Siebel Loyalty 822 Feature Summary

Siebel Loyalty 8.2.2

Feature Summary Shyam Shah Sr. Director, CRM Product Management

Oracle America Inc.

Redwood City, CA 94065

[email protected]

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Siebel Loyalty 8.2.2 Features Page 2

Siebel Loyalty 8.2.2

Features Summary

PURPOSE THIS DOCUMENT PROVIDES AN OVERVIEW OF FEATURES AND ENHANCEMENTS INCLUDED IN RELEASE SIEBEL LOYALTY 8.2.2 IT IS INTENDED SOLELY TO HELP YOU ASSESS THE BUSINESS BENEFITS OF UPGRADING TO SIEBEL LOYALTY 8.2.2 AND PLANNING FOR THE IMPLEMENTATION AND UPGRADE OF THE PRODUCT FEATURES DESCRIBED. DISCLAIMER This document in any form, software or printed matter, contains proprietary information that is the exclusive property of Oracle. Your access to and use of this confidential material is subject to the terms and conditions of your Oracle Software License and Service Agreement, which has been executed and with which you agree to comply. This document and information contained herein may not be disclosed, copied, reproduced or distributed to anyone outside Oracle without prior written consent of Oracle. This document is not part of your license agreement nor can it be incorporated into any contractual agreement with Oracle or its subsidiaries or affiliates. This document is for informational purposes only and is intended solely to assist you in planning for the implementation and upgrade of the product features described. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described in this document remains at the sole discretion of Oracle. Due to the nature of the product architecture, it may not be possible to safely include all features described in this document without risking significant destabilization of the code.

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EXECUTIVE SUMMARY

Oracles Siebel Loyalty Management transforms the effectiveness of customer loyalty

initiatives so that you can minimize attrition and increase the value and duration of

your most important customer relationships. Oracle is the only enterprise software

company that offers a comprehensive, multi-channel, cross-industry, fully integrated

application for managing the complete loyalty marketing lifecycle. With Siebel Loyalty

Management, you can acquire and leverage rich customer insights and leverage

embedded best practices to deliver innovative and differentiated programs that drive

behavior and build value, offer great customer experiences across channels and adapt

quickly and cost-effectively to gain sustainable competitive advantage.

The Siebel Loyalty 8.2.2 release includes:

Enhanced capabilities that enable loyalty program managers to launch

and manage highly innovative and complex loyalty promotions easily

and quickly while significantly enhancing user experience and

productivity

Deep industry capabilities to support next-generation loyalty program

practices

Innovation to drive great cross-channel customer experiences

LOYALTY PROMOTIONS MANAGEMENT

Siebel Loyalty 8.2.2 includes significant enhancements to Loyalty promotions to

enable:

Rapid deployment and easier management of complex promotions

Enhanced user experience, control and productivity

Enhanced loyalty engine performance

Loyalty Promotion enhancements include:

Graphical promotion designer to visually setup promotion flow and

execution sequence

Formula based user-defined attributes to support innovative and

complex promotions

Support for transient variables that allow results of one promotion to

be leveraged by other promotions

Hierarchical rules to significantly reduce efforts in setting up multi-tier

loyalty promotions and enhance loyalty engine throughput

Support for promotions based on tender type, event and activities

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New- Graphical Promotion Designer

The feature allows business users to rapidly deploy loyalty promotions using a

new graphical user interface. Graphical promotion designer is an intuitive

workbench for business users to setup and organize promotions in a drag and

drop environment in the form of a flowchart. It also provides flexibility for the

user to control the order of promotion execution. For example, Base reward

promotion executed first, followed by the Big Basket bonus promotion and

then the Happy Hour incentive promotion.

Users can link each promotion flowchart to:

Transaction Type (e.g. Accrual-Product)

Product Category (e.g. Food and Beverages) and

Partner Category (e.g. Grocery)

This enables flexibility for the users to control which promotions apply for a

given Transaction Type, Product and Partner Category and enhanced engine

performance.

Graphical promotion designer

New- Eligibility Promotions

Siebel 8.2.2 includes a new promotion type to check eligibility. Eligibility

promotion is the first promotion loyalty engine evaluates and proceeds to

evaluate other promotions only if the eligibility promotion is successful.

For example, certain promotion may have an eligibility criteria based on the age

or nationality of the member.

