ERP Today 2025 Awards: Customer Experience Moves to the Core of ERP Strategy

SugarAI wins Customer Experience Solution of the Year for its Country Fare transformation; Inetum named runner-up.

Customer experience (CX) now sits at the center of ERP strategy. This year’s Customer Experience Solution of the Year Award highlights how organizations are using ERP systems not just to manage customer relationships, but to drive engagement, retention, and growth.

The award recognizes projects that deliver measurable improvements in how businesses engage, serve, and retain customers through enterprise technology. In 2025, the strongest entries were those that demonstrated a clear connection between data, insight, and action.

Winner: SugarAI and Country Fare

This year’s winner, SugarAI, was recognized for its project “Turning Sales Data into Customer Success: Country Fare’s CX Transformation with SugarAI.” The project allowed Country Fare to convert fragmented sales data into a unified view of the customer for better daily operations.

Rather than relying on static reporting, the solution enabled Country Fare to anticipate customer needs, personalize engagement strategies, and align sales activity to actionable data. Sales teams gained real-time insight into behavior, preferences, and buying patterns.

The award judges highlighted the clarity of the transformation: Data was not just centralized, it was operationalized. The result was a measurable shift in how the business engages with its customers, moving from reactive sales processes to proactive relationship management. It is a clear example of how ERP-integrated CRM platforms can drive both customer satisfaction and commercial performance.

“We’re honored to receive the ERP Today Customer Experience Solution of the Year Award,” Becca Toth, Chief Marketing Officer at SugarAI, tells ERP Today. “We believe the future of sales is proactive, not reactive. SugarAI is helping redefine the category by delivering clear, actionable guidance so teams can focus on the highest-value opportunities, anticipate risk, and drive more predictable growth.”

Runner-Up: Inetum and CX Impact at Scale

Inetum earned runner-up for its project, “From Overload to Optimization. Redefining Service Delivery with AI for a UKI-Based Global FMCG Leader,” which focused on service delivery performance inside a high-volume, fast-moving environment. Inetum deployed an AI-driven approach to manage workload, prioritize tasks, and support faster resolution across service operations.

Inetum’s CX work demonstrated its ability to deliver meaningful improvements in customer-facing processes. Teams gained better visibility into demand and capacity. The system identifies pressure points and helps allocate resources more effectively, which reduces backlog, improves response times, and supports a more consistent service experience.

Judges highlighted the practical impact. The project improves how teams operate day to day while strengthening the overall customer experience. It shows how service optimization and customer outcomes are closely linked when the right data is in place.

“Real world digital impact is what matters in Inetum—AI-enabled service delivery driving 40% faster response times and 30% higher agent productivity for a UKI based global FMCG leader,” says Kathy Quashie, EVP and CEO, Inetum Growing Markets. “These are not ambitions, but measurable business outcomes and service you can trust.”

What This Means for ERP Today Awards in 2026

Customer experience is a core ERP competency. Organizations are no longer treating CX as a separate layer but embedding it directly into enterprise workflows and decision-making. In 2026, expect award submissions to show even tighter integration between ERP, CRM, and analytics platforms.

Data alone is not enough; actionable insight is the differentiator. The strongest projects demonstrated not just visibility, but the ability to act on data in real time. Future nominees will need to show how insights translate directly into measurable customer outcomes.

Vendors and partners will be judged on business impact. The emphasis is shifting toward tangible results such as retention, revenue growth, and engagement quality. In 2026, submissions that cannot clearly demonstrate these outcomes are unlikely to stand out.