CONSCIOUS CONSENT

THE ONLY WAY FORWARD FOR TRULY CUSTOMER-CENTRIC BRANDS.

Consumer trust in brands

The past few years have seen Consumer trust in brands plummet, and this has partly been driven by how brands are managing our data; some businesses have ‘harvested’ our personal data to spread fake news and even allegedly rig elections or so it seems.

We believe it is not good enough to direct disgruntled Consumers to Ts & Cs when they subsequently complain about how their data has been used.

Data Consent can no longer be obtained surreptitiously or on the fly. It is time that brands worked transparently to seek out permission to use Consumer data; this way, the Consumer can make a Conscious decision to provide access to their data via a contract that benefits both parties.

This is the only way to rebuild Trust in this data-driven age. We believe that SAP Customer Data Cloud (formerly Gigya) represents a brilliant way to deliver this.

THE PROBLEM WITH UNCONSCIOUS CONSENT

The accepted wisdom is that we are too busy to properly engage with online consent, preferring to ‘accept’ rather than ‘manage’ our preferences (especially when the latter involves layers of form filling that gets between us and that pair of shoes). Therefore consent is often sought out via experiences that pursue the path of least resistance, with a quick click of ‘Accept All’, or a tick in the box of a lengthy privacy policy.

However, this option can lead to shock or displeasure when a brand subsequently makes an unexpectedly familiar overture in our feed, as it’s easy to forget that we’d given Consent in the first place. But we believe that Unconscious Consent will only lead to more poor and intrusive experiences, which will in turn lead to less brand trust, and more people consciously opting out of relationships with brands. This will be disastrous for brands who have invested heavily in digital transformation these past five years, with Personalisation being a key objective for this investment. As a result, without any customer data, it won’t be possible to deliver Personalisation.

SAP CUSTOMER DATA CLOUD (CDC)

CONSENT, GDPR AND SINGLE CUSTOMER VIEW

Consumers want both transparency and control of how their data is used, not only in regard to how their data is collected (e.g. Through devices, from social media, through likes and interests etc) but also how it is used (e.g. The right to erase, the right to be informed, the right to be forgotten, etc). With so many different routes to purchase for Consumers, brands have invested in portals, websites, mobile apps, social media, CRM and marketing automation, often leading to a tangled and disjointed mess of fragmented user identities across the entire organisation.

Customer identity management

SAP CDC has been developed to skilfully and sensitively manage Customer identity, consent and profiles, from the outset of a relationship, where the Consumer is an anonymised cookie, through to a fully GDPR compliant Customer with 360 degree-understood details and preferences.

The purchase journey

SAP CDC has been integrated into the purchase journey to consciously solicit information from Customers via simple newsletters and promotional offers, that provide value to the customer, in exchange for this information.

Providing a Self-Service Centre

SAP CDC provides a Self-Service Centre for your Customers on your website, where they can view, update or withdraw their profile and consent preferences. Your Customer can therefore manage their Profile settings on any device, and coordinate updates downstream to multiple applications in real-time. Image text strip

360-degree Customer View

What brand owners get is a Single Unified Record, that is centralised and stored in real time, eliminating fragmented identity data, and based completely on 1st Party Data. This 360-degree Customer View can then be integrated with your existing systems and tools such as email marketing, marketing automation, eCommerce, recommendations and data management and ad serving.

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