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New- Transient Attributes and Promotion Actions

Siebel 8.x provides a new set of promotion actions that allow users to track

results of individual promotion actions and use them as inputs in other

promotions. The results of individual promotion actions are stored in in-

memory variables that can be accessed by other promotions down the

execution order. This greatly reduces efforts required to setup specific

promotions such as minimum points guarantee or bonus points calculation

based on base points. This also greatly enhances user control on the way

promotions are evaluated and reduces efforts required to setup specific

promotions commonly used in Loyalty Programs. Some examples include:

Minimum Points Guarantee: An Airline Loyalty program rewards

members 1 point per mile flown with a guarantee to reward minimum

1000 points, in case number of points earned by a member is less than

1000.

Incentive points as a percentage of total Points earned: A Retail Loyalty

program rewards 20% of total points earned (that may include Base

reward and Bonus rewards) for shopping during Happy Hours.

New- Formula-Based Promotion Attributes

To support promotions that require complex calculations, this feature allows

users to define attributes that derive value in run-time based on a formulas and

can be used in promotions in criteria and in action. The formula in-turn can be

based on Program Level Attributes including custom attributes that can bring in

values even from external sources.

For example, retail Loyalty Program rewards 20% bonus points for shoppers

with an average basket size of $200 or more. Users can define average basket

size as an attribute and define a formula to calculate the value for the same

using Program Level Attributes, as shown in the picture below:

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Formula-based promotion attributes

New- Promotion Criteria

This feature enables promotions that reward members based on types of tender used, specific events and themes. It provides a new set of dimensions for loyalty managers to devise innovative promotions to drive profitable member behavior.

Promotions based on tender type enable rewarding members based on how they pay for transactions (example cash, type of credit card, issuing bank etc).

Promotions based on activity or events recognize and reward

customers based on special events related to their life like birthdays,

anniversaries, etc.

Theme based promotions enable delivery of special incentives for

eligible members for limited duration (ex. Big Mart runs a Mothers

only loyalty promotion, which offers special incentives to female

members on purchase of child care products for the duration of one

year from the date of birth of their new born)

New- Hierarchical Rules

Hierarchical rules significantly reduce efforts in defining promotions that use

multiplicity of criteria that are repetitively used across rules under them.

Hierarchical rules help optimize the number of criteria required to define a

promotion and enhance engine performance.

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Hierarchical Rule Setup- An Example

New- Criteria and Action Library & Search

This feature allows the creation of a library of promotion criteria and actions

that can be re-used in setting up new promotions to maximize speed-to-market

(strategy-to-launch).

The Advanced Promotion Search feature enables Loyalty Administrators to

maintain large numbers of promotions by facilitating easy searches based on

various attributes of criteria and actions. It rids Loyalty administrators of

reviewing every promotion manually when a certain change has to be

implemented across multiple promotions (e.g. Update a voucher which is

rewarded across multiple promotions, introduce a new ticket class etc.).

Criteria and Action Library and Search

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REDEMPTION MANAGEMENT

The new redemption enhancements in Siebel 8.2.2 support batch redemption

process and definition of product pricing leveraging loyalty promotions.

New-Batch Redemption

This feature enables Loyalty managers to automatically redeem or monetize

individual members point balance and fulfill the same in the form of a check or

a gift voucher. A Loyalty Program can execute Batch Redemption on regular

intervals for all members or only for those members whose point balance

exceeds a user-defined threshold. Batch Redemption can help loyalty programs

manage point liability effectively. It also helps loyalty programs drive high

redemption velocity to keep members engaged and active. The Batch

Redemption feature is implemented using a workflow that redeems members

point balance and credits vouchers with denominations based on user-defined

conversion rates and a validity period based on the user-defined expiration

setup.

New-Base Redemption

Base Redemption is a new Promotion type that further enhances dynamic

redemption pricing capabilities. This feature enables loyalty managers to set a

base redemption price for every award and apply multiple mark-ups or

discounts based on any Program Level Attributes.

For example, an airline loyalty program calculates base price for an award flight

dynamically by applying a price multiplier of 80 to its current revenue price. So,

if the revenue price of an award flight being redeemed is $900, loyalty engine

calculates base redemption price as 72,000. It further adds 8,000 points as a

markup based on the Seat Availability being below 5 (80,000 points),applies a

20% Senior Citizen discount (64,000) and a 5% additional discount on the

overall price for online booking, providing a final price of 61,800.

