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CRM and Loyalty

CRM and Loyalty​

Slide 32

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 Exercises

  • Exercise 45 - Loyalty Scheme
  • Exercise 46 - Loyalty - POS Terminal Template

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

Exercise 45 - Loyalty Scheme​

This will be a group exercise

  1. Open Loyalty Schemes; Create: Scheme ID - TRAINING_SCHEME; Create
  2. Enter: Name - Training Loyalty Scheme; Calculate in Tier Currency - tick
  3. Tier Code - Basic; Select Add; Name - Basic Tier
  4. Loyalty Tier Items: Currency - Pounds Sterling; Points Rate - 1000; Points Multiplier - 1; Points Reward - 0; Redeem Points Rate - 1; Points Threshold - 0; Points Alert Threshold - 0; Spend Threshold - 0.00; Spend Alert Threshold - 0.00; Select Add
  5. Save Loyalty Tier; Save Loyalty Scheme

Exercise 46 - Loyalty - POS Terminal Template​

This will be a group exercise

  1. Open POS Terminal Templates; Filter: REACT_RETAIL_MOBILE_POS; Apply Filters
  2. Edit the POS Terminal Template
  3. Loyalty Tab: Default Loyalty Scheme - Training Loyalty Scheme; Default Loyalty Tier Code - Basic Tier; Prompt for Loyalty at Start of Transaction - tick; Prompt for Loyalty at Total Pressed - untick
  4. Save

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

Further Reading​

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

DocumentDescription
How to: Configure LoyaltyConfiguring loyalty schemes, tiers, loyalty accounts, and loyalty cards
How to: CRM POSConfiguring CRM Launch and CRM Client Search POS modes