Professional Documents
Culture Documents
CRM Loyalty Membership Management PDF
CRM Loyalty Membership Management PDF
0
Detailed View
1
Agenda
2. Membership
2.1. 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 Types
3.1. Standard Membership
3.2. Shared Account Membership
3.3. Group Membership
3.4. Split and Merge Memberships
2
Loyalty Management - Overview
Functional Building Blocks
It has already been mentioned that loyalty management is based on the four solid pillars
of:
Program 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.
3
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 members point
account.
4
Loyalty Management - Overview
Communication
Customer
Segments
Customers External
Applications
Internet
Counter
Multi
Phone
E-mail
Letter
Back-
IVR
Fax
Office
Channel
Interaction
Membership Handling
Processing Engine
Accruals Activities
Rule Engine
Loyalty
Management
CRM Marketing
Point Point
Point Account
Redemption Expiration
Program Management
5
Agenda
2. Membership
2.1. 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 Types
3.1. Standard Membership
3.2. Shared Account Membership
3.3. Group Membership
3.4. Split and Merge Memberships
6
Members:
Represented by Standard Individual Accounts
7
Membership:
Between Loyalty Program and Member
Features
Membership represents the participation of an individual
account (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
8
Membership:
Component Overview
General
Data
Cards Tiers
Membership
Dynamic Attributes
9
Membership Object
Information Summary (I)
Tiers
Current and previous tiers assigned to membership
Upgrade and downgrade tiers manually
10
Membership Object
Information Summary (II)
Point Accounts
Point 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
Dynamic
Attributes 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)
11
Membership Object
Information Summary (III)
Membership
Cards
Current and previous cards assigned to the membership
Create and maintain cards and card attributes
Set cards to inactive (for example, stolen, lost)
Assigned
Members
Maintain members in group memberships
(own membership type, described in following slides)
Related
Memberships
Maintain related memberships
(own membership type, described in following slides)
12
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
Who changed what and when in the membership object?
Data
13
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
* Loyalty Integration is only available for SAP E-Commerce with SAP CRM. In SAP E-Commerce with SAP ERP Loyalty Integration is not supported.
14
Membership
Screenshot
15
Membership Creation:
Fast Entry via Response Recording Application
16
Agenda
2. Membership
2.1. 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 Types
3.1. Standard Membership
3.2. Shared Account Membership
3.3. Group Membership
3.4. Split and Merge Memberships
17
Tier Management - Overview
Tier
Regular Silver Gold Platinum 1 MM 2 MM 3 MM+
Tier groups
Level
and Tiers
18
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
19
Agenda
2. Membership
2.1. 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 Types
3.1. Standard Membership
3.2. Shared Account Membership
3.3. Group Membership
3.4. Split and Merge Memberships
20
Membership Details:
Card Handling
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
Active and expired cards are shown in a combined list full card history
21
Agenda
2. Membership
2.1. 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 Types
3.1. Standard Membership
3.2. Shared Account Membership
3.3. Group Membership
3.4. Split and Merge Memberships
22
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 members 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
23
Agenda
2. Membership
2.1. 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 Types
3.1. Standard Membership
3.2. Shared Account Membership
3.3. Group Membership
3.4. Split and Merge Memberships
24
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
Individual point expiration rules can be defined for qualifying and non-qualifying points
25
Membership Details:
Point Accounts and Point Account Sets (II)
Point Accounts
Are point type related one point account per point type is created
automatically 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
26
Membership Details:
Point Accounts and Point Account Sets (III)
27
Membership Details:
Account Statement Generation
28
Agenda
2. Membership
2.1. 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 Types
3.1. Standard Membership
3.2. Shared Account Membership
3.3. Group Membership
3.4. Split and Merge Memberships
29
Membership Details:
Dynamic Attributes
Dynamic Attributes
Dynamic attributes provide the flexibility for loyalty programs to track different characteristics
of 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
30
Agenda
2. Membership
2.1. 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 Types
3.1. Standard Membership
3.2. Shared Account Membership
3.3. Group Membership
3.4. Split and Merge Memberships
31
Advanced Membership Management:
Standard (Personal) Membership
Loyalty
Program
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
32
Standard Memberships
Features & Benefits
Benefits
Individual and direct: Easy integration into marketing processes
33
Advanced Membership Management:
Shared Account Membership
Loyalty
Program
Membership
Point Account
Set
Membership
34
Shared Account Memberships
Features & Benefits
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 more
easily
Allegiance can be higher, compared to individual memberships
35
Advanced Membership Management:
Group Membership
Loyalty
Program
36
Group Memberships
Features & Benefits
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
37
Merge Memberships
Merge Memberships
Group memberships
(by adding additional members) or
38
Split Memberships
Split Memberships
39
Copyright 2008 SAP AG
All rights reserved
No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP AG. The information contained herein may be changed
without prior notice.
Some software products marketed by SAP AG and its distributors contain proprietary software components of other software vendors.
SAP, R/3, xApps, xApp, SAP NetWeaver, Duet, SAP Business ByDesign, ByDesign, PartnerEdge and other SAP products and services mentioned herein as well as their respective logos are
trademarks or registered trademarks of SAP AG in Germany and in several other countries all over the world. All other product and service names mentioned and associated logos displayed
are the trademarks of their respective companies. Data contained in this document serves informational purposes only. National product specifications may vary.
The information in this document is proprietary to SAP. This document is a preliminary version and not subject to your license agreement or any other agreement with SAP. This document
contains only intended strategies, developments, and functionalities of the SAP product and is not intended to be binding upon SAP to any particular course of business, product strategy,
and/or development. SAP assumes no responsibility for errors or omissions in this document. SAP does not warrant the accuracy or completeness of the information, text, graphics, links, or
other items contained within this material. This document is provided without a warranty of any kind, either express or implied, including but not limited to the implied warranties of
merchantability, fitness for a particular purpose, or non-infringement.
SAP shall have no liability for damages of any kind including without limitation direct, special, indirect, or consequential damages that may result from the use of these materials. This limitation
shall not apply in cases of intent or gross negligence.
The statutory liability for personal injury and defective products is not affected. SAP has no control over the information that you may access through the use of hot links contained in these
materials and does not endorse your use of third-party Web pages nor provide any warranty whatsoever relating to third-party Web pages
Weitergabe und Vervielfltigung dieser Publikation oder von Teilen daraus sind, zu welchem Zweck und in welcher Form auch immer, ohne die ausdrckliche schriftliche Genehmigung durch
SAP AG nicht gestattet. In dieser Publikation enthaltene Informationen knnen ohne vorherige Ankndigung gendert werden.
Einige von der SAP AG und deren Vertriebspartnern vertriebene Softwareprodukte knnen Softwarekomponenten umfassen, die Eigentum anderer Softwarehersteller sind.
SAP, R/3, xApps, xApp, SAP NetWeaver, Duet, SAP Business ByDesign, ByDesign, PartnerEdge und andere in diesem Dokument erwhnte SAP-Produkte und Services sowie die
dazugehrigen Logos sind Marken oder eingetragene Marken der SAP AG in Deutschland und in mehreren anderen Lndern weltweit. Alle anderen in diesem Dokument erwhnten Namen
von Produkten und Services sowie die damit verbundenen Firmenlogos sind Marken der jeweiligen Unternehmen. Die Angaben im Text sind unverbindlich und dienen lediglich zu
Informationszwecken. Produkte knnen lnderspezifische Unterschiede aufweisen.
Die in diesem Dokument enthaltenen Informationen sind Eigentum von SAP. Dieses Dokument ist eine Vorabversion und unterliegt nicht Ihrer Lizenzvereinbarung oder einer anderen
Vereinbarung mit SAP. Dieses Dokument enthlt nur vorgesehene Strategien, Entwicklungen und Funktionen des SAP-Produkts und ist fr SAP nicht bindend, einen bestimmten
Geschftsweg, eine Produktstrategie bzw. -entwicklung einzuschlagen. SAP bernimmt keine Verantwortung fr Fehler oder Auslassungen in diesen Materialien. SAP garantiert nicht die
Richtigkeit oder Vollstndigkeit der Informationen, Texte, Grafiken, Links oder anderer in diesen Materialien enthaltenen Elemente. Diese Publikation wird ohne jegliche Gewhr, weder
ausdrcklich noch stillschweigend, bereitgestellt. Dies gilt u. a., aber nicht ausschlielich, hinsichtlich der Gewhrleistung der Marktgngigkeit und der Eignung fr einen bestimmten Zweck
sowie fr die Gewhrleistung der Nichtverletzung geltenden Rechts.
SAP bernimmt keine Haftung fr Schden jeglicher Art, einschlielich und ohne Einschrnkung fr direkte, spezielle, indirekte oder Folgeschden im Zusammenhang mit der Verwendung
dieser Unterlagen. Diese Einschrnkung gilt nicht bei Vorsatz oder grober Fahrlssigkeit.
Die gesetzliche Haftung bei Personenschden oder die Produkthaftung bleibt unberhrt. Die Informationen, auf die Sie mglicherweise ber die in diesem Material enthaltenen Hotlinks
zugreifen, unterliegen nicht dem Einfluss von SAP, und SAP untersttzt nicht die Nutzung von Internetseiten Dritter durch Sie und gibt keinerlei Gewhrleistungen oder Zusagen ber
Internetseiten Dritter ab.
Alle Rechte vorbehalten.
40