Case Study: Loyalty Management Enhancing The Customer Experience

LOYALTY MANAGEMENT ENHANCING THE CUSTOMER EXPERIENCE

Strengthen the brand and improve customer retention

November 2015

Table of Contents

1. Introduction 1

2. How Loyalty Management Enhances The Customer Experience 2

2.1 Customer insights come first – Profitability follows 2

2.2 Best practices in managing Loyalty Programs 3

3. Managing Loyalty Programs with SAP CRM 4

3.1 Program Management 4

3.2 Reward Rule Management 4

3.3 Membership Handling 5

3.4 Processing Engine 6

3.5 Integration of Loyalty management 6

3.6 Communication Overview 7

4. Benefits & Impact of Loyalty management 7

5. Conclusion/Summing Up/In Summary 8

6. How will your use case bring value to IGATE business/vertical 8

7. References 8

Abstract

Executives in any

The leaders of successful companies start with their brand promise – and then train employees and align processes to create excellent customer experiences that are consistent with the brand.

To deliver superior value, it’s crucial to establish the right metrics. These metrics should measure the progress of your business strategies across customer- facing sales, service, and marketing processes – and support development of your brand. The key is to use metrics – covering areas such as service levels by customer tier and first-call resolution attainment – to determine your progress toward enhancing your customers’ experiences, achieving differentiation relative to your competition, and enhancing customer lifetime value.

Moreover, particularly during challenging economic times, it’s highly valuable to invest to build brands while carefully monitoring ROI. If you sustain spending on marketing and service excellence while many others are focusing on cost reductions alone, the long-term returns are likely to be favorable: relative to more cautious competitors, you can increase brand equity as well as retain customers by offering a better

Company leaders first need to establish their brand attributes and determine the implications for interaction with customers across all touch points. Companies also need to determine how different customer tiers – from steadfast and highly profitable segments to occasional shoppers – are to be treated. That means training employees thoroughly, steering customers to the appropriate channel, and satisfying customers so well that they become advocates. Establishing a sound CRM foundation is essential for any industry intending to implement a loyalty program – since success depends on achieving a complete view of the customer. This is true for business-to-consumer industries, such as travel, hospitality, and wireless services – as well as for business-tobusiness industries, such as construction and energy, where loyalty programs are becoming increasingly relevant to enhance customer relationships. In any company, loyalty management processes should be integrated across the enterprise. all departments should align around the treatment of customers based on loyalty strategies delineated by