When Akita first entered the SDI Awards in 2025, they weren’t expecting perfection.
In fact, they openly recognised that some areas of their customer experience strategy were still evolving. But rather than waiting until everything felt “finished”, they saw the awards as something else entirely:
An opportunity to benchmark themselves, learn, and understand where they stood.
That decision became the start of an incredibly valuable journey.
“We knew we might not be fully ready”
For many service desks, uncertainty is often the biggest barrier to entering awards.
But for Akita, the mindset was refreshingly practical.
“There wasn’t really any hesitation. The first time we entered, for the 2025 awards, we knew we might not be fully ready.”
Rather than seeing that as a reason not to enter, they saw it as part of the process.
Being shortlisted and receiving detailed feedback from the judges gave them valuable insight into both their strengths and the areas they could continue developing.
And importantly, it helped shape what came next.
The feedback became part of the journey
One of the strongest themes throughout Akita’s experience is that entering the SDI Awards wasn’t treated as a one-off moment.
It became part of their wider service improvement journey.
“The biggest value for us was the opportunity to benchmark ourselves internationally.”
That external perspective helped crystalise how far the organisation had come, particularly around automation and customer experience.
It also helped identify where future improvements could be made.
In categories where they weren’t successful, the process still created value by helping shape internal roadmaps and future service development plans.
That’s an important reminder for teams considering entering:
sometimes the biggest value comes long before the winners are announced.
By 2026, things felt different
When Akita entered again for the SDI Awards 2026, they felt much more confident in the progress they had made.
Their automation capabilities had evolved.
Their customer experience strategy was more clearly defined.
And the organisation had embedded that approach across the business.
“It felt like the right time to share what we had built and how we were evolving.”
That evolution ultimately led to Akita winning MSP Service Desk of the Year 2026, a proud milestone in the company’s 30th year.
The process was more accessible than expected
Awards entries can sometimes feel overwhelming from the outside, especially for first-time entrants.
But Akita found the process surprisingly straightforward.
“The ‘how to enter’ handbook and webinar were genuinely helpful and clearly set out what the judges were looking for.”
That clarity helped make the experience feel accessible, structured, and manageable throughout.
And for teams wondering where to begin, that support can make a huge difference.
It became a true team effort
One of the most meaningful outcomes wasn’t just the recognition itself, but the way the process brought people together across the business.
From leadership teams through to engineers and service desk staff, people contributed in different ways:
- filmed interviews
- live demonstrations
- presentation preparation
- award submissions
- ceremony attendance
“There was a real focus on making sure we represented the service desk in an honest and meaningful way.”
That shared ownership created a genuine sense of pride across the organisation.
The impact reached far beyond the service desk
Since being recognised, Akita has seen the impact ripple across the wider business.
The award has:
- strengthened customer confidence
- supported conversations with prospective customers
- given sales teams additional credibility
- increased positive customer feedback
- reinforced internal pride and recognition
Customers have become more engaged too, particularly when they see how their feedback directly shapes service improvements.
Winning the award didn’t just recognise the service desk.
It strengthened the wider business story around service quality, trust, and continuous improvement.
Recognition matters
For Akita, winning the MSP Service Desk of the Year Award 2026 was about more than a trophy.
“For our service desk to be internationally recognised, especially in Akita’s 30th year, is a significant achievement.”
Recognition at that level reinforces credibility externally, but internally it sends an equally important message: that people are part of something valued, respected, and high-performing.
That matters for morale.
It matters for growth.
And it matters for the future of the team.
Thinking about entering in 2027?
Akita’s advice for other service desks is simple:
“I would absolutely encourage them to enter.”
Not just because of the possibility of winning, but because of the value the process itself creates.
“The feedback alone is incredibly valuable. It helps validate what you’re doing well and gives clear direction on where to focus next.”
Want to hear more about Akita’s awards journey?
If you’re considering entering the SDI Awards 2027 and wondering where to start, our How to Win an SDI Award webinar is the perfect place to begin.
The session features previous winners and judges sharing practical advice, honest experiences, and tips to help turn uncertainty into confidence, including further insights from Akita’s own SDI Awards experience.
Joining us live will be Akita’s very own Chris Malyon, Head of Support Services, who will be sharing firsthand experiences from the team’s progression from benchmarking their service desk to becoming MSP Service Desk of the Year 2026.
You’ll hear:
- what makes a strong entry
- what judges are really looking for
- how to approach the written submission
- common mistakes to avoid
- and why you may be more ready than you think
Your journey could start here
Akita didn’t wait until everything felt perfect before entering.
They entered to learn.
They used feedback to evolve.
They refined their strategy.
And they came back stronger.
That journey ultimately led to international recognition, but perhaps more importantly, it reinforced the value of the work their people were already doing every single day.
If you’re considering entering the SDI Awards 2027, maybe the question isn’t “Are we ready?”
Maybe it’s:
What could we learn if we started now?
