The “CX Made in Brazil 2025” recognition platform aims to identify, recognize and give visibility to practices of excellence in Customer Experience (CX), developed by companies and professionals working in Brazil. The initiative values solutions that combine creativity, innovation, positive impact and tangible results in the consumer journey. This regulation establishes the guidelines for participation, reinforcing the commitment to the promotion of a customer-centered culture and to the recognition of initiatives that inspire the evolution of the Brazilian CX market.

The “CX Made in Brazil 2025” initiative is open to Brazilian or multinational companies operating in Brazil that have implemented projects, programs or initiatives aimed at Customer Experience (CX), with measurable and validated results between September 2024 and August 2025.
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2.1. Are eligible to participate:

- Companies of any size with proven operations in the national territory.
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- Professionals in the areas of CX, Digital Marketing, Service, Customer Success, AI and related areas.

- Organizations that integrate the CX ecosystem in Brazil, including those that offer products or services to the final consumer, in addition to BPOs, consultancies, advertising and communication agencies, partners, and technology providers.

- If your company is part of the Customer Experience value chain and has developed cases in partnership with other organizations, your participation is highly encouraged. BPOs, agencies, consultancies and technology providers may register cases carried out for their clients, provided that they use the official data of those companies at the time of registration and have the express consent and participation of the responsible executive of the contracting company.

- Each company may register as many cases as it wishes, provided that they meet the criteria established in these regulations.

2.2. Participation is free and voluntary.
2.3. Employees of the Standard Group, their immediate family members and any persons or entities directly involved in the design, execution, and judgment of the tender are prohibited from participating.

Entries will be evaluated based on categories that reflect the main pillars and trends of Customer Experience (CX), considering the diversity of strategies, organizational profiles, and levels of maturity in CX.

Among the planned categories are:

- CX Digital — Digital initiatives that positively impacted the customer journey, through channels, platforms, or technological solutions.

- Customer-centered culture — Internal programs, management practices, or engagement actions that strengthened the organization's CX culture.

- Innovation in CX — Creative and transformative use of technology, data, or processes to enhance the customer experience.

- Journey and service design — Projects that redesigned or optimized journeys, flows, and touchpoints focusing on delivering value.

- Service and relationship — Strategies that raised the standard of interaction with the client, promoting lasting and satisfactory bonds.

- Omni experience — Integrated and consistent experiences across multiple relationship channels, focusing on fluidity and convenience.

- Inclusion and accessibility in CX — Initiatives that expanded access and representation in the customer experience, covering diverse audiences.

- Best SME case — Category aimed exclusively at small and medium-sized companies that demonstrated excellence in CX practices.

- Experience applied to physical environments: stores, branches, gyms, offices, lounges, VIP rooms, etc.

The organization reserves the right to reevaluate, redistribute or unify categories, according to the profile and relevance of the registered cases, ensuring a fair analysis consistent with the objectives of the competition.

For registration and evaluation purposes, the cases presented must reflect effective Customer Experience (CX) strategies and activities, considering the practical application, the results obtained, and the connection with business objectives.

4.1. Relevant content and approaches.
The cases should cover initiatives that contribute to the evolution of the customer experience, which may include, among others:

- Omnichannel strategies and channel integration.
- Mapping and restructuring the customer journey.
- Use of Artificial Intelligence applied to CX.
- Adoption of new service or relationship channels.
- Technological innovations in physical stores.
- Engagement and enchantment campaigns.
- Development or improvement of applications and digital platforms.
- Actions that promote emotional bonds, empathy, or positively surprise customers.

4.2. Performance indicators and qualitative elements
The cases must present measurable results, based on indicators applicable to the project context, such as:

- NPS (Net Promoter Score).
- CSAT (Customer Satisfaction Score).
- Effort Rate (Customer Effort Index).
- Churn reduction.
- Increase in sales or reduction in costs, with a percentage and a minimum period of three months since implementation.
- Contact Rate.
- Increased recurrence of purchases.
- Lifetime Value (LTV).

In addition to quantitative data, participants are expected to highlight qualitative elements that demonstrate customer perception and engagement, such as:

- Testimonials, spontaneous interactions, and positive statements.
- Social tests (public evaluations, engagement in social networks, among others).
- Elements that promote gamification and self-expression or that have generated emotional connection with the target audience.

5.1. Registrations will be open until 29/11/25, through the official website: https://cxmadeinbrazil.consumidormoderno.com.br/
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‍5.2. To register, the participant must complete a form containing:

- Participant data (company or professional).
- Detailed description of the case (max. 2,000 words).
- Objectives, Challenges, Strategies, and Results.
- Supporting materials (videos, presentations, dashboards, etc. — optional).

