Aligning SAP Customer Data Cloud Solutions to the SAP Customer Experience Suite

SAP Customer Data Cloud allows you to store X (experience) and O (operational) data from your B2C and B2B customer base. You can leverage standard integration when performing downstream or upstream customer account information to or from SAP Customer Data Cloud. This includes out-of-box integration features for Identity, Consent, Profile, and Custom Attributes to other SAP Customer Experience Cloud solutions such as Customer Data Platform (CDP), SAP Emarsys, SAP Commerce Cloud, SAP Sales Cloud, and SAP Service Cloud.

Let’s take a look at a typical customer experience life-cycle.

1. Seamless Checkout: The starting point in a customer life-cycle is when the customer purchases an item on a SAP Commerce Cloud system connected to a SAP Customer Data Cloud solution.

2. Frictionless Registration or log-in: Next, the customer creates a new customer account. SAP Customer Data Cloud provides a frictionless registration and log-in process.

3. Self-Service Preference Center: During registration, the customer decides what personal information to include using the Self-Service Preference Center.

4. Unified Customer Facing Profile: The newly created customer profile is now enriched through other existing profile information on the connected system. This creates a unified customer-facing profile. The information is downstreamed from the SAP Customer Data Cloud to SAP Emarsys, where the customer can be segmented, also known as profiled, allowing for future personalized experiences. The decision to profile a particular customer is given through affirmative action using SAP Customer Data Cloud Consent and Enterprise Preference Management.

5. Personalized Experiences: SAP Emarsys can then suggest relevant offers and product suggestions to the customer, constantly observing their consent preferences previously set.

6. Relevant Offers: SAP Commerce Cloud can also start to display suggested products on the web page through its integration with SAP Emarsys.

7. Receive Products: At this point, SAP Emarsys receives any customer interactions through contextual engagement from SAP Commerce Cloud to evaluate how effectively the personalization and customization are reaching the customer.

8. Contextual Engagement: SAP Commerce Cloud can display different banners or content according to the customized personalization you define using your target audience, which is a rule-based mix of segments.

9. Contextual Experience: SAP Commerce Cloud provides the final stage of the customer experience. It can provide personalized search results to your target audience using SAP Commerce Adaptive Search.

10. Personalized Results: When SAP Customer Data Cloud is embedded into SAP Commerce Cloud, you can identify your customer by e-mail, phone, FaceId, TouchId, push notification, social login, SAML, and OpenID. The seamless checkout is frictionless and simplified through a single RaaS (Registration as a Service) API.

SAP Customer Data Cloud works with all of the SAP Customer Experience suite of products to provide them with a seamless shopping experience, gain essential customer data to offer personalized product suggestions, and increase sales.