Loyalty & CX Awards Russia

Cross-industry competition of products and cases in a field of loyalty marketing, customer experience & service

About competition

The Loyalty & CX Awards Russia competition was founded in 2014 by the international hybrid marketing community Spectrum350 and global advertising agencies.

Purpose of The Loyalty & CX Awards Russia

The purpose of The Loyalty & CX Awards Russia is to:

Recognize

Companies who develop and implement innovative solutions and cases to improve customer experience and grow loyalty on Russian market.

Communicate

Best on market solutions and cases to Spectrum350 members and partners, and professional community in Russia and abroad.

Establish

The process of continuous experience exchange and the unification of competencies among our members. To provide access to the best global and regional practices in the field of loyalty marketing and CX.

Awards application process

The Loyalty & CX Awards Russia application process includes 3 steps:

ENTRY PROCESS

Each nominee should complete an application form and send it together with the supplemental documentation by email: awards@spectrum350.events, and pay an entry fee.

The entry fee depends of the time company applying - the earlier you apply, the less you pay:

July, 29 - Dec., 31 2024 - “Super Promo” - RUR 197.000.
Jan., 01 - March, 31 2025 - "Early Birds" - RUR 115.000.
Apr., 01 - July, 18 2025 - “Regular” - RUR 124.000.

Special Promotions and Conditions:

"Правило 2+1" - Every third application from the same company is submitted to the competition without paying the entry fee.
"Лояльность" - A 5% discount for any company that has previously participated in any competition conducted by Spectrum350.
"Leadership" - A 10% discount for companies submitting 5 or more applications to the competition.

Project entry criteria for The Loyalty & CX Awards Russia'25 competition:

project implementation / product rollout must have gone live and be actively used by the business or company between 2 and 18 months before the award submission (Jan.,01 2024 - June 30 2025);
both customers and Implementation partners (or agencies) on behalf of customers may apply;
each nominee may apply in several categories.

Final Entry Deadline: July, 18 2025.

EVALUATION CRITERIA

The following criteria weighting will guide the jury during judging rounds.

For products each entry is evaluated on:

Product Functionality (30%).
Competitive advantages (20%).
Business benefits (50%): What business benefits have been achieved as a result of the implementation?

For cases each entry is evaluated on:

Project Concept (30%): How strong, breakthrough, unique and relevant is the concept?
Creativity (20%): How engaging is the entry?
Business benefits (50%): What are the quantitative indicators confirming the success of the project.

THE JUDGING PROCESS AND AWARDS

Secret ballot of the Jury board will take place between July,19 - July,23 2025, followed by short list of The Loyalty & CX Awards Russia announce.
In controversial situation nominee may be invited to present his project to a jury board in a 30 minute webcast session.
Finally for each category only first winners will be named.

The Award Ceremony will be held on July 25, 2025 in Moscow, Russia during the XII-th "S350Talks. Loyalty & CX Russia" event.

Download Entry Form LCXAR25

Benefits of Participation

Industry Recognition

Spectrum350 technology community, established in 2013, already unite over 200 companies and 1000+ professionals from 17 countries, developing global technology industry.
Promotion

Winning cases will be profiled in The Loyalty & CX Awards Russia Annual, which is distributed digitally thru Spectrum350 and media-partners network, including web-sites, social networks and e-mailings. Additionally each winner will become a presenter on our next annual loyalty & CX conference.
Hall of Fame and Commemorative Award

Winners will be celebrated at an Awards show in July 2025 in Moscow, Russia.
The winning work will be archived online in The Loyalty & CX Awards Russia Hall of Fame.

Participants Feedback

"These awards confirm that our program is heading in the right direction and motivate us to move forward with an endless desire to improve our services and delight our loyal customers" (2023)

Alex CHUKHONTSEV

Director of the Unified Loyalty Program Department
Х5 Group

"The loyalty program allows our customers to receive the most interesting and advantageous offers, participate in exciting promotions, and save by paying for purchases with loyalty points. For the company, it is an effective tool that enables us to better understand our customers—their preferences and habits—so that we can offer each individual the most relevant products. We pay a lot of attention to the development of the loyalty program and are pleased that our efforts have been appreciated by the professional community" (2023)

Ludmila PODYAPOLSKAYA

Director of the Customer Value Management and Customer Experience Department
"Magnit" Retail Chain

"Company service has long been one of the main factors influencing customer's choice, and the maturity level of customer experience management within companies across various business sectors is increasing every year. The banking industry is one of the pioneers in this area, so the market now demands not just service, but super service, wow effect, and an individual approach to each customer.

It's great that the organizers have established CX as an independent award; it's encouraging to see such attention and involvement from different companies. It's very important to share best practices and experience. Thank you for creating such a space" (2024)

Anna NIKITINA

Head of Customer Experience Improvement and Service Design Implementation Department
Alfa-Bank

"Loyalty & CX Awards Russia 2023 is not just a list of the best projects in the field of loyalty. The award can serve as a benchmark for the entire industry. It allows Russian companies to track key trends, identify leaders in specific areas, and find effective tools for addressing particular business challenges. This provides not only important metrics for assessing the current state of the market but also an opportunity to determine the trajectory of its future development" (2023)

Mikhail TSAPOK

Business Development Director
NORBIT

"The loyalty program is an important tool for attracting and retaining customers. We are glad that our projects have gained recognition not only among the bank's client audience, but also among the jury of the competition. It is especially pleasant to receive awards from the expert community in the field of loyalty, competing with worthy rivals" (2024)

Boris POTAPOV

Head of Loyalty Positioning and Non-Financial Services Department
Alfa-Bank

"Customer loyalty is one of our core values, and we improve our service every day to maintain and enhance it: we develop new products and services, making them as convenient, profitable and personalized as possible. When developing our loyalty program "VTB Business League", we focused on the needs and characteristics of companies, which allowed us to create not just a universal point based system, but a set of specially selected privileges. The digital corporate card "Mir" from VTB with instant registration, launched at the very beginning of 2022, has become a relevant tool for entrepreneurs in the context of a global restructuring of payment processes and has helped businesses maintain stability and confidence in making payments. We are proud that the expert jury of the award appreciated VTB products and called them the best on the market" (2023)

Julia KOPYTOVA

Head of Analysis, Coordination and Product Development Department – Senior Vice President
VTB

"I would like to thank the competition organizers for interesting nominations - it was a challenge to make an application and draw a presentation to convey as clearly as possible about the complex under-the-hood process.
It was great to present our projects and compare them with market competitors: learn best practices from the loyalty & CX leaders in other industries. A lot could be taken into the piggy bank 😊
We will definitely participate in the next awards!" (2024)

Pavel BAKANOV

Project Manager
Alfa-Bank

"The Loyalty & CX Awards is a unique platform that brings together the best practices of the Russian market. The competition not only provides an opportunity to study and benchmark, but also sets high standards for all market players in various segments. This year, the Perekrestok retail chain won eight awards in different nominations. Of course, for us, such a result is a significant indicator. Once again, we are convinced that we have chosen the right vector of development, and we plan to reach an even higher bar" (2021)

Tatiana STEPANOVA

Director of Brand and Long-Term Loyalty
"Perekrestok" Retail Chain

For Additional Information:

Helen RUSAKOVA
Head of AWARDS project
awards@spectrum350.events