How can companies shift their focus from simply winning CX awards to creating a customer-centric culture that prioritizes genuine improvements in the overall customer experience?

Companies can shift their focus by first understanding that winning CX awards is not the ultimate goal, but rather a byproduct of creating a customer-centric culture. This can be achieved by investing in employee training and development to ensure all staff are aligned with the company's customer experience goals. Additionally, companies should gather and analyze customer feedback regularly to identify areas for improvement and make data-driven decisions to enhance the overall customer experience. By prioritizing genuine improvements based on customer needs and feedback, companies can create a customer-centric culture that goes beyond accolades and focuses on long-term customer satisfaction.