The truth about loyalty points in customer loyalty points or crm
CRM- Loyalty Membership Management
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Transcript of CRM- Loyalty Membership Management
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SAP CRM 7.0Detailed View
SAP CRM 7.0 – Marketing
Loyalty Membership Management
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© SAP 2008 / Page 2
1. Loyalty Management – Brief Introduction
2. Membership2.1. Members
2.2. Membership - Details
2.3. Tiers
2.4. Card Handling
2.5. Member Activities
2.6. Point Accounts and –Sets
2.7. Dynamic Attributes
3. Membership Types3.1. Standard Membership
3.2. Shared Account Membership
3.3. Group Membership
3.4. Split and Merge Memberships
Agenda
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© SAP 2008 / Page 3
Loyalty Management - Overview
Functional Building Blocks
Integrate / Analyze / Collaborate
Program
Management
Reward Rules
ManagementMembership
Handling
Template-Based
Maintenance
Ongoing and
Scheduled Rules
Standard Actions
Rule Version
Management
Rule Modeling –
Simple & Complex
Campaign Eligibility
and Enrollment
Program Setup
Points
Management
Tier-Based Point
Expiration
Dynamic Attributes
Tier Management
Program Partners
Point Expiration
Processing
Online Member
Activity Processing
Batch Member
Activity Processing
Simulation of Rule
Processing
Scalable Engine
Component
Tier Evaluation
Processing
Point Account
Management
Member Tier
Management
Member Activities
Basic Membership
Card Handling
Membership Types
and Registration
Member Profile
Maintainence
Processing
Engine
Sales Order
IntegrationIC Integration
Loyalty API
Connectivity
Web Channel
Integration
It has already been mentioned that loyalty management is based on the four solid pillars
of:
Program Management
Reward Rule Management
Processing Engine
Membership Handling.
Each area directly addresses individual, loyalty-specific business needs and comes
with reach functionality:
READ SLIDE ….
We will now go deeper into these areas to provide you with an overview of the main
capabilities, features, and functions of SAP CRM Loyalty Management.
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© SAP 2008 / Page 4
Loyalty Management – Overview
A complete solution ...
Loyalty Program Management enables set-up and maintenance of loyalty programs. Program
maintenance includes information about program-related loyalty status levels, set-up and
maintenance of point accounts, as well as program-specific attributes based on flights, nights
of stay, dollars spent, frequency of purchases, and so on.
Loyalty Reward Rule Management includes set-up and maintenance of loyalty rules and
conditions, campaigns for enrollment and registration – finally being processed by the loyalty
engine. All points earned and redeemed by members are recorded within the member‘s point
account.
Loyalty Membership represents the participation of an individual person in a specific loyalty
program. Membership is opened by a registration to the loyalty program, either paper-based,
via web-self service, or call center. It also includes member activities such as flight, hotel stays,
or sales activities - finally being earned or redeemed as points.
The Loyalty Management Processing Engine is a highly scalable component to process
member activities, tier transition evaluation, and point expiration. It is an integrated part of SAP
CRM and the “heart” of the CRM-based Loyalty Management solution.
Loyalty Management additional features:
Collaboration
Integration
Analytics
Loyalty Program Management enables set-up and maintenance of loyalty programs.
Program maintenance includes information about program-related loyalty status levels,
tier groups and levels, set-up and maintenance of point accounts, as well as program-
specific point accrual and redemption based on flights, nights of stay, and so on.
Loyalty Reward Rule Management includes set-up and maintenance of loyalty rules and
conditions – finally being processed by the loyalty engine. All points earned and
redeemed by members are recorded within the member‘s point account.
Loyalty Membership represents the participation of an individual person in a loyalty
program. Membership is opened by a registration to the loyalty program, either paper-based, via web-self service, or call center. It also includes member activities such as
flight or sales activities - finally being earned or redeemed as points.
The Loyalty Management Processing Engine a highly scalable engine to process
member activities and tier transition evaluation. It is an integrated part of SAP CRM and
the “heart” of the CRM-based Loyalty Management solution.
