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Efficiently standardize customer data

Customer Data Management with SAP

At valantic, we are convinced that inspiring customer experiences begin with the consolidation and standardization of customer data – from all sources, i.e., online and offline. This is exactly where customer data management comes into play. SAP makes this particularly efficient. No matter what phase of the customer journey users are in: As a long-standing SAP Gold Partner, we know what needs to be prioritized at every point of contact and on every channel: the interests and goals of your end customers.

Two valantic CX employees stand in front of a whiteboard and give a presentation
Picture of three valantic CX colleagues sitting on a staircase talking about customer experience.

CDP? CDC? In both cases, these are systems that collect and analyze data resulting from customer interactions. Naturally, this is done within the framework of all legal requirements. How does customer data management benefit you as a company and your customers? We will be happy to explain. But in this context, we first need to differentiate between the SAP Customer Data Platform (CDP) and SAP Customer Data Cloud (CDC).

Easily consolidate & activate your customer data What is the SAP CDP?

Using the SAP Customer Data Platform (CDP), customer-related data can be collected and consolidated. In addition to data collection, it is about understanding users and activating customers across all channels. In addition, meeting all data protection requirements builds customer trust in the long term.

Nahaufnahme von einer Hand, die auf einer weißen Tastatur tippt.


  • enables real-time customer interactions.
  • is an activation layer for all business processes that require customer data.
  • as a cloud solution, can be combined with SAP Customer Experience solutions but also with solutions that are not based on SAP.
  • is based on the same technology stack as the SAP CDC but is a separate tool.

Connect. Understand. Respect. Personalize. Why a CDP? Because.

Data is valuable and exists in every company – often en masse. But due to disparate and disconnected sources, a lot of data often goes unused. Connect, understand, respect and personalize data: The SAP CDP is able to do all this and more, ensuring optimal customer data management. Let us briefly explain how your company and your customers can benefit from this.

Unified customer data facilitates a consistent customer experience. This in turn leads to positive user experiences and thus contributes to increased customer loyalty. Increased customer loyalty increases sales. The more relevant customer data is available, the more precisely the target group can be defined – along with the interactions that are relevant to them. The resulting optimized business processes ultimately have a positive impact across all business units. Promise! You see: There is no way around SAP’s Customer Data Platform on the path to a consistent customer experience. It is the data layer for your CX tools.

The SAP CDP ensures consistent engagement of users. Every department is on the same page regarding the customer experience. Whether it’s shopping, a service portal, or a billing inquiry, a customer profile is created across all company channels that can be managed by the customer in the SAP CDC. The result is a consistent customer journey. A seamless shopping experience without data breaks that is designed to delight your customers.

The CDP can do a lot Functionalities of the Customer Data Platform

The SAP CDP creates a holistic picture of the customer. A solution that is fully in line with our 360-degree customer experience approach at valantic. The most important functionalities in customer data management with the SAP Customer Data Platform include:

  • Linking individual data sources: The SAP CDP links and unifies first-, second- and third-party data from all areas and data sources across the enterprise.
  • Customer dashboards: The system provides an overview of all activities, as well as customer dashboards for individual customer activities across multiple channels.
  • Privacy: When information is shared with other systems, given consents are taken into account.
  • Big data activation: Large volumes of customer data can be processed in real time and made available to other business units.
Photo of smiling woman standing in between two valantic CX colleagues at a bar table.

Addressing customers without departmental boundaries. Who benefits from the SAP CDP?

Do you want to consolidate and unify data from multiple sources? Your goal is to create a consistently positive customer experience across departments? Perhaps you are currently using multiple source systems that are not yet connected? Then the SAP Customer Data Platform can help you increase sales and profits.

However, there needs to be a certain number of users or customers available.

Manage customer data securely & transparently What is the SAP CDC?

In simple terms, the SAP Customer Data Cloud (formerly Gigya) is a system that generates and manages customer data – from various sources such as registrations, newsletter sign-ups, and the like.

The SAP CDC includes

  • access management
  • self-service registration
  • authentications
  • single sign-on
  • consent management
  • preferences

In short, the SAP CDC enables transparent and secure user experiences across all channels.

Convincing arguments for the SAP Customer Data Cloud Why CDC? Because.

If you don’t know your prospects and customers, you can’t turn them into loyal repeat buyers. And trust is created through data security. The SAP Customer Data Cloud allows you to provide an optimum customer experience – while complying with all regulatory and legal data protection requirements. This benefits companies and customers alike.

Consolidating customer data in the SAP CDC forms the basis for clean follow-up processes. In addition, the Customer Data Cloud is one of the few CIAM systems that can also be used in the B2B sector. Other benefits include increased conversion and interaction rates.

With uniform profiles across the entire system landscape, customer acquisition and interaction become easier.

Long-term brand loyalty and customer retention: Customers only return to where they feel safe and comfortable. Retaining customers in the long term is a guarantee of success.

Compliance with the DSGVO, GDPR and data protection guidelines is crucial for this.

Customer benefits include easy registration and login. Functionalities such as single sign-on, recognition and authentication ensure a pleasant digital journey for customers. In addition, the SAP CDC enables cross-channel consent and the setting of individual preferences, which builds trust.

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What the CDC can do for you.
Functionalities of the Customer Data Cloud

In addition to various standard interfaces such as login or registration, there are also several out-of-the-box functionalities. From a technical standpoint, for instance, you as a company have the option of using login interfaces for various applications – for e-commerce, the website, the ticket store, the mobile app, etc. This reduces the time required for implementation.

For users, on the other hand, it is convenient to only need a single account for different web presences and applications. What’s more, the login can be connected to their personal social media account.

Graphic SAP Platform Overview
Two women talking to each other at a standing workstation

One customer identity for multiple channels.
Who benefits most from the SAP CDC?

Companies that want to enable customers to log in to multiple channels with the same identity are well advised to use the SAP CDC. An example would be a large soccer club with a website, online store, and ticketing system. Need to collect consents across multiple touchpoints? The SAP Customer Data Cloud is also perfect for cross-channel consent handling.

Important: For this solution to be worthwhile, a certain number of customers or users is a prerequisite.

And how are the two related? What is the difference between the SAP CDP and SAP CDC?

The SAP Customer Data Platform is based on the same technology as the SAP Customer Data Cloud – but can also be used independently.

The SAP CDC is therefore a possible data source for the SAP Customer Data Platform. The SAP CDC allows customers to register with different authentication methods. The system manages the existing users after their consent across applications, both online and offline.

Based on the collected consents and preferences, the SAP CDP enriches the identified customer profile. The result is a consistent and harmonized customer master data set. This is in turn activated and made available to so-called “downstream” applications. The engagement that is created there ensures customers feel optimally looked after.

The SAP CDP is therefore more than just raw data. The solution offers an active service that makes relevant, enriched information available. Good to know: Both the SAP CDC and SAP CDP can be combined with other products in the SAP CX portfolio. Standard integrations are available for some combinations. For instance, SAP CDP, SAP Marketing Cloud, SAP Emarsys and SAP Upscale Commerce are a winning combination.

Graphic SAP Customer Data Platform (CDP)

Ready for customer data management at its best?

Just give us a call!

Andreas Haas - Manager New Business at valantic CX

"Hello" from Mannheim

+49 152 2265 0514

Andreas Haas

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“Grüezi” from St. Gallen

+41 79 540 76 87

Martin Schmutz

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"Servus" from Wien

+43 664 5355 237

Nemanja Vojinovic