Your customers do not think in silos. Neither should your technology. As buying journeys get more complex and expectations increase, the most successful organisations are the ones that rethink the customer experience, from first contact to final purchase and beyond. The recent 2025 analyst awards for SAP CX solutions reveal a clear direction of travel: integrated, AI-powered platforms are no longer a future ambition, but a present advantage.
TrustRadius 2025 Awards: What Customers Value Most
In 2025, SAP CX solutions received 36 TrustRadius awards based entirely on verified customer reviews. These awards are a direct reflection of user satisfaction and day-to-day results.
Top performers include:
SAP Emarsys Customer Engagement
- Won 9 badges including Best Relationship, Best Feature Set and Best Value for Price
- Recognised for intuitive campaign management, personalisation capabilities, and high return on marketing investment
- Common use cases include automated reactivation campaigns, loyalty programme personalisation and multichannel product launches
SAP Service Cloud
- Awarded in every eligible category
- Praised for case management, automation features and seamless integration with SAP S/4HANA
- Deployed by global enterprises to automate ticket routing, enable proactive service with IoT data, and reduce average resolution time
SAP Customer Data Cloud
- Also swept all eligible categories
- Customers highlighted consent management, secure identity handling, and ease of connecting customer data across systems
- Particularly valuable for industries like retail, financial services and pharmaceuticals, where data privacy is a legal and reputational concern
SAP Sales Cloud
- Earned multiple usability and performance awards
- Noted for its AI-driven lead scoring, email integration and pipeline forecasting tools
- Used by B2B sellers to identify high-value opportunities, streamline quote processes, and shorten deal cycles
These awards reveal more than popularity. They reflect what real companies are achieving with the SAP CX suite: reduced cost per conversion, improved customer satisfaction, and measurable growth in sales and retention.
POI 2025 Benchmark: SAP’s Strengths by Capability
The Promotion Optimization Institute (POI), known for deep analysis of digital execution tools in consumer goods, gave SAP 10 Best-in-Class distinctions in its 2025 Enterprise Planning Panorama. These ratings shine a light on what SAP excels at.
Best-in-Class Ratings for SAP in 2025:
- Artificial Intelligence: Embedded AI across CX tools supports everything from campaign optimisation in Emarsys to conversational commerce in Commerce Cloud
- End-to-End Trade Promotion Management (TPM) and TPO (Trade Promotion Optimisation): Ideal for CPG and retail firms using SAP Sales Cloud and Emarsys to align promotions with inventory and margins
- Revenue Growth Management (RGM): Strong functionality in pricing intelligence and discounting strategies
- External Data Integration: SAP's openness via APIs and the SAP Business Technology Platform (BTP) makes it easier to bring in third-party data
- Customer Success and Experience: Rated highly for user enablement, product support, and implementation success
- Global Capabilities and Cloud-Native Architecture: SAP Commerce Cloud and the full suite are recognised for scale, multi-language support and cloud efficiency
- HQ Analytics and Insights: Powerful dashboarding and AI-powered recommendations across Emarsys, Sales Cloud and BTP
- Partner Ecosystem: Trusted partner integrations, including Langia, help customers unlock full value
SAP’s performance across these criteria shows it is not just functionally rich but strategically engineered for enterprise complexity. It also confirms that SAP is not only a fit for large businesses with global scale but is increasingly accessible to mid-sized organisations seeking composable CX capabilities.
What These Awards Reveal About the SAP CX Suite
The awards are not just symbolic, they point to functional leadership in key areas. Let’s break down what this means in practical terms for different teams.
- Best for Real-Time, Omnichannel Marketing: SAP Emarsys stands out as a campaign powerhouse. With advanced segmentation, lifecycle automation, real-time personalisation, and AI-optimised send time, it helps marketing teams deliver better results across email, SMS, mobile apps, and even print. Marketers can create loyalty journeys based on customer lifecycle, automate product recommendations, and improve retention through predictive churn models
- Best for Scalable B2C and B2B Commerce: SAP Commerce Cloud offers deep configurability, performance at scale, and seamless integration with ERP systems like SAP S/4HANA. Its composable storefront enables fast rollout of new digital experiences. Features like the Product Image Designer and Conversational Shopping Assistant make it easier for customers to find, customise and purchase products across channels. B2B sellers benefit from customer-specific catalogues, tiered pricing and punchout integration
- Best for Integrated Customer Service: SAP Service Cloud goes beyond basic ticketing. It allows service teams to anticipate customer needs, resolve cases quickly, and provide a unified support experience across chat, email, voice and social. With AI-driven knowledge suggestions and predictive analytics, agents are empowered to focus on value-adding interactions
- Best for Smarter Selling: SAP Sales Cloud helps sales reps work smarter, not harder. With automated lead qualification, guided selling, territory and quota planning, it eliminates guesswork. Integration with SAP CPQ and customer data models ensures consistency across pre-sales and fulfilment
- Best for Secure, Privacy-First Data Management: SAP Customer Data Cloud ensures every data point is traceable, consent-driven, and aligned with global privacy laws. It is built for enterprises who want to respect customer rights while enabling personalisation and segmentation
These are not aspirational features. They are working solutions already in use by thousands of companies.
A Technology Stack That Works as One
One of SAP’s most important advantages is cohesion. Unlike point solutions that require endless stitching together, SAP CX tools are designed to work with each other, and with your ERP core.
SAP’s composable architecture allows companies to:
- Use pre-integrated modules that plug into SAP S/4HANA, reducing integration costs and time-to-value
- Extend functionality with SAP BTP services such as SAP Integration Suite, SAP Build Process Automation and SAP Datasphere
- Apply embedded AI using SAP CX AI Toolkit, and Joule for conversational UX across marketing, service and sales
- Use real-time data for customer profiling, offer decisioning and next-best-action orchestration
The result is a leaner, faster and more intelligent CX stack that evolves with your business.
Langia Helps You Turn These Capabilities into Results
Langia is more than an implementation partner. We are your SAP CX transformation ally. We combine deep platform knowledge with industry insight to deliver solutions that are sustainable, scalable and value-driven.
Some of the ways we help include:
- CX platform strategy: Designing a roadmap that aligns with your commercial goals
- AI enablement: Activating SAP CX AI Toolkit and Joule for smarter personalisation, search, and customer support
- Modernisation: Moving from legacy systems to a unified SAP stack
- Customer data unification: Deploying SAP Customer Data Cloud to consolidate identities and consent across touchpoints
We work with leading organisations in retail, manufacturing, consumer goods and professional services across the Nordics and Europe.
Industry Perspective: Why It Matters Now
The need for robust CX capabilities is more urgent than ever. According to Gartner, 81 percent of executives expect to compete mostly or entirely on the basis of customer experience in the next two years. At the same time, the rise of AI, new accessibility regulations such as the EU Accessibility Act, and increasing cloud migration have made future readiness a key concern for executive leadership.
The SAP CX suite, as validated by analysts and customers alike, is not just meeting these challenges, it is helping companies stay ahead of them.
Choose Tools That Lead the Market
The 2025 awards confirm that SAP CX is not only comprehensive, it is best-in-class in the areas that matter most. From real-time marketing automation and scalable commerce to privacy-safe customer data and integrated AI, the suite enables companies to move faster, serve better, and grow smarter.
Langia is here to help you translate SAP’s strengths into measurable business outcomes. If you are ready to unify your CX stack and lead in your industry, let’s talk.
Let’s put these award-winning tools to work for your business.