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Distinguishing Between Unified and Contextual Customer Profiles

<div id="content"><div class="parentsection"><div class="section"><div tabindex="0"><h3>Introducing the unified and contextual customer profiles</h3></div><p tabindex="0"></p><div class="kalturaVideoLessonWrapper"><div id="1_b70jqcr5" data-testid="video" class="kalturaVideoLessonContainer"></div></div></div></div><div class="parentsection"><div class="section"><div tabindex="0"><h3>Different levels of trust – truly know your customer</h3></div><p tabindex="0"></p><div class="kalturaVideoLessonWrapper"><div id="1_mwuz71jb" data-testid="video" class="kalturaVideoLessonContainer"></div></div></div></div><div class="parentsection"><div class="section"><div tabindex="0"><h3>Two different views of the same customer profile</h3></div><p tabindex="0"></p><div class="kalturaVideoLessonWrapper"><div id="1_lo5zdrsc" data-testid="video" class="kalturaVideoLessonContainer"></div></div></div></div><div class="parentsection"><div class="section"><div tabindex="0"><h3>Two different views of the same customer profile</h3></div><p tabindex="0"></p><div class="kalturaVideoLessonWrapper"><div id="1_9wxt0whp" data-testid="video" class="kalturaVideoLessonContainer"></div></div></div></div></div>

Unified and Contextual Customer Profiles

Exploring SAP Customer Data Platform Essentials

IntroducingtheUnifiedandContextualCustomerProfiles_Ani.mp4

The SAP CDP ingests and unifies many different types of data from multiple sources, including first, second and third party data, anonymous visitor data and even offline data collected from stores. These different sources of data have different levels of confidence. For example, first-party data is usually the most accurate data that can be trusted and used to interact with the customers in the service channel or in-store. While third-party data is the most probabilistic and hence could only be used in non-deterministic scenarios like advertising, personalisation and marketing. It's essentially the same single customer but with two different views, the unified and contextual views. views, each view based on the strength of the identifier associated with that customer and the confidence in the accuracy of the data received.

DifferentLevelsofTrust_Ani.mp4

To truly know your customers you really need both customer views or profiles which give your different levels of trust of the customer data. In this example enterprise solution space we have the commerce application, service application and second-party systems. In a typical scenario, customers register accounts in the commerce system with their email ID and are assigned to commerce IDs like customer UID in SAP Commerce Cloud. If the commerce system is integrated with the backend CRM system or CIAM system like SAP CDC, a master data ID or CIAM ID will also be assigned to the customer accounts. In the commerce systems, customer accounts are usually validated through email or SMS. Hence, the customer account information like customer identifier, profile attributes and consents is highly accurate and is associated with high level of confidence. During further engagements with the customers, the Commerce System can segment the customers into different groups based on the trusted customer profile, browsing behavior and KPI metrics like orders and cards, etc. Those information collected from the Commerce system is maintained as part of the Customer Contextual Profile and can be used to activate further customer engagements on the other channels like service, CRM and other back-office systems. Service interactions are usually highly contextual. Apart from the identifiers collected from the commerce system, it can have other service-specific identifiers like Customer Loyalty ID in the loyalty system. Customer Service Events are also part of the contextual profile and might also be used to further segment customers. On the other hand, second-party systems like online survey applications only give you very limited set of identifiers like customer email ID and the data collected from those systems are usually not accurate or up-to-date and has a very low level of trust. So you can only use it in non-deterministic channels like marketing, personalization and third-party systems as the use of inaccurate or even wrong customer information in those channels are not catastrophic at all. However if you use the unified customer information in the more deterministic channels like service and install you're literally taking a huge risk of negatively impacting customer experience or even offending your customer.

DifferentViewsoftheSameCustomerProfile_Ani.mp4

As mentioned before, the unified customer profile allows you to identify the customers using weaker identifiers such as IP addresses, home address or browser cookies, which result in customer data with a lower confidence level and a higher probabilistic level that cannot be fully trusted and used in any of the deterministic or trusted channels. This type of customer data includes the core customer information collected by all the data processing applications including second-party and third-party systems in your solution landscape. The contextual customer profile also collects customer data from many different data processing applications but is built using your most powerful and strongest user identifier, such as a CRM Master Data ID, CRM ID and or a CI AM ID and therefore is used for showing the data in which your level of confidence or trust is much higher. A contextual profile view can be logically related to a single unified customer profile view, for example, both share the same C I A M identifier, while a unified customer profile view can be related to multiple contextual profile views, for example, if the unified customer profile contains data that is associated with several people from the same household who use the same device or home address. Using the two views of the customer, the customer data platform ensures that it can provide the right profile for every customer experience application to meet their needs and satisfy their data privacy considerations.

DifferentViewsoftheSameCustomerProfile2_Ani.mp4

Both the unified customer profile and the contextual customer profile are the exact same customer profile stored in the single same place but are viewed from two different perspectives. An example use case for the UniFi profile is an anonymous customer reads health and lifestyle articles on your app and is identified in the UniFi customer profile based on a mobile device ID. A device ID is a weak identifier since more than one person in the household could be using the same device, so you cannot rely on it as a strong customer identifier. Nevertheless, it still can be used to place customers in a segment based on their reading preference and implement non-critical business flows, like personalizing the website contents, offers and promotions and product upsell, cross-sell recommendations. profile use cases are more deterministic and in the moment. For example, a new C I A M registration is passed onto the contextual profile, which then triggers a welcome to our side email with offers and relevant news. When the customer enters into a nearby store and passes a strong identifier such as email or phone number, the POS system displays his or Her profile based on which the salesperson or store assistant can make relevant suggestions. Later, if the customer purchases some items in the store, the purchase order information is passed on from the POS to the contextual profile and is used for delivery and service provision in your delivery management and service systems. On the right side, you see other contextual use cases in the service, sales and delivery to the BROOKG说 土 土 土 土 土 土 土 土 土 土 土 土 土 土 土 土 土 土 土 土 土 土 土 土 土 土 土 土 土