Andrea Rus - SAP Customer Experience: Delivering Trusted Relationships for Your B2B Customers and Partners

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Driving growth through customer and partner engagement is critical for B2B business success. Yet, too often, companies struggle to meet this vital need. Why? For partner organizations, managing the end-to-end partner lifecycle is difficult using legacy technologies and manual practices. Each partner has varying needs for security roles, authorizations, and application permissions, and these elements must be handled efficiently so partners get to market quickly and so users can easily go about their day-to-day work. Meanwhile, the business’ most sensitive data must be protected against breaches in order to not risk breaking the partner’s trust. For B2B marketing and sales teams, business customers today are accustomed to more relevant and transparent experiences as consumers and expect that same treatment in their B2B buyer journeys. This means that marketing and sales teams must deliver personalized, content-driven digital experiences, transparency around data collection and processing, and meaningful control for prospects and customers over their personal data. Finally, many B2B businesses have been slow to respond to the European Union’s General Data Protection Regulation (GDPR) and, as a result, are losing ground to more compliant competitors while putting their brand reputation in jeopardy.

To overcome these challenges, you need a single solution to centrally manage the entire lifecycle of external digital identity, consent, authentication, and authorization, to help reduce risk, lower costs and improve customer and partner user experience. Does this sound too good to be true?

Learn how the new SAP® Customer Identity and Access Management for B2B (SAP CIAM for B2B) solution can help your business achieve measurable results through enhanced B2B customer and partner engagement.

Language: English • Duration: 19:54 • Resolution: 1280x720

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