SAP CRM Loyalty Management

SAP CRM Loyalty Management Overview
By: Fawaz Qazi
CONTENTS
General Introduction
Overview of Loyalty Management
Programme Management
Reward Rules Management
Membership Handling
Processing Engine
Copyright 2012 Accenture All rights reserved.
CONTENTS
Membership Handling
Processing Engine
SAP CRM Loyalty Management

Based on SAP CRM 7.0.
A component of SAP CRM Marketing and fully integrated in
Campaign Management.
A flexible solution which can be configured to meet various
loyalty management business strategies as well as company
individual rule processing requirements.
A performance optimized solution designed for mass processing
Applies across multiple industries (e.g. Travel, Retail,
Telecommunication, Banking)
Enables design and execution of closed loop loyalty programs.
Enables brand owners to promote customer participation and
influence customer behavior with customized offers.
Loyalty Management Overview
Functional Building Blocks of Loyalty Management
Reward Rules
Management
Program
Management
Membership
Handling
Processing
Engine
Tier Management
Robust Rule
Modeling
Membership Types
and Registration
Scalable Engine
Component
Points
Management
Version
Management
Member Tier
Management
Online Member
Activity Processing
Tier based Point

Expiration
Template & Expert

mode maintenance
Member Activities
Batch Member
Activity Processing
Program Creation
Rule Scheduling
Member Profile
Maintenance
Tier Evaluation
Processing
Program Partners
Management
Partner
Sponsorship
Point Account
Management
Point Expiration
Processing
Dynamic Attributes
Campaign
Integration
Basic Membership
Card Handling
Simulation of Rule
Processing
Integrate / Collaborate
Loyalty API
Connectivity
Sales Order
Integration
IC Integration
Web Channel
Integration
SAP CRM Loyalty Management
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 etc.
Loyalty Reward Rule Management includes set up and maintenance of loyalty rules and conditions finally
being processed by the loyalty engine. All points accrued and redeemed by members are recorded within the
members point account.
Loyalty Membership represents the participation of an individual person, or organization to a specific frequent
flyer 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 accrued
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.
Loyalty Management additional features:
Collaboration
Integration
SAP CRM Loyalty Management ( Contd.)
Business Roles in Loyalty Management
Loyalty professional (LOY_PRO)
Loyalty professional IC agent (IC_LOY_AGENT)
Channels:
Interaction Center WebClient
SAP Web Channel Experience Management
CRM Web Channel
SAP CRM Loyalty Management Main Process

Increasing Revenue
Efficient campaign planning and management
Enable cross-sell/up-sell capability
Gain market share
Improve customer retention and loyalty
Provide competitive service offerings

Reducing Operating Costs & Increasing Efficiency
Collaborate with business partners
Lower communications expenses
Optimize customer interaction
CONTENTS
Membership Handling
Processing Engine
10
Features of Program Management
Manage redeemable and qualifying points in program

Point
Manage point expiration
Management
Program
Partners
Industry
specific
enhancemen
t
Tier
Management
Increase the value of your program to members

by offering point earning opportunities and
benefits with partners
Generate additional revenue by selling points to
partners
Use dynamic attributes to enhance the program
with industry specific or program specific
attributes and track customer behavior
Effectively classify program members into
multiple concurrent tier levels
Track and reward current and lifetime value
Flexible rules to upgrade/downgrade/retain tier
levels
11
Program Management Process steps

Create loyalty program
Manage program partners
Create reward rule groups
Define version of reward rule group
Define sequence of reward rule

groups
Define dynamic attributes
Release loyalty program

12
Features of Reward Rule Management

Robust Rule Efficiently manage program rules
Modeling Design and model rules using Rule Builder
Template & Maintain commonly administered rules using pre-defined templates
Expert mode
Model complex rules using Rule Builder and Formula Editor
maintenance
Integrated marketing campaign execution
Campaign Segmentation based on loyalty specific member attributes

Integration Target members with customized offers
Partner Sponsor programs offers with program partners
Sponsorship Generate additional revenue by selling points to partners
Rule
Scheduling
Design rules to encourage recurring member participation

and interaction
Schedule rules to execute on a periodic basis to reward
recurring activity
Ensure
error-free deployment by simulating rules before releasing
Version
Management Maintain multiple versions for different time periods
13
Reward Rule Management Process steps

Create reward rule without
campaign
Create reward rule with campaign
Define reward rule using template
Define reward rule in expert mode
Define scheduled reward rule
Define sponsoring partners
Release reward rule
Define reward rule sequence

14
Features of Membership Handling

Membership
Types &
Registration
Flexible Membership modules for individual and group

memberships
Fully integrated with standard Business Partner
Registration via various channels, and fast entry
Member Tier Track member tier history
Management Manual as well as automated tier transitions

Member
Activities
Track member participation in loyalty program in a single

view
Process member activities against program rules to
determine rewards
Member
Maintain membership profile in web channel and interaction center
Profile
Maintenance
Point
Account
Management
Robust point account management to track point balances

as well as individual transactions
Supports earnings, redemptions, expiration, transfer/donate
processes
Basic Basic card handling capability to track membership cards

Membership
Data linkage for integration with external card service provider
Handling
15
Membership Handling Process steps ( Interaction

Center)
Create membership
Maintain membership
Earn points for purchases
Verify account transactions
Redeem points for products
Transfer/donate points
16
Features of Processing Engine

Scalable Component for processing member activities against program rules
Engine Multiple deployment options for low or high volume deployments
Component
Online
Member
Activities
Processing of member activities from CRM Web Client or

Interaction center
Batch Processing of high volume of member activities in batch job

Member Report for importing member activities from external applications
Activities
Tier
Evaluation Member tier processing for potential changes against program rules
Processing
Point
Expiration
Processing
Simulation of
Rule
Processing
Point expiration based on inactivity period or point validity
Supports simulation of reward rule processing before

releasing into production
17
Thank You
18

SAP CRM Loyalty Management

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SAP CRM Loyalty Management

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SAP CRM Loyalty Management Overview

By: Fawaz Qazi

Overview of Loyalty Management

Copyright 2012 Accenture All rights reserved.

Overview of Loyalty Management

Copyright 2012 Accenture All rights reserved.