How SAP Marketing Cloud drives Customer Centricity through Dynamic Customer Profiling

With firms working towards meeting every demand of the target customer, the phrase “Consumer is King" has taken on a whole new meaning. In today's hyper-personalized world, it is thus critical for businesses to have a streamlined solution that addresses the entire client experience. 

A solution to the issue, SAP, brings to us SAP Marketing Cloud, which is a cross-industry CRM (Customer Relationship Management) solution that allows marketing and sales teams to understand the real-time intent of each customer and deliver dynamically personalised and relevant solutions across channels. This method is referred to as ‘Dynamic Customer Profiling’. 

So how does SAP Marketing Cloud help you ace Customer-Centricity through Dynamic Customer Profiling? 

It does so by offering a set of capabilities to enable businesses to enrich customer profiles across different sources into a single view. Some of its tools are as follows: 

1. Contacts and Profiles Overview: This section provides you a high-level overview of relevant customer information by giving a clear insight into the contacts you can reach out to and through which mediums (e.g.: email, phone, social media etc.). You can also gauge their engagement index, top interests and top interactions to fine tune the customers profile further.




a) Contacts and Profiles Overview 


2. Profile Dashboard: The Profile Dashboard is sophisticated dashboard that is updated in real time. You can examine and analyse contact data here by using filters to find more specific data points, such as country of residence, product of interest and activity history across platforms (like web, mail, social media). Finally, you will receive a count of the audiences that can be targeted based on your specifications, from which you can establish a Target Group. Using this target group, you may then target campaigns, activities, mailings, and much more to push traffic in the appropriate direction.




b) Profile Dashboard Overview


3. Sentiment Engagement: Sentiment Engagement is a SAP Marketing Cloud product that analyses unstructured data such as social media postings or other text-based sources like emails to provide a graphical analysis of consumer sentiment using SAP HANA Text Analysis. It allows you to determine the impact of your campaigns on your target audience over time by analysing their involvement with top-tier sentiment analysis and language tools. You can then conduct a deep analysis of positive and negative responses and develop a more specific target group to develop a plan of action for your product, service, or campaign. 




c) Sentiment Analysis





d) Creating Target Groups based on Sentiment Analysis

• Making it possible to practice client centricity 
• Providing an account-based marketing strategy 
• Encouraging lead engagement 
• Working with sales team to convert leads into sales

You can explore the features of SAP Marketing Cloud either by referring to the official documentation as mentioned on the SAP website, or get in touch with us for a free demo that gives you a complete overview of the solution. 

At Exalogic Consulting, we understand the value of delivering quality customer experience and help you create unique solutions that are specifically targeted to your unique CRM centric needs. Our diversified team works towards equipping you with all the knowledge you need about SAP Marketing Cloud to create Dynamic Customer Profiles to meet your services to your leads. Furthermore, we offer industry specific consulting that helps you leverage SAP Customer Experience Cloud, which includes Commerce, Marketing, Sales, Service, and Customer Data to drive maximum engagement with your customers through various channels of communication.

Reach out to us to drive customer centricity through dynamic customer profiling through SAP Marketing Cloud, today!