Unlocking the Power of Loyalty Management in Salesforce

Reimagining Loyalty Programs for Exceptional Customer Experiences

In today's competitive business landscape, fostering strong, long-lasting relationships with customers is crucial for success. Enter Salesforce's Loyalty Management - a powerful tool that helps businesses create personalized, engaging loyalty programs to increase customer lifetime value and drive lasting connections.

What is Loyalty Management?

Loyalty Management is a feature within Salesforce that enables businesses to design and manage their loyalty programs. It allows you to create a personalized customer experience that increases customer engagement and lifetime value. By leveraging key objects like benefits, promotions, vouchers, and discounts, you can keep customers actively involved with your brand and drive long-term relationships.

Where is Loyalty Management Used?

Loyalty Management is primarily utilized by businesses in the following industries:

• Business-to-Consumer (B2C): Companies that sell directly to consumers, such as e-commerce, travel, and retail industries.
• Business-to-Business (B2B): Companies that sell products or services to other businesses.
• Industrial: Manufacturers and other industrial companies that need to manage customer loyalty and engagement.

Some common examples of Loyalty Management in action include Amazon, Zomato, and other popular apps and platforms that offer features like vouchers, discounts, and coupons to keep customers engaged and coming back.

Controlling Access to Loyalty Management

Salesforce provides a dedicated Developer Edition with sample data and standard quick actions to help you create your own Loyalty Management scenarios. To grant users access to the Loyalty Management objects, you can use the standard "Loyalty Management" permission set within the Salesforce org.

Understanding the Loyalty Management Data Model

The Loyalty Management data model in Salesforce is composed of three main categories:

1. Loyalty Foundation

• Loyalty Program: The starting point for Loyalty Management, where you can design, organize, and customize the building blocks of your loyalty program.
• Loyalty Tiers: Categorize your loyalty program members based on their engagement and activities, and associate specific benefits and privileges with each tier.
• Loyalty Currencies: Define both qualifying and non-qualifying currencies to track member engagement and allow them to redeem rewards.
• Loyalty Members: Store and manage individual and corporate members enrolled in your loyalty program.

2. Loyalty Experience

• Benefits: Reward and motivate your loyal customers by offering exclusive benefits and privileges based on their tier level.
• Vouchers: Create different types of vouchers, such as fixed-value, discount, or product/service-specific, to enhance the customer experience.
• Promotions: Leverage promotions to drive customer engagement and incentivize desired behaviors.

3. Partner Management

• Partner Onboarding: Onboard and manage cross-industry partners to expand the options for your customers to earn and redeem rewards.
• Product Integration: Integrate specific products or product categories offered by your partners into your loyalty program.

Setting Up a Loyalty Program

The first step in implementing Loyalty Management is to create a Loyalty Program. This program serves as the foundation for your entire loyalty ecosystem, allowing you to design, organize, and customize the building blocks of your program.

Within the Loyalty Program, you can then define the following key elements:

Loyalty Tiers

Categorize your loyalty program members based on their engagement and activities, and associate specific benefits and privileges with each tier. Tiers can be fixed (with a defined start and end date) or anniversary-based (tied to the member's enrollment date).

Loyalty Currencies

Establish both qualifying and non-qualifying currencies to track member engagement and allow them to redeem rewards. Qualifying currencies measure a member's level of engagement, while non-qualifying currencies can be used for actual purchases or redemptions.

Loyalty Members

Manage individual and corporate members enrolled in your loyalty program. Members can be associated with contact or account records, respectively, and their activities and transactions can be tracked through the Loyalty Management objects.

Expanding Loyalty with Partners and Products

Loyalty Management enables the onboarding and management of cross-industry partners to increase member engagement and provide more options for earning and redeeming rewards. By integrating with partner products and services, you can offer your customers a more diverse and compelling loyalty experience.

Rewarding Loyalty with Benefits and Vouchers

Loyalty Management provides the tools to reward and motivate your loyal customers through a variety of benefits and vouchers. You can set up different types of vouchers, such as fixed-value, discount, or product/service-specific, to enhance the customer experience and drive engagement.

The process of creating and linking benefits to Loyalty Tiers involves the following steps:

1. Define Benefit Types to categorize the different types of rewards you want to offer.
2. Create specific Benefit records and associate them with the appropriate Benefit Types.
3. Use the standard "Map Action" to link Vouchers to the Benefit records.
4. Finally, associate the Benefit records with the corresponding Loyalty Tiers, ensuring that members are rewarded based on their engagement level.

Tracking Loyalty Transactions

The Loyalty Management data model includes the Transaction Journal object, which is used to track the history of member activities, behaviors, and transactions. This object records various types of transactions, such as accrual, accrual reversal, redemption, redemption reversal, and manual point adjustments.

The Transaction Journal, along with the associated Loyalty Ledgers, provides a comprehensive view of a member's interactions with the loyalty program, allowing you to monitor their engagement and make informed decisions to enhance their experience.

Automating Loyalty Processes

Salesforce Loyalty Management offers a set of standard Flow Builder actions that can be used to automate various processes within your loyalty program. These actions include changing a member's Tier, crediting or debiting points, and retrieving the member's point balance.

By leveraging these pre-built actions, you can streamline your loyalty program operations and ensure consistent, efficient processing of member activities and transactions.

Harnessing the Power of Loyalty Management

Salesforce Loyalty Management is a powerful tool that enables businesses to create personalized, engaging loyalty programs that drive customer engagement, increase lifetime value, and foster long-lasting relationships. By leveraging the various objects, features, and automation capabilities, you can design and manage a loyalty program that sets your business apart and keeps your customers coming back time and time again.

Whether you're in the B2C, B2B, or industrial sector, Loyalty Management can be a game-changer in your quest to build a loyal and committed customer base. Embrace the power of Loyalty Management and unlock new opportunities to enhance your customer experience and drive business growth.