CRM and Loyalty

CRM and Loyalty

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Objectives

Objectives

At the end of this session, you will be able to:

• Understand and explain the purpose of the Enactor Customer Loyalty functions
• Understand the alternative customer solutions using Loyalty and CRM
• Understand how to configure a simple loyalty points programme
• Understand how promotions and customer loyalty can work together to drive customer behaviour

Practical Exercise

• Customer Loyalty and CRM Exercise

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CRM and Loyalty Introduction

CRM Topics

• Customer Data Management
• CRM at POS
• Customer Data on Estate Manager

Loyalty Topics

• Loyalty Scheme
• Customer Loyalty Accounts
• Loyalty Cards

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Exercise 2 - Customer, Loyalty and CRM

Configure a loyalty programme (Group Exercise) and configure POS to prompt for loyalty

1. Create a new Loyalty Programme
2. Configure Tier(s) - set the scheme to grant points
3. Register your Loyalty Programme as default loyalty programme on your POS terminal
4. Set POS Terminal to prompt for loyalty at Total and offer to issue loyalty card
5. Broadcast your Loyalty Programme and POS terminal changes to the POS

Register a customer for loyalty at your POS

1. Use the loyalty number on your user info document
2. Enter any customer information you like
3. Complete the transaction

Review the Customer data created on the EM

Sell some products and capture loyalty each time

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CRM vs Loyalty at POS

Loyalty is designed to form part of the sales journey

• Quick customer identification
• Allocation of points and rewards

CRM (Clientelling) is designed for a longer conversation

• Comprehensive Customer search
• Discuss preferences
• Customer requirements
• Customer transaction history

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Further Reading

For additional information and further reading on CRM and Loyalty, please see the following guides:

Document	Description
How to: Configure Loyalty	Configuring loyalty schemes, tiers, loyalty accounts, and loyalty cards
How to: CRM POS	Configuring and using CRM (Clientelling) at the POS