1 Copyright © 2011, Oracle and/or its affiliates. All ... · Complete Visibility to Loyalty...

1 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.


Improve Customer Loyalty

Michal Zboril

CRM Sales Consultant

October, 20, 2011

Hotel Gate One

Bratislava


Is Customer Loyalty Really Important?

more expensive than to keep an existing

one.

Source: Rob Yanker, Partner, McKinsey & Company

2-5 times

Acquiring a new customer is


Is Customer Loyalty Really Important?

as much as keeping a current one

satisfied.

Source: Rob Yanker, Partner, McKinsey & Company

50 -100 times

Winning back a lost customer can cost


Attracting and Retaining Customers Key point on your CEO’s agenda

Attracting & Retaining customers

top

on the agenda for CEOs

Reward Programs combined with Customer

Service & CRM initiatives

is the key to growing customer

relationships


Loyalty Programs? We do not operate Airlines or Hotels …

Industries

Mem

bers

in M

illio

ns

Not every Loyalty

Program delivers

the intended results


Common Issues with Existing Solutions

• High maintenance costs

• Minimal flexibility

• Limited functionality

• Poor cross-channel and cross–product

integration

• Minimal analytical capabilities

• Manual partner management

• Expensive ongoing costs and change

fees

• Difficult to integrate with on-site systems

for a complete solution

High maintenance cost,

inflexible legacy

systems

Limited functionality,

poorly integrated point

solutions

High ongoing cost

outsourced systems

All factors together result in

Minimal or No Value for your

Customers/Loyalty Members


Business Challenges

• Saturated Markets

• “Commodity” Products

• Relatively Low Switching Costs

• Not Fully Utilized Customer Information

• Service Potentially a Differentiating Factor


Oracle’s Concept of Marketing Solution

Customer Data Management

Marketing

Resource

Management

Enterprise Marketing Management and Analytics Platform

Customer and

Business

Intelligence

Campaign and

Interaction

Management

Customer

Loyalty

Management

Intelligent Interactions across Touch points

Customer

Profile

Customer

Fin. Accnt’s Complaints &

Requests

Everything

about

customers

Interests

& Plans

Info from

agencies


Loyalty as Integral Part of Marketing Agenda

Marketing

Resource

Management

Customer and

Business

Intelligence

Campaign and

Interaction

Management

Customer

Loyalty

Management

Customer

Profile

Customer


Requests

Everything

about

customers

Interests

& Plans

Info from

agencies



Customer Loyalty Management


Enrollment

Process

Accrual

Process

Redemption

Process

Member

Services

Enrollment | Accrual Redemption | Services


Loyalty Processes – Involves Multiple App’s

Customer

Profile

Customer


Requests

Everything

about

customers

Interests

& Plans

Info from

agencies



Customer Loyalty Management


Enrollment

Process

Accrual

Process

Redemption

Process

Member

Services

Member Redemption Process

Capture Redemption Request

Redemption Availment

Credit Check

Calculate Redemption Price

Process Payment

Select Price Option

Loyalty Agent/ 3rd

Party System

Transaction Processing

Partner

Create Order

Debit Member Point Balance

Fulfill Redemption

Create Quote

Issue Voucher

Siebel Order ManagementSiebel Loyalty

Siebel Solution

Start

Start

Redemption Process

Member Activity Accrual Partner Debit/Billing

Validate Transactions

Siebel AnalyticsSiebel MarketingSiebel Loyalty

Siebel Solution

Start End

Determine eligibility and accrual reward

Credit accrual reward to members

Debit Partner

Respond back to Partner with transaction processing results

Receive Member transaction information via multiple channels

Siebel Call Center

Loyalty Administrator/Customer/Partner

Loyalty Engine

Enrollment Process

Enrollment | Accrual Redemption | Services


Managing Loyalty Programs Can Be Challenging

Loyalty

Rules Engine

To run a dynamic and

differentiated Loyalty program,

organizations must manage:

• Targeted member acquisition

• Continuous program innovation

in-line with target customer

preferences and marketplace

developments

• Delivery of differentiated and

personalized service at all points

of customer interaction

• Management of complex loyalty

processes

• Member services, administration

• Cross-industry partner

relationships

• Financial management including

liability accounting, receivables,

payable and cash management

Loyalty Program

Member Partner


Oracle Solution for Loyalty Management The most complete solution on the market

• Next-generation solution for

creating innovative, customer-

centric loyalty programs

• Enables rapid partner set-up

and management

• Delivers pre-built loyalty

processes and task-based

flows

• Provides actionable insight

into member behavior with

unified customer views

End-to-end Solution Supports Entire Loyalty

Program Lifecycle


Components of Oracle Loyalty Solution

Loyalty Engine

Loyalty Users Groups

• Setup programs

• Setup Program Currencies

• Define Tier classes

• Setup Business Rules & Processes

• Setup Partners and program offerings

• Define accrual and redemptionrules

• Setup and Rollout targetedpromotions

• Define Expirations & Eligibilities

• Service a member’s request

• Full service contactcenter for loyalty program members

• Enroll Members and manage membership

• Manage service issues

• Redeem points for products and services

• Integrated Order Capture

•Enables members to:•Register online and manage their

accounts•Log an service request•Redeem points•Review transaction history &

Loyalty assets & Refer Friends

•Enables partners to:•Submit transactions to the host

organization•Approve/Reject Retro claims•Enroll members•Approve joint promotions•Manage service requests

Loyalty Manager Loyalty Member/ Partner Portal

Loyalty Service Center

• Develop personalizedmarketing communicationsand offers

• Run campaigns & follow-up on execution

• Build sophisticated segments of loyalty members

• Analyze effectiveness of loyalty marketing program

Enterprise Marketing

Rules Rewards Tiers Member Profiles Eligibility Promotions Transactions Point Expiration

RES/DCS Point of Sale Billing Legacy

Enterprise Analytics and Data Integration Platform

Loyalty on PoS


Complete Loyalty Management

Siebel Loyalty enables business users to manage every aspect of running a

loyalty program, from program creation to partner management to point

accrual and redemption rules.

Create and manage multiple programs

(e.g., for each line of business)

Manage partner relationships, including

accrual and redemption rules, point sales,

and joint promotions

Flexibly define accrual and redemption

rules, including base points, tier bonuses,

ticket class bonuses, etc.


Complete Loyalty Management

Siebel Loyalty enables business users to manage every aspect of running a

loyalty program, from program creation to partner management to point

accrual and redemption rules.

Tiers & Tier

Rewards

Point Types Partners Program

Promotions

Program

Members


Flexible Members Tier Management

Business users can differentiate members by value and provide clear

incentives for members to change the behavior by defining multiple tiers.

Create multiple tier classes, e.g., one

based upon what the member did in the

last year and another one based upon the

member’s lifetime activity

Business users control and can change all

aspect of the tiers, from the number of tiers

to qualification period length to point

expiration rules

Create unique tier lengths by customer to

address members’ unique needs


Drive Your Customer Behavior You can use Promotions to drive you cross&up-sell

• Promotions are rules that govern

who gets a reward for a specific

action

• They are date defined and may

or may not require enrollment

• Any member or transaction

attribute can be used in the

promotion’s rules

Loyalty Promotions Examples:

• Simple Promotion

• Simple Frequency Promotion

• Complex Frequency Promotion

• Joint Promotion

• Activity-based Promotions


Drive Your Customer Behavior Easy set up & management of Loyalty Promotions

Siebel Loyalty enables complete Promotion set

up by business specialists (not IT).

You can specify exact Promotion Criteria that

must be fulfilled in order to accrue points.

Subsequently, you can define how much points

and of which type will be accrued


Complete and Accurate Members Tracking Know about your members more than they do

• Enroll members as individuals, corp. customers or households

• Each membership can have one or many people associated with it

• For each member the application can track and manage: • Transactions

• Tiers

• Membership Cards

• Statements

• Vouchers

• Service Requests

• Orders

• Referrals

• Contact Information

• Promotion Attributes

Siebel Loyalty provides a broad member profile that gives you a solid

understanding of members’ characteristics and value.





Siebel Loyalty provides complete history or

member transactions relevant to Loyalty

program - accrual, redemption

Front Office employees have complete overview

of member profile, including Point balances.





With Siebel Loyalty, you can monitor fulfillment

of member’s Redemption orders


Complete Visibility to Loyalty Transactions

Loyalty

Transactions

Siebel

Loyalty

Partner 1

System

Internal

System

Partner 2

System

• Transactions can be generated by Siebel Loyalty, an in-house system

(e.g., revenue-accounting, POS) or a partner’s system

• Can be processed in real-time or in batch

• Promotions can be based upon any of a transaction’s attributes

• A description of what occurred when the transaction was processed is

automatically added to each transaction

Transactions track a member’s accruals and redemptions with the host company

and partners.


Complete Visibility to Loyalty Transactions

Transactions track a member’s accruals and redemptions with the host company

and partners.

Siebel Loyalty provides you with clear visibility

of how the points were calculated. This is

especially important during complaints handling

and dispute processing


Provide Self-Service Channel for Members

A real-time integrated Loyalty Member Web site reduces costs and improves

satisfaction by giving members direct access to the program.

Members can perform activities

such as:

• Register for the program

• Update contact information

• View statements

• View transaction and tier

history

• Submit a service request

• Transfer points to another

member

• Redeem points for products


Provide Self-Service Channel for Members

A real-time integrated Loyalty Member Web site reduces costs and improves

satisfaction by giving members direct access to the program.


Empower Your Business Partners

• Partners can view, edit and

resubmit rejected transactions

with any host company

employee’s intervention

• Partners can view and edit all or

only selected members profile

information, submit service

requests on their behalf

• The partner and the host

company can plan joint

promotions

Working with partners is simplified with a real-time integrated Loyalty Partner

Portal.


Loyalty Analytics – Complete Insight

ANALYSIS & METRICS BENEFITS

Loyalty Program & Promotions • Monitor the effectiveness of the loyalty

program. Identify the most valuable customers.

• Drive your customer behavior in your favor by

closely observing the customer transactions

and rewarding the right ones.

• Measure the effectiveness of your Loyalty

partnership programs.

• Track the effectiveness of Loyalty promotions

and the response rate.

• Track how the loyalty program members are

availing their rewards. How fast are they

earning / burning the loyalty points and moving

in the member tier.

Membership Analysis

Loyalty Transactions

Partnership Analysis

Loyalty Financials

• Loyalty Program

Effectiveness

• Program Points Summary

• Promotion Response Rate

• Top Promotions

• Promotion Success by

Customer Segment

• Membership Growth

• Demographic Analysis

• Member Activities by Tier

• Tier Movement Analysis

• Member Value, RFM Analysis

• Points Earning and Burning Rate

Analysis

• Transaction Summary by

Tier

• Products & Redemptions

• Accrual and Redemption

Analysis

• Liability Analysis

• Partnership Effectiveness

• Liability Analysis

• Partner Referrals and Revenue

• Partner Transactions

• Loyalty Balance Sheet

• Revenue Analysis

• Cost Analysis

• Loyalty Program Revenue


Loyalty Analytics – Role Based Dashboards

Drill to promotions to

renew or add

What promotions exist to

support these segments?

What is the redemption

trend over the past 12

months?

Drive Membership

Growth

What segmentshave the highestredemption rate?

What are the top

redemption products?

Business

Objectives/Issues

Gain

Insights

Take

Action

Loyalty Program Overview

Loyalty Points Analyses

Loyalty Member Tiers Analyses


Cross Industry Customer Success

Customers across 9 industries have chosen Siebel Loyalty to enhance their customer relationships

http://www.mci.com/

http://www.siebel.com/




Proper Loyalty Programs Can Help You By

• Decreasing price competition and marketing costs

• Increasing switch costs and customer retention

• Building trusting and positive customer relationships

• Strengthening the brand

• Increasing the share of wallet




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