LOYALTY ENGINE ENHANCEMENTS

Loyalty engine enhancements are aimed at enhancing modularity of the Loyalty

engine and provide advanced control and flexibility to IT administrators.

New- Engine Parameterization

The Siebel Loyalty real time and batch engine support processing of

significantly large transaction volumes, typically seen in mid to large-sized

retailers and airlines.

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Engine parameterization provides flexibility to Loyalty administrators to

prioritize tasks for processing in order to optimally utilize loyalty engine

resources. For example, Loyalty administrators can set engine parameters to

prioritize processing of tier assessment for members in Gold tiers over

members in lower tiers or processing of accrual for transactions having a value

greater than $200. This feature also enables Loyalty administrators to start and

shut down batch engine from the application itself, thereby reducing the server

down-time.

User-Defined Loyalty Engine Parameterization

New- Detailed Transaction Processing Log

The Detailed Transaction Processing Log provides insight into loyalty

transaction processing that includes individual promotionsrulescriteria

evaluated by the engine and a corresponding result for each. This feature

empowers Loyalty Member Service Representatives to effectively and quickly

respond to member inquiries related to accrual or redemption disputes. Loyalty

Managers can also use a detailed processing log in simulating transactions to

analyze the impact of new promotions, before launching them.

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Detailed Transaction Processing Log

New-Transaction Simulation

Loyalty Program management often involves launching new promotions rapidly to respond to changing member preferences, competition, etc. This poses a challenge to Loyalty managers to understand the impact of various promotions on program liability and in modeling a promotion that meets the defined objectives. This feature enables loyalty managers to test and analyze the impact of new promotions by processing test transactions in simulation mode. Loyalty Managers can source test transactions internally (existing transactions) or from an external system.

Transaction Simulation Interface

New-Custom Transaction

This feature allows Loyalty Programs to extend Loyalty Transaction Types and Loyalty Services Types beyond those included out-of-the-box, to support business processes specific to their program. For example, a Loyalty program can define Loyalty card re-issue as a new Loyalty Service Type and define promotions that apply specifically to that Transaction Type to calculate price.

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VOUCHER DATA MODEL ENHANCEMENTS

Loyalty Programs reward members with vouchers, which are redeemable with

the program partners. Mostly vouchers tend to have value in terms of

discounts or an absolute value. The enhanced voucher data model supports

associating a value that can be calculated dynamically by loyalty engine to the

voucher, such as $40 or 12% discount. The enhanced voucher data model also

supports setting up fixed dates for voucher availability (ex. from 01-Jun to 31-

Dec).

ACCRUAL MANAGEMENT

Siebel 8.2.2 includes enhanced support for retail transactions and a new Web service for cancellation of accrual transactions in part or in entirety.

New-Accrual Consolidation

This feature enables consolidation, tracking and redemption of points at the

order level for retail transactions, while continuing to support calculation of

points at individual line level. Redemption of points at the order level

significantly reduces processing time, thereby enabling batch redemption

process for a large membership base.

New- Accrual Cancellation Web Service

The Accrual Cancellation Web Service supports cancellation of orders or

transactions within an order completely or partially. This feature allows

retailers to reverse rewards corresponding to the products returned.

BULK ADMINSTRATION

Siebel 8.2.2 introduces an enhancement to bulk administration to enable enrollment of a group of targeted members into a Loyalty promotion.

New-Bulk Promotion Enrollment

Promotion Enrollment is a new Bulk Member Administration action that

enables loyalty managers to enroll a group of targeted customers into a

promotion. The targeted member group can be referenced as a Marketing

Segment or a list imported from external source in the form of an XML or CSV

file.

NEW- IMPROVED USABILITY

Siebel Loyalty 8.2.2 provides new and simplified user interfaces and intuitive, process-driven navigation for management of loyalty programs, partners, program offerings and loyalty services. New and improved user interfaces are targeted to deliver a superior user experience and enhance user productivity.

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Author: Shyam Shah

Oracle Corporation

World Headquarters

500 Oracle Parkway

Redwood Shores, CA 94065

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Worldwide Inquiries:

Phone: +1.650.506.7000

Fax: +1.650.506.7200

oracle.com

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Siebel Loyalty 822 Feature Summary

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