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Customer Data Management


CUSTOMER DATA MANAGEMENT


Customer data as the foundation of your personalized customer experience (CX)
creates a critical market advantage.
Request a demoWatch the overview video


Learn how to embed intelligence across business processes.




Watch the replays









CUSTOMER DATA INSIGHTS OPTIMIZE GROWTH OPPORTUNITIES

With our customer data solutions, you can connect information from across your
enterprise to inform business decisions, build trust, and strengthen loyalty
while respecting your customers’ data privacy and reducing your compliance
risks.

MEET THE MOMENT WITH CONFIDENCE



When opportunity calls, is your business ready to seize it? Watch Julia White,
Chief Marketing and Solution Officer for SAP, show how connecting the back end
of your business processes with the front end of customer experience can turn a
viral social media moment into stronger loyalty and higher profits.





BRING CUSTOMER DATA AND OPERATIONAL DATA TOGETHER



Enhanced customer understanding leads to better business decisions. By combining
customer data with back-office data from systems such as ERP and supply chain
management, you can surface real-time insights from true 360-degree customer
views.






RESPECT DATA PRIVACY AND BUILD TRUST



Collecting and governing permission-based data is critical for addressing
compliance and building customer trust. With a full view of your customers’
identity, consent, and preference data, you can understand how they want to
engage, enforce their preferences across channels and touch points, and reduce
regulatory risks.






KNOW YOUR CUSTOMER ACROSS EVERY ENGAGEMENT



Customer identity opens the door to more value. Design and deploy integrations
with greater ease to push relevant customer data – based on a foundation of
identity and consent – to marketing, commerce, sales, and service systems in
real time.







Webcast: Turn Insights into ROI



Navigate the data privacy landscape with SAP customer data solutions.




Watch on-demand


PRODUCT OVERVIEW

Scale and strengthen your business by orchestrating relevant customer insights
to the right engagement systems in real time.


 * SAP CUSTOMER DATA PLATFORM

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

 * SAP Enterprise Consent and Preference Management

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

Enlarge

Holistic customer profiles

Unify customer profiles and associate relationships at the individual or account
level to address B2B and B2C use cases.


Purpose-driven data governance

Respect data privacy and address regulatory risk by maintaining the purpose of
data throughout the customer lifecycle.

Personalized engagements across touch points

Push permission-based, accurate customer data to your marketing, e-commerce,
in-store, sales, and service engagement systems.

Back-office system connection


Integrate with ERP, supply chain management, and other cloud solutions using a
common data model.

Real-time insight activation

Calculate attributes continuously for segmentation, audience management, and
in-the-moment decision-making. 




 * SAP Customer Data Platform

With our investment in SAP Customer Data Platform, we’re realizing our ambitions
in digital marketing engagement and fostering a direct relationship with
consumers supported by robust data collection and handling compliance.

George Lesko, Vice President and CIO, Ferrara Candy Company




Enlarge

Customer onboarding and progressive profiling


Build a frictionless customer experience with native screensets and custom
flows.


Passwordless authentication


Lower security risk with federated standards; single sign-on; and risk-based,
multifactor, and passwordless authentication.


Profile orchestration

Centralize first-party profile data in an indexed, dynamic database and
integrate with other customer engagement solutions.

Preconfigured integrations

Take advantage of a choice of more than 60 preconfigured technology
integrations. 




 * SAP Customer Identity and Access Management for B2C

SAP Customer Data Cloud solutions provided us with the opportunity to get to
know our customers before they walked onto the site.

Iman Alomrani, Deputy Chief Technology Officer, Expo 2020



 * Watch the customer story

Enlarge

Centralized consent and preference repository

Store time- and date-stamped consent data in an audit-ready, centralized, and
searchable repository in the right region.

Automatic version control

Trigger consent requests automatically as business needs change and reflect
updates on customer profiles in near real time.

Data privacy compliance support

Address data privacy laws – such as GDPR, CCPA, or LGPD – and give customers
control over their personal data.

Consent data enforcement

Match customer data to globally enforce consent across brands, channels,
devices, and downstream applications and services.

Customer self-service preference centers

Offer self-service preference centers to give customers control of their
personal data and handle data subject access rights.




 * SAP Enterprise Consent and Preference Management


Enlarge

Delegated administration

Onboard partners and customers with delegated administration and self-services
for consent, preferences, and personal data.

Business policy-based access management

Use policy-based access control to offer coarse- or fine-grained access to
applications, platforms, products, and data.

Security risk mitigation

Defend your data by mitigating breach risks with dynamic access control.

Data privacy compliance support

Store consent and preference data in an audit-ready repository and give end
users control over their personal data. 




 * SAP Customer Identity and Access Management for B2B




TURN YOUR CUSTOMER DATA INTO A DRIVER FOR GROWTH

Don’t miss a beat with your customers. Customer data is the key to better
business decisions, less data privacy risk, and stronger loyalty.

BUILD CUSTOMER TRUST THROUGH DIGITAL CHANNELS



How can your business create customer trust at scale, and why is this an
imperative for revenue growth? Explore the answers in this report from data
privacy expert Tim Walters.



 * Read the report

GROW REVENUE WITH SECURE, PERSONALIZED EXPERIENCES



Smooth digital experiences help build strong relationships. Find out how you
can achieve this critical outcome with customer identity and access management.



