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Loyalty Management
Enhancements Overview
SAP Enhancement Package 1 for SAP CRM 7.0
SAP CRM Marketing
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Agenda
1. Overview
2. Details
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Loyalty Management in SAP CRM 7.0
SAP CRM 7.0 introduced multi-channel loyalty program management capabilities
including program design, rule modeling and program execution, fully integrated in
CRM sales, marketing, interaction center and web channelWeb Channel
Rule Modeling
Membership Models
SAP CRM 7.0 introduced multi-channel loyalty program management capabilities including
program design, rule modeling and program execution, fully integrated in CRM sales,
marketing, interaction center and web channel. This enables organizations to design and
execute a loyalty program as part-and-parcel of a comprehensive CRM strategy.
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SAP Ehp1 for SAP CRM 7.0 enhances Loyalty
Management with
Extended multi-channel reach to partner channel, point-of-sale (POS), and web channelto increase the reach of your loyalty program
Enhanced membership handling with organization membership, anonymousmembership, and card handling to increase membership options
New end-to-end partner management capability to generate additional revenue throughpartner channel and increase program value to members
New benefit and voucher handling tools to offer the best incentives to the targetmembers
New mixed-payments capability to increase point value to program members, give
them more options and flexibility, and generate additional revenue
New extractors to analyze loyalty data
Enhanced graphical rule builder to enable flow-based rule design
SAP has invested to increase the reach and depth of the loyalty management capabilitiesin SAP Ehp1 for SAM CRM 7.0, including:
Extended multi-channel reach to partner channel, point-of-sale (POS) and web channel
Enhanced membership handling with organization membership, anonymous membershipand card handling
New end-to-end partner management capability
New benefit and voucher handling tools
New mixed-payments capability
New extractors
Enhanced graphical rule builder
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Agenda
1. Overview
2. Details
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Partner Management
End-to-end process for managing program partners in a loyalty program, including selling points
to partners, partner billing, and processing partner member activities.
Partner access to the partner channel management application to register new members and
manage partnership related activities.
Default Partnership for Program Partners & Sponsoring Partners
Partnership determination during member activity processing
Loyalty ProgramEnhancements
Partner access to loyalty application in partner channel management
Ability to create members and memberships
Ability to manage partnership activities
Partner Channel Application
Sales Order & Complaint integration to sell and return points with partners
CRM Billing Integration
Settlement report to automatically settle points in partnership
Sell & Return Points
New object to manage partner relationship to program
Partner Point Accounts to track partner point activities
Partnership Object
Feature Benefits
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Partner Management
The Partnership represents the agreement between the loyalty program and the partner. Itcan have start and end dates.
It can be considered that a Partnership is on the partner side what a Membership is on thecustomer/member side.
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Membership Handling Enhancements
Organization Membership
Enables Corporate Accounts to be members* in the loyalty program, thereby supporting
corporate memberships for employees of corporations, as well as B2B scenario for loyalty
programs targeted towards resellers, distributors, and affiliates.
Memberships can be created at all levels of the account hierarchy.
Configurable point account to pool points earned by membersCentralized point account
management
Negotiated initial tier levels for members of corporate accounts
Negotiated benefits for members of corporate accounts
Negotiated tier levels and
benefits
Feature Benefits
* Only Individual Accounts as members supported in SAP CRM 7.0
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Membership Handling Enhancements
Organization Membership
Organization Membership
With SAP CRM 7.0 EhP1 it is possible to create organization memberships.
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Membership Handling Enhancements
Organization Membership
Organization Membership Agreement
With an Organization Membership Agreement you can define special agreements for yourcorporate account like starting initial with the silver tier level instead of the regular tier level.
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Membership Handling Enhancements
Anonymous Card Handling
Enables marketing managers to distribute cards in marketing materials such as magazines and
brochures, which can then be used by customers to become members on first use.
Intelligent membership creation ensures membership is created only if the card is used*
Membership creation on first member activity creationIntelligent Membership Creation
Card number generation through campaign execution
Point accumulation in anonymous mode
Card Generation
Feature Benefits
* Typically a small fraction of the printed cards are used and activated.
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Membership Handling Enhancements
Enhanced Card Management
Enhanced card management improves the ability of the brand owner to introduce different card
types in partnership with credit card companies and manage the lifecycle of the cards in CRM
Event-based card creation (new membership, tier level change, etc.)
Card status, validity and expiration management
Lost card replacement
Card Lifecycle Management
API to integrate with external card service providersCard Management API
Integrated with SAP CRM Service Contracts for fee management
CRM Billing Integration
Fee Management
Card Types such credit cards, membership cards
Tier dependent cards
Card Definition
Feature Benefits
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Membership Handling Enhancements
Outbound Correspondence
Mail form integration to trigger outbound correspondence to members on specific events related
to membership, cards, and status
Automatic correspondence by standard events.
Correspondence by customer specified events.
Event Based Outbound
Correspondence
Loyalty Attributes like tier levels, point balances etc.
BAdI for customers to enhance these attributes
Configurable mail templates for each event
Enhanced Mail Form attributes
Immediate or scheduled delivery options
Queuing mechanism and Priority handling
Mail form execution
Feature Benefits
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CRM Integration
Enhanced Backend Integration
Fixed Redemption Value for Reward Products
Mixed Payments enables members to redeem products using a combination of points andcurrency.
