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Function documentationMembership Cards

 

Members of a loyalty program hold membership cards that represent their registration in the program. A membership card reflects the program and tier to which the holder belongs. For example, the named holder of a World Flyer Plus Gold card is in the Gold tier of a World Flyer Plus program.

Membership cards provide customers with benefits, such as the ability to redeem points earned through their membership in the loyalty program. Membership cards help publicize the loyalty program and serve as tangible instruments for the members enrolled in the loyalty program.

You create membership cards only in relation to a membership. Among other things, you can create, print, deliver, and replace cards, as well as block lost cards to avoid misuse, and define a wide range of attributes for each card type.

Prerequisites

You have done the following in Customizing for SAP CRM under Start of the navigation path Customer Relationship Management Next navigation step Marketing Next navigation step Loyalty Management End of the navigation path:

  • Made settings for memberships under Start of the navigation path Memberships Next navigation step Define Membership Settings End of the navigation path

  • Made settings for membership cards under Start of the navigation path Memberships Next navigation step Define Membership Card Types, Layouts, and Status End of the navigation path

  • Defined membership card statuses and number ranges under Start of the navigation path Basic Settings Next navigation step Define Status Profiles End of the navigation path and Start of the navigation path Basic Settings Next navigation step Assign Number Ranges End of the navigation path

  • Defined profiles for loyalty program types under Start of the navigation path Loyalty Programs Next navigation step Define Profiles for Loyalty Program Types End of the navigation path

Features

  • Ability to create and assign one or more cards to a membership

    For example, you can create a single card for a standard account, or several cards for a group account. Each card is related to an individual account within the membership. When the member uses the card, the external card number can be used to identify the member.

  • Automatic card creation

    When a member registers in a loyalty program, a membership is created. Based on settings you made in Customizing, the system creates either basic or tier-dependent cards, and these cards can be payment relevant or not. You set up automatic creation of cards along with membership creation using the Define Membership Card Types, Layouts, and Status Customizing activity.

  • Options for defining card types

    During the loyalty card creation process, all card attributes such as card layout, validity dates, card processor, and so on, are determined based on how you defined the card type in the Define Membership Card Types, Layouts, and Status Customizing activity. When a specific card type is selected, the attributes defined for this card type are defaulted.

    Example Example

    You define the Co branded card type in Customizing as follows:

    • Card Rank: Default

    • Validity Period: One year

    • Renewal Period: 30 days

    • Card Layout: Silver

    When you later create a card of type Co branded in the system, the attributes are automatically set based on what you defined in Customizing. This means that the card rank is the default, the card expires one year from the date of creation, the renewal period begins 30 days before the card expires, and the card layout is silver.

    End of the example.
  • Option to receive payment for cards

    When defining card types, you can designate them as payment relevant. In this case, the cards are treated as products, since members are charged a fee. To initiate payment for cards, you mark the card as payment relevant in the Define Membership Card Types, Layouts, and Status Customizing activity.

  • Card statuses

    Cards can have different statuses, for example, lost or stolen, depending on information provided by the customer, either by using Web Self-Services or the Interaction Center. When a member reports the loss of a card, you can change the status of the card and manually create a similar card with the same data.

  • Card replacement and expiration

    When the renewal date of an existing card has lapsed, a replacement card with a new validity period is created. When the Valid To date of the existing card lapses, the card expires. You can use the report RLOY_CARD_EXP_REPLACE to trigger this process.

  • Automatic card replacement on tier change

    When a member moves to a higher or lower membership tier, you can configure the system to expire their existing card automatically, and replace it with a card that is associated to the new tier. You define settings for this behavior in the Define Profiles for Loyalty Program Types and Define Membership Settings Customizing activities.

  • Temporary card for anonymous membership

    You can allow customers to register in a loyalty program without providing any personal details. In this scenario, the customer uses a temporary card and has an anonymous membership within the loyalty program. The card ID makes it possible for customers to obtain loyalty membership benefits from their transactions.

    You use the RLOY_CRD_ATC_GENERATE report to generate temporary cards. Every time a temporary card ID generated by this report is used in a member activity, an anonymous membership is created without any member details. You must mark this card type as anonymous in the Define Profiles for Loyalty Program Types Customizing activity. If the customer later registers in the loyalty program, the information is updated in the membership.

  • Printing options

    You can do the following:

    • Order cards for printing through an external card service provider.

    • Send card data created in the immediate past to the external card service provider and make an order for printing.

    • Receive updates on the status of the order such as the order reference number and shipping details.

    You can use the following reports to initiate the printing process and receive order status updates:

    • RLOY_CARD_ORDERING_EXTERNAL

    • RLOY_CARD_ORDER_STATUS_UPDATES

  • Business Add-Ins (BAdIs)

    There are several BAdIs available to extend the available functionality for membership cards. You can use them to, for example, create cards either in the SAP CRM core program or the Interaction Center, or to generate external card IDs. The BAdIs are available in Customizing for SAP CRM under Start of the navigation path Customer Relationship Management Next navigation step Marketing Next navigation step Loyalty Management Next navigation step Business Add-Ins for Loyalty Management End of the navigation path.

Activities

You can edit loyalty card information in the Card assignment block on the Membership overview page. For example, you can change the status of the card to Active, Lost, and so on.

More Information

Memberships

Tiers