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SAPPHIRE NOW 2018 – Day Three: A CX Revolution Driven by Purpose

The third and final day at Sapphire NOW 2018 proved to be a truly inspirational wrap-up to one of the most well-attended technology conferences of the year – and gave me plenty to take home and unpack.

The first keynote took the form of an insightful conversation between SAP Executive Board Member, Adaire Fox-Martin, and Adidas CIO, Michael Voegele, about how SAP’s machine learning technology is helping Adidas to spot consumer trends, disrupt their supply chain and serve customers faster.

Then it was on to an incredibly inspirational keynote by 80’s rock legend and entrepreneur Jon Bon Jovi. Joining him was SAP CEO Bill McDermott, who together shared some great life lessons.

“I’m truly excited about the world that the next generation is building,” said Jon. “If we are going to be judged one day for what we did, I hope it is about what we did to impact the world.”

While Jon is known worldwide as one of the most influential rock musicians of our time, what most people don’t know about is his role as Chairman of JBJ Soul Foundation, which runs JBJ Soul Kitchen, a non-profit community restaurant that caters to paying and in-need customers with fresh, farm-to-table meals.

Jon’s unique perspective has, for many years, run parallel to SAP’s desire to promote a purpose-driven strategy. Bill McDermott drove this point home when he discussed leading with purpose, and SAP’s unwavering commitment to making the world run better and improving people’s lives in authentic and meaningful ways. “You have to be a purpose-led company. Purpose drives more value in the world, a better world,” said Bill.

Jon and Bill traded personal insights about their life challenges. “Remain true to who you are. Don’t follow fads and fashions. You have to grow as an artist to fulfill your own destiny. Aspire to inspire,” said Jon.

The SAP Customer Data Cloud Demo Sessions

After the keynotes wrapped up, SAP Customer Data Cloud Solution Architects, Sergey Krayniy and Jonathan Wright, engaged standing-room-only crowds during two product demonstrations. During these deep-dive looks into our three integrated products, Sergey and Jonathan clearly displayed how we achieve our own purpose: by helping businesses build more trusted, personalized customer relationships.

The presentations provided a first-hand look at an e-commerce journey from both customer- and business-facing points of view.

On the customer-facing side, Sergey and Jonathan showed how our solutions help business identify online visitors through frictionless, seamless registration and login flows. They also showed examples of how to enhance transparency through requests for consent and preference choices that are easily integrated into the digital experience. And, they highlighted how our solutions help businesses put customers in control of their own data through an intuitive self-service preference center.

On the business-facing side, the demos showed how our solutions help businesses:

  • Deepen customer understanding, through unified profiles built from first-party customer data – including linked social network  accounts and stated preferences such as likes and shares – from across the organization
  • Improve customer satisfaction by streamlining rapid responses to the most common customer data requests, including: deleting an account, verifying an email and resetting a password
  • Better manage customer data through a range of sorting and filtering options that accelerate and simplify profile searches
  • Stay audit-ready with easy access to customers’ consent histories and most current consent agreements

The end result? The audience got a clear view of how our solutions help our clients build trusted relationships with customers. Judging from the bevy of thoughtful questions from the audience at the end of the sessions, both were smash hits.

Closing the Book on SAPPHIRE

SAPPHIRE is always one of the most highly-anticipated tech conferences of the year. The 2018 event, however, had a special impact for me. First, with SAP’s renewed commitment to serve the needs of both the front and back office with SAP Customer Experience and the C/4HANA suite, there was a new kind of energy radiating from everyone in attendance. Adding in the prominent role the SAP Customer Data Cloud plays in fulfilling SAP’s purpose-driven mission, it was a truly special experience for me and my colleagues.

I hope you enjoyed my recaps of SAPPHIRE NOW 2018. If you have any questions or comments, feel free to ping me @ratul.

If you want to learn more about how to provide customers with the balance between trust and personalization that they demand, sign up for our upcoming webinar with Forrester Principal Analyst, Fatemeh Khatibloo.

By Ratul Shah

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