Who is eligible: organizations active in Flanders and with a minimum of 50 employees.

The jury of the CCO Awards will evaluate your submission based on established selection criteria.

u.sentric developed an in-house model to examine how customer-centered an organization is. This Customer-Centered Maturity Model (CCMM) is an assessment that analyzes organizations on 5 important organizational dimensions: Leadership, Process, Resources, Culture, and Structure.

It shows organizations how mature they are when it comes to being customer-centered, and what areas of improvement there are to become even more customer-centric.

We expect submissions to reflect on how customer-centered their leadership is.

• How frequently do our leaders engage in interactions with customers?
• To what extent does leadership actively encourage employees to take actions that benefit customers?
• Is the customer-centered strategy communicated extensively and consistently across our entire organization?
• How effectively is the customer-centered vision translated into a strategy that is both clear and measurable?

CCO Awards submissions should have internal processes that support customer-centered efforts.

• How does customer information shape the products and services offered by the organization?
• To what extent do employees who engage directly with customers, including sales or customer support personnel, play an active role in the creation of new solutions?
• Does the organization collect feedback from all individuals who interact with customers throughout the entire organization?
• How actively is customer information measured and used within your organization to improve solutions and create new ones?
• Has the organization established a process to leverage complaints as valuable insights for enhancing its services or solutions?

Entries should reflect on how their allocated resources enable the customer-centered vision.

• When allocating budgets within the organization, is the impact on the customer considered as a key criterion?
• Are resources for customer-centered activities readily accessible, thereby simplifying the process of undertaking such initiatives within the organization?
• Are customer-centered KPIs used to measure both business and personal performance within the organization?
• Does the organization actively invest in the skills required to be customer-centered?

Participating organizations should have a culture that reflects their customer-centered approach.

• Does the organization actively communicate and address customer feedback, both positive and negative?
• Is it easy to initiate activities or projects within the organization that would positively impact the customer?
• Does the organization embrace experimentation and potential failure as learning opportunities that might benefit the customer?
• Are complaints within the organization considered an opportunity for improvement?

The organizational structure of submissions is customer-centered.

• Does the organization have designated individuals whom you can contact to report customer problems?
• Do departments within the organization actively share customer information with one another?
• Is it easy to collaborate with people in other teams, departments, areas, or functions within the organization?
• Are customer-facing employees in your organization supported by other business disciplines to deliver the best possible service?
• Does the organization possess the ability to swiftly assemble multidisciplinary teams to respond to opportunities?

• Application deadline by Thursday 25 September 2025.
• Preselection of the 2025 nominees on Wednesday 1 October 2025.
• We’ll let you know if you’re nominated on Thursday 2 October 2025.
• There will be a live Q&A meeting in front of our jury on Thursday 16 October 2025 from 16.00 onwards.
• The award ceremony will take place on Thursday 6 November 2025 during the Customer-Centered Organization Award 2024 which kicks off at 17.00.

You can check a lot of the boxes of the assessment questions? Please pre-register through the form below. No strings attached 🙂

We’ll contact you after pre-registration to assist you in filling out the CCO Awards-assessment.

For more information or to submit your application, do not hesitate to get in touch with Annita Beysen:

Mail: annita@usentric.eu

Call: +32 475 69 01 29.