SAP Customer Data Cloud turns compliance into competitive advantage


Patrick Salyer, Gigya

As the EU’s General Data Protection Regulation (GDPR) deadline rolls around, and in response to increasing consumer demand for more transparency and control over their personal data, SAP has released SAP Customer Data Cloud from Gigya, creating a competitive advantage for enterprises complying with multiple levels of regulations governing data privacy.

“Businesses now have the opportunity to turn compliance into a competitive advantage,” said Patrick Salyer, CEO, Gigya.

SAP Customer Data Cloud, which includes the SAP Customer Identity, SAP Customer Consent, and SAP Customer Profile solutions, provides a transparent, flexible, and secure digital experience to enable enterprises to improve customer retention and brand loyalty. The consent-based solution is expected to address regional consumer privacy laws, including GDPR, by centrally capturing, managing, and synchronising preferences and consent in accordance with regulations throughout the SAP system and customer lifecycle.

“Companies are using a lot of different methods and corresponding third-party data to infer what a customer wants, often resulting in a creepy personal customer experience,” said Alex Atzberger, president, SAP Customer Experience, SAP. “SAP Customer Data Cloud will provide marketers the opportunity to ask about customers’ preferences. If customers know what personal data is being used and they have control over its use, they will be more inclined to allow that data to be used for delivering personalised content and services, ultimately improving their experience.”

“Earning the trust of your customers isn’t just a matter of compliance anymore. It’s a matter of top-line growth, bottom-line sensibility, and overall success – for every business,” said Salyer.

“Mark my words, the age of the customer is here, and only businesses that put their customers wants, needs, and preferences front and centre will thrive within it, and our colleagues across the SAP global organisation agree. With sophisticated cybercrime and “fake news” on the rise and a digitally savvy public, poor data practices are a big problem that needs to be solved, and the GDPR just made solving that problem the top priority for every company,” he said.

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