Learn About Loyalty Management in SAP CRM Marketing

  • by Surya Kuchibotla, SAP CRM Practice Head, Mouritech LLC
  • July 31, 2013
Understand the basic business processes involved in loyalty management in SAP CRM Marketing. Learn the essentials of loyalty programs, loyalty reward rules, and loyalty member activity and how you can integrate them with the CRM Web Channel, the CRM WebClient UI, and the Interaction Center WebClient.
Key Concept

Loyalty management is a marketing application introduced in SAP CRM 7.0. By activating function CRM_LOY_PROD, you can start to use loyalty management business processes. In addition, SAP introduced business function CRM_LOY_PART_MAN and loyalty partnership management in SAP CRM 7.0 enhancement package 1. 

Loyalty management is applicable at any organization where loyalty programs are defined and points are earned based on the behavior of customers. Customers can register their personal information with the company and receive a unique identifier, such as a numerical ID or membership card, and then use that identifier when making a purchase. Loyalty management is leveraged in many industries—utilities, hotel chains, and coffee shops are just a few organizations that utilize loyalty programs and rewards. Today, when you walk into certain retail chains, you can find a loyalty program in which a cash back award is credited for every purchase.

Surya Kuchibotla

Surya Kuchibotla has 22 years of industry experience, including over 14 years working with SAP, 10 years specializing in SAP CRM, and four years in the SAP Sales and Distribution module. An SAP CRM-certified consultant, he has been exposed to global projects in SAP in the areas of design, business process mapping, development, integration, and testing. Surya has process experience across numerous industries verticals, including manufacturing, high-tech, consumer goods, financials, utilities, and professional services. You may contact Surya on LinkedIn at www.linkedin.com/in/suryakuchibotla.

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