5.3. Specifications and file submission
‍The submission of materials must be made directly on the registration form available on the official website. To ensure that the shipment is successful, observe the following rules:

- Documents (PDF): Maximum size of 70MB by file.
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- Images (JPG, PNG, or similar): Maximum size of 15MB by file.
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- Videos: must be sent by Public link (e.g. YouTube, Vimeo, or Google Drive with permission released for viewing).
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- Links and files must be accessible by the end of the evaluation period - links protected by a password or with restricted access may invalidate the registration.
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- Name the files clearly, including the name of the participant and the title of the case (e.g., empresa_nome_case.pdf).

5.4. The participant must guarantee the veracity of the information provided, under penalty of disqualification.
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6.1. Required items for evaluating the case

- Detailed description of the project (maximum of 2,000 words).
- Objectives, challenges, strategies adopted and results obtained.
- Support materials (optional): videos, presentations, dashboards, or other visual resources that complement the registration.

6.2. Technical evaluation criteria

Each criterion will be evaluated with a score of 1 the 6, according to the score table at the end of this section. The criteria are Weight equal to composition of the final qualifying score.

- Alignment with the objectives of the contest
‍Evaluate how connected the case is to the “CX Made in Brazil” proposal, focusing on concrete improvements in the customer experience and the intelligent use of technologies, such as AI.

- Innovation and creativity
It analyzes whether the case presents an original, creative, or disruptive approach to solving problems or generating value in the customer journey.

- Measurable impact
It considers the indicators presented (NPS, CSAT, churn, sales, etc.) and their evolution over time, focusing on concrete results.

- Customer engagement and interaction
It assesses the degree of customer involvement in initiatives, through campaigns, channels, experiences, and feedback.

- Social tests and positive repercussions
It examines how the initiative generated spontaneous expressions of satisfaction, such as reviews, comments, testimonials, and other forms of recognition.

- Replicability and scalability
Check if the initiative can be applied in other contexts or companies, demonstrating viability and relevance for the wider market.

6.3. Scoring scale
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6.4. Committee and evaluation process
The registered cases will be evaluated by a committee composed of specialists from CX Brain and the Standard Group, with extensive experience in the Customer Experience ecosystem in Brazil. The evaluation will follow the criteria defined in these regulations (see item 6.2). Technical evaluation criteria), considering aspects such as:

- Alignment with the objectives of the contest.
- Measurable impact of the strategies implemented.
- Degree of engagement and customer perception.
- Level of innovation and creativity.
- Scalability and the possibility of replicating the project.

The analysis will be carried out in a careful and impartial manner, based on the evidence presented by the participants and the relevance of the results obtained.

7.1. The cases will go through two stages:

- Technical screening: verification of compliance with formal requirements.
- Technical judgment: analysis by the judges, assigning individual scores.

7.2. The winners will be announced on January 23, 2026, on the official website of the “CX Made in Brazil” contest: https://cxmadeinbrazil.consumidormoderno.com.br/

8.1. The winners of each category will receive:

Os best cases from the “CX Made in Brazil 2025” contest will be recognized at an exclusive event and will gain wide visibility and prestige in the Customer Experience ecosystem.

Winners will receive:
- Personalized trophy.
- “CX Made in Brazil 2025 Winner” digital seal, for institutional use.
- Special certification granted by Modern Consumer And by CX Brain.
- Editorial highlight onto Modern Consumer Magazine (digital and printed versions).
- Exclusive interview published on the organization's website and social channels.
- Exposure in official and partner media of the event.

8.2. The prize does not include monetary amounts, unless specified in a supplementary notice.

9.1. By registering, the participant authorizes free use, for a period of five years, starting from the date of the award, regarding case information for dissemination on the organization's channels, including social networks, events, and institutional materials.

9.2. The organization undertakes to respect the confidentiality of sensitive information, upon express notification by the participant.

10.1. The organization reserves the right to change the contest dates or conditions upon prior notice to the participants.
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10.2. Missing cases or situations not provided for in these regulations will be resolved by the organizing committee, and its decisions are sovereign and irretrievable.
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10.3. Registration for the contest implies full acceptance of these regulations.

Contact:
Questions or requests can be sent to: atendimento@cxbrain.com.br
Official website of the contest: https://cxmadeinbrazil.consumidormoderno.com.br/
WhatsApp: (11) 97832-8683