Global CRM leader Salesforce leader has launched a new product to increase customer trust and engagement across multiple industries.
Built on the Salesforce Customer 360 Platform, Loyalty Management allows companies in retail, consumer goods, manufacturing, travel and hospitality to build intelligent loyalty programs for both B2B and B2C customers with a flexible solution that fits their specific needs.
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.
David Schmaier, CEO, Salesforce Industries, said: “Organisations with high levels of customer loyalty outperform their competition, so it’s critical to provide their customers with valuable and memorable experiences to build trust.
“Loyalty Management allows companies across industries to evolve their loyalty programmes from a transactional to a human-centric approach capable of creating personalised, relationship-building moments with each customer.”
A third of US consumers have tried a new brand, and 80% of them intend on sticking with it since the start of the COVID-19 pandemic. While loyalty programs can help companies develop long term relationships with customers and drive growth, many rely on outdated, fragmented technology that fail to provide integrated experiences and are unable to evolve with industry trends, such as the shift from traditional point-based reward programs to exclusive experiences and products. These programmes end up offering little value to the business or the customer and in many cases can actually lower consumer trust instead of increasing it.
Introducing Salesforce Loyalty Management
Salesforce Loyalty Management aims to empower companies across industries to create engaging and effective loyalty programmes 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. The programme has 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 program or points per purchase, businesses can flexibly configure earn and redeem rewards programmes
- Personalised loyalty offerings to drive business value: Companies are able to 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. In addition, companies can integrate external systems, like a customer data platform, with APIs and integrate third party solutions from Salesforce AppExchange, such as geolocation-based notifications for when a customer is near a store, to enhance their Loyalty Management programme
- Measure loyalty program performance: With Tableau CRM for Loyalty Management, companies can measure program performance, member acquisition and engagement, and partner performance in a dashboard. As business and customer needs change, Loyalty Management allows companies to determine the best path forward and to adjust their programmes, including promotions and offers, based on real-time data
Extension through the Salesforce Partner Ecosystem
Salesforce partners can implement Loyalty Management for B2B and B2C customers across industries. Salesforce global strategic partners Accenture, Capgemini, Deloitte and PwC, in addition to consulting partner PK, served as design partners in the development of Loyalty Management. They can also provide organisations with guidance and solutions to build and strengthen loyalty programs for customers.
