We know that to win a BQA, better outcomes need to be the lifeblood of your business and the fabric of your being.

So this year, we’re asking firms to go ‘all in’, stand proud and show the industry what they’re made of by competing for an Outstanding Customer Outcome award.

There are three categories:

  1. Firms with 1 to 10 employees
  2. Firms with 11 to 50 employees
  3. Firms with 51+ employees


What makes a winner?

We’ve scrutinised the best practices of our BQA alumni to help you with your submission. Make sure you tell us which of these you do in your entry.


Entrants must be based in the UK selling Legal & General protection products

Retention Programmes
A fully functioning retention team and programme, including the use of our Early Warning System (EWS) or Existing Business Agent Hub.

Success Metrics

Success with business income and customer retention using evidence from management information (MI).

Changes in processes and policies
Introduction of process or policy change to improve customer outcomes and business benefits.

Value added services
Offering a range of extra services to customers to improve retention rates, such as trusts and loyalty incentives.

Positive results in Legal & General MI
Introduction of new processes to improve customer retention, with figures to support.

Customer Satisfaction Programme
Setting up a customer feedback programme that shows business changes for improving customer satisfaction.

Post-Sale Strategy
Delivering a post-sale customer contact programme to maintain relationships with customers, making sure they have the right protection in place.

Performance Management Scheme
Introduction of a customer-focused performance management scheme to drive a greater customer-focused culture and outcomes


Entries for Outstanding Customer Outcome close on Thursday 7 December 2023, and we won’t be offering any deadline extensions.