Function documentationCustomer Access to Loyalty Programs

 

Companies use a range of loyalty programs as a tool to build relationships, and retain customers in commoditized markets with low switching costs. Nowadays, the Internet is a key element in building business relationships with customers. Call centers/interaction centers are also an important channel for customers who want to perform a range of activities from purchasing products, to creating or changing a membership, or redeeming points, and so on. To ensure customer satisfaction, call centers have access to the latest information and are integrated with other channels and systems.

Integration

Loyalty Management is integrated with the following channels:

  • Call Center/Interaction Center

    In the Interaction Center (IC), the business role Loyalty IC Agent (IC_LOY_AGENT) is available. Membership management is integrated into the IC, and the agent has access to all the membership management activities available within the CRM WebClient UI. See the Membership Overview below.

  • SAP Web Channel Experience Management

    Web shop customers can join loyalty programs either during user registration, or after they have created a user account. Once they joined the program, they can, among other things, access their account to check their membership details, view their transaction history, and redeem points in the checkout to obtain discounts on orders.

    For more information, see SAP Library for SAP Web Channel Experience Management on SAP Help Portal at http://help.sap.com/wecInformation published on SAP site. Choose a release. In SAP Library, choose Start of the navigation path SAP Web Channel Experience Management Next navigation step E-Marketing Next navigation step Loyalty Management End of the navigation path.

  • CRM Web Channel

    For more information, see Sales Order Integration.

    Note Note

    Loyalty integration is only available for SAP E-Commerce with SAP CRM. In SAP E-Commerce with SAP ERP, loyalty integration is not supported.

    End of the note.

A loyalty program is offered by a company and customers can access it through these channels.

Prerequisites

To use the enhanced functions, you must activate the business function Loyalty Productivity (CRM_LOY_PROD).

For configuration settings, see the Loyalty Management business scenario in SAP Solution Manager.

Features

Interaction Center

In addition to standard IC functions, the customer can also perform the following loyalty activities that fall in the following IC areas available to a loyalty IC agent:

  • Account Identification

    A member calls the IC and gives his or her membership ID, so that the IC agent can identify his or her account. Conversely, using the member contact details, the IC agent can also find the relevant membership belonging to the member.

    • Create membership

      A customer calls the Interaction Center to create a membership. The IC agent confirms the account before creating the membership. The agent must enter the loyalty program and membership type to be created. Information that can be provided during creation include the purpose of use (private, business, charity), nominator ID (person who referred the customer), and promotional code (a registration bonus campaign that can be offered to the customer for creating a membership). An integrity check runs to ensure that the data is complete. A plausibility check verifies that the loyalty program is active.

  • Membership Overview

    • Perform membership statement activities

      A member calls to obtain a copy of his or her membership statement. The IC agent accesses the member's account details and provides a hard copy (PDF format) or an electronic version (e-mail) as required. For more information, see Membership Statement.

    • Perform activities related to loyalty cards

      A member reports a lost or stolen card. The IC agent deactivates the card and can change its status to lost or stolen. The IC agent can initiate the workflow for creating a replacement card. For more information, see Membership Cards

    • Split or merge memberships

      A member requests that a membership is split or merged. The IC agent takes appropriate action. For more details, see Splitting and Merging of Memberships.

    • Assign member to group membership

      A member calls to add a family member or friend to his or her group membership. The IC agent takes appropriate action. For more information, see Membership.

    • Donate points

      A member can request that points be donated to another membership, for example, for charity purposes. The IC agent takes appropriate action. For more information, see Membership.

    • Transfer points

      A member requests transfer of points to another membership, for example, when leaving a company. The IC agent takes appropriate action. For more information, see Membership.

  • Membership Activity

    • View point account transactions summary

      A member calls with questions about his or her points transactions. The IC agent can sort and filter the point transactions summary table.

  • Loyalty Programs and Campaigns

    • Obtain information about loyalty programs

      A member calls the IC to obtain information about the loyalty program or programs available. The IC agent checks the loyalty program or programs available and answers the questions.

    • Register for loyalty campaign

      A member calls the IC to register for a campaign. The IC agent checks the campaigns for which the member is eligible and registers him or her. The member can see more information about campaigns under the Campaign Details hyperlink.

SAP Web Channel Experience Management

For information about customer access to loyalty programs in SAP Web Channel Experience Management, see SAP Library for SAP Web Channel Experience Management on SAP Help Portal at http://help.sap.com/wecInformation published on SAP site.

CRM Web Channel

In addition to standard Web Self Service functions, the customer can also perform the following loyalty activities:

  • Create a membership in a loyalty program

    Customers can create a new loyalty membership, which gives access to a new loyalty area under the Web Self-Service Area. Different scenarios exist, depending on the registration status of the customer. A new visitor can register and create a membership in one step, by entering his or her contact information and selecting the loyalty options. On the other hand, existing users need to log on before they create a membership.

After logging on and accessing the Web Self Service area (My Account), the member can do the following:

  • Register for loyalty campaigns

    The member can view and register for loyalty campaigns for which he or she is eligible. Under Campaign Details, the Web shop owner can link campaign details for the Web shop user.

  • View points transactions details

    The member can view his or her account transaction history online, in addition to other membership information, such as membership ID and total available balance. By default, the transactions for the past calendar month are displayed, but the member can change the time period to display more or fewer transactions, for example, to view transactions between January 1st and July 31st 2008.

More Information

Member

Member Activities

Point Account

Membership

Sales Order Integration

Complaints Integration