Systems, Applications, Products (SAP) SE has launched SAP Customer Data Cloud solutions from Gigya, a provider of Customer Identity and Access Management platform. The goal of the new release is to grow audience, boost conversions and engagement while adapting to regulatory requirements. Also, the launch will help consumers to have more control over their data as they get a transparent picture of how their data is used.
SAP Customer Data Cloud solutions include the SAP Customer Identity, SAP Customer Consent, and SAP Customer Profile solutions, which help enterprises to securely identify consumers across devices and channels to make registrations and engagement with their permission while transforming data into unified customer profiles.
Speaking about the new offering, Alex Atzberger, President of SAP Customer Experience, SAP, says that businesses, today, use a variety of methods, including third-party assistance to understand what customers want, but that often ends up in uncomfortable personal customer experiences. However, with SAP Customer Data Cloud, marketers will get the opportunity to infer customer’s preferences transparently. Also, with the available transparency and control over their data, customers will be more inclined to allow that data to be used for better-personalized services and content.
European Union’s General Data Protection Regulation (GDPR) requires each and every business in Europe to enable their consumers to manage and control their personal data collected by businesses. The rule came into effect on 25 May 2018. A survey done by SAP Hybris and the CMO Council on 165 marketers across Europe, North America, the Asia-Pacific region, South America, Africa, and the Middle East in March 2018 showed that three-fourths of the marketers believe the GDPR will increase transparency about how customer data is used. However, just slightly more than half stated that they have a plan in place to act in accordance with GDPR.
Patrick Salyer, CEO of Gigya, says that businesses need to find out a better way to successfully connect with the customers. They need to engage customers and know them in a way that does not compromise with the customer’s confidentiality. SAP Customer Data Cloud solutions enhance retention and help in addressing regional consumer privacy laws, including the GDPR. “Businesses now have the opportunity to turn compliance into a competitive advantage,” states Salyer.