Get the most out of your customer data with SAP Customer Data Management
Quality customer data is the foundation for an unforgettable customer experience. However, we see that not every organization is maximizing the potential of customer data simply because they lack an overview of the available data. A missed opportunity. Customer data helps you make better decisions, build trust, and strengthen loyalty. Additionally, it simplifies compliance with GDPR and ensures respect for your customers' privacy. In this article, you will learn how to truly leverage customer data with SAP Customer Data Management: the collective term for SAP Customer Data Cloud and SAP Customer Data Platform. This way, you can really bring an optimal customer experience within reach.
What customers expect from you today
Customers have increasingly high expectations. But what exactly are they? They want you to be transparent about what data you have about them and to handle it confidentially. They expect accessibility at any time, through any channel. And if they have entrusted you with their data, they expect you to truly know them and approach them personally.
The last two expectations offer opportunities: customers are happy when you meet them. The first two are about privacy, security, and compliance with GDPR. If you don't meet these, your company faces serious risks, from reputational damage to legal issues.
Three challenges in customer data management
From our experience, meeting customer expectations sounds easier than it is. Many organizations face the same three challenges.
Firstly, there is often a lack of consistency in customer data. Multiple systems manage different parts of that data, leading to data silos. The result: difficult collaboration and an inconsistent customer experience, which directly affects customer satisfaction and loyalty.
Secondly, there is often no clear structure for processing customer data. If you don't know how data is stored, shared, and used, you can't personalize the customer experience at scale. The quality of data deteriorates, and opportunities for revenue growth and customer retention are missed.
Finally, there is often uncertainty about where customer data is stored. Without an overview, you can't quickly respond to customer or internal stakeholder inquiries. Transparency is lacking, as is trust in your brand.
How to meet expectations
The key lies in five interconnected steps. Identify your customer on every channel. Collect the right data, with permission. Work towards a complete customer view. Enable personalization across all touchpoints. And ensure transparency in everything you do.
That's exactly where SAP Customer Data Management comes in handy. The platform combines SAP Customer Data Cloud (CDC) and SAP Customer Data Platform (CDP) and supports you in maximizing the customer experience and leveraging your existing CX solutions.
The difference between SAP CDC and SAP CDP
The names may sound similar, but the functions of SAP Customer Data Cloud and SAP Customer Data Platform are clearly distinct and complementary.
With SAP Customer Data Cloud, you lay the foundation. CDC helps you collect customer data in a structured and secure manner. Thanks to progressive profiling, you get to know your customers better step by step. Customers give permission for the use of their data and can always revoke it. CDC also enables secure and fast authentication, such as facial recognition or social login. This way, you build trust and enhance user experience.
While CDC focuses on data collection and consent, SAP Customer Data Platform ensures that this data is correctly utilized. CDP brings together customer data from various sources like Emarsys, Sales Cloud, and Service Cloud. This prevents data silos and provides a consistent experience, both online and offline. Moreover, CDP helps analyze behavior and personalize offers, recommendations, and campaigns.
Build trust and loyalty
By recognizing customers on every channel, collecting relevant data, gaining insights into the complete customer view, personalizing interactions, and offering transparency, you meet the most important expectations. SAP Customer Data Management helps you build customer trust and strengthen loyalty. Therefore, it is an essential building block for organizations looking to invest in customer experience and brand value.