SAP CRM loyalty management also provides cross-process collaboration, is seamlessly
integrated, and provides reach marketing, analytics, and segmentation functionalities.
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© SAP 2008 / Page 5
Loyalty Management - Overview
Communication
Customer
Segments
I n t e
r n e
t
I V R
F a
x
P h
o n
e
L e t t e
r
C o u
n t e
r
E - m
a i l
Multi
Channel
Interaction
Membership Handling
B a c
k -
O f f i c
e
Web shop Interaction Center CRM UI Web-Services
CustomersExternal
Applications
Program Management
P r o c e s si n gE n g
i n e
Member
Activities
Points / Bonus
Determination by
Rule Engine
R ew ar d R ul eM an a g em en t
Point
Accruals
Point Account
Point
Redemption
Point
Expiration
Loyalty
Management
CRM Marketing
Loyalty Management is embedded in SAP CRM.
It uses multiple channels to interact with the customer -
Mainly the CRM Web shop, the Interaction Center, as well as the CRM UI.
Its objects are web-service-enabled to allow external applications to communicate with
SAP CRM loyalty management.
It has already been mentioned that loyalty management is a central component,
seamlessly integrated in CRM Marketing.
Loyalty Management from a communication perspective is mainly about processing
activities, member activities such as flights, trips, ticket purchases, point redemption or
any other accrual activity; either sent by an external system, entered manually, or
derived from SAP CRM sales processes. These activities are processed against
system-specific rules and finally updates a passenger’s tier level, point account, or
execute any other customer-specific functionality according to the settings and
definitions that have been made for the loyalty program.
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© SAP 2008 / Page 6
1. Loyalty Management – Brief Introduction
2. Membership2.1. Members
2.2. Membership - Details
2.3. Tiers
2.4. Card Handling
2.5. Member Activities
2.6. Point Accounts and –Sets
2.7. Dynamic Attributes
3. Membership Types3.1. Standard Membership
3.2. Shared Account Membership
3.3. Group Membership
3.4. Split and Merge Memberships
Agenda
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© SAP 2008 / Page 7
Members:
Represented by Standard Individual Accounts
Members – standard accounts and contacts
Member is represented by a standard individual account
Fully integrated into the core CRM system and applications
Use of all core functionalities around accounts and contacts
possible, like
Marketing Attributes
Lead and Opportunity Management
Sales Order Processing
Segmentation and Campaign Execution
Specific search performance optimization implemented for mass
data handling
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© SAP 2008 / Page 8
Membership:
Between Loyalty Program and Member
Features
Membership represents the participation of an individualaccount (natural person) in a loyalty program
Members can be assigned to various
loyalty programs in the same time
A unique membership object
exists (customizable) for each
participation in a program
Memberships across loyalty programs are
independent from each other
Benefits Run multiple, independent loyalty programs for the same member (individual account) at the
same time
Get consolidated information about the memberships on member level
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© SAP 2008 / Page 9
Membership:
Component Overview
General
Data
Dynamic Attributes
Point Accounts
TiersCards
Member Activities
Membership
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© SAP 2008 / Page 10
General
Data
Membership Object
Information Summary (I)
Reference to Loyalty Program
Reference to Member Life cycle (Status, Start- and End Date)
Classification
Short summary on one view
Current Active Tiers
Date of the last activity
Reference to Point Account Set
Reference to nominator
Tiers Current and previous tiers assigned to membership
Upgrade and downgrade tiers manually
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© SAP 2008 / Page 11
Membership Object
Information Summary (II)
Point AccountsPoint accounts assigned to the membership
Multiple point accounts, combined in one point account set Shows the point balance and date of last transaction
Member
Activities Overview of the events during the membership, such as:
Earning or redemption of points
Tier changes
DynamicAttributes Program-defined attributes To be updated or considered during member activity processing
To store loyalty program individual flags and counters
(Example: No. of international flights)
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© SAP 2008 / Page 12
Membership Object
Information Summary (III)
Membership
CardsCurrent and previous cards assigned to the membership
Create and maintain cards and card attributes Set cards to inactive (for example, stolen, lost)
Assigned
MembersMaintain members in group memberships(own membership type, described in following slides)
Related
MembershipsMaintain related memberships
(own membership type, described in following slides)
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© SAP 2008 / Page 13
Membership Object
Information Summary (IV)
Notes and
Attachments Notes and Attachments
Add individual notes on membership level Assign additional documents, standard CRM attachment handling
Change History /
Administration
Data
Who changed what and when in the membership object?
