SAP users can now document sustainability in the customer experience — or “green CX” — technology stack with a new, off-the-shelf set of tools.
These attributes are measured by Qualtrics for their customers’ sustainable retail and B2B sales expectations; Personalization of marketing for eco-minded customers with Emarci and Customer Data Platform (CDP); And try to fix internal weaknesses and reduce returns.
Users can use e-commerce resale marketplaces — also known as remarketing — to let customers sell used items to each other. These can be configured through Feather.io, which is managed by SAP employees and supported by SAP Venture Capital.
Laba sites can push information to customers, such as how much buying used items reduces the environmental impact of buying new. It also captures revenue for SAP users in the form of billing — fees customers don’t get when they sell used items on other online marketplaces like eBay or Facebook Marketplace.
According to Brent Leary, co-founder of CRM Essentials, SAP is building credibility.
“They put it right at the center of their business,” Leary said. “I think the customers understand the importance.”
SAP sustainability push
CX tools are part of SAP’s company-wide initiative to reduce its own carbon footprint and enable SAP software users to meet sustainability goals. It also keeps users accountable to customers and investors with a “green ledger” that tracks their actions.
“Customers are turning to us more than ever to help solve their most pressing problems, business model transformation and process automation, supply chain resilience and sustainable operations,” SAP CEO Christian Klein said on Thursday’s quarterly earnings call.
The tailwind behind corporate sustainability is more than just a matter of fact. The “European Green Deal” rules, set out in a complex, multi-year time frame, require companies to cut emissions significantly by 2030. It wants most of Europe’s economy and society to be carbon-neutral by 2050.
In the United States, the Securities and Exchange Commission has proposed a rule that does not require carbon-neutral sustainability, but requires corporations to disclose in their audited financial statements that “climate-related risks may materially affect their business, operations, or financial condition, and certain climate-related issues.” Financial Statement Parameters. It also requires disclosure of greenhouse gas emissions.
This diagram is the three P’s of sustainability.
These upcoming regulations have prompted many SAP customers to begin the process of understanding and measuring consumption in their operations, said Tony Burke, Global Vice President of GreenCX at SAP. Customer experience features such as the Sustainability Control Tower combined with SAP tools help users find opportunities to reduce returns and point customers to more environmentally friendly products. Overall, SAP aims to demonstrate tangible bottom-line results of sustainability efforts.
“Actually knowing the carbon footprint of your products – the water, the waste, the materials, where they go; [greenhouse] “Emissions — that trusted information… they make sure they do it without greenwashing,” Burke said.
Gen Z knows greenwashing
Millennials, and other Gen Xers, want to know how a company’s environmental claims relate to their actions. Companies cannot escape greenwashing.
Millennials and Gen Z are more focused on the type of relationship they want with brands.
Brent LearyCo-Founder, CRM Essentials
Pricing alone is not enough to attract consumers and B2B spending from these buyers, he said. A sustainable retail business must be ensured.
“Millennials and Gen Z are more focused on the kind of relationship they want with brands,” Leary said. “They want to deal with brands that align with their needs and feel the way they see things.”
Sustainability is an area that those generations take more seriously than previous generations, Leary said.
“it is [is] It’s high on the purchase decision priority list and moving forward.
Don Fluking covers enterprise content management, CRM, marketing automation, e-commerce, customer service and enabling technologies for TechTarget.
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