When SCC entered the SDI Awards, they weren’t waiting for everything to be “finished”.
Like many service desks, they were still evolving, still improving, and still building towards the future they wanted to create.
But as winners of MSP Service Desk of the Year [Large Enterprise], their journey is an important reminder that you do not need to be at the end of your journey to have a story worth sharing.
Stepping outside the comfort zone
For SCC, the biggest hesitation wasn’t about the quality of the service they were delivering.
It was the process itself.
“Service desks are busy environments and taking time away from BAU to prepare submissions, particularly documenting our work and preparing videos, felt unfamiliar and challenging.”
Awards entries can feel very different from normal operational activity, especially for teams more used to dashboards, live data, incidents, and escalations than written submissions and presentations.
But instead of viewing the process as a disruption, SCC made an important mindset shift.
“We overcame that hesitation by reframing the experience as an opportunity and not a disruption.”
That shift changed everything.
“Ready” doesn’t mean finished
One of the strongest reflections from SCC’s journey was the realisation that being “ready” doesn’t mean every project is complete or every ambition has already been achieved.
The team felt confident in the customer experience they were already delivering.
“Sitting with the teams, seeing them consistently excel and reviewing the strong customer feedback gave us confidence in the experience we were delivering.”
At the same time, they openly acknowledged that some areas of the service were still evolving.
And that’s exactly what made their story authentic.
“We came to understand that ‘ready’ doesn’t mean finished.”
That perspective is something many service desks need to hear.
The SDI Awards are not about pretending your organisation is perfect. They’re about showcasing progress, direction, impact, and the value your people deliver every day.
The process created space to reflect
One of the biggest benefits of entering wasn’t just external recognition.
It was the opportunity to pause.
In fast-moving service environments, teams rarely get the chance to properly step back and recognise how much they’ve achieved.
“Putting our achievements down on paper helped us realise how much progress we had made, something that can easily be overlooked when day-to-day activity is focused on reports, incidents or escalations.”
That reflection created clarity.
It helped SCC better articulate:
- what they do
- why it matters
- the impact they have on customers
- and the direction they’re building towards
And regardless of the final outcome, that alone made the process worthwhile.
More challenging, and more rewarding, than expected
The team openly admits the process pushed them in ways they hadn’t anticipated.
“The process was more challenging than we initially expected.”
Communicating through dashboards and visual data came naturally to them. Translating that into written submissions required a different kind of reflection and storytelling.
But importantly, the process never felt isolating.
“The process was also far more engaging and supportive than expected.”
Support from the SDI team and judges helped create a collaborative experience where the team could present their story in a way that felt authentic to them.
And as conversations developed, confidence grew too.
Recognition brought people together
Being recognised as winners of MSP Service Desk of the Year [Large Enterprise] created a significant sense of pride across both the team and the wider organisation.
“Recognition from industry experts created a strong sense of pride and validation.”
But perhaps more importantly, it unified different parts of the organisation around a shared story and shared purpose.
The process reinforced:
- confidence in the direction of the service
- belief in the team’s achievements
- credibility with stakeholders and customers
- motivation to continue improving
And internally, it reminded people that the work they do every day genuinely matters.
Why entering was worth it
Looking back, SCC is clear that entering the SDI Awards delivered far more than they initially expected.
“Taking time to list and recognise our achievements was genuinely enjoyable.”
The process validated the direction they were taking, reinforced confidence in their future plans, and gave them the opportunity to engage with industry experts and wider industry thinking.
Most importantly, it gave the team space to recognise their own progress.
That’s something many service desks rarely make time for.
Thinking about entering the SDI Awards 2027?
If you’re considering entering the SDI Awards, one of the best things you can do is start early.
As SCC’s experience shows, strong submissions often come from taking the time to properly reflect on your journey, gather evidence, involve your wider team, and clearly articulate the impact your service desk delivers.
That preparation doesn’t just strengthen your entry, it also gives you valuable space to recognise progress that can often get lost in day-to-day operational activity.
And if you’re unsure whether your service desk is “ready”, SCC’s advice is simple:
“You are never fully ‘ready’ and you don’t need to be at the end of your journey to take part.”
What matters is:
- having a clear direction
- a committed team
- and evidence that you are delivering value
Everything else can grow from there.
“Any recognition is a bonus, but the clarity, pride, and validation gained along the way is priceless.”
Your story could be next
You don’t need to wait until everything is complete before entering the SDI Awards.
You don’t need to have every answer.
You don’t need to be the finished product.
Sometimes, entering is the thing that helps teams recognise just how far they’ve already come.
And with the submission deadline approaching, now could be the right time to take that first step.
