Why Do We Need Customer Data Cloud?

Customer Data Cloud is a customer data management solution within SAP’s Customer Experience portfolio. CDC provides customers with transparency and control over the use of their personal data, this solution helps businesses nurture relationships with their customers. Consequently, SAP Customer Data Cloud allows businesses to offer seamless engagements, build trust, and deliver personalized digital experiences to businesses, partners, and customers. 

Customer Data Cloud meets a diversity of needs by offering multiple solutions. Therefore, this article covers:

  1. Why we need SAP Customer Data Cloud
  2. 3 Customer Data Cloud solutions and their key features
fast-moving input from customer data is protected in the cloud.

So why do we need SAP Customer Data Cloud?

Trust is a large factor in today’s digital economy. Hence consumers demanding more transparency and control over how their data is used. Likewise, governments are placing greater restrictions and regulations around how businesses collect and process personal data. Examples include the EU’s General Data Protection Regulation (GDPR), California Consumer Privacy Act (CCPA), and the Brazilian General Data Protection Law (LGPD). Businesses need to respect consumer privacy and reestablish their trust in their data practices.

What does all this mean for your customers? In short, if customers have control over their data and know what personal data is being used, they’re more likely to allow their data to be used for delivering personalized content and services. In short, building trust with customers will enhance their customer experience.

SAP Customer Data Cloud Solutions and their Key Features

SAP Customer Data Cloud consists of three solutions which include Customer Identity and Access Management for Business to Consumer (CIAM for B2C), Customer Identity and Access Management for Business to Business (CIAM for B2B), and Enterprise Consent and Preference Management (ECPM).

Customer Identity and Access Management for B2C (CIAM for B2C)

CIAM for B2C allows businesses to connect, and therefore engage with, their website and app users. This solution helps gather and, equally importantly, securely store information about customers. Consequently, the data can then be leveraged for an enhanced customer experience.

Key Features:

  • Frictionless Registration
  • Global Access
  • Flexible Implementation
  • Built-In Security
  • Variety of Extensibility Options

Some key features of CIAM for B2C include frictionless registration, global access, flexible implementation, build-in security, and a variety of extensibility options. For example,

  • Frictionless Registration
    • CDC provides friendly registration screens which require minimal input such as lite registration. So customers can make easy initial engagements using just their email with no password. Login with over 35 social networks to increase registration and simplify authentication. Predefined flows ensure registration completion for website visitors
  • Global Access
    • Customers experience consistent branding between different data centers around the world. Offers users a Single Sign-On across brand sites in a unified user base
  • Flexible Implementation
    • Choose Screen-Sets or build your own flows leveraging the API-first approach
  • Built-In Security
    • Unusual account activity is constantly monitored so that protect data privacy is ensured for you and your user-base
  • Variety of Extensibility Options
    • Clearly capture login events, send Webhooks to downstream applications, apply custom validations and data enrichment

Customer Identity and Access Management for B2B (CIAM for B2B)

CIAM for B2B allows businesses to build trust and therefore manage the transparent relationship with their business partners. This solution uses authorization, authentication, and identity management so that you have a clear view of your partners, their members, and your relationships. Specifically,

Key Features:

  • Partner Onboarding
  • Partner Lifecycle Management
  • Centralized Policy Based Access Control
  • Self-Service Delegation

Key features of CIAM for B2B include partner onboarding, partner lifecycle management, centralized policy based access control, and self-service delegation. To illustrate;

  • Partner Onboarding
    • Onboard partners to all digital properties through a governance process so that businesses are in compliance across all connected applications.
  • Partner Lifecycle Management
    • End-to-end partner lifecycle management allows IT teams to focus on improvement and opportunity rather than maintenance.
  • Centralized Policy Based Access Control
    • Governance process to secure applications and resources, so that data leaks and unauthorized access are prevented across the entire digital ecosystem
  • Self-Service Delegation
    • Provide self-service delegation of the partner organization and partner user management with identity, profile, and preference management

Finally, ECPM is a solution that addresses regional privacy compliance throughout the customer lifecycle. ECPM allows businesses to manage customer consent, preference settings, and data from a central platform, thus addressing regulatory requirements and enforcing customer’s privacy settings across touch points.

Key Features:

  • Centralized Consent and Preference Repository
  • Automatic Version Control
  • Self-Service Preference Centers
  • Support for Compliance with GDPR, CPPA, and LGPD
  • Streamline Data Management

Key features of ECPM include a centralized consent and preference repository, automatic version control, self-service preference centers, compliance support, and consequently – the ability to streamline data management.

  • Centralized Consent and Preference Repository
    • Store time & date-stamped consent data in an audit-ready, centralized, and searchable repository in the right region
  • Automatic Version Control
    • Changes to terms and policies automatically trigger requests to renew consent
  • Self-Service Preference Centers
    • Empower customers to manage their own experiences through customizable, self-service preference centers
  • Support for Compliance with GDPR, CCPA, and LGPD
    • Record transactions in the audit-ready vault located in the regulation-specified data center to support compliance
  • Streamline Data Management
    • Ensures consent and preferences are consistently enforced throughout the customer lifecycle in addition to every application, channel, brand, and region

To conclude, organizations need to identify and engage consumers across channels and respect their privacy to successfully connect with their customers. SAP Customer Data Cloud uses data-driven insights to understand, engage, and deliver brand promises to customers. Furthermore, this solution addresses consumer privacy laws by capturing, managing, and synchronizing preferences and consent in accordance to regulations. SAP Customer Data Cloud helps organizations increase customer retention by providing a transparent, flexible, and secure digital experience. 

If you have any questions or need help implementing SAP Customer Data Cloud, please reach out to our team!

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