Customer Champion of the Year

This category is designed to recognise projects that have resulted in measurable improvements to the end-customer experience, in any business line.

Entrants may have introduced new technology into processes to put the customer at the heart of what they do, given customers fast, accurate ways to report claims, or invested in customer education to support their decision-making. Entrants were expected to demonstrate their outstanding commitment to the end-customer.

All the finalists are listed below. Use the links to find out more from the entrants who have answered our series of Q&As.

GOLD: Ascend Broking Group
SILVER: Booking Protect
BRONZE: AllClear
Smart Sure

BRONZE: AllClear

What key achievement did your entry highlight?

In 2018/19 we have been championing the customer experience for vulnerable customers. We have increased investment in our call centres by 47% to give customers preferred channel-choice. We have spearheaded change using AllClear risk algorithms to cut travel insurance cancer premiums by up to 15% and held working groups with flagship medical charities to help their key stakeholders.

Can you share data or testimonials to back up your bid to win?

TrustPilot was critical in evidencing enhanced customer satisfaction and we achieved a 580% increase in Trustpilot reviews with 97% of these rating us as Excellent or Great.


"Seeing more of the world after being treated for cancer became a priority for me and knowing AllClear Travel is here to take away the worries of insurance provides a great deal of comfort." Avril Chester, founder of and Entrepreneur of the Year 2019, Woman in IT Awards.

"If I could give 20 stars I would. The stress of having cancer is bad enough trying to get travel insurance is an unenviable experience. But with AllClear Travel it was brilliant. I tried many companies…ONLY all clear would insure me, and they were so kind about everything. This is my second year of booking with them. My documents arrived within 24 hours of taking out the policy. Highly recommended and I have told all my friends and also patients I have met at McMillan functions. Thank you so much for all the kindness given to me." Elsie Deacon, TrustPilot

What sets your firm apart from the other shortlisted contenders?

Every single person in the company lives and breathes our mission: that we believe everyone deserves the right to travel. This is what has made our customer experience initiative such a success. We had two unique approaches which we believe set us apart. Firstly, we bucked the trend by growing our call centres, giving our older customers and those with complex medical conditions the empathetic support they need at a time when they may be feeling vulnerable. Secondly, we have taken an outward looking approach, understanding that medical charities are often a first port of call for individuals diagnosed with medical conditions and working hard to support their stakeholders. We have also been the voice of our customers in discussions with the FCA to make sure any signposting agreement serves their needs.

How will you celebrate if you are the victor?

Every single person in the company has been fully invested in our customer experience project so it would rightly be a team celebration. We would be very proud, and our Christmas party will be one place where we will recognise everyone's involvement.