Article

Loyalty Management, the Salesforce Solution for Customer Loyalty

5 min read

Published on 16 April 2024

Solutions: Engagement Programs, Loyalty Campaigns
Loyalty Management, the Salesforce Solution for Customer Loyalty

76% of users affirm that a brand with a loyalty program encourages them to buy again. But only 8% is loyal just to one brand.

In such a changeable and unpredictable environment like today’s, brands try to build customer loyalty more than ever. This mission becomes increasingly complex, as they have to make the difference in a scenario that is highly saturated and competitive.
Loyalty Management is the solution designed by Salesforce, for companies who need to develop a new concept of loyalty, based on a vision of the customer at 360°, and offering the flexibility and opportunity of customization, suited on the company’s needs and business goals. This allows to offer unified actions based on the preferences of each customer, and according to the sector, in the pursuit of supplying value through a better experience, more personal and connected.
Thanks to the fact that Loyalty Management is built on the Salesforce core, all data related to our customers is easily accessible: purchases, contact details, interests, and others... thus offering the possibility of activating actions within a loyalty program according to their needs, as well as the offer of a better service. All this is possible from a single platform, making the work of companies significantly easier.
What does this solution offer?
Salesforce Loyalty Management allows companies to configure their own loyalty program on Salesforce platform, with the possibility of considering different kind of customers – B2B or B2C – and even different kind of sectors.
After the implementation of the loyalty program, follows the configuration and registration of the members, classified into levels, with access to different benefits accordingly. Benefits can vary, from experiences to coupons. They should be configured in advance in the Salesforce platform and targeted on the different kind of customer’s profile, classified in levels according to the data available, besides the characteristics of the loyalty program.
Working on the Salesforce platform (Sales and Service), it is possible to make the necessary operations to assure a good service, in case of fruition problems.
It is crucial to record the actions undertaken by each customer in respect of the loyalty program. This will allow us to assess the level of involvement of each one of our customers with the company and the loyalty program itself, and therefore the implementation of more appropriate actions in each case, to increase the level of loyalty, and guarantee the success of the program, and thus of our mutual relationship. 

Some of the characteristics to be highlighted within the Salesforce Loyalty Management solution:

  • API Loyalty Management. Technically speaking, having an API REST that can be used by any other system, facilitates the integration of this solution of Loyalty Management with the rest of the other technologies we have at our disposal.

  • Loyalty Process. It will be possible to configure several automatisms that will be executed within our loyalty program, according to the actions of the members through Point and Click!

  • Our customers’ vision at 360°. The development in Salesforce Core gives us the opportunity to access all the data related to our customers, depicting a vision at 360 degrees of each one of them and letting a customization of our managers’ vision and automatisms adjusted to the company operation.
This will allow the generation of basic actions for any fidelity program in a simple and easy way, like obtaining 50 points to buy a product on the web or to generate a voucher code for the next purchase, when an accident is recorded on the assistance platform.
Exploiting Salesforce with other solutions

Salesforce Data Cloud (ex-Salesforce CDP) and Marketing Cloud Personalization (previously known as Interaction Studio) will give you the possibility to upgrade your loyalty program to an upper level. 
Using Salesforce Data Cloud, right promotions will be generated for the right customers, contributing to their segmentation and including some predefined characteristics like:
  • Predefined data flows
  • Customised promotions with promotions possible in real time

In the meanwhile, Marketing Cloud will keep the most loyal and committed customers, because of the easy availability of automation, thanks to a series of standard functions contained in Salesforce Loyalty Management. Some predefined paths will be at your disposal, influencing the members of the loyalty program through different communications impacts, like the welcome email, sent when a member joins or, in case of level upgrade within the fidelity program, the transmission of information to the members regarding this change. With the installation of Loyalty Management Content Blocks Package, there is the possibility to enjoy a series of predefined contents that can be used in the various emails that we want to send, generated for the communications of the loyalty.
Commerce Cloud lets us add the loyalty program to B2C commercial sites, allowing customers to join the loyalty program and get information on it, like tiering or advantages, besides giving the possibility to redeem vouchers or points against definitive advantages.
In summary, analytics supply practical information on loyalty programs, in order to apply optimisation measures and make decisions facilitating the increase of the number of subscribers or their loyalty.
JAKALA as a partner to accelerate value: together with JAKALA, it is possible to use Salesforce Loyalty Management and create a loyalty program intelligent, flexible and effective. 
If you want further information, our experts will explain you what we can do, not only with this solution, but also with the rest of the cloud of Salesforce ecosystem.

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