Optimally benefit from your customer data with SAP Customer Data Management

What do your customers expect?

You have probably already noticed that customers have increasingly higher expectations. But what exactly do they expect? Our customer experience specialists see the following expectations and trends:

• Be transparent about the data you possess from me
• Treat my data confidentially
• Let me connect with your company anytime, anywhere
• Show me that you really understand my needs once I gave you my data

We can see the last two as opportunities; customers will be more satisfied if you apply these correctly. The first two relate to privacy, GDPR compliance, and security. These are not opportunities, but risks. Do you not meet these expectations? Then the negative impact on your company is significant.

Challenges in meeting the expectations

We know from our experience that meeting the increasing expectations is easier said than done. Many organizations face challenges in this respect. Here are the three most common challenges:

1. No consistency in customer data: Within an organization there are often different systems that contain a part of the customer data. This leads to fragmented customer data, also known as data silos. This complicates collaboration and limits organisations to provide consistent customer experiences across all channels. The consequence? Declining customer satisfaction and loyalty.
2. No organisational governance in processing customer data: If it is unclear how customer data is processed in the organization, it is impossible to manage the data at scale. As a result, the organization has limited possibilities to personalize the customer experience on all channels. As a result, your turnover will decrease as customer retention will drop.
3. No clarity about storing customer data: Responding quickly to questions from customers or from the business is only possible if data can be found quickly and is transparent in the entire organisation. The same goes for being transparent about data you collect from your customers, which is crucial for trust in your business. Can your organisation not manage this right? Then your brand value decreases.

This is how you meet expectations with SAP Customer Data Management

Now you are probably wondering how you can deal with those challenges and meet customer expectations. The following five steps will help you:

1. Recognize your customer on every channel
2. Provide the correct customer data including permissions to your organisation
3. Understand your customer as completely as possible (360-degree)
4. Personalize the customer experience across all channels
5. Create trust through transparency

And that is exactly where SAP Customer Data Management can help you. SAP Customer Data Management is the collective name for SAP Customer Data Cloud (CDC) and SAP Customer Data Platform (CDP), two solutions that help you to benefit from your customer experience solutions and take the customer experience to the next level.