Leveraging Partners in a Loyalty Program – Part I
SAP EhP1 for CRM 7.0 further enhances Loyalty Management with a number of new processes, one of which is in the area of Partner Management. Partner Management enables loyalty programs to develop a network of partners where their members can perform transactions to earn rewards. Examples include airline loyalty programs which have partnerships with car rentals, hotel chains, financial services, etc. or retail loyalty programs which enable you to earn points at gas stations etc.
Partners are becoming increasingly important to loyalty programs – they are a growing source of revenue, as the partners pay for the points earned by members for activities with them. In return, the partner gets access to a well established customer base, and the ability to develop and execute campaigns targeted to them using the loyalty programs as a marketing channel. The members on their part can collect their rewards in a program of their choice, thereby increasing the program value to them.
EhP1 enables the end-to-end partner management process including registration of new members by the partner, handling of partnerships in the loyalty program, pricing of points for the partner using pricing procedures, and integration to the CRM Billing Engine for partner billing. Integration to Partner Channel Management (PCM) enables the partners to manage their partnership using the PCM application.
In this video, which is the first in a series of videos on this topic, you can see how the partnership is managed in the loyalty program and the points being posted to partners. In the next video, I plan to show the CRM Billing Integration.
Hope you enjoy the video!