How To Create Loyalty Programs In Sap Crm Training
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. Using partnerships in Loyalty Management enables partner participation to a loyalty member. The loyalty member may earn or redeem points and miles with any of the loyalty partners. A member of an airline loyalty program, for example, may use the earned miles to pay for room in any partner hotel.
Using partnerships in Loyalty Management enables partner participation to a loyalty member. The loyalty member may earn or redeem points and miles with any of the loyalty partners. A member of an airline loyalty program, for example, may use the earned miles to pay for room in any partner hotel chain, or may earn or redeem points when buying gas at a partner gas station.
Recently my client asked me to setup a demo in SAP CRM Loyalty. From SAP Standard training material CR500 – CRM. Rules in SAP CRM.
Partnership
Prerequistites
To be able