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STAR Awards

TSIA Announces 2021 STAR Awards Winners and Finalists

Leading Technology Organizations Honored for Innovation and Excellence

SAN DIEGO, September 3, 2021 — The Technology & Services Industry Association (TSIA), the leading association for today's technology and services organizations, has announced the winners and finalists of the 2021 STAR Awards. 

The winners were chosen in categories that span the TSIA research practices of customer growth and renewal, customer success, education services, field services, managed services, professional services, service offer management, subscription sales, support services, XaaS channel optimization, and XaaS product management. For more than 30 years, the STAR Awards have become one of the highest honors in the technology and services industry, allowing companies to be publicly acknowledged by their peers as being among the best in the business.

The 2021 STAR Awards winners and finalists, by category, are:

Best Practices in Education Services (SMB)
Winner: Guidewire Software 
Finalist: Sprinklr, Inc. 

Best Practices in Service Offer Development
Winner: Dell Technologies 
Finalists: Google Cloud LLC, Oxford Instruments 

Best Practices in the Delivery of Field Services
Winner: Diebold Nixdorf 
Finalist: Dell Technologies 

Innovation in Customer Growth and Renewal
Winner: Xerox Corporation 
Finalists: Cisco Systems, Dell Technologies, Informatica 

Innovation in Customer Portals
Winner: Cisco Systems 
Finalists: HP Inc., Palo Alto Networks, Inc., ServiceNow, Inc. 

Innovation in Customer Success
Winner: Cisco Systems 
Finalists: Salesforce, VMware, Inc. 

Innovation in Education Services
Winner: Google Cloud LLC 
Finalists: Dell Technologies, Varian Medical Systems, Inc. 

Innovation in Enabling Customer Outcomes - Professional Services
Winner: Zebra Technologies Corporation 
Finalists: Cognizant Trizetto Healthcare Products, Synoptek 

Innovation in Leveraging Analytics for Service Excellence
Winner: Cisco Systems 
Finalists: Dell Technologies, Google Cloud LLC 

Innovation in Managed Services Strategic Adaptation
Winner: Hewlett Packard Enterprise 
Finalists: Cisco Systems, Logicalis

Innovation in Partner Channel Ecosystem for XaaS
Winner: HP Inc.
Finalists: Rockwell Automation, Inc., SUSE LLC 

Innovation in Services and Subscription Sales
Winner: Cisco Systems
Finalist: Avaya 

Innovation in Support Employee Engagement Experience & Loyalty
Winner: Dell Technologies 
Finalists: Cisco Systems, Palo Alto Networks, Inc. 

Innovation in Support Services Automation
Winner: Cisco Systems 
Finalists: Dell Technologies, Nokia Global Services, Salesforce 

Innovation in XaaS Product Management
Winner: Cisco Systems (Security Outcome Realization)
Finalist: Cisco Systems (RunOn Multicloud Manager) 

“This year, our winners demonstrated an unparalleled focus on the customer experience, operational merit, and dedication to excellence despite the continued uncertainty and the ever-changing circumstances on a global economic scale. The outcomes of their innovation have set these exceptional companies apart from their peers.” - Thomas Lah, Executive Director and Executive VP, TSIA

Companies seeking the STAR Award undergo a rigorous evaluation process, with the winners selected by TSIA’s research practice advisory board members. Since its inception in 1990, the STAR Awards have become one of the highest honors in the technology and services industry, acknowledging the contribution of companies of all sizes to the continual improvement of technology services delivery, product management, subscription sales, and channel partner optimization, industry-wide. More information on the awards can be found at

Media Contact

Adam Beeson, Director of PR & Communications

About TSIA

The Technology & Services Industry Association (TSIA) is the world's leading research organization dedicated to helping technology companies achieve profitable growth and solve their top business challenges. Services, Sales, Product, and Channel organizations at technology companies large and small look to TSIA for world-class business frameworks, best practices based on real-world results, detailed performance benchmarking, and exceptional peer networking opportunities. TSIA’s membership community consists of over 40,000 executives from 96 countries and represents 80% of the Fortune 100 technology companies.