Blue Cross Blue Shield of Michigan and Sage Win CXPA 2013 CX Innovation Awards

Winners Announced and Finalists Honored May 14 at CXPA Members Insight Exchange

SAN DIEGO--()--The Customer Experience Professionals Association (CXPA) yesterday revealed the winners of its 2013 CX Innovation Awards: health insurance provider Blue Cross Blue Shield of Michigan, and Sage, a provider of accounting and business management software. Five finalists and the two winners were honored at a special ceremony during the CXPA's third annual Members Insight Exchange, held at the Hotel del Coronado.

The CXPA is an international non-profit organization created to guide and enhance the growing professional field of customer experience management. The CX Innovation Awards recognize new practices that improve customer experience, result in strong business impact and advance the field of customer experience for other organizations.

The 2013 winning submissions are:

  • Blue Cross Blue Shield of Michigan: Customer Experience Room
    The Customer Experience Room helps employees better understand and empathize with customers and fosters enterprise-wide employee engagement in improving the customer experience. The mobile, interactive room offers an immersive learning environment that allows employees to “walk in the shoes” of customers, through a series of exercises designed to meet a variety of learning styles. Using self-guided navigation, employees walk through customer persona scenarios and see both the customer pain points and improvement initiatives underway. The innovative Customer Experience Room has spurred numerous business improvements.
  • Sage: Sage Advisor: Personalizing the Customer Experience
    Sage Advisor successfully addresses three main customer experience challenges: (1) helping new users get started, (2) helping existing users work more productively, and (3) making it easier for users to solve problems. Sage Advisor delivers contextualized messages to customers at the time that they need the information, in a brief and unobtrusive way. Users receive messages based specifically on what they are doing, based on rules sent out from Sage. Additionally, if Customer Support sees a trend or issue in customer calls, Sage Advisor can send out a message to proactively address it, saving customers time and effort and saving the company support costs. In addition to improvements in customer satisfaction and reduced costs, this initiative has resulted in increased product usage and customer productivity.

The additional finalists are:

  • Autodesk: Connecting the dots: Linking attitudinal and behavioral data
  • Barclaycard US: Voice of the Customer
  • Oklahoma City Thunder: E.E.C. – This is how we CLICK!™

"It is impressive to see the growth in sophistication, ingenuity and value-add of submissions from year to year. There were many achievements among this year’s submissions, so it was a challenge for us as judges to select the best of the best," said Yvonne Nomizu, leader of the CX Innovation Awards Committee. "All who submitted entries are to be commended for their creativity and commitment to customer experience, and the winners should be proud of their stand-out innovations. Once again, on behalf of the CXPA membership, we are fortunate to learn about and benefit from these advances in the field of customer experience."

2013 marks the second year of the CX Innovation Awards. Information about the 2012 winners can be found on the CXPA website.

About the CXPA

The Customer Experience Professionals Association is a global non-profit organization dedicated to the advancement of customer experience management best practices. It provides customer experience management professionals with educational and networking opportunities to help them succeed, and facilitates the industry-wide advancement of the discipline of customer experience management. The CXPA’s members include individuals who develop, manage, optimize, and envision how organizations interact with their customers. This community includes customer experience practitioners within companies, vendors who support customer experience efforts, and other stakeholders in the industry.

Founded in April 2011, the CXPA has more than 75 Corporate Members and 2200 customer experience professionals in its community. CXPA Gold Sponsors include Confirmit, ForeSee, SAP America, Inc., Oracle, Vivisimo, and Vovici, a Verint Systems Company. Achieve Global, Clarabridge, Inc., Corsential, Interactive Intelligence, Mattersight Corporation, Medallia, ResponseTek and TNS are CXPA Silver Sponsors. For more information, visit

Customer Experience Professionals Association, CXPA, and the CXPA logo are trademarks of the Customer Experience Professionals Association.

All other company names mentioned may be trademarks or registered trademarks of their respective holders.


Customer Experience Professionals Association
Judith Vanderkay, +1-781-876-6208

Release Summary

The CXPA has announced its 2013 CX Innovations Award winners: Blue Cross Blue Shield of Michigan and software provider Sage. The awards were given at the CXPA's annual Members Insight Exchange event.


Customer Experience Professionals Association
Judith Vanderkay, +1-781-876-6208