Celebrating Excellence in Customer Experience
The 12th edition of the DEC Awards took place on June 19 at Florida Park in Madrid’s Retiro Park, once again becoming a hub for celebrating excellence in customer and employee experience. Organized by the DEC Association, the gala recognized seven organizations and individuals whose strategies prioritize customer-centric innovation and service excellence.
Creative Theme and Inspiring Opening Speeches
This year’s ceremony embraced the theme of amusement parks, transforming the venue into an imaginative space with sections like a haunted train ride and pirate ship experience. Nearly 250 attendees embraced the festive spirit, dressing as witches and pirates before the formal proceedings began.
The opening remarks were delivered by Miriam González Durántez, honorary president of the 2025 DEC Awards and president of the España Mejor foundation. “Excellence is a democratizing force that puts people at the center,” González stated. “Service should be understood not just as customer service, but as public service. You are all a great example to society.”
Following her, DEC Association president Mario Taguas emphasized that the awards pay tribute to organizations with three essential qualities: objectivity, professionalism, and heart.
Recognizing Leaders and Brands That Inspire
The evening’s first award, Best Executive in Customer Experience, was presented to José Armando Tellado, CEO of Central Lechera Asturiana. The jury praised his leadership for blending business performance with social commitment and sustainability. They noted that Tellado has internalized customer experience as a core value and turned it into a shared commitment across his company.
Canal de Isabel II earned the Best Brand in Customer Experience award for its consistent efforts in maintaining a close relationship with customers. The jury highlighted the company’s successful integration of digitalization, sustainability, and accessibility. “Customer experience is not a one-time campaign but a way of being present in people’s lives,” the jury remarked, commending the brand for striving to captivate—not capture—its customers.
A Night of Innovation and Commitment
Described as a rollercoaster of emotions, the gala served as both celebration and acknowledgment of unseen efforts behind memorable experiences. The DEC Association spotlighted companies that have excelled in both Customer Experience (CX) and Employee Experience (EX) across different sectors.
Winners included Moeve (Best Strategy in Customer Experience), Quirónsalud, Cárnicas Cinco Villas in partnership with Thinkers Co, and Teatro Real alongside NTT Data. In addition to these, special honors were awarded to Canal de Isabel II (Best Brand in CX), Carleth Morales of PRNoticias (Best Journalistic Work in CX), and again to José Armando Tellado for his executive leadership.
Commitment to Human-Centered Transformation
During the ceremony, Miriam González reiterated that the honored companies, along with all DEC members, serve as role models not only for the business community but also for political leadership in Spain. “Placing the consumer, the user—ultimately, the citizen—at the heart is no longer just a directive. It is an ethical obligation.”
Mario Taguas concluded by acknowledging the increasing creativity and dedication shown by all candidates. “Putting people first is more than a trend—it’s an unstoppable transformation. The awarded projects show us how well-designed experiences can reshape entire organizations.”
