The Making Of A Modern, Cloud-driven Loyalty Platform – From The Idea To The Final Product
Re-living The Eureka Moment
For us, creating a CRM class solution in the cloud version and making it part of the Comarch portfolio was not a question of how, but when. Having many years of experience in the field of loyalty management software, as well as the internal drive to follow the latest market trends, we made a team of loyalty professionals whose goal was to design and develop a platform that is currently known as Comarch Loyalty Cloud (CLC).
Comarch Loyalty Cloud owes a lot to its "older brother," Comarch Loyalty Management, a system designed to help large enterprises improve customer engagement. What makes Comarch Loyalty Cloud different from the enterprise version, however, is the technology, as well as the UI design, which was intentionally simplified to meet the latest market trends and maximize user’s convenience. At the same time, the CLC platform provides operational flexibility and diversity to creating business scenarios appreciated by the users of the traditional CLM system.
With CLC, our main technological goal was to deliver a robust, loyalty management system available in the software-as-a-service model. We wanted to give companies the chance to bypass the time-consuming implementation process and start working on their loyalty programs as soon as they log in to the platform, minimizing operational costs at the same time.
Some of our remaining objectives were:
- Creating a business user-centric platform; one that addresses individual needs through system configurations and the use of functional API (integration)
- Making the system available to a broader audience by eliminating the expenses of software licensing
- Providing innovation and guidance through complete open API to enable smooth integrations with third-party systems
- Delivering the shortest time to market; since the Cloud does not require a lengthy and resource-consuming implementation
Loyalty Running On Clouds
We started working on the CLC platform by performing full market analysis, as well as gathering feedback regarding CRM&Marketing products from our clients. Why? Because we knew that by focusing on technological concepts and functionalities that are most desired by our clients, we would be able to release a complete and highly efficient product. As a result, at its very core, Comarch Loyalty Cloud offers a set of advanced features that make it an essential tool in one’s marketing toolbox. Those include:
|Coupons & Rewards||Using the CLC platform, not only can you define physical rewards, but also vouchers, coupons, and discount codes - both for entire transactions and particular product purchase. The platform supports coupons issued as part of mass campaigns, promotions, though they are also available to customers in exchange for loyalty points. The coupons themselves can be utilized as cash or percentage discounts, or they can be used for collecting rewards.|
|Promotions||Our flexible promotion mechanism allows you to quickly react to specific examples of customer behavior by distributing not only points but also coupons, sending notifications (using multiple communication channels), offer product discounts. Plus, you can use the External Event feature that enables you to extend the list of members' behavior without limits and integrate any of the available data sources that can track specific member-performed actions.|
|Member management||Comarch Loyalty Cloud allows you to design and implement a registration plan that suits your business needs; that includes the possibility to build member-gets-member promotions. As a user, you can independently configure each of the following areas: login settings, member attributes, member consents, password policy, identifiers management, household restrictions, enrollment restrictions, and more.|
|Personalization||Comarch Loyalty Cloud enables you to build specific segments and use them to drive various customer interactions. You can quickly identify your customers and divide them into smaller groups based on characteristics such as personal information, time spend shopping, transactional behavior, and more.|
The second part of our journey designing the CLC system was focused more on creating mechanisms for driving unique customer stories and top customer experience. Here’s where the world of high tech had to meet the needs of the business environment. Thus, we developed a brand-new approach - the one where a user does not have to be familiar with any technology-related issues, where their main concern is the clients’ wellbeing. Comarch Loyalty Cloud’s sole propose is to increase the effectiveness of customer engagement processes. This is why we have spent a lot of time designing a simple and intuitive interface for running quite complicated loyalty processes.
Also, the Apache Kafka message broker and the rest API (described in the OpenAPI standard) were applied to facilitate further product development and create a service bus for fast and easy integrations with internal and external systems. Our plan for the upcoming months is to launch full integration with a set of microservices that allow connecting Comarch Loyalty Cloud with mobile payments applications, location-based services, and gamification mechanisms.