SAP Customer Data Platform is the latest SAP innovation poised to deliver exceptional cross-channel customer experiences.
The recently concluded virtual conference SAP Customer Experience LIVE brought together customers, partners, and industry leaders to share best practices in delivering personal, trusted, and connected customer experiences. The same stage launched SAP’s newest innovation SAP Customer Data Platform, reflecting the software giant’s commitment to the growing market for customer experience (CX) software and its role in building the Intelligent Enterprise.
Designed to unify all customer data sources, respect data privacy, and activate rich insights in real-time, SAP Customer Data Platform is anticipated to redefine and elevate customer experiences across marketing, commerce, sales, and service. The new CX platform utilises data from multiple sources within and outside of a company, including online sources and social channels, in creating individual but anonymised 360-degree customer profiles.
The Role of CX
Leading the launch on the first day of the conference, SAP CEO Christian Klein emphasised the critical role of CX in building an intelligent enterprise. He said:
“That’s why CX is one key element of SAP’s holistic strategy.
We are continuously evolving our CX portfolio while keeping our focus areas at heart – SAP Commerce Cloud, SAP Marketing Cloud, SAP Sales Cloud, SAP Services Cloud, and our brand-new SAP Customer Data Platform.”
“Our investments in those areas — most recently the planned acquisition of Emarsys — demonstrate our commitment to the CX market,” Klein added.
According to the SAP CEO, meaningful experiences are hyper-personalised, seamless, and delivered across all channels that customers opt for. He explained:
“How can brands stand out, how can you build customer relationships for life?
By delivering the right information at the right time. And that is only possible with highly personalised experiences. At the center of those experiences is one key ingredient: data. That is why I am so excited to launch our new SAP Customer Data Platform.”
Focusing on Key Opportunities
As more and more organisations turn to CDPs to differentiate their brands, SAP Customer Data Platform promises to deliver solutions that go beyond marketing by adding rich context to commerce, sales, and service experiences, with relevant timely marketing.
The new platform tackles four key opportunities to increase brand reach and effectiveness:
- Connecting every data source in the organisation
- Respecting customer data with a holistic data privacy strategy
- Understanding large volumes of data
- Hyperpersonalising engagements based on a comprehensive view of the customer
SAP Customer Data Platform is built on the foundation of SAP Customer Data Cloud solutions, which are based on Gigya technology. To ensure a secure and compliant digital profile, the platform integrates SAP Customer Identity and Access Management and SAP Enterprise Consent and Preference Management solutions.
SAP Customer Experience President Bob Stutz said:
“We did not invent CDP, but SAP Customer Data Platform opens the concept to a new world of opportunities.
SAP Customer Data Platform is one of the most advanced enterprise-grade CDPs. It can truly deliver personalized experiences that nurture anonymous users into known, loyal customers using the customer’s preferred channels, unifying vast amounts of front-office, back-office, and experience data as only SAP can.”
With the new SAP platform delivering personalisation, organisations are empowered with better customer insights at every touchpoint and to effectively drive relevant conversations and create lasting customer loyalty.
Proving SAP’s commitment to delivering exemplary customer experiences, SAP has recently been named a Leader in “The Forrester Wave™: Customer Identity and Access Management (CIAM), Q4 2020” for the CIAM capabilities in its SAP Customer Data Cloud solution portfolio.
