Intelligent Issue 05 | Page 52



Salesforce introduces Loyalty Management to help drive more meaningful customer loyalty experiences

S alesforce , a global leader in CRM , has announced Loyalty Management , a new product for companies across industries , including retail , consumer goods , manufacturing , travel and hospitality , to increase customer trust and engagement .

Built on the Salesforce Customer 360 Platform , Loyalty Management allows companies to build intelligent loyalty programmes for both B2B and B2C customers with a flexible , configurable and quickly deployable solution that fits their specific needs . With Loyalty Management , companies can provide more personalised consumer experiences , evolve their loyalty programmes to stay current with customer expectations and help drive business value by creating loyal , lifelong customers .
While loyalty programmes can help companies develop long-term relationships with customers and drive growth , many rely on outdated , fragmented technology that fail to provide integrated experiences and are unable to evolve with industry trends , such as the shift from traditional pointbased reward programmes to exclusive experiences and products . These loyalty programmes end up offering little value to the business or the customer and actually lower consumer trust instead of increasing it .
Introducing Salesforce Loyalty Management
Salesforce Loyalty Management aims to empower companies to create engaging and effective loyalty schemes with clicks , not code , so that technology can be quickly implemented and easily customised .
Loyalty Management is integrated with Salesforce Digital 360 , Service Cloud and Tableau , allowing digital leaders to deliver a connected loyalty experience across the entire customer journey .
Salesforce Loyalty Management includes the following capabilities :
• Flexible and complete loyalty platform : Loyalty Management is built on the Salesforce platform so businesses can design a variety of different programmes that meet their unique needs . Whether that is a tiered membership programme or points per purchase , businesses can flexibly configure earn and redeem rewards programmes .
• Personalised loyalty offerings to drive business value : Companies can target different segments of their member base to ensure that offerings to consumers , business customers or partners feel unique and customised to an industry and their customer base . Loyalty Management allows companies to pull in their customer data – including marketing interactions , purchase history and website visits – to create a unified view of the customer and inform the personalised promotions they receive .
• Integrate loyalty throughout the entire organisation with a single source of truth : Because Loyalty Management is integrated into the Salesforce Customer 360 , customers can easily sign up for loyalty programmes through Salesforce Experience Cloud and businesses can send personalised content and notifications to customers with Salesforce Marketing Cloud and Customer 360 Audiences .
• Measure loyalty programme performance : With Tableau CRM for Loyalty Management , companies can measure programme performance , member acquisition and engagement , and partner performance in a dashboard . �
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