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Customer Data Management

Customer data as the foundation of your personalized customer experience (CX) creates a critical market advantage.

Customer data insights optimize growth opportunities

With our customer data solutions, you can connect information from across your enterprise to inform business decisions, build trust, and strengthen loyalty while respecting your customers’ data privacy and reducing your compliance risks.

Meet the moment with confidence

When opportunity calls, is your business ready to seize it? Watch Julia White, Chief Marketing and Solution Officer for SAP, show how connecting the back end of your business processes with the front end of customer experience can turn a viral social media moment into stronger loyalty and higher profits.

Bring customer data and operational data together

Enhanced customer understanding leads to better business decisions. By combining customer data with back-office data from systems such as ERP and supply chain management, you can surface real-time insights from true 360-degree customer views.

Respect data privacy and build trust

Collecting and governing permission-based data is critical for addressing compliance and building customer trust. With a full view of your customers’ identity, consent, and preference data, you can understand how they want to engage, enforce their preferences across channels and touch points, and reduce regulatory risks.

Know your customer across every engagement

Customer identity opens the door to more value. Design and deploy integrations with greater ease to push relevant customer data – based on a foundation of identity and consent – to marketing, commerce, sales, and service systems in real time.


New customer experience models

Learn how emerging technologies come together to create exceptional experiences

Product Overview

Scale and strengthen your business by orchestrating relevant customer insights to the right engagement systems in real time.


Holistic customer profiles

Unify customer profiles and associate relationships at the individual or account
level to address B2B and B2C use cases.

Purpose-driven data governance

Respect data privacy and address regulatory risk by maintaining the purpose of data throughout the customer lifecycle.

Personalized engagements across touch points

Push permission-based, accurate customer data to your marketing, e-commerce, in-store, sales, and service engagement systems.

Back-office system connection

Integrate with ERP, supply chain management, and other cloud solutions using a common data model.

Real-time insight activation

Calculate attributes continuously for segmentation, audience management, and in-the-moment decision-making. 

With our investment in SAP Customer Data Platform, we’re realizing our ambitions in digital marketing engagement and fostering a direct relationship with consumers supported by robust data collection and handling compliance.

George Lesko, Vice President and CIO, Ferrara Candy Company


Customer onboarding and progressive profiling

Build a frictionless customer experience with native screensets and custom flows.

Passwordless authentication

Lower security risk with federated standards; single sign-on; and risk-based, multifactor, and passwordless authentication.

Profile orchestration

Centralize first-party profile data in an indexed, dynamic database and integrate with other customer engagement solutions.

Preconfigured integrations

Take advantage of a choice of more than 60 preconfigured technology integrations. 

SAP Customer Data Cloud solutions provided us with the opportunity to get to know our customers before they walked onto the site.

Iman Alomrani, Deputy Chief Technology Officer, Expo 2020


Delegated administration

Onboard partners and customers with delegated administration and self-services for consent, preferences, and personal data.

Business policy-based access management

Use policy-based access control to offer coarse- or fine-grained access to applications, platforms, products, and data.

Security risk mitigation

Defend your data by mitigating breach risks with dynamic access control.

Data privacy compliance support

Store consent and preference data in an audit-ready repository and give end users control over their personal data. 

Turn your customer data into a driver for growth

Don’t miss a beat with your customers. Customer data is the key to better business decisions, less data privacy risk, and stronger loyalty.

Build customer trust through digital channels

How can your business create customer trust at scale, and why is this an imperative for revenue growth? Explore the answers in this report from data privacy expert Tim Walters.

Grow revenue with secure, personalized experiences

Smooth digital experiences help build strong relationships. Find out how you can achieve this critical outcome with customer identity and access management.

Win the moments that matter with agile CX

CX agility can lead to personalized interactions shaped by data, effective marketing practices that differentiate, and commerce experiences that evolve with expectations.

