Let’s see how to fashion an enhanced omnichannel customer experience!
Representing more than 50 global retail brands in Latin America, Grupo Axo had multiple ERP and e-commerce systems to contend with. Using SAP Customer Experience solutions, the company sought to streamline the IT landscape and strengthen the omnichannel customer experience by becoming more data driven and customer centric.
Grupo Axo chose to implement a number of complementary SAP Customer Experience solutions. For example, the company relies on customer data solutions from SAP to support the collection and centralization of customer data, including identity and privacy consent. The capabilities include an e-commerce login, newsletters, consent forms, and a unified preference center, giving customers control of their identity data, what they choose to share, how they would like to receive communication, and the content they would prefer to engage with.
SAP Customer Data Platform provides a single view of customer behavior across brands. Together with SAP Customer Identity and Access Management solutions, the platform allows Grupo Axo to focus on areas such as customer segmentation, lifecycle, omnichannel experiences, and unique customer insights by gaining transparency into their interactions, shopping behaviors, and profile from transactional and permissioned identity data.
The SAP Emarsys solution provides Grupo Axo with CRM and marketing automation that supports interaction and communication with customers to increase buyback, retention, and loyalty. This includes CRM ads, push notification apps, personalization campaigns, e-mail and SMS campaign execution, and website and app personalization and recommendations.
Before: Challenges and Opportunities
Siloed data, fragmented solutions, and multiple channels and markets, with no clear operating model.
Static view of the customer, limiting the potential to understand customer needs beyond the initial engagement, for promotion of in-moment, cross-brand experiences.
Need to connect identity data across the enterprise and enrich customer identity data for insights.
Lack of confidence in the ability to capture and manage customer consent at a regulatory level.
Sub-optimal level of trust in data accuracy and security.
Why SAP
Advanced functionality offered by the SAP® Customer Identity and Access Management bundle for B2C to create a single customer view across multiple customer touch points and brands.
Robust data collection and handling compliance inspiring trust in data accuracy and identity consent enforcement, particularly for sensitive first-party data.
Embedded tools to automate complex business processes.
Native functionality to connect identity data to the ERP application and across SAP Customer Experience solutions.
After: Value-Driven Results
Increased conversions from abandoned-cart marketing campaigns in Germany by 4%.
Boosted leads in Ireland by 800 per month.
Gained visibility into customers consenting to communications from multiple brands.
Enriched sales communications with customers, thanks to visibility into their cross-channel interactions.
Summary
Businesses face challenges with siloed data, a static view of customers, and a lack of confidence in managing customer consent, hindering their ability to understand customer needs and deliver personalized experiences.
SAP CIAM addresses these challenges by providing advanced functionality to create a unified customer view across all touchpoints and brands, while ensuring robust data collection and compliance.
SAP CIAM provides embedded tools to automate complex business processes and natively connects identity data across the enterprise, enhancing data accuracy and security.
Implementing SAP CIAM leads to value-driven results such as increased conversions, boosted leads, improved visibility into customer consent, and enriched sales communications through better understanding of customer interactions.