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© SAP 2008 / Page 14
Membership
Channel Overview
Standard Web UI
Integrated in the new role „Loyalty Professional“
Interaction Center
Integrated into the IC agent work environment (through Loy_IC_Agent role)
Search and create memberships
Access membership data and all functionalities available in the Web UI
application
Perform other loyalty activities
Web Channel*
Create Membership as part of the self-registration process
View membership data and point transactions summary Perform other loyalty activities
Response Recording (Web UI)
Enables the creation of accounts and membership in one go – fast entry
Supports the standard response recording features in combination with membership creation
* Loyalty Integration is only available for SAP E-Commerce with SAP CRM. In SAP E-Commerce with SAP ERP Loyalty Integration is not supported.
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© SAP 2008 / Page 15
Membership
Screenshot
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© SAP 2008 / Page 16
Membership Creation:
Fast Entry via Response Recording Application
Create members and membershipsin one go
Membership creation integrated intoresponse recording enables you to:
Create or search a member and
Create a membership
in the same application
No navigation to standard accountapplication needed
Fully integrated into the standardresponse recording process
Also includes personalized responsecode handling
Especially for manual mass creation processes
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© SAP 2008 / Page 17
1. Loyalty Management – Brief Introduction
2. Membership2.1. Members
2.2. Membership - Details
2.3. Tiers
2.4. Card Handling
2.5. Member Activities
2.6. Point Accounts and –Sets
2.7. Dynamic Attributes
3. Membership Types3.1. Standard Membership
3.2. Shared Account Membership
3.3. Group Membership
3.4. Split and Merge Memberships
Agenda
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© SAP 2008 / Page 18
Tier Management - Overview
Tier Management enables brand owners to design the loyalty program to
offer different tiers based on frequency, value, or other characteristics of the
members/membership in the program. Features include:
Multiple tier groups, for example, lifetime tier and a basic tier to track and reward
lifetime value vs. current value of a member
Tier validity for each tier
Rules to determine new and lowest tiers based on different conditions
Tier
Tier
Group
Tier Tier Tier Tier Tier
Tier
Group
Basic Million Miler
Silver Gold Platinum 1 MM 2 MM 3 MM+
Tier
Regular
Tier
Validity
Extended Miles
Validity
Q u a l i f y i n g M i l e s /
Q u a l i f y i n g F l i g h t s
US/Canada
Rest of world
Basic Tier
Guarantee
12 months
EOY
12 months
EOY
12 months
EOY
24 months
EOY
18 months
EOM
2 year
EOY
25.000 /
30
50.000 /
60
100.000 /
100
25.000 /
30
50.000 /
50
75.000/
75
Gold Gold Gold
Miles never
expire
Miles never
expire
Never
expire
Once a million miler
Always a million miler T i e r g r o u p s
a n d T i e r s
Tier Level
T i e r r e w a r d
r u l e s
Point
expiration
overrides
LoyaltyProgram
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© SAP 2008 / Page 19
Membership Details:
Tiers on Membership Side
Get an overview of the memberships tiers
Tier assignment block shows
Active and expired tiers are shown in a combined list
Provides a complete history of the tier changes in the membership life cycle
Additionally, the totals of qualified points (depending on defined point types) are shown
Change tiers manually
Typically, tiers are defined/updated based on rules
Additionally, it is possible to adjust the tiers manually (upgrade/downgrade/change)
All tier changes are executed via member activities and can be optionally checked on a rule
basis
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© SAP 2008 / Page 20
1. Loyalty Management – Brief Introduction
2. Membership2.1. Members
2.2. Membership - Details
2.3. Tiers
2.4. Card Handling
2.5. Member Activities
2.6. Point Accounts and –Sets
2.7. Dynamic Attributes
3. Membership Types3.1. Standard Membership
3.2. Shared Account Membership
3.3. Group Membership
3.4. Split and Merge Memberships
Agenda
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© SAP 2008 / Page 21
Membership Details:
Card Handling
Membership Card – the external key to loyaltyprocessing
Multiple cards can be assigned to a membership, such as:
Credit Card
Membership Card
Flexible, definable attributes: Card Type, Layout, Title, Status…
External Card No
Card No. is unique across the complete CRM System
Format and content of no. can be defined individually*
External card no. can be used in member activities to identify the membership and member
