WALLDORF, Germany, Oct. 14, 2020 /PRNewswire/ -- SAP SE
(NYSE: SAP) today announced the global launch of SAP® Customer Data
Platform, a next-generation customer data platform (CDP) that aims
to allow organizations to redefine the customer experience across
every engagement, from commerce and marketing to sales and service.
The announcement was made at SAP Customer Experience LIVE, held
online October 14–15.
As customer experience becomes an increasingly important
differentiator of brands around the globe, many are turning to CDPs
to help power unique, personalized experiences for a variety of
marketing uses. But too often, this narrow marketing focus has
impeded the true potential of an effective CDP. SAP Customer Data
Platform is planned to go beyond marketing by adding rich context
to commerce, sales and service experiences, with relevant timely
marketing. In so doing, SAP Customer Data Platform aims to deliver
personalization, based on its ability to collect and manage
customer data. This will enable organizations to know the customer
at every touch point and to effectively drive relevant
conversations and create lasting customer loyalty.
Connecting, Respecting, Understanding and Personalizing Data
for Success
SAP Customer Data Platform is specifically
engineered to tackle four key opportunities to increase brand reach
and effectiveness:
- Connecting every data source in the organization. When
several data sources individually store customer data, the result
is data silo proliferation and customer view fragmentation. With
SAP Customer Data Platform, customer data can be ingested and
resolved from every source within the organization, including
first-party CRM data; second-party, third-party and offline data;
and event and activity streams, along with transactional,
behavioral, experience and back-office data. No matter what the
source, the data is maintained, with context, on top of the
operational data to connect systems that require a high confidence
of data quality. This results in living, breathing, unified
customer profiles updated in real time and in the moment.
- Respecting customer data with a holistic data privacy
strategy. In today's data privacy landscape, brands need to
understand how, when and where customer data can be used. By
understanding the core purpose of why the data is collected, SAP
Customer Data Platform can help enable a more holistic privacy
strategy, merging inbound data to a profile only if required
consents have been obtained. This enhances transparency into data
collection practices and the reasons for which data is processed,
helping to underscore a brand's commitment to the data privacy of
its customers.
- Understanding large volumes of data. SAP Customer Data
Platform offers powerful segmentation and activity indicators
calculated in real time to help obtain a true understanding of
customer preferences and behavior. This provides a data foundation
for audience-building and activation necessary to deliver relevant,
personalized and omnichannel engagements. Centralizing this
audience management helps brands to deliver consistent experiences
across their marketing, personalization, commerce, service and
sales solutions, which is essential to a customer-first
strategy.
- Hyperpersonalizing engagements based on a comprehensive view
of the customer. SAP Customer Data Platform helps to unify
vast amounts of back-office operational data with front-office and
experience data. This fuels engagement solutions across the
organization with actionable, permission-based, customer insights
in real time, leading to relevant, engagements at the right time
and place in the preferred channel and on the customer's
terms.
"No two customers are the same, and no single customer is
perfectly predictable," said Trond
Andersen, head of IT strategy and architecture, Elkjøp
Nordic AS, one of the largest consumer electronics retailers in the
Nordic countries. "With SAP Customer Data Platform, it is possible
to create a contextual view of the customer and couple it with a
unified profile, to better anticipate their wants and needs as they
express them. This will increase the effectiveness of our
engagement through real-time data management, while ensuring we are
handling the data in a compliant and respectful way."
Building on a Strong Foundation
SAP Customer Data Platform is built on the foundation of SAP
Customer Data Cloud solutions, which are based on Gigya technology.
SAP Customer Identity and Access Management and SAP Enterprise
Consent and Preference Management solutions are woven in to help
ensure a secure and compliant digital profile. SAP Customer Data
Platform serves as the connective tissue of the real-time profile,
powering a customer insight foundation to deliver relevant
conversation whenever the customer wants to engage with the
brand.
"We did not invent CDP, but SAP Customer Data Platform opens the
concept to a new world of opportunities," SAP Customer Experience
President Bob Stutz said. "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."
Visit the SAP News Center. Follow SAP on Twitter at
@SAPNews.
About SAP
SAP's strategy is to help every business run
as an intelligent enterprise. As a market leader in enterprise
application software, we help companies of all sizes and in all
industries run at their best: 77% of the world's transaction
revenue touches an SAP system. Our machine learning, Internet of
Things (IoT) and advanced analytics technologies help turn
customers' businesses into intelligent enterprises. SAP helps give
people and organizations deep business insight and fosters
collaboration that helps them stay ahead of their competition. We
simplify technology for companies so they can consume our software
the way they want — without disruption. Our end-to-end suite of
applications and services enables business and public customers
across 25 industries globally to operate profitably, adapt
continuously and make a difference. With a global network of
customers, partners, employees, and thought leaders, SAP helps the
world run better and improve people's lives. For more information,
visit www.sap.com.
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