See how customers are succeeding with our customer data solutions

SAP Customer Data Solutions has helped us win customer trust with preference and consent management capabilities by utilizing LGPD and CCPA regional data protection laws that reveal regions of our customers to better understand their needs, behaviours, and preferences.

Richard Guymon, CPO (Chief Product Officer), Gigg Inc

SAP Customer Data Solutions allocate tools such as consent marketing communication preferences and cookies that make it easy for us to better understand our customer needs and requirements.

Katie Lillie, Director, Network Engagement & Experiences, Pivotal Ventures

Customer Data Solutions is the best solution to trust on social media creation, login, and customer data engagement.

Erin Quinn, Customer Service Manager, Freeman Company

SAP Customer Data Solutions has empowered not only our staff to be more accountable but has increased the professional image of the company.

Nathan Brown. Sales Manager, LogixX Pharma

SAP customer data solutions are recognized with multiple awards

In 2022, TrustRadius gave SAP customer data solutions top ratings across three award categories.

Your customer data strategy can lead to big payoffs

Looking to elevate your customer data strategy?

Taking a new approach to customer data can give you a competitive advantage. Get insights from analysts and industry experts in this report from Harvard Business Review Analytic Services, in association with SAP.

What are analysts saying about customer data management solutions from SAP?

KuppingerCole: SAP offers a leading CDP solution

Take a look at KuppingerCole’s findings on how a customer data platform (CDP) from SAP delivers value across the enterprise.

KuppingerCole names SAP a CIAM platform leader

Review an in-depth analysis of 26 CIAM vendors and learn why SAP is named a leader for the fourth time in a row.

Frequently Asked Questions

Customer data solutions from SAP formed when SAP purchased Gigya in 2018. We offer enterprise-ready solutions focused on customer identity and access management (CIAM), consent and preference data management, B2B partner lifecycle management, and customer data platforms (CDPs).

Contrary to traditional identity access management (IAM), customer identity and access management (CIAM) is focused on the customer experience (CX). SAP CIAM for B2C uses a single cloud platform that enables brands to:

  • Remove friction at registration and login through customer identity management
  • Provide secure authentication across digital properties and devices
  • Build robust customer profiles based on first-party, permission-based data
  • Govern profiles and orchestrate them in near real time with other engagement solutions to deliver personalized experiences

With SAP CIAM for B2C, your brand can turn anonymous online visitors into known, loyal customers. 

Learn more about SAP CIAM for B2C.

Brands can break customer trust by not providing enough transparency about how personal data gets used and by not offering customers control over their personal data. This leads to brand reputation damage and heightened risk of data privacy regulatory violations. Through our enterprise consent and preference management (ECPM) software, as well as our customer data platform (CDP), you can:

  • Give customers the transparency and control they demand
  • Honor the purpose of customer data at every stage of the customer relationship
  • Address data privacy regulations, such as GDPR and CCPA

Learn more about SAP Enterprise Consent and Preference Management.

Learn more about SAP Customer Data Platform.

SAP has designed a cloud-native platform with elevated abilities to help your business increase acquisition, retention, and loyalty. It ingests and processes the massive amounts of customer data across your enterprise. Through its data governance and data privacy capabilities, you can honor the purpose of customer data at every stage of the customer relationship. With its real-time data activation, you can fuel accurate and in-the-moment engagement across every single touch point – online and offline.

Learn more about SAP Customer Data Platform.

The three key customer data management points for navigating GDPR, CCPA, LGPD, or any other data privacy regulation are:

  • Providing transparency into how you collect and process customer data by presenting clear requests for consent, managing those requests as business needs change, and storing consent data in a searchable and audit-ready repository
  • Giving customers control over their personal data and addressing the data subject access rights detailed in the applicable regulations
  • Honoring the purpose of customer data collection and processing at every stage of the customer relationship

Learn more about addressing data privacy regulatory requirements.

Questions? Get in touch!

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