For example, via API integration in external systems
Data linkage to external card service providers individually possible*
Active and expired cards are shown in a combined list – full card history
* via BAdI implementation on project side
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© SAP 2008 / Page 22
1. Loyalty Management – Brief Introduction
2. Membership2.1. Members
2.2. Membership - Details
2.3. Tier Levels
2.4. Card Handling
2.5. Member Activities
2.6. Point Accounts and –Sets
2.7. Dynamic Attributes
3. Membership Types3.1. Standard Membership
3.2. Shared Account Membership
3.3. Group Membership
3.4. Split and Merge Memberships
Agenda
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© SAP 2008 / Page 23
Member Activities
Member Activities
Member Activity represent an “event” related to the membership An activity contains specific information, for example, trip information in the
case of an airline
Focusing on a member’s point account basically
include earning, redemption, and return actions to
finally update the point balance
Change the tier, reset or change
dynamic member attributes, or execute any
other customer-specific logic.
Member activities are usually sent by
an external application
Member Activities in Memberships
Are shown in a separate assignment block
Provide the user with direct access to the most recent activities
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© SAP 2008 / Page 24
1. Loyalty Management – Brief Introduction
2. Membership2.1. Members
2.2. Membership - Details
2.3. Tiers
2.4. Card Handling
2.5. Member Activities
2.6. Point Accounts and –Sets
2.7. Dynamic Attributes
3. Membership Types3.1. Standard Membership
3.2. Shared Account Membership
3.3. Group Membership
3.4. Split and Merge Memberships
Agenda
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© SAP 2008 / Page 25
Membership Details:
Point Accounts and Point Account Sets (I)
Loyalty Points
Various point types can be defined for a loyalty programs
Each point type is separated into
Qualifying and
Non-qualifying points
Qualifying points are usually used to determine the tier
Non-qualifying points representing the “value” that can be redeemed, for example:
For discount or
Special products, which can be only “bought” with points
Individual point expiration rules can be defined for qualifying and non-qualifying points
Move points from one membership/point account to another
Transfer- and donate points enable movement of non-qualified points from one account toanother
Donate restricts selectable memberships to charity organizations
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© SAP 2008 / Page 26
Membership Details:
Point Accounts and Point Account Sets (II)
Point Accounts
Are point type related – one point account per point type is createdautomatically with new memberships
Containing all transactions for a particular point type (for example, “Miles”),
including qualifying and non-qualifying points
Reference all related loyalty objects:
program, member, membership, campaign, and so on
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© SAP 2008 / Page 27
Membership Details:
Point Accounts and Point Account Sets (III)
Point Account Set
Covers all point accounts related to particular membership Can be accessed:
Via the membership (also in interaction center and Web Shop)
Individually by search application
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© SAP 2008 / Page 28
Membership Details:
Account Statement Generation
Point-related statements can be generated directly
PDF layout and content are defined individually onproject side
Based on SmartForm technology
Quick export for direct interaction with members,
For example, for complains and questions
Regular mass statement generation
APIs are available to
Build own file export report on project side
Link-up to external systemsand to process the data individually
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© SAP 2008 / Page 29
1. Loyalty Management – Brief Introduction
2. Membership2.1. Members
2.2. Membership - Details
2.3. Tiers
2.4. Card Handling
2.5. Member Activities
2.6. Point Accounts and –Sets
2.7. Dynamic Attributes
3. Membership Types3.1. Standard Membership
3.2. Shared Account Membership
3.3. Group Membership
3.4. Split and Merge Memberships
Agenda
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© SAP 2008 / Page 30
Membership Details:
Dynamic Attributes
Dynamic Attributes
Dynamic attributes provide the flexibility for loyalty programs to track different characteristicsof members’ activity in the program over a period of time and use them in rule processing, for
example, number of flights, number of stays, total spend
