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Know Your Unknown Customer and Improve Customer Experience!

AR15
Explorer
‎2024 Apr 03 10:00 AM
1,267

Customers anticipates a connected brand experience with a personalized journey that they can tailor to match their needs. In today's competitive market, knowing the customer's interests and developing a trusted customer relationship based on their experiences and consents is vital. The goal is to provide a better customer experience by understanding the customers need, which can be handled by a customer data platform with a unified customer experience (CX) environment that scales in real time to market demands.

The SAP Customer data platform collates customer data by integrating with diverse sources and creates a unified contextual customer profile, making it easier to comprehend the customer activity timeline and the customer experience across each touch point. This also aids in getting to know the unknown customer, developing a trusted customer relationship, and providing a more personalized marketing strategy.

Whenever a customer visits an e-commerce website, the device ID and browsing events are captured and stored in the SAP consumer Data Platform using the Web SDK as an unknown customer, depending on the permission enabled in cookies and cache by the customer. Once a customer places an order, their information is requested for registration purposes. The customer registration information, order details and the consents are then stored in SAP Customer Data Cloud. The customer information, as well as the purchase information, are sent to SAP CDP, which uses the device ID parameter to combine the unknown customer's browsing events with that of the registered customer. Qualtrics then sends out a post-purchase experience feedback survey. The feedback that customer provided will be sent to the CDP customer profile associates with the purchase event.

SAP Customer Data Platform helps to identify the customers interests based on browsing events, customer experience feedback, customers data consents’, and purchase activity recorded all in one system. This offers executives and leadership to evaluate & trigger a personalized marketing campaigns based on customers browsing events and take measures to improve the customer experience by addressing their pain points.

Steps to capture the browsing events of unknown customer:

  • Create a web application: In the SAP CDP menu, select Sources under Connect; Then select Connect Application; then from the Applications Library, select Web Client Application under Custom Applications, and click on Create; then enter the Name, Description, Data Quality Rank, Activation, category, Logo URL and Trusted domains and select Create.
  • Create an event: In the web application, select Create New Event and enter the name of the event; then select the Data Type. Now select the Required Processing Purposes for this event. Then under Granted Processing Purposes, select the required purposes.
  • Create an event model: The web application schema includes few predefined fields such as an event ID, timestamp and gmid. These predefined fields should not be deleted. Add any other required fields and nodes to record the user interactions; then create relevant code in the web pages.
  • Map the fields: Map the fields under schema mapping. The matching rule is required to identify the user by device Id.
  • Copy snippet: Copy the auto generated snippet and paste it into the <head> tag of each page every page of the website from which events will be sent to SAP Customer Data Platform, load the web SDK.
  • Report Actions: Add some code to the website that handles on-page events and passes them into Report method. So that whenever customer performs specific actions on the website, it triggers the report method to send those actions to the CDP.

As a result of implementing the above steps, the website will start reporting the browsing events to the Customer Data Platform.

Steps to ingest customer data and the consents:

  • Configuration steps in CDC to send the customer data: Create Site in CDC and configure the site settings (setting up email/username as login identifier). Then, add consent statement and set it to active in the child site ( to be used as Processing purpose in CDP). Create fields in Accounts schema. Create Application in Administration( Require user Key and secret for authenticating the calls being triggered from CDP to CDC). Add users to your site.
  • Configuration steps in CDP to ingest the data: Select the predefined event and Click on edit.

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Setup the event tab: Add Event name, Data type, description. Add the required processing purpose and Granted processing purpose and click on next. 

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Setup the Model and Matching rules tab: Add all the customer schema fields present in CDC(source application). Then in the Matching rules, drag field from Event schema as unique identifier for your customer and map it to a matching rule. In Schema mapping tab. Also, drag and drop attributes from Event schema (CDC schema field) to Customer schema (CDP schema fields).

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 Then schedule the data ingestion time in the Scheduled polling tab.

By implementing the above steps, the customer data from CDC is ingested into CDP and by matching rules the unknown customers browsing information is mapped to the known customer profile.

