Customer data is the basis for an unforgettable customer experience. Yet many organizations still do not fully utilize this valuable information. This is a missed opportunity, as customer data helps in making better decisions, building trust, strengthening loyalty, and complying with GDPR. In this article, you will discover how SAP Customer Data Management - the collective term for SAP Customer Data Cloud and SAP Customer Data Platform - helps you to fully leverage customer data and systematically improve customer experience.
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What customers expect from you
Customer expectations continue to grow. They want to know what data you have about them and demand that you handle it carefully. At the same time, they expect you to recognize them and provide a personalized experience on every channel. While the first two expectations pose risks if not met, the latter two offer opportunities to increase customer satisfaction and loyalty.
The biggest challenges around customer data
Many organizations face three recurring challenges. The first is the lack of consistency in customer data: data is scattered across systems, leading to data silos and inconsistent customer interactions. The second challenge is the absence of a clear structure in how customer data is processed. This makes scalable personalization difficult. Thirdly, there is often uncertainty about where data is stored. This makes fast and transparent communication difficult and undermines trust in your brand.
How to meet customer expectations
To overcome these challenges and work truly customer-centric, five steps are essential. Recognize customers on every channel. Collect the right data, including consent. Understand customers fully with a 360-degree customer view. Personalize experiences across all channels. And be transparent about what you do with their data. SAP Customer Data Management supports you in every step of this process.
The power of SAP Customer Data Management
SAP Customer Data Management consists of two powerful solutions: SAP Customer Data Cloud (CDC) and SAP Customer Data Platform (CDP). Together, they provide control over customer data, more trust, and a consistent customer experience across all channels.
SAP Customer Data Cloud: build trust
With SAP CDC, you lay the foundation for securely collecting customer data. Progressive profiling ensures that you build customer information step by step. Customers actively give permission, which they can manage at any time. Thanks to CDC, you offer secure login options such as social login or facial recognition and comply with all privacy requirements.
SAP Customer Data Platform: use data smartly
SAP CDP builds on the foundation of CDC. The platform connects customer data from different systems - such as Emarsys, Sales Cloud, and Service Cloud - and ensures that data is only used within the right context. This prevents data silos and ensures a personalized experience on every channel. Additionally, CDP helps you analyze behavior and make campaigns more relevant and effective.
Turn customer data into your competitive advantage
Customer data offers endless possibilities - if used correctly. With SAP Customer Data Management, you ensure that you use data safely, transparently, and effectively. The result: more trust, higher customer satisfaction, and better business results. Discover in our video and e-book how you can start today.