Counters, dates, and text types of attributes can be maintained
Updated by rules during member activity processing
Consumed by rules to customize rewards
Dynamic Attributes in Memberships
Can be viewed in a separate assignment block
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© SAP 2008 / Page 31
1. Loyalty Management – Brief Introduction
2. Membership2.1. Members
2.2. Membership - Details
2.3. Tiers
2.4. Card Handling
2.5. Member Activities
2.6. Point Accounts and –Sets
2.7. Dynamic Attributes
3. Membership Types3.1. Standard Membership
3.2. Shared Account Membership
3.3. Group Membership
3.4. Split and Merge Memberships
Agenda
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© SAP 2008 / Page 32
Advanced Membership Management:
Standard (Personal) Membership
Standard (Personal) Membership with single member
An individual person (member) has his or her own, independent membership in a particular
loyalty program
Earned and redeemed points are managed in a specific, member- and program-related
account
Loyalty
Program
Membership Point Account
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© SAP 2008 / Page 33
Standard Memberships
Features & Benefits
One member, one membership, one account set
Default model in many loyalty programs The membership is independent from others
Membership advantages are related to a single member
The member earns and redeems the points individually
Benefits
Individual and direct: Easy integration into marketing processes
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© SAP 2008 / Page 34
Multiple memberships, one account set
Multiple members share only their non-qualifying points
Each member still has his or her own membership with all individual attributes
Qualifying points, tiers, member activities, and so on are still membership-related, handled on
individual level
Advanced Membership Management:
Shared Account Membership
Loyalty
Program
Point Account
Set
Membership
Membership
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© SAP 2008 / Page 35
Shared Account Memberships
Features & Benefits
Multiple memberships, one account set
Multiple members share their non-qualifying points
Membership advantages are still membership (member)-related
Qualifying points
Tier levels
Dynamic attributes
(Card handling)
Each membership still has its own life cycle
Benefits
Shared accounts can especially be offered for partnerships
Members can earn and redeem their points together
Membership goal to earn a high number of points for redemption, can be achieved moreeasily
Allegiance can be higher, compared to individual memberships
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© SAP 2008 / Page 36
One membership, one account set, multiple members
Multiple members are assigned to the same membership
They share their non-qualifying and qualifying points, tier, and so on
Each member participates in the same way in benefiting from the membership
Advanced Membership Management:
Group Membership
Loyalty
Program
Membership Point Account
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© SAP 2008 / Page 37
Group Memberships
Features & Benefits
One membership, one account set, multiple members
Multiple members are assigned to the same membership
Each member participates in the same way in membershipbenefits
Same qualifying and non-qualifying points
Same tier
Same dynamic attributes
Earning and redemption can be done by each member on thesame level
Each member can have an individual membership card
Benefits
Typical model for “family cards”
The membership and members are handled as one
Membership goal to earn a high number of points for redemption, get membership benefits,can be achieved more easily
Allegiance can be higher, compared to individual memberships
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© SAP 2008 / Page 38
Merge Memberships
Merge Memberships
Standard membership can be easily
changed to:
Group memberships
(by adding additional members) or
Shared account membership
(by direct membership assignment or explicit merge functionality)
Individual merge procedures supported by BAdI, for example, for:
Handling of qualifying points
Dynamic attributes
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© SAP 2008 / Page 39
Split Memberships
Split Memberships
Split functionality enables:
Separation of a membership
(Shared account membership) or
Separation of a member and create new membership
(Group membership)
(Non-qualified) Points can be split in predefined ratios
Individual split procedures supported by BAdI, for example, for:
Handling of qualifying points
Dynamic attributes
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© SAP 2008 / Page 40
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