To understand your customer, you need to study them, and their buying habits are a great place to start. By collecting consumer data whenever you interact with them or visa versa, you keep a library of information detailing a customer’s preferences, details, account history, and more. This not only allows you to come up with real insights on how to improve your customers’ experiences. It also makes it easier for agents to access customer’s engagement history, allowing them to deliver a further personalised experience. SAP Sales Cloud and SAP Service Cloud, for example, give you a 360-degree view of all customer data. This includes eCommerce, social, and back-office data. The result is faster reaction times and an increase in queries resolved effectively.