Bridging Offline and Online Shopping Experiences with SAP Customer Data Cloud
Abdul Wahab
Director of Technology – SAPJuly 19, 2024
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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.
What is Progressive Identity?
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.
Customer Data Challenges
- Data Silos: Storing customer data on different sources gives a fragmented view of customers. Unifying this data into a single point is difficult and may fail to tap potential customer engagement opportunities.
- Data Privacy: Customers today seek more transparency on how their personal information is used. As a result, businesses need to respect customer privacy and get their consent to use data. When customers know their data is being processed securely, they allow it to be utilized to deliver customized content and services.
- Difficult to manage large volumes of data: Organizations don’t have sufficient infrastructure to process and store customer data generated by digital touchpoints. They cannot cope with the velocity of data transfer and fail to deliver customer-centric experiences.
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.
SAP Customer Data Platform
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.
SAP Customer Cloud Offerings
Pillars of SAP Customer Data Platform
- Strengthen Customer Understanding: Combine customer data from multiple sources and link functional silos to create purpose-driven profiles. Use centralized data model that consumes and processes online and offline data to tap potential business opportunities.
- Rely on Customer Data: Respect the purpose of your customer data. Trusting customer data insights from a CDP that follows data privacy standards and values customer information is essential.
- Enhance Growth: Leverage real-time customer engagements using targeted insights to offer a seamless omnichannel experience on every digital touchpoint.
Features of SAP Customer Data Platform
- Offer a unified customer data view that forms the foundation of credible data with relevant business insights
- Manipulate large amounts of customer information in real-time, ensuring data availability
- Easy integration with SAP Cloud solutions
- Fulfill data governance and privacy standards
- Enable permission-based customer data, which is shared by customers directly
- Understand customer needs and how they desire to engage
- Create personalized profile views for various use cases
- Streamline decision-making depending on factors such as audience management and segmentation
- Deliver significant customer data through integrations
Customer Identity and Access Management for B2C
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:
- Easy authentication for 35+ social media channels
- Monitor digital identities and sends notifications about strange account actions
- 60+ preconfigured technology integrations
- Use a fully indexed dynamic scheme to collect and manipulate data
- Orchestrate profiles using third-party applications and services
- Fulfil identity federation standards with help of OpenID Connect and SAML protocols
- Strong authentication with biometric, multifactor, and one-time password
- Activate sign-on for all websites
Benefits of Customer Identity and Access Management
- Smooth onboarding with increased registrations
- High security and protection against account attacks
- Improve cart abandonment rates
- Speed time to market
- Reduce latency
- Resolve data residency
Customer Identity and Access Management for B2B
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.
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