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Summary

Advances in machine learning provide opportunities to boost personalization at scale, increase relevance, and generate more business. That's the positive side of the equation. The downside, if adopted unwisely, is that consumers get spooked, especially if they believe they are being stalked and, worse, if their data is unprotected or abused.

SAP Hybris launches three new identity management and compliance solutions to increase trust

Never mind the impending application of the EU General Data Protection Regulation, which comes into play on May 25, 2018; the surest way to lose customers is to breach their trust.

SAP Hybris has increased its focus on the trust issue with the launch of three identity management and compliance solutions, the first fruits of its Gigya acquisition back in September 2017. As well as integrating Gigya into its customer engagement portfolio, the firm on February 21 announced three new solutions that address two critical attributes for successful omnichannel customer engagement, customer recognition and protection of customer data:

  • SAP Hybris Identity

  • SAP Hybris Consent

  • SAP Hybris Profile

SAP Hybris Identity

Recognizing the customer as a customer is a critical first step in being able to interact and respond in the most relevant way. SAP Hybris Identity establishes secure customer registration/login across any electronic channel such as the web and commerce, via mobile applications and even IoT. Flexible use authentication options include federation standards and single sign-on. It also stores the customer identity and adds protection against cyber abuse or identity fraud.

SAP Hybris Consent

The ability to capture and store consent agreements and history is essential for auditing purposes and a fundamental requirement of GDPR. The solution also allows consent to be revoked, and consent records are stored in a secure data vault, so any customers revoking consent can have confidence that their revocations have been acted upon.

SAP Hybris Profile

This provides a single view of the customer that synthesizes both transactional and interaction data, in real time – a prerequisite for successful personalization.

The added GDPR compliance and customer data protection, afforded by a combination of these three new solutions, will not only help firms boost revenues through more effective and timely personalization, but also ensure that customers have ultimate control of their data.

This combination of solutions is a welcome boost for genuinely symbiotic customer engagement, bringing together relevance and, above all, trust.

Appendix

Further reading

"SAP Hybris exhibits visionary thinking allied to practicality," INT001-000004 (November 2017)

SAP Hybris: Beyond Omnichannel to Customer-Adaptive, IT0020-000304 (August 2017)

"SAP acquires Callidus Software to strengthen its customer engagement capabilities in B2B," INT001-000024 (February 2018)

Author

Jeremy Cox, Principal Analyst, Customer Engagement Practice

jeremy.cox@ovum.com

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