When Emerald Publishing entered the SDI Awards 2026, they weren’t confident they would win.
In fact, they weren’t even sure they were ready to enter at all.
Yet today, they stand as winners of the Service Desk Customer Experience of the Year 2026, and their story is exactly the kind that should make other service desks stop and think: why not us?
“We didn’t think we had much chance of winning”
Like many teams, Emerald Publishing nearly didn’t enter.
Two key concerns held them back:
- They didn’t believe they would win
- They worried about the time and effort required
“Once we committed, we took the view of ‘what have we got to lose?’”
That mindset shift changed everything.
They were already planning to attend the conference—to learn, connect, and share ideas. Entering the awards simply became an extension of that experience.
And that’s an important point: entering wasn’t just about winning; it was about growth.
Feeling “not ready” is more common than you think
Emerald’s team is refreshingly honest:
“Honestly, no. We didn’t feel ready.”
They had no benchmark. No clear idea of the competition. No certainty about how they would measure up.
So instead, they focused on what they could control:
- Telling their story honestly
- Backing what they do well
- Staying humble and authentic
“We’re very aware that we’re not perfect… but that’s part of learning and improving.”
This is exactly what many high-performing teams overlook. You don’t need to be perfect to be award-worthy.
The process: challenging, but valuable
Yes, the entry process took effort.
Like many first-time entrants, Emerald approached it later than they would have liked, and the written submission required time and focus. But even that brought unexpected benefits.
“Staying within the word limits actually helped focus our thinking and keep our responses clear and concise.”
And with hindsight?
Better planning and shared ownership across the team would make it even more manageable next time.
The real value started before the results
One of the most powerful takeaways from Emerald’s experience is this: The value of entering came long before they won.
“It gave us space to properly reflect on what we’ve achieved as a team.”
That reflection led to:
- Greater clarity on their strengths
- Recognition of additional successes
- More opportunities to celebrate internally
Most importantly: “It really galvanised the team, our people felt heard and recognised for the work they do day in, day out.”
The impact: recognition, confidence, and momentum
Winning the award amplified what was already a strong reputation. It:
- Reinforced confidence across the organisation
- Highlighted the value of the service desk
- Created pride and visibility for the team
“It gave the wider business confidence that they’re being supported by an award-winning service desk.”
And externally, it didn’t hurt either:
“Winning the award has also helped raise awareness of Emerald Publishing, which can only be a good thing.”
But perhaps most importantly, it didn’t create complacency. “We’re not standing still… learning and improvement are now just part of how we work.”
More than a win: why it was truly worth it
While winning is a huge achievement, Emerald is clear that the benefits go far beyond the trophy. “It encouraged honest self-reflection, created healthy motivation within the team to step up and raise the bar, and shone a really positive light on both the team and the business.”
This is what sets the SDI Awards apart:
👉 It’s not just recognition
👉 It’s a catalyst for growth
Thinking about entering in 2027?
Emerald’s advice is simple—and powerful:
“What have you got to lose?”
Yes, it takes time.
Yes, it requires effort.
But with some planning, “The positives far outweigh the effort.”
Your story could be next…
Emerald Publishing’s service desk didn’t think they were ready. They weren’t sure they would win.
But they entered anyway, and it transformed how their team saw themselves, how their organisation saw them, and ultimately, what they achieved.
If you’re considering entering you service desk for the SDI Awards 2027, take their advice:
👉 You’re probably more ready than you think.