 * Read the report

WIN THE MOMENTS THAT MATTER WITH AGILE CX



CX agility can lead to personalized interactions shaped by data, effective
marketing practices that differentiate, and commerce experiences that evolve
with expectations.



 * Read the report




SEE HOW CUSTOMERS ARE SUCCEEDING WITH OUR CUSTOMER DATA SOLUTIONS

 * CUSTOMER STORIES

 * Customer Reviews

PreviousNext




SAP Customer Data Solutions has helped us win customer trust with preference and
consent management capabilities by utilizing LGPD and CCPA regional data
protection laws that reveal regions of our customers to better understand their
needs, behaviours, and preferences.

Richard Guymon, CPO (Chief Product Officer), Gigg Inc



 * Read the TrustRadius Review

SAP Customer Data Solutions allocate tools such as consent marketing
communication preferences and cookies that make it easy for us to better
understand our customer needs and requirements.

Katie Lillie, Director, Network Engagement & Experiences, Pivotal Ventures



 * Read the TrustRadius Review

Customer Data Solutions is the best solution to trust on social media creation,
login, and customer data engagement.

Erin Quinn, Customer Service Manager, Freeman Company



 * Read the TrustRadius Review

SAP Customer Data Solutions has empowered not only our staff to be more
accountable but has increased the professional image of the company.

Nathan Brown. Sales Manager, LogixX Pharma



 * Read the TrustRadius Review




SAP CUSTOMER DATA SOLUTIONS ARE RECOGNIZED WITH MULTIPLE AWARDS

In 2022, TrustRadius gave SAP customer data solutions top ratings across three
award categories.






YOUR CUSTOMER DATA STRATEGY CAN LEAD TO BIG PAYOFFS

LOOKING TO ELEVATE YOUR CUSTOMER DATA STRATEGY?



Taking a new approach to customer data can give you a competitive advantage. Get
insights from analysts and industry experts in this report from Harvard Business
Review Analytic Services, in association with SAP.



 * Read the report




WHAT ARE ANALYSTS SAYING ABOUT CUSTOMER DATA MANAGEMENT SOLUTIONS FROM SAP?

KUPPINGERCOLE: SAP OFFERS A LEADING CDP SOLUTION



Take a look at KuppingerCole’s findings on how a customer data platform (CDP)
from SAP delivers value across the enterprise.



 * Read the report

KUPPINGERCOLE NAMES SAP A CIAM PLATFORM LEADER



Review an in-depth analysis of 26 CIAM vendors and learn why SAP is named a
leader for the fourth time in a row.




 * Read the report

FORRESTER: THE TOTAL ECONOMIC IMPACT™ OF SAP SOLUTIONS



See how a composite organization achieves 269% ROI over three years with
e-commerce and customer data management solutions from SAP.




 * Read the report




FREQUENTLY ASKED QUESTIONS

What are customer data solutions?

Customer data solutions from SAP formed when SAP purchased Gigya in 2018. We
offer enterprise-ready solutions focused on customer identity and access
management (CIAM), consent and preference data management, B2B partner lifecycle
management, and customer data platforms (CDPs).

Why is customer identity and access management important and how does SAP help?

Contrary to traditional identity access management (IAM), customer identity and
access management (CIAM) is focused on the customer experience (CX). SAP CIAM
for B2C uses a single cloud platform that enables brands to:

 * Remove friction at registration and login through customer identity
   management
 * Provide secure authentication across digital properties and devices
 * Build robust customer profiles based on first-party, permission-based data
 * Govern profiles and orchestrate them in near real time with other engagement
   solutions to deliver personalized experiences

With SAP CIAM for B2C, your brand can turn anonymous online visitors into known,
loyal customers. 
 

Learn more about SAP CIAM for B2C.


How can customer data management solutions from SAP help build customer trust
and loyalty?

Brands can break customer trust by not providing enough transparency about how
personal data gets used and by not offering customers control over their
personal data. This leads to brand reputation damage and heightened risk of data
privacy regulatory violations. Through our enterprise consent and preference
management (ECPM) software, as well as our customer data platform (CDP), you
can:

 * Give customers the transparency and control they demand
 * Honor the purpose of customer data at every stage of the customer
   relationship
 * Address data privacy regulations, such as GDPR and CCPA

Learn more about SAP Enterprise Consent and Preference Management.

Learn more about SAP Customer Data Platform.

What is SAP Customer Data Platform?

SAP has designed a cloud-native platform with elevated abilities to help your
business increase acquisition, retention, and loyalty. It ingests and processes
the massive amounts of customer data across your enterprise. Through its data
governance and data privacy capabilities, you can honor the purpose of customer
data at every stage of the customer relationship. With its real-time data
activation, you can fuel accurate and in-the-moment engagement across every
single touch point – online and offline.
 

Learn more about SAP Customer Data Platform.


What do evolving data privacy regulations, such as GDPR, CCPA, and LGPD, mean
for businesses?

The three key customer data management points for navigating GDPR, CCPA, LGPD,
or any other data privacy regulation are:

 * Providing transparency into how you collect and process customer data by
   presenting clear requests for consent, managing those requests as business
   needs change, and storing consent data in a searchable and audit-ready
   repository
 * Giving customers control over their personal data and addressing the data
   subject access rights detailed in the applicable regulations
 * Honoring the purpose of customer data collection and processing at every
   stage of the customer relationship

Learn more about addressing data privacy regulatory requirements.





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