Customer Loyalty Management

Frequently Asked Questions

• 1. What is Loyalty Management module?

  Loyalty Management module is a system that enables the management of different sized loyalty programs, in both multi-partner and stand-alone modes. Comarch’s IT platform provides the ability to reward loyalty program members based on revenue, points, miles, discounts, coupons or cash-back - calculated in real time or batches. Loyalty Management supports all areas of loyalty programs, creating smooth operations and enabling operators to effectively collect, manage and leverage customer data gathered across all touch points, whilst providing customers with relevant offers and promotions in a timely manner to encourage increased sales and engagement.

  With Comarch’s innovative and robust Promo Designer, marketers can easily define tailored and real-time promotions for every element of a transaction, triggered by specific events or social activities. The system allows users to build ongoing dialogues with customers through channels, including email, POS, SMS, social media, mobile apps or call centers. Thanks to valuable easy-to-access reports and dashboards, programs operators can constantly monitor program performance.

• 2. Is Comarch Loyalty Management modular?

  Yes, Comarch Loyalty Management is a modular system composed of several interfaces with selected functionalities required for defined users’ groups. The platform can collect data from different sources, process them based on configured business rules and distribute the information across other modules via various communication channels at a given moment.

  Loyalty Management is composed of several interfaces with selected functionalities required for defined users’ groups:

  • Business Administration (BA) – core module, provides all of the administrative functions needed for program and system configuration, as well as operational maintenance. Dedicated for system administrators and business users.
  • Contact Center (CC) – designed to streamline CRM activities, manage customer accounts and communications with program members. Dedicated for Contact Center agents.
  • Member Portal (MP) – a web portal dedicated for program members. The portal is based on the CMS framework that enables fast and easy customization for content and the look & feel.
  • Partner Portal – a web portal dedicated for program partners.
  • Data Hub – a tool responsible for streamlining file exchange processes. It allows users to quickly and easily integrate new partners, reducing the time and cost of new integrations.

  Additionally, Comarch Loyalty Management offers two mobile applications:

  • A mobile application for members that runs on Android or iOS. As an additional communication channel, it is designed to entertain and assist members in their daily lives. Thanks to geo-location offers, it helps to boost the customer experience.
  • An in-store application running on a tablet device and dedicated to cashiers in retail outlets (possibly also other service points) that are part of the loyalty program but not integrated with the program through the POS terminal. Cashiers are equipped with a tablet device that has an installed in-store application. The application allows for accrual, redemption and quick enrollment to the program and all actions performed at the till.

• 3. Which loyalty program models can Loyalty Management software support?

  Loyalty Management module supports the following loyalty program models:

  • Stand-alone programs
  • Multi-partner and coalition programs
  • Frequent Flyer Programs (FFP)
  • Employees incentive programs
  • Individual (B2C) and Corporate (B2B) programs

  

• 4. How are corporate (B2B) programs organized in Loyalty Management module?

  Loyalty Management module allows a special loyalty account type dedicated for companies to be configured, this is then a basis to build loyalty programs dedicated for corporates. It is possible to configure a hierarchy including the main (parent) company and its subsidiaries. The Loyalty Management module is also able to store the list of company employees which is managed (browsed/added/removed/modified) through the Contact Center application or Loyalty Management’s API.

  

  Although the point balance is always stored on the loyalty account level, for corporate subsidiaries, it is possible to set up the loyalty accounts’ behavior in two ways:

  • Shared balance - representation of the individual customer program household functionality (balance stored on the main account level).
  • Individual balance - standalone loyalty account with a single company under it.

  A loyalty program for corporates (B2B) can run in parallel with programs for individuals (B2C) on the same loyalty platform.

• 5. How does the solution handle household accounts?

  There are supported household accounts, where points are cumulated on a common balance. When a member decides to leave the household account, the points that have been contributed by them to the household balance can either stay on the household account or move to the members individual account. Loyalty Management module supports both scenarios, and the program operator decides which one should be applied.

  There are several implemented processes related to Households, like:

  • Management of Household roles and related restrictions
  • Invitations management
  • Joining the Household account
  • Leaving the Household account

• 6. How well can the platform manage tiers?

  The Loyalty Management module allows multiple ‘Recognition schemes’ to be defined within a single loyalty program, these are groups of elite tiers that are ordered within the scheme. Schemes are completely separate from each other, including the list of tiers with its:

  • Qualification criteria
  • Benefit period
  • List of available benefits

  

  The Loyalty Management module offers a mechanism which allows a varied set of rules to be configured that can grant elite tiers. Basic rules can qualify a customer for an elite tier after they have collected a certain number of qualifying points and/or collected a required amount of loyalty activities e.g. flown flight segments. Elite tiers can be also granted manually by agents using the Contact Center application.

  The time period of validity for an elite tier is configurable and by default lasts from the moment of achieving it until the configured expiration date (the end of the benefit period) which may also be configured using various options.

  The soft-landing option can be configured so that customers are only downgraded one tier down. It is also possible to specify how long (in months) the benefit period will last after the downgrade.

• 7. How effective is the Loyalty Management multi-channel communication with program members?

  The system offers mechanisms to send messages via different channels including e-mail, SMS, mobile push notifications and social media which can be sent based on various messaging triggers including marketing actions, events, transaction processing, periodic communication, etc.

  Message templates can be prepared and ‘ready to use’ patterns can be sent to customers. Different language versions are supported as well as variables referencing customer data. The system replaces variables and evaluates expressions in the message subject and its body.

  

  In order to collect automatic feedback on email campaigns, the system offers tracking options including hard/soft bounces, openings and clicks. All sent messages are stored and monitored, allowing for a review of the customer’s communication history.

• 8. What reward types are offered by the platform?

  The Loyalty Management module allows for simple and comprehensive management of different types of loyalty rewards, including:

  • Physical rewards - goods from the standard product offer, or specially prepared promotional articles from a loyalty reward catalog.
  • Instant rewards - determining a reward that should be automatically delivered to a program member after collecting a specific amount of points.
  • Services - offers from the operator or a partner such as carwashes and monthly cable TV subscription, or offers from a third-party provider, including recharging a mobile pre-paid card.
  • Discounts on transactions - these “POS-supported” rewards can be simple money-value discounts or percentage discounts.
  • Coupons/Vouchers - e.g. tickets for events or discount coupons.
  • Point conversion – from the customer account into other loyalty program points or simply transferred to a partner.
  • Benefits - list of possible awards e.g. associated with reaching a tier level. The customer may select which one they would like.
  • Loyalty auctions - the system can define the following auction offerings: items from the reward catalog as an alternative buying option, special rewards which are not available in reward catalog, charity, services.
  • Lottery rewards - points or goods won in the loyalty lotteries.
  • Ticket rewards - airline tickets for the member or for any other person
  • Cabin class upgrade rewards - ticket upgrade to higher class (e.g. from Economy to Business)
  • SSRs - additional services to the airline ticket, e.g. extra meal, more leg room.

• 9. Does Loyalty Management module support cloud hosting?

  Loyalty Management module is designed to be fully compatible with Comarch Infraspace Cloud as well as all other major public cloud providers like AWS, Microsoft Azure, Google Cloud, and take advantage of all its key selling points:

  • Reliability
  • Scalability
  • Flexibility

  
  Loyalty Management module is a database agnostic system. Depending on the requirements it can be setup with:

  • Oracle database – enterprise standard for relational DB
    • Can be hosted in public clouds
  • PostgreSQL – preferred open source relational database in modern day
    • Can be hosted in public clouds
  • Amazon RDS / Aurora
  • Google Cloud SQL
  • Microsoft Azure Database