Sap Crm Loyalty Management 3b3g2e
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- Pages: 18
SAP CRM Loyalty Management – Overview
By: Fawaz Qazi
CONTENTS •
General Introduction
•
Overview of Loyalty Management – – – –
Programme Management Reward Rules Management hip Handling Processing Engine
Copyright © 2012 Accenture All rights reserved.
2
CONTENTS •
General Introduction
•
Overview of Loyalty Management – – – –
Programme Management Reward Rules Management hip Handling Processing Engine
Copyright © 2012 Accenture All rights reserved.
3
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.
Copyright © 2012 Accenture All rights reserved.
4
Loyalty Management Overview
Copyright © 2012 Accenture All rights reserved.
5
Functional Building Blocks of Loyalty Management
Reward Rules Management
Program Management
hip Handling
Processing Engine
Tier Management
Robust Rule Modeling
hip 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 Management
Point Expiration Processing
Dynamic Attributes
Campaign Integration
Basic hip Card Handling
Simulation of Rule Processing
Integrate / Collaborate Loyalty API Connectivity
Copyright © 2012 Accenture All rights reserved.
Sales Order Integration
IC Integration
Web Channel Integration
6
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 s, 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 are recorded within the member‘s point .
•
Loyalty hip represents the participation of an individual person, or organization to a specific frequent flyer program. hip 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 Copyright © 2012 Accenture All rights reserved.
7
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
Copyright © 2012 Accenture All rights reserved.
8
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
Copyright © 2012 Accenture All rights reserved.
9
CONTENTS •
General Introduction
•
Overview of Loyalty Management – – – –
Programme Management Reward Rules Management hip Handling Processing Engine
Copyright © 2012 Accenture All rights reserved.
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 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 into multiple concurrent tier levels • Track and reward current and lifetime value • Flexible rules to upgrade/downgrade/retain tier levels
Copyright © 2012 Accenture All rights reserved.
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 Copyright © 2012 Accenture All rights reserved.
12
Features of Reward Rule Management Robust Rule • Efficiently manage program rules Modeling • Design and model rules using Rule Builder Template &• Maintain commonly istered 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 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
Copyright © 2012 Accenture All rights reserved.
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 Copyright © 2012 Accenture All rights reserved.
14
Features of hip Handling hip Types & Registration
• Flexible hip modules for individual and group hips • 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 hip profile in web channel and interaction center Profile Maintenance Point Management
• Robust point management to track point balances as well as individual transactions • s earnings, redemptions, expiration, transfer/donate processes
Basic • Basic card handling capability to track hip cards hip • Data linkage for integration with external card service provider Handling
Copyright © 2012 Accenture All rights reserved.
15
hip Handling Process steps ( Interaction Center)
Create hip
Maintain hip
Earn points for purchases
transactions
Redeem points for products
Transfer/donate points Copyright © 2012 Accenture All rights reserved.
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
• s simulation of reward rule processing before releasing into production
Copyright © 2012 Accenture All rights reserved.
17
Thank You
Copyright © 2012 Accenture All rights reserved.
18
By: Fawaz Qazi
CONTENTS •
General Introduction
•
Overview of Loyalty Management – – – –
Programme Management Reward Rules Management hip Handling Processing Engine
Copyright © 2012 Accenture All rights reserved.
2
CONTENTS •
General Introduction
•
Overview of Loyalty Management – – – –
Programme Management Reward Rules Management hip Handling Processing Engine
Copyright © 2012 Accenture All rights reserved.
3
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.
Copyright © 2012 Accenture All rights reserved.
4
Loyalty Management Overview
Copyright © 2012 Accenture All rights reserved.
5
Functional Building Blocks of Loyalty Management
Reward Rules Management
Program Management
hip Handling
Processing Engine
Tier Management
Robust Rule Modeling
hip 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 Management
Point Expiration Processing
Dynamic Attributes
Campaign Integration
Basic hip Card Handling
Simulation of Rule Processing
Integrate / Collaborate Loyalty API Connectivity
Copyright © 2012 Accenture All rights reserved.
Sales Order Integration
IC Integration
Web Channel Integration
6
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 s, 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 are recorded within the member‘s point .
•
Loyalty hip represents the participation of an individual person, or organization to a specific frequent flyer program. hip 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 Copyright © 2012 Accenture All rights reserved.
7
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
Copyright © 2012 Accenture All rights reserved.
8
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
Copyright © 2012 Accenture All rights reserved.
9
CONTENTS •
General Introduction
•
Overview of Loyalty Management – – – –
Programme Management Reward Rules Management hip Handling Processing Engine
Copyright © 2012 Accenture All rights reserved.
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 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 into multiple concurrent tier levels • Track and reward current and lifetime value • Flexible rules to upgrade/downgrade/retain tier levels
Copyright © 2012 Accenture All rights reserved.
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 Copyright © 2012 Accenture All rights reserved.
12
Features of Reward Rule Management Robust Rule • Efficiently manage program rules Modeling • Design and model rules using Rule Builder Template &• Maintain commonly istered 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 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
Copyright © 2012 Accenture All rights reserved.
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 Copyright © 2012 Accenture All rights reserved.
14
Features of hip Handling hip Types & Registration
• Flexible hip modules for individual and group hips • 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 hip profile in web channel and interaction center Profile Maintenance Point Management
• Robust point management to track point balances as well as individual transactions • s earnings, redemptions, expiration, transfer/donate processes
Basic • Basic card handling capability to track hip cards hip • Data linkage for integration with external card service provider Handling
Copyright © 2012 Accenture All rights reserved.
15
hip Handling Process steps ( Interaction Center)
Create hip
Maintain hip
Earn points for purchases
transactions
Redeem points for products
Transfer/donate points Copyright © 2012 Accenture All rights reserved.
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
• s simulation of reward rule processing before releasing into production
Copyright © 2012 Accenture All rights reserved.
17
Thank You
Copyright © 2012 Accenture All rights reserved.
18
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