SAP SE 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:
“No two customers are the same, and no single customer is perfectly predictable,” said Trond Anderson, 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, we can 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 increases 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.”