28 Sep '16, 8am

Customer-driven data can help solve pain points, says SAP exec

NEW YORK – During the Mobile Marketing Association's SM2 Innovation Summit 2016, an executive from SAP noted that customers prefer an SMS pin authentication process when purchasing with retailers. Speaking during the Sept. 27 session “Create Impactful Customer Engagements Using Mobile-Driven Consumer Intelligence,” the executive explained that the easier the consumer experience, the better. Sap recently discovered that when it comes to authentication on mobile retail platforms, it is more helpful to customers to receive a log in pin on SMS rather than answering security questions. "It is all about the consumer journey," said Vaibhav Vohra, head of product management at SAP Mobile Services. "Not just who is in a location, but what home location they come from what work location. "Some of these assumptions are things people have had for a long time that can now be verified,"...

Full article: https://www.luxurydaily.com/customer-driven-data-can-help...

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