𝗲𝗿𝘃𝗶𝗰𝗲 𝗮𝘀 𝗮 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 𝗱𝗿𝗶𝘃𝗲𝗿! Some teams proved that contact centers aren’t just about issue resolution but driving sales, retention, and loyalty. Really appreciated these stories as they showed a clear path for an evolved, expanded agent and CX organization role.
🤝 𝗪𝗼𝗿𝗸𝗳𝗼𝗿𝗰𝗲 𝗶𝗻𝘃𝗲𝘀𝘁𝗺𝗲𝗻𝘁 = 𝗖𝗫 𝘀𝘂𝗰𝗰𝗲𝘀𝘀. The most impactful teams invested in training, leadership development, and employee engagement, proving that great CX starts from within.
🔎 𝗧𝗵𝗲 𝗴𝗮𝗽 𝗯𝗲𝘁𝘄𝗲𝗲𝗻 “𝗴𝗼𝗼𝗱” 𝗮𝗻𝗱 “𝗴𝗿𝗲𝗮𝘁” 𝘄𝗮𝘀 𝗰𝗹𝗮𝗿𝗶𝘁𝘆. Some teams had incredible results but failed to tell their story effectively. The best entries were doing great work - and articulating their impact clearly. I make this point not just in the context of awards, but because the stories you tell internally (you are telling them, right?) are what equip, align, engage, and inspire your CX team - the rocket fuel for lasting success. 🚀
Every judge brings their own perspective, of course, so what stood out to me might be perceived differently by others. But if these 100 entries are any indication, the best customer service teams are building sustainable, human-centered strategies that drive real impact.
If you’re leading or supporting a customer service function, I hope these notes give you something useful and maybe even help you take things to the next level. If you have a customer contact success story to tell, and/or might like to be a judge, I can’t recommend program and staff more highly. 😁
