SAP C/4HANA Utilizes Former Gigya Tool for GDPR Compliance
When SAP® announced SAP C/4HANA, a new customer relationship management (CRM) suite last month, the vendor made customer trust a key talking point. That’s timely, given the recent enactment of the EU’s General Data Protection Regulation (GDPR), and the general rise in interest among consumers around how the data they share with retailers and other businesses is being handled.
Before C/4HANA was unleashed on the world, SAP acquired identity management software maker Gigya at the end of 2017. This move was clearly made with GDPR in mind, as Gigya’s software provides the system of record necessary to comply with GDPR laws around customer consent and the “right to be forgotten.”
C/4HANA’s GDPR Compliance Engine
Now, as part of the C/4HANA suite, Gigya is the SAP Customer Data Cloud, comprised of SAP Customer Identity, SAP Customer Consent, and SAP Customer Profile. The significant piece for GDPR is the customer consent module, which provides the opportunity for companies to allow customers to choose how their data is stored and used.
“The whole technology to manage consent and preference used to be a point solution that was do-it-yourself. Now, it Is a platform that has to be much more robust,” says Patrick Salyer, CEO and Director at Gigya, who I spoke with earlier this year.
He expands that there is a big trend for customers going from being anonymous to companies to being asked to self-identify. This process at times can be painful for the consumer—involving filling out profiles and forms online. That leads to less self-identification.
For Gigya, and now the SAP Customer Data Cloud in C/4HANA, breaking down that barrier to self-identification is about an easier user experience—possibly by using the face or touch ID functionality on mobile devices, or authenticating through a phone number. Making it easier for customers to identify themselves, and making it easier for them to consent to use of their data, will not only comply with GDPR but also build consumer trust.
Providing a Point of Reference
In order to correctly identify customers, and connect their data preferences to their profile, there must be a software backbone to act as a point of reference, Salyer says. For most companies, that data is in silos, with different pieces of information on a customer located across disparate systems.
That leaves a business seeking to comply with regulations and protect consumer trust to either build integrations to all those data sources or create a central hub for customer information. The latter is the goal of SAP Customer Data Cloud, with a user-friendly interface on top to encourage adoption.
“Intelligent solutions are accountable for doing the right thing, but there is no way they can do that without the single source of truth,” he explains.
It’s Not Just GDPR Compliance
Most North American businesses at this point realize complying with GDPR is ultimately in their best interests, even if they don’t do much business in Europe. Salyer provides the example of one SAP customer—a large outdoor retailer which has 99 percent of its business in North America. That customer still sees it as critical to become GDPR compliant, and that’s not just about future geographic growth.
Customer trust is key to any business, and Salyer says that consumers are much more likely to share their data if given transparency and control. Trust is the “ultimate currency.”
“Consumers will share their information in return for a better experience,” he adds.
For CRMs like C/4HANA to reach their full potential in utilizing modern technologies to provide tailored consumer experiences, companies will need information on customers. With GDPR, consumers now have control over that data.
However, any customer—protected by GDPR or not—will be much more likely to respond to targeted sales if they trust that a company is using their data the right way. Products in the vein of SAP Customer Data Cloud in C/4HANA are there to provide the means for companies to connect with customers to ensure their data preferences are recorded—and their data is used the right way.
Source: /N SPRO