Market Research has shown that members are more likely to spend their points if they are
offered the option of spending a combination of (less) points and currency, rather thatspend (more) points alone for a particular purchase.
Mixed payments provide a valuable strategy in four ways (1) enables members to purchase
products for which they have not yet accrued enough points (2) drives members to makemore transactions/purchases using the same number of points, also in the process
increasing their spending in the program, and (3) burns points faster, and generatesadditional revenue for the company.
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CRM Integration
Enhanced Backend Integration
Flexible Payment Calculation for Reward Products
Mixed Payments enables members to redeem products using a combination of points andcurrency
Market Research has shown that members are more likely to spend their points if they are
offered the option of spending a combination of (less) points and currency, rather thatspend (more) points alone for a particular purchase.
Mixed payments provide a valuable strategy in four ways (1) enables members to purchase
products for which they have not yet accrued enough points (2) drives members to makemore transactions/purchases using the same number of points, also in the process
increasing their spending in the program, and (3) burns points faster, and generatesadditional revenue for the company.
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CRM Integration
Enhanced Backend Integration
Complaint handling enables resolution of member grievances using the standard Complaints
process in CRM
Market Research has shown that members are more likely to spend their points if they are
offered the option of spending a combination of (less) points and currency, rather thatspend (more) points alone for a particular purchase.
Mixed payments provide a valuable strategy in four ways (1) enables members to purchase
products for which they have not yet accrued enough points (2) drives members to make
more transactions/purchases using the same number of points, also in the process
increasing their spending in the program, and (3) burns points faster, and generatesadditional revenue for the company.
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CRM Integration
Enhanced Web Channel
TBD
TBDTBD
TBDTBD
Feature Benefits
TBD: Marcus, later after extended development of Ehp1
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Benefits Handling
Manage and assign benefits as part of the loyalty program, so as to offer unique incentives to
members
Automatic benefit determination for membership
Intelligent resolution of conflicting benefits
Single view to track availability and consumption of a members benefits
Benefit Tracking
Define benefits at global, tier, or corporate membership level
Limits on consumption by period or usage or both
Ability to purchase benefits with points or currency
Benefit Management
Feature Benefits
Benefits are bonuses which are often not related directly to monetary advantages like
special prices. They have more character as a gift or privilege from a customer/memberspoint of view and will be from the vendors/loyalty hosts also handle like this.
Examples:
Retail industries Loan tools for free (e.g. trailers to transport goods)
Try on @ home (take selection of cloths to try on @ home)
Extended services, like free half-yearly inspection for bicycle
Enhanced warranty for all bought goods
Airline industries Double luggage weight Free access to VIP lounge
Prior boarding/ check in
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Benefits Handling
Benefits
Define benefits for the loyalty program. And choose the classification criteria for the benefit.
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Benefits Handling
The valid benefits for the certain membership is shown in the assignment block Benefits
The basis of the benefits is the benefit object itself. It shall be defined on loyalty programlevel and is exclusively available within the program.
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Voucher Handling
Vouchers handling integrated with loyalty management and campaign management enables
brand owners to target the desired customer segment with the right incentive/discount to
influence and increase spending, thereby increasing their loyalty to the brand
Ability to track consumption by members
Acquire new members by combining a new membership.
Track voucher usage
Voucher tracking
Campaign-based generation of vouchers
Anonymous, personalized, tell-a-friend type of vouchers
Voucher management
Feature Benefits
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Voucher Handling
Vouchers can easily be created within campaigns:
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Point-of-Sale (POS) Integration
Enterprise service to integrate with POS systems
Enterprise Service for accessing common loyalty processesEnterprise Service
Integrated in SAP POS and SAP ePOS
Point calculation as POS (SAP POS) or in CRM (SAP ePOS)
Standard Integration
Feature Benefits
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EPOS
Scan MembershipID
Lookup Member
Create Member
Update Member
Display point
history
Display currentaccount balance
and tier status
Scan voucheruse voucheras
tender
SAP CRM
Point Account
Member Activity
SegmentCampaign
-------------------
VoucherGeneration
Distributionvalidation and usage
Returncode/campaign ID
Membership
Business
Partner(Member)
Point-of-Sale (POS) Integration
Deliver pointbalance/tier
Request point balance/tier
Request Member activity
Validate voucher
Request Member/ship data
Response/Confirm Member/ship data
Response Member activity
The slide gives an example how the POS integration works with Loyalty Management.
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Reward Rule Enhancements
Enhanced graphical rule designer to enable visual and flow-based rule design
Enhanced action for tier transition
New action for raising warnings during rule processing
New actions for supporting benefits handling
Enhanced Actions
Graphical flow-based rule design enables visual rule design
Reduce rule steps compared to table based rule design
Flow-based rule design
Feature Benefits
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Reward Rule Enhancements
Enter Reward Rule Details and then
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Reward Rule Enhancements
create your Reward Rule in the graphical flow-based rule designer
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Loyalty Analytics
Extractors for key loyalty objects to analyze loyalty data
Extractors for key loyalty data like Membership, Point Transactions,
Member Activities, and Partner Point Transactions
Loyalty Extractors
Feature Benefits
With SAP CRM 7.0 EhP1 it would be now possible to transfer loyalty data to the BusinessWarehouse system and create reports for analyzing your loyalty data.
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