The Evolution Of Data Management Offers Stronger Customer Experiences

Oliver Huschke

Companies always dream big when it comes to their customer experiences. From driving operational efficiencies to entering new markets and creating new revenue streams, business leaders are always looking to keep pace with the ever-evolving nature of customer demand and behavior. But despite all their efforts, most brands are still falling short.

According to a Forrester survey of marketing leaders, overall customer experience performance remained flat in 2018, while 50% of digital transformation efforts stalled. And based on conversations with our customers that are overcoming this trend, the first step toward rooting out such lackluster outcomes is acquiring the organizational readiness to optimize data access, connectedness, and governance.

Delighting customers starts with end-to-end support for data management

As products become increasingly commoditized, the customer experience is quickly becoming the deciding factor in most purchase decisions. No business is immune from this new reality – so the time is now to build a foundation that offers secure and transparent handling of customer data to create relevant, contextual experiences.

To achieve such a critical data-management goal, businesses need to collaborate with support services that:

  1. Deliver a best-fit ERP migration strategy to connect all the moments of a customer’s journey
  1. Automate services with artificial intelligence to increase the trustworthiness of your data
  1. Get relevant answers faster with next-generation interactions that help eliminate siloed data and processes
  1. Engage in intelligent interactions built into applications to increase process transparency and business collaboration

It’s this synergy of support services that enable business outcomes and smooth operations that give brands the edge in making customers happy, satisfied, and engaged in a lifelong relationship.

For example, field service agents can tap into the history of a particular machine’s performance to pinpoint where repairs are needed and inform product management of possible design defects. Meanwhile, sales representatives can personalize quotes and offers better based on customer buying habits and interests.

Bringing innovative customer experiences to life with data

It’s one thing to say the customer experience is everything to the success of your business, but it’s another to actually deliver it.

At this year’s SAPPHIRE NOW, the SAP Digital Business Services organization has designed a Realization Expert Center inside the Customer Experience Neighborhood to give businesses of all sizes and industries the data-management tools and insight they need to get started.

Register today to take advantage of our recommended agenda of interactive sessions, meet-the-customer opportunities, and ask-the-expert meet-ups covering a variety of customer experience topics.

I hope to see you at our Realization Expert Center at SAPPHIRE NOW!

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Oliver Huschke

About Oliver Huschke

Oliver Huschke is the global head of Solution Marketing for Digital Business Services at SAP. He has worked for SAP since 1997, starting with development, where he built and led the central test organization. Oliver was head of application management and managed marketing activities at SAP Hosting. Further stations include strategic development and Active Global Support with responsibility for global product management of the SAP Premium Engagement Program. Share your thoughts with Oliver on LinkedIn or Twitter.