Written by Manpreet KaurContent Writer
It is quite challenging for businesses today to apply customer interactions and engagements of the online world to physical retail stores and points of sale. Modern retailers are striving to reduce the digital and in-store gap to offer their customers an exceptional online and offline customer experience. Let's dive deep to understand what progressive identity is and how businesses can use SAP Customer Data Cloud to fulfill customer needs and build strong customer relationships to bridge the gap seamlessly.
Customers leave their personal information online as they browse the Internet. Businesses can use these digital identities created during sign-up and account management to understand their customers better and offer them a distinctive experience. However, these identities aren’t created instantly; instead, they’re collected piece by piece through continuous information exchange. Known as progressive identity, this method offers customers a reciprocal value for their online impressions. It exists through all customer life cycle stages – awareness, consideration, purchase, retention, and advocacy. To reap benefits of customer information, modern retailers can use SAP Customer Data Cloud to connect with customers and control their personal information securely.
To overcome these challenges, it is important to have a CDP that centralizes customer data from diverse sources and broadcasts this data to customer engagement points. SAP Customer Data Platform is one such CDP that helps you deliver hyper-personalized experiences in real-time.
The SAP Customer Data Platform is an enterprise-grade customer data management tool that provides customer insights by bridging online and offline data. It helps to understand the customers and offer them with trusted and customized engagements to boost conversions, revenue, and retention rates.
With Customer Identity and Access Management (CIAM) for B2C, you can gather first-party customer data, and use it optimally to create rich profiles, accelerate digital engagement across different channels, and onboard customers seamlessly. Some of the key features of CIAM for B2C include:
Smooth onboarding with increased registrations
High security and protection against account attacks
Improve cart abandonment rates
Speed time to market
Resolve data residency
Customer Identity and Access Management (CIAM) for B2B enables business organizations to manage relationships with their peers and competitors. By combining robust authorization with identity management and authentication, the application provides a transparent image of organizational partners, members, and relationships. The main features of CIAM for B2B include:
Secure applications and prevent data breaches with Centralized Policy Based Access Control
Offer self-service delegation with identity and profile management
Pre-designed flows to add existing and new users to retrieve assets
Easy onboarding of partners across all digital properties
Efficient decision-making based on attributes
While leveraging advanced technology to deliver a seamless customer experience, you should know customers play a vital role. Therefore, it is essential to keep track of customers during all phases of the engagement. SAP Customer Data Platform helps businesses harness the power of personalization to attract and retain customers. Royal Cyber is a gold SAP Commerce Cloud partner and implements the best practices and techniques to deliver phenomenal customer experiences. Contact us to find out how we can help your business grow by using customer data in the right manner.