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Detailed View
Agenda
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
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
Sales Order
Integration
IC Integration
Web Channel
Integration
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
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.
Collaboration
Integration
Analytics
External
Applications
Customers
BackOffice
Interaction Center
Counter
Letter
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
Member
Activities
Processing Engine
Point
Accruals
Program Management
Agenda
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
Members:
Represented by Standard Individual Accounts
Members standard accounts and contacts
Marketing Attributes
Membership:
Between Loyalty Program and Member
Features
Benefits
Run multiple, independent loyalty programs for the same member (individual account) at the
same time
Membership:
Component Overview
General
Data
Cards
Tiers
Membership
Member Activities
Point Accounts
Dynamic Attributes
Membership Object
Information Summary (I)
General
Data
Tiers
Reference to Member
Classification
Reference to nominator
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Membership Object
Information Summary (II)
Point Accounts
Member
Activities
Dynamic
Attributes
Tier changes
Program-defined attributes
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Membership Object
Information Summary (III)
Membership
Cards
Assigned
Members
Related
Memberships
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Membership Object
Information Summary (IV)
Notes and
Attachments
Change History /
Administration
Data
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Membership
Channel Overview
Standard Web UI
Interaction Center
Web Channel*
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
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Membership Creation:
Fast Entry via Response Recording Application
Create members and memberships
in one go
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Agenda
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
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Multiple tier groups, for example, lifetime tier and a basic tier to track and reward
lifetime value vs. current value of a member
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
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
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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
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
All tier changes are executed via member activities and can be optionally checked on a rule
basis
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Agenda
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
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Membership Details:
Card Handling
Membership Card the external key to loyalty
processing
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
Active and expired cards are shown in a combined list full card history
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Agenda
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
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Member Activities
Member Activities
Provide the user with direct access to the most recent activities
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Agenda
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
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Membership Details:
Point Accounts and Point Account Sets (I)
Loyalty Points
Individual point expiration rules can be defined for qualifying and non-qualifying points
Transfer- and donate points enable movement of non-qualified points from one account to
another
Donate restricts selectable memberships to charity organizations
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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
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Membership Details:
Point Accounts and Point Account Sets (III)
Point Account Set
Can be accessed:
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Membership Details:
Account Statement Generation
Point-related statements can be generated directly
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Agenda
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
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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
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Agenda
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
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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
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Standard Memberships
Features & Benefits
One member, one membership, one account set
Benefits
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Membership
Point Account
Set
Membership
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
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Benefits
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Loyalty
Program
Membership
Point Account
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
Benefits
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Merge Memberships
Merge Memberships
Group memberships
(by adding additional members) or
Dynamic attributes
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Split Memberships
Split Memberships
Separation of a membership
(Shared account membership) or
Dynamic attributes
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