At Performance in People, we are on the pursuit to recognise and celebrate exceptional customer experience across the UK. Each year, our BMS® Champion Awards highlight individuals who deliver outstanding service, and 2025 has delivered two truly extraordinary winners.
What is the BMS® Champion Competition?
The BMS® Champion competition is an annual search for the best customer experience across the UK, powered by our Behavioural Measurement Score® (BMS®)methodology. Over 25,000+ video mystery shop evaluations and 35,000+ telephone mystery shop evaluations feed into the process, helping us objectively identify service excellence across industries.
BMS® uses a consistent, scientific scoring framework so that all interactions (face‑to‑face and over the phone) are compared like‑for‑like. Each quarter, one video and one telephone interaction are selected as semi‑finalists, earning a trophy and a bottle of champagne. From these quarterly semi‑finalists, an expert BMS® panel at Performance in People selects the overall winners for the year. The overall champions receive the prestigious BMS® Champions trophy, champagne, and a £1,000 John Lewis voucher - an incredible recognition for both the individual and their brand.
📞 Telephone Mystery Shop Champion 2025
Philip Meyer - Škoda Mon Motors, Weston‑super‑Mare
After more than 35,000 telephone mystery shop evaluations throughout 2025, Philip Meyer emerged as the UK’s top performer. Based at Škoda Mon Motors in Weston‑super‑Mare, Philip delivered exceptional service that stood out not only for professionalism but also for authenticity and genuine care - perfectly reflecting Škoda’s Human Touch philosophy. This approach emphasises personalised, customer‑centric communication designed to foster loyalty and satisfaction at every interaction.
The Human Touch concept is central to Škoda’s culture, encouraging employees to go the extra mile, build strong customer relationships, and respond with empathy and enthusiasm. Values such as being truly human, simplifying the customer journey, and creating positive surprises are clearly evident in Philip’s customer interactions, helping him shine in a highly competitive field.
Philip’s performance also aligns seamlessly with the Telephone BMS® criteria, which assess key behavioural markers - clear communication, professionalism, interest, and helpfulness - to evaluate how effectively an adviser supports the customer’s needs.
Watch the Telephone Champion Reveal:
Our Sales & Marketing Director, Lloyd Rae, travelled to Weston‑super‑Mare to surprise Philip with his award in person.
🎥 Video Mystery Shop Champion 2025
Maisie Willis – Parkdean Resorts, Highfield Grange at Clacton‑on‑Sea
In the Video Mystery Shopping category, over 25,000 real customer interactions were evaluated using the full suite of six BMS® behaviours: Friendly, Enthusiastic, Professional, Interested, Attentive, and Helpful.
Emerging at the top was Maisie Willis, from Highfield Grange at Parkdean Resorts in Clacton-on-Sea. Maisie’s performance stood out for all the right reasons:
- Warm, genuine, and incredibly friendly approach
- Natural rapport-building that instantly puts customers at ease
- Consistently engaging and authentic customer experience
Maisie’s approach reflects Parkdean Resorts’ company culture, where people and experiences are at the heart of everything. Guided by values such as Care, Belonging, and Pace, team members are encouraged to act with heart, bring energy to every interaction, and go the extra mile to make guests feel welcome and supported. These values are clearly evident in Maisie’s interactions - she brings personal warmth, genuine engagement, and a friendly connection to every encounter, mirroring how Parkdean empowers its teams to deliver exceptional, memorable experiences for guests.
It’s clear why she was named #1 in the UK - and it’s also evident that her Sales Manager’s leadership has helped nurture this high standard throughout her customer interactions.
Watch the Video Champion Reveal:
Once again, our Sales & Marketing Director, Lloyd Rae, made a special trip, this time to Clacton‑on‑Sea, to surprise Maisie at work and film her reaction.
What Is the Behavioural Measurement Score® (BMS®)?
The Behavioural Measurement Score® (BMS®) is the backbone of the Champions competition. Rather than simply focusing on process or checklist items, BMS® puts behaviours at the centre of customer service measurement:
- Friendly – a warm and welcoming approach
- Enthusiastic – positivity and energy in interactions
- Professional – knowledge, confidence and consistency
- Interested – genuine engagement with customer needs
- Attentive – listening and responding effectively
- Helpful – going the extra mile for the customer
Telephone mystery shops use a similar behavioural framework tailored to audio interactions, ensuring all key behaviours that influence customer satisfaction are fairly evaluated and compared.
BMS® has been recognised with top industry accolades, including Gold at the UK Customer Experience Awards for Best Customer Experience Measurement, and is trusted by over 100 UK organisations to benchmark and improve customer service performance.
Recognising True Customer Service Champions
Both Philip and Maisie exemplify what exceptional customer experience looks like in action. They demonstrate that service excellence isn’t just about what you say or sell - it’s about how you behave, and how you make customers feel.
To honour their achievements, each received:
🏆 A personalised BMS® Champions trophy
🍾 Champagne
💷 £1,000 in John Lewis vouchers
Their success is a testament to both their individual talents and to the power of a behaviour‑led service culture.
The 2026 BMS® Champions Starts NOW
The search for our 2026 BMS® Champions is already underway. With every mystery shop we complete, we continue to help drive better service, stronger customer loyalty, and higher performance standards across UK brands.
Keep your eyes peeled 👀 and follow us on social media to be the first to find out when our quarterly finalists will be revealed - Q1 will be announced soon!
This article was created with AI assistance and reviewed by our team to ensure accuracy, relevance, and alignment with Performance in People’s customer experience expertise.
Written by Abi McIntyre, Head of Creative Connect on LinkedIn
Abi leads brand, marketing, and creative communications, turning customer experience insight into clear, engaging content and campaigns.