Steps to ingest the customer feedback:

  • Basic Setup in Qualtrics: Create a Client ID and Secret from Qualtrics User account settings >> Qualtrics IDs >> OAuth Client Manager >> Create Client >> Enter Name, Email ID, Scope, and Grant Type >> Click on Create Client and Copy and save the Client ID and Secret. Then, Create a Directory; Create a Mailing List; Copy the Client Id, Client secret, directory ID and mailing list id for further configuration in CDP.

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  • Basic Setup in CDP: In the SAP Customer Data Platform menu, under Connect, select Destinations; Select Connect Application; From the Applications Library, select Qualtrics and select Connect. Enter the following details and Select Create.
  1. Application Name – Qualtrics Integration
  2. Application Description – Integrate to send data to Qualtrics for feedback collection.
  3. Client Id: Qualtrics oAuth Client ID
  4. Client Secret: Qualtrics oAuth Secret
  5. Token URL: https://{brand id}.qualtrics.com/oauth2/token (Access token obtained via Qualtrics Token endpoint)
  6. Refresh Token URL: https://co1.qualtrics.com/oauth2/token (Qualtrics URL to which a refresh request is sent)
  7. Scope: “manage: All”
  8. Base URL : https://{brand id}.qualtrics.com/API/v3 (Qualtrics environment URL)

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  • Create a direct Source Application: Select Connect under SAP Customer Data Platform menu and select Sources and then select Connect Application. Search for Qualtrics and click on Connect. Enter the Name, select the authentication type and fill all the required fields to complete the basic configuration. 
  • Create the contacts in a Qualtrics mailing list: In the SAP Customer Data Platform menu, under Connect, select Destinations. Select the Qualtrics connector you have created. Open the Actions menu of the Create a contact in a specified mailing list action and select Edit. In the Settings screen, edit the action name and change the category if needed. Action categories are used for categorization and reporting. Under Application Processing Purposes, select the purposes that are required for this action to take place.

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In the Model screen, some of the Qualtrics contact fields are displayed. If needed, create additional Qualtrics schema fields, for mapping in the next step. In the Mapping screen, the CDP customer schema is on the left, and the Qualtrics action schema is on the right. Click Done and Enable the action.

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  • Create CX Flows: In the SAP Customer Data Platform menu, under CX Flow, select Add new CX Flow. Select the CX Flow trigger action and setup the trigger condition. Enter the CX Flow name and description. Drag and drop the action to be performed in the CX Flow trigger. Click on Save.

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  • Create a Survey distribution: Create a survey and schedule a survey distribution in Qualtrics to distribute the survey to the customers imported from CDP.
  • Create an ingestion event: Select Create New Event. In Settings enter a name and the Data Type. In the Model screen, create the Qualtrics fields for mapping in the next step. Select the data type according to the data.

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In the Matching Rules Mapping screen, drag and drop the Event Schema to the respective Matching rule Schema.

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If Event Schema is not in Matching rule Schema, go to connect, select Matching rules and a add new rule and then create a new rule.

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In the Schema Mapping screen, proceed to map the event like Event Schema. Copy the URL from Listener.

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  • Configure the workflow in Qualtrics to send the feedback to CDP: In Qualtrics, create a workflow with "Survey response" Action trigger and add a Web Service Task. Select Non-authenticated. In the request URL, enter the CDP event ingestion URL as copied from the previous process, in the following structure: https://cdp.{brand_id}.com/api/businessunits/{businessUnitId}/applications/{applicationId}/dataevent.... Configure the Web Service request body and include the user identifier and relevant survey questions. Make sure that field names match the fields defined in the CDP Survey Response event. Save the workflow.

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By implementing the above steps, customers basic transaction data is fed into Qualtrics, and a survey invite will be triggered to customer. Once, the customer completes the survey, the feedback is ingested into CDP customers’ profile. 

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Finally, all the customer data can be viewed in the Individual Customer Dashboard in CDP as shown above.

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