Digital Trends

How iPaaS helps your business to get an 360 view of the customers

Understanding the customer journey is super important.
An iPaaS makes all your connections visible and understandable on its user-friendly graphical interface, makes it easy for system integrators or agencies to quite literally be on the same page with project managers and C-level, when planning tweaks, improvements or budget allocations on their system integrations.

How iPaaS helps your business to get an 360 view of the customers

For businesses to be successful, we genuinely believe it's vital to have a connected IT ecosystem. Everything and everyone in your digital ecosystem should connect across channels, devices, and platforms. This blog will give you one of the many reasons to be thinking of an integration strategy: digital return on ad spend (ROAS).

To be more successful, we need to know more about our customers and the touchpoints along their journey. We need to be able to track engagement and measure the impact of every action and have the ability to attribute it to marketing activities and spend.

Understanding the customer journey is super important. Knowing what the customer is doing, what questions they're asking, their likes and dislikes all build up a complete prole of behavior. This prole will enable you to correlate actions with outcomes and highlight any gaps or wasted effort in the journey. Therefore, being able to measure the correct information, we can calculate the ROAS and determine the effect it's having on the total lifetime value of the customer.

Understanding the customer journey is super important.

When it comes to IT infrastructure, in the past, this information would be fragmented across multiple systems, for example:

  • Your ticketing system would manage customer issues
  • Sales platform for quotes
  • Advertising and retargeting handled by channel: Google, Facebook, Youtube
  • Transport and logistics would have a dedicated system
  • Invoice and payment details looked after by an ERP
  • Email correspondence

Planning the organization of this data and how systems talk to each other will help you manage this and get a complete 360 customer view.

This blog, 'How iPaaS helps you to get a 360 view of the customer,' only showed one of the eight advantages of why it is interesting to include an integration platform in your IT infrastructure. Learn more about the benefits of an iPaaS in our other blogs or download the white paper: '8 Reasons to have an iPaaS solution in your IT eco-system.'

1) Let the API Datapoints be created via SAP Consultants

Risk of low quality & performance errors
If your team will create the data points in the API’s for a fully blown SAP B2B portal, for the first time, the risk of forgetting data fields, the wrong type / logic of creating webservices in a way they will not perform is enormous.    

Let's give you 1 example and insight:   In order to create a customer or so-called self-service portal in your B2B eCommerce, where customers can have a look to their current stats of orders and deliveries, or the history of orders, you need to create 2 separate webservice to make sure you are not over requesting the SAP API. You need to create a separate web service which only requests the header information (invoice number,  for only the latest 10 items, etc and 1 separate which request the detailed information of an invoice. rserd customer will look for a list of first and only will have a look to 1 order/ delivery. The API call of the headers is exceptionally light, and the request of detailed information is a bit heavier. By using 2 APIs call for this feature, you are preventing to request all the detailed information for every user, which will visit the self-service portal. This way if building the API’s is 98% lighter than requesting all detailed information for all orders by all users!

The risk of configuring your webservice in a way which will get a big load to your SAP is enormous. When requesting all products, B2B Prices, Orders or Invoices to your SAP using real-time calls via a wrong logic, it may cause serious  performance problems. It is  therefore extremely important to configure the webservice with the right logic, using a smart caching  mechanism, to not request data in real-time by using “call” requests to your  API webservices, however  use a push mechanism to prevent big load and performance issues

2) Use an off the shelf certified and proven SAP API Plugin

Digital Trends

How iPaaS helps your business to get an 360 view of the customers

Understanding the customer journey is super important.
How iPaaS helps your business to get an 360 view of the customers

For businesses to be successful, we genuinely believe it's vital to have a connected IT ecosystem. Everything and everyone in your digital ecosystem should connect across channels, devices, and platforms. This blog will give you one of the many reasons to be thinking of an integration strategy: digital return on ad spend (ROAS).

To be more successful, we need to know more about our customers and the touchpoints along their journey. We need to be able to track engagement and measure the impact of every action and have the ability to attribute it to marketing activities and spend.

Understanding the customer journey is super important. Knowing what the customer is doing, what questions they're asking, their likes and dislikes all build up a complete prole of behavior. This prole will enable you to correlate actions with outcomes and highlight any gaps or wasted effort in the journey. Therefore, being able to measure the correct information, we can calculate the ROAS and determine the effect it's having on the total lifetime value of the customer.

Understanding the customer journey is super important.

When it comes to IT infrastructure, in the past, this information would be fragmented across multiple systems, for example:

  • Your ticketing system would manage customer issues
  • Sales platform for quotes
  • Advertising and retargeting handled by channel: Google, Facebook, Youtube
  • Transport and logistics would have a dedicated system
  • Invoice and payment details looked after by an ERP
  • Email correspondence

Planning the organization of this data and how systems talk to each other will help you manage this and get a complete 360 customer view.

This blog, 'How iPaaS helps you to get a 360 view of the customer,' only showed one of the eight advantages of why it is interesting to include an integration platform in your IT infrastructure. Learn more about the benefits of an iPaaS in our other blogs or download the white paper: '8 Reasons to have an iPaaS solution in your IT eco-system.'

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