THE SAP CUSTOMER DATA CLOUD IN USE BY A RETAILER WITH MULTIPLE WEBSITES AND APPS
A CLEARER VIEW: MANAGING AND SECURING CUSTOMER DATA WITH THE CUSTOMER DATA CLOUD
SAP’s Customer Data Cloud (CDC) is a suite of cloud-based solutions that allow your business to manage and secure customer data. It offers a range of tools and services that assist in capturing, storing, managing, and analyzing customer data in a safe and compliant manner. Its features go beyond mere data management and protection, enabling businesses to strengthen their relationship with their customers and provide a seamless customer experience.
The significance of the General Data Protection Regulation (GDPR) has been growing over the past few years, prompting every company to adapt to new conditions. To meet these, businesses must allow their customers the option to opt-out of data collection on their website, necessitating a consent management tool.
Especially for companies with multiple touchpoints through various websites, social media channels, or apps, a comprehensive solution is recommended to consolidate all customer data onto one platform. However, the benefits aren’t just data uniformity on one platform but also gaining a deeper understanding of where customers are and consolidating consent data from various touchpoints. This allows for a more holistic profile of your users.
The management of customer data is still quite manageable and easy to solve for a single website. As soon as the requirement to manage customer data from multiple websites and apps is added, it can lead to customers having to give their consent for each website individually, and thus duplicate customer data across multiple tools. A system like SAP’s CDC is needed to enable customers to store their user consent across platforms.
REQUIREMENTS FOR THE SAP CUSTOMER DATA CLOUD FOR BUSINESSES WITH MULTIPLE ACCESS POINTS
The SAP Customer Data Cloud can offer the following functionalities for businesses with multiple websites, apps, and social media channels:
- Customer Identity and Access Management (CIAM): It allows companies to manage customer identities across various channels and touchpoints, letting customers create and manage their profiles and providing secure access to applications and services.
- CIAM for B2B: CIAM is generally more complex in the B2B context since there are often multiple users associated with a single organization, and access rights can vary significantly based on user roles. CIAM for B2B can include identity and access management technologies like Single Sign-On (SSO), Multi-Factor Authentication (MFA), and identity verification to ensure only authorized users can access your business’s site.
- Consent and Preference Management: The SAP Customer Data Cloud offers tools for managing customer consents and preferences, allowing businesses to collect, store, and track consent data and giving customers control over their data usage.
- Customer Profile Management: This allows businesses to create and manage customer profiles, including contact information, preferences, and other demographic data, which can be used for personalized customer experiences and targeted marketing campaigns.
- Data Protection and Security: It aids businesses in adhering to data protection regulations by offering data protection tools, encryption, and access control. It also assists in detecting and responding to data breaches.
- Analytics and Reporting: This provides tools for businesses to understand customer behavior and preferences and to track the customer journey. It allows for real-time tracking and analysis of customer data and offers insights into customer retention and loyalty.
- Progressive Profiling: Over time, progressive profiling collects profile data as trust is built between your website and the customers. Instead of creating lengthy registration forms with many mandatory fields, you can use progressive profiling to request information from your users over time, based on certain events.
APPLICATIONS OF THE SAP CUSTOMER DATA CLOUD
The SAP Customer Data Cloud’s applications encompass managing customer data, which can then be used for analysis to offer better services to your customers.
PERSONALIZED MARKETING CAMPAIGNS
For instance, you can launch personalized marketing campaigns based on your customers’ behavior and interest data. This allows you to address customers specifically and present them with relevant offers. The SAP Customer Data Cloud can also be integrated with SAP Emarsys to ensure smooth data exchange, allowing you to use the user data collected in Emarsys for further marketing purposes.
CUSTOMER SERVICE OPTIMIZATION
By collecting customer data from different sources, businesses can gain better insights into their customers’ needs and requirements and subsequently improve customer service.
SAP CUSTOMER PROFILE SAP
CDC allows businesses to analyze and segment customer data to gain better insights into customer behavior and develop targeted marketing and sales strategies. Furthermore, you get a complete 360-degree view of your customers by merging data from different sources to create a unified image.
KEY QUESTIONS AND ANSWERS ABOUT THE SAP CUSTOMER DATA CLOUD
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