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In today’s world, customer experience (CX) is everything. It differentiates the company that tuned to the needs of the consumer and creates a tailored experience for the individual.
If the customer that buys a product or service feels valued, in a genuine way, then the likelihood of them purchasing further products or services is vastly increased.
For corporations, this can be a challenge, though. How can we know every facet and preference across the whole customer base and create a unique experience?
Why CX Technology?
What the modern world needs are the technology that truly understands how the customer engages with a business. By harnessing this type of technology, the benefits are twofold.
To begin with, we can start to automate the processes that are on the lower end of the value spectrum. The tasks that don’t need to be carried out by a human because don’t necessarily involve a need for direct contact with the customer.
Secondly, we can start to engage with our customers in the way they wish to be involved. They can engage with people who now have the time to do this, as their low-value tasks are automated.
Why SAP Commerce Cloud?
SAP has identified this challenge and created a range of products that help businesses meet this challenge. The SAP Commerce Cloud is one such product. It is aimed towards companies that sell products online, but may also have a traditional “bricks and mortar” presence.
SAP believes that the customer experience is based on the principles of listening to the customer, understanding their intentions, deciding on the best course of action for them, and responding quickly to their needs.
To create a tailored experience, SAP Commerce Cloud includes a range of technologies to individualize the online journey. For example, translation services will detect the local language of the customer and deliver pages that are enhanced according to language nuances. The technology also encompasses behavior analytics that can sense at what stage a customer is in the buying process. This may influence the information that is presented to the customer; for example, if the customer is researching products, there may be more emphasis on product data overpricing.
Looking at the concept of being able to respond quickly to a customer’s needs, the Commerce Cloud has capabilities that allow vendors to take new products to market immediately. Approval processes can be built into the software so that approval hierarchies can review new product content before it is pushed out live on the platform.
The choice is another significant part of SAP’s approach in the Commerce Cloud. The technology provides process-driven options for customers so that they can determine whether to have the products delivered or they can take a “click and collect” approach if the vendor has a traditional brick-and-mortar outlet.
Furthermore, SAP Commerce Cloud is:
- Feature-rich commerce platform that includes all components needed for personalized commerce experience, and end-to-end commerce processes.
- Providing robust configurable capabilities and extension frameworks based on microservices that enable you to differentiate, extend, test, and innovate to drive conversions.
- Time-to-value accelerator with built-in industry-specific capabilities beyond Retail. Including Financial services, travel, telco & media, and the public sector.
- Ready to support many different go-to-market models: Direct to consumers (B2C), indirect via distributors or resellers (B2B2C), or selling to organizations (B2B).
- Ready to provide many pre-built integrations to SAP S/4HANA, SAP ERP, SAP Marketing Cloud, SAP Customer Data Cloud, SAP Service Cloud, SAP Digital Payment, and many others.
These features and the others in SAP Commerce Cloud allow a contextual experience for the end consumer that ensures they feel valued and relevant. It is only by creating this unique customer experience can vendors compete intelligently with their rivals.
Anodius, as an SAP-certified partner, offers full CX life-cycle services based on the SAP platform. Do not hesitate to contact us with any questions. We will be happy to provide you with further details.
Matej Belák, Partner – SAP Cloud Services