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SAP CRM 7.

0
Detailed View

SAP CRM 7.0 Marketing


Loyalty Membership Management

Agenda

1. Loyalty Management Brief Introduction


2. Membership
2.1.
2.2.
2.3.
2.4.
2.5.
2.6.
2.7.

Members
Membership - Details
Tiers
Card Handling
Member Activities
Point Accounts and Sets
Dynamic Attributes

3. Membership Types
3.1.
3.2.
3.3.
3.4.

Standard Membership
Shared Account Membership
Group Membership
Split and Merge Memberships

SAP 2008 / Page 2

Loyalty Management - Overview


Functional Building Blocks
Program
Management

Reward Rules
Management

Membership
Handling

Processing
Engine

Tier Management

Rule Modeling
Simple & Complex

Membership Types
and Registration

Scalable Engine
Component

Points
Management

Ongoing and
Scheduled Rules

Member Tier
Management

Online Member
Activity Processing

Tier-Based Point
Expiration

Standard Actions

Member Activities

Batch Member
Activity Processing

Program Partners

Campaign Eligibility
and Enrollment

Member Profile
Maintainence

Tier Evaluation
Processing

Program Setup

Template-Based
Maintenance

Point Account
Management

Point Expiration
Processing

Dynamic Attributes

Rule Version
Management

Basic Membership
Card Handling

Simulation of Rule
Processing

Integrate / Analyze / Collaborate


Loyalty API
Connectivity

Sales Order
Integration

IC Integration

Web Channel
Integration

SAP 2008 / Page 3

It has already been mentioned that loyalty management is based on the four solid pillars
of:
Program Management
Reward Rule Management
Processing Engine
Membership Handling.
Each area directly addresses individual, loyalty-specific business needs and comes

with reach functionality:


READ SLIDE .
We will now go deeper into these areas to provide you with an overview of the main

capabilities, features, and functions of SAP CRM Loyalty Management.

Loyalty Management Overview


A complete solution ...

Loyalty Program Management enables set-up and maintenance of loyalty programs. Program
maintenance includes information about program-related loyalty status levels, set-up and
maintenance of point accounts, as well as program-specific attributes based on flights, nights
of stay, dollars spent, frequency of purchases, and so on.

Loyalty Reward Rule Management includes set-up and maintenance of loyalty rules and
conditions, campaigns for enrollment and registration finally being processed by the loyalty
engine. All points earned and redeemed by members are recorded within the members point
account.

Loyalty Membership represents the participation of an individual person in a specific loyalty


program. Membership is opened by a registration to the loyalty program, either paper-based,
via web-self service, or call center. It also includes member activities such as flight, hotel stays,
or sales activities - finally being earned or redeemed as points.

The Loyalty Management Processing Engine is a highly scalable component to process


member activities, tier transition evaluation, and point expiration. It is an integrated part of SAP
CRM and the heart of the CRM-based Loyalty Management solution.

Loyalty Management additional features:

Collaboration

Integration

Analytics

SAP 2008 / Page 4

Loyalty Program Management enables set-up and maintenance of loyalty programs.


Program maintenance includes information about program-related loyalty status levels,
tier groups and levels, set-up and maintenance of point accounts, as well as programspecific point accrual and redemption based on flights, nights of stay, and so on.
Loyalty Reward Rule Management includes set-up and maintenance of loyalty rules and
conditions finally being processed by the loyalty engine. All points earned and
redeemed by members are recorded within the members point account.
Loyalty Membership represents the participation of an individual person in a loyalty
program. Membership is opened by a registration to the loyalty program, either paperbased, via web-self service, or call center. It also includes member activities such as
flight or sales activities - finally being earned or redeemed as points.
The Loyalty Management Processing Engine a highly scalable engine to process
member activities and tier transition evaluation. It is an integrated part of SAP CRM and
the heart of the CRM-based Loyalty Management solution.
SAP CRM loyalty management also provides cross-process collaboration, is seamlessly
integrated, and provides reach marketing, analytics, and segmentation functionalities.

Loyalty Management - Overview


Communication
Customer
Segments

External
Applications

Customers

BackOffice

Interaction Center

Counter

Letter

E-mail

Fax

Web shop

Phone

IVR

Internet

Multi
Channel
Interaction

CRM UI

Web-Services

Membership Handling

Point
Redemption

Point Account

Points / Bonus
Determination by
Rule Engine

Loyalty
Management
CRM Marketing
Point
Expiration

Reward Rule Management

Member
Activities

Processing Engine

Point
Accruals

Program Management

SAP 2008 / Page 5

Loyalty Management is embedded in SAP CRM.


It uses multiple channels to interact with the customer Mainly the CRM Web shop, the Interaction Center, as well as the CRM UI.
Its objects are web-service-enabled to allow external applications to communicate with
SAP CRM loyalty management.
It has already been mentioned that loyalty management is a central component,
seamlessly integrated in CRM Marketing.
Loyalty Management from a communication perspective is mainly about processing
activities, member activities such as flights, trips, ticket purchases, point redemption or
any other accrual activity; either sent by an external system, entered manually, or
derived from SAP CRM sales processes. These activities are processed against
system-specific rules and finally updates a passengers tier level, point account, or
execute any other customer-specific functionality according to the settings and
definitions that have been made for the loyalty program.

Agenda

1. Loyalty Management Brief Introduction


2. Membership
2.1.
2.2.
2.3.
2.4.
2.5.
2.6.
2.7.

Members
Membership - Details
Tiers
Card Handling
Member Activities
Point Accounts and Sets
Dynamic Attributes

3. Membership Types
3.1.
3.2.
3.3.
3.4.

Standard Membership
Shared Account Membership
Group Membership
Split and Merge Memberships

SAP 2008 / Page 6

Members:
Represented by Standard Individual Accounts
Members standard accounts and contacts

Member is represented by a standard individual account

Fully integrated into the core CRM system and applications

Use of all core functionalities around accounts and contacts


possible, like

Marketing Attributes

Lead and Opportunity Management

Sales Order Processing

Segmentation and Campaign Execution

Specific search performance optimization implemented for mass


data handling

SAP 2008 / Page 7

Membership:
Between Loyalty Program and Member
Features

Membership represents the participation of an individual


account (natural person) in a loyalty program

Members can be assigned to various


loyalty programs in the same time

A unique membership object


exists (customizable) for each
participation in a program

Memberships across loyalty programs are


independent from each other

Benefits

Run multiple, independent loyalty programs for the same member (individual account) at the
same time

Get consolidated information about the memberships on member level

SAP 2008 / Page 8

Membership:
Component Overview

General
Data
Cards

Tiers

Membership

Member Activities

Point Accounts

Dynamic Attributes

SAP 2008 / Page 9

Membership Object
Information Summary (I)
General
Data

Tiers

Reference to Loyalty Program

Reference to Member

Life cycle (Status, Start- and End Date)

Classification

Short summary on one view

Current Active Tiers

Date of the last activity

Reference to Point Account Set

Reference to nominator

Current and previous tiers assigned to membership

Upgrade and downgrade tiers manually

SAP 2008 / Page 10

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Membership Object
Information Summary (II)
Point Accounts

Member
Activities

Dynamic
Attributes

Point accounts assigned to the membership

Multiple point accounts, combined in one point account set

Shows the point balance and date of last transaction

Overview of the events during the membership, such as:

Earning or redemption of points

Tier changes

Program-defined attributes

To be updated or considered during member activity processing

To store loyalty program individual flags and counters


(Example: No. of international flights)

SAP 2008 / Page 11

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Membership Object
Information Summary (III)
Membership
Cards

Assigned
Members

Related
Memberships

Current and previous cards assigned to the membership

Create and maintain cards and card attributes

Set cards to inactive (for example, stolen, lost)

Maintain members in group memberships


(own membership type, described in following slides)

Maintain related memberships


(own membership type, described in following slides)

SAP 2008 / Page 12

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Membership Object
Information Summary (IV)
Notes and
Attachments

Change History /
Administration
Data

Notes and Attachments

Add individual notes on membership level

Assign additional documents, standard CRM attachment handling

Who changed what and when in the membership object?

SAP 2008 / Page 13

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Membership
Channel Overview

Standard Web UI

Integrated in the new role Loyalty Professional

Interaction Center

Integrated into the IC agent work environment (through Loy_IC_Agent role)

Search and create memberships

Access membership data and all functionalities available in the Web UI


application

Perform other loyalty activities

Web Channel*

Create Membership as part of the self-registration process

View membership data and point transactions summary

Perform other loyalty activities

Response Recording (Web UI)

Enables the creation of accounts and membership in one go fast entry

Supports the standard response recording features in combination with membership creation

* Loyalty Integration is only available for SAP E-Commerce with SAP CRM. In SAP E-Commerce with SAP ERP Loyalty Integration is not supported.
SAP 2008 / Page 14

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Membership
Screenshot

SAP 2008 / Page 15

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Membership Creation:
Fast Entry via Response Recording Application
Create members and memberships
in one go

Membership creation integrated into


response recording enables you to:
Create or search a member and
Create a membership
in the same application

No navigation to standard account


application needed

Fully integrated into the standard


response recording process
Also includes personalized response
code handling

Especially for manual mass creation processes

SAP 2008 / Page 16

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Agenda

1. Loyalty Management Brief Introduction


2. Membership
2.1.
2.2.
2.3.
2.4.
2.5.
2.6.
2.7.

Members
Membership - Details
Tiers
Card Handling
Member Activities
Point Accounts and Sets
Dynamic Attributes

3. Membership Types
3.1.
3.2.
3.3.
3.4.

Standard Membership
Shared Account Membership
Group Membership
Split and Merge Memberships

SAP 2008 / Page 17

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Tier Management - Overview

Tier Management enables brand owners to design the loyalty program to


offer different tiers based on frequency, value, or other characteristics of the
members/membership in the program. Features include:

Multiple tier groups, for example, lifetime tier and a basic tier to track and reward
lifetime value vs. current value of a member

Tier validity for each tier

Rules to determine new and lowest tiers based on different conditions


Loyalty
Program

Tier
Group

Tier
Group

Basic

Tier groups
and Tiers

Tier

Qualifying Miles/
Qualifying Flights

Tier

Million Miler
Tier

Tier

Tier

Tier

Tier
Level

Regular

Silver

Gold

Platinum

1 MM

2 MM

Tier
Validity

12 months
EOY

12 months
EOY

12 months
EOY

24 months
EOY

Never
expire

Once a million miler


Always a million miler

18 months
EOM

2 year
EOY

Extended Miles
Validity

Point
expiration
overrides

Tier reward
rules

Tier

US/Canada

25.000 /
30

50.000 /
60

100.000 /
100

Rest of world

25.000 /
30

50.000 /
50

75.000/
75

Basic Tier
Guarantee

Gold

SAP 2008 / Page 18

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3 MM+

Miles never
expire

Miles never
expire

Gold

Gold

Membership Details:
Tiers on Membership Side
Get an overview of the memberships tiers

Tier assignment block shows

Active and expired tiers are shown in a combined list

Provides a complete history of the tier changes in the membership life cycle

Additionally, the totals of qualified points (depending on defined point types) are shown

Change tiers manually

Typically, tiers are defined/updated based on rules

Additionally, it is possible to adjust the tiers manually (upgrade/downgrade/change)

All tier changes are executed via member activities and can be optionally checked on a rule
basis

SAP 2008 / Page 19

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Agenda

1. Loyalty Management Brief Introduction


2. Membership
2.1.
2.2.
2.3.
2.4.
2.5.
2.6.
2.7.

Members
Membership - Details
Tiers
Card Handling
Member Activities
Point Accounts and Sets
Dynamic Attributes

3. Membership Types
3.1.
3.2.
3.3.
3.4.

Standard Membership
Shared Account Membership
Group Membership
Split and Merge Memberships

SAP 2008 / Page 20

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Membership Details:
Card Handling
Membership Card the external key to loyalty
processing

Multiple cards can be assigned to a membership, such as:


Credit Card
Membership Card

Flexible, definable attributes: Card Type, Layout, Title, Status

External Card No
Card No. is unique across the complete CRM System
Format and content of no. can be defined individually*

External card no. can be used in member activities to identify the membership and member
For example, via API integration in external systems

Data linkage to external card service providers individually possible*

Active and expired cards are shown in a combined list full card history

* via BAdI implementation on project side


SAP 2008 / Page 21

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Agenda

1. Loyalty Management Brief Introduction


2. Membership
2.1.
2.2.
2.3.
2.4.
2.5.
2.6.
2.7.

Members
Membership - Details
Tier Levels
Card Handling
Member Activities
Point Accounts and Sets
Dynamic Attributes

3. Membership Types
3.1.
3.2.
3.3.
3.4.

Standard Membership
Shared Account Membership
Group Membership
Split and Merge Memberships

SAP 2008 / Page 22

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Member Activities

Member Activities

Member Activity represent an event related to the membership

An activity contains specific information, for example, trip information in the


case of an airline

Focusing on a members point account basically


include earning, redemption, and return actions to
finally update the point balance

Change the tier, reset or change


dynamic member attributes, or execute any
other customer-specific logic.

Member activities are usually sent by


an external application

Member Activities in Memberships

Are shown in a separate assignment block

Provide the user with direct access to the most recent activities

SAP 2008 / Page 23

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Agenda

1. Loyalty Management Brief Introduction


2. Membership
2.1.
2.2.
2.3.
2.4.
2.5.
2.6.
2.7.

Members
Membership - Details
Tiers
Card Handling
Member Activities
Point Accounts and Sets
Dynamic Attributes

3. Membership Types
3.1.
3.2.
3.3.
3.4.

Standard Membership
Shared Account Membership
Group Membership
Split and Merge Memberships

SAP 2008 / Page 24

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Membership Details:
Point Accounts and Point Account Sets (I)
Loyalty Points

Various point types can be defined for a loyalty programs


Each point type is separated into
Qualifying and
Non-qualifying points

Qualifying points are usually used to determine the tier


Non-qualifying points representing the value that can be redeemed, for example:
For discount or
Special products, which can be only bought with points

Individual point expiration rules can be defined for qualifying and non-qualifying points

Move points from one membership/point account to another

Transfer- and donate points enable movement of non-qualified points from one account to
another
Donate restricts selectable memberships to charity organizations

SAP 2008 / Page 25

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Membership Details:
Point Accounts and Point Account Sets (II)
Point Accounts

Are point type related one point account per point type is created
automatically with new memberships

Containing all transactions for a particular point type (for example, Miles),
including qualifying and non-qualifying points

Reference all related loyalty objects:


program, member, membership, campaign, and so on

SAP 2008 / Page 26

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Membership Details:
Point Accounts and Point Account Sets (III)
Point Account Set

Covers all point accounts related to particular membership

Can be accessed:

Via the membership (also in interaction center and Web Shop)

Individually by search application

SAP 2008 / Page 27

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Membership Details:
Account Statement Generation
Point-related statements can be generated directly

PDF layout and content are defined individually on


project side

Based on SmartForm technology

Quick export for direct interaction with members,


For example, for complains and questions

Regular mass statement generation

APIs are available to

Build own file export report on project side

Link-up to external systems

and to process the data individually

SAP 2008 / Page 28

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Agenda

1. Loyalty Management Brief Introduction


2. Membership
2.1.
2.2.
2.3.
2.4.
2.5.
2.6.
2.7.

Members
Membership - Details
Tiers
Card Handling
Member Activities
Point Accounts and Sets
Dynamic Attributes

3. Membership Types
3.1.
3.2.
3.3.
3.4.

Standard Membership
Shared Account Membership
Group Membership
Split and Merge Memberships

SAP 2008 / Page 29

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Membership Details:
Dynamic Attributes
Dynamic Attributes

Dynamic attributes provide the flexibility for loyalty programs to track different characteristics
of members activity in the program over a period of time and use them in rule processing, for
example, number of flights, number of stays, total spend

Counters, dates, and text types of attributes can be maintained

Updated by rules during member activity processing

Consumed by rules to customize rewards

Dynamic Attributes in Memberships

Can be viewed in a separate assignment block

SAP 2008 / Page 30

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Agenda

1. Loyalty Management Brief Introduction


2. Membership
2.1.
2.2.
2.3.
2.4.
2.5.
2.6.
2.7.

Members
Membership - Details
Tiers
Card Handling
Member Activities
Point Accounts and Sets
Dynamic Attributes

3. Membership Types
3.1.
3.2.
3.3.
3.4.

Standard Membership
Shared Account Membership
Group Membership
Split and Merge Memberships

SAP 2008 / Page 31

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Advanced Membership Management:


Standard (Personal) Membership
Standard (Personal) Membership with single member

Loyalty
Program

Membership

Point Account

An individual person (member) has his or her own, independent membership in a particular
loyalty program

Earned and redeemed points are managed in a specific, member- and program-related
account

SAP 2008 / Page 32

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Standard Memberships
Features & Benefits
One member, one membership, one account set

Default model in many loyalty programs

The membership is independent from others

Membership advantages are related to a single member

The member earns and redeems the points individually

Benefits

Individual and direct: Easy integration into marketing processes

SAP 2008 / Page 33

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Advanced Membership Management:


Shared Account Membership
Multiple memberships, one account set
Loyalty
Program

Membership
Point Account
Set
Membership

Multiple members share only their non-qualifying points

Each member still has his or her own membership with all individual attributes

Qualifying points, tiers, member activities, and so on are still membership-related, handled on
individual level

SAP 2008 / Page 34

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Shared Account Memberships


Features & Benefits
Multiple memberships, one account set

Multiple members share their non-qualifying points


Membership advantages are still membership (member)-related
Qualifying points
Tier levels
Dynamic attributes
(Card handling)
Each membership still has its own life cycle

Benefits

Shared accounts can especially be offered for partnerships


Members can earn and redeem their points together
Membership goal to earn a high number of points for redemption, can be achieved more
easily
Allegiance can be higher, compared to individual memberships

SAP 2008 / Page 35

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Advanced Membership Management:


Group Membership
One membership, one account set, multiple members

Loyalty
Program

Membership

Point Account

Multiple members are assigned to the same membership

They share their non-qualifying and qualifying points, tier, and so on

Each member participates in the same way in benefiting from the membership

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Group Memberships
Features & Benefits
One membership, one account set, multiple members

Multiple members are assigned to the same membership


Each member participates in the same way in membership
benefits
Same qualifying and non-qualifying points
Same tier
Same dynamic attributes
Earning and redemption can be done by each member on the
same level
Each member can have an individual membership card

Benefits

Typical model for family cards


The membership and members are handled as one
Membership goal to earn a high number of points for redemption, get membership benefits,
can be achieved more easily
Allegiance can be higher, compared to individual memberships

SAP 2008 / Page 37

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Merge Memberships

Merge Memberships

Standard membership can be easily


changed to:

Group memberships
(by adding additional members) or

Shared account membership


(by direct membership assignment or explicit merge functionality)

Individual merge procedures supported by BAdI, for example, for:

Handling of qualifying points

Dynamic attributes

SAP 2008 / Page 38

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Split Memberships

Split Memberships

Split functionality enables:

Separation of a membership
(Shared account membership) or

Separation of a member and create new membership


(Group membership)

(Non-qualified) Points can be split in predefined ratios

Individual split procedures supported by BAdI, for example, for:

Handling of qualifying points

Dynamic attributes

SAP 2008 / Page 39

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SAP 2008 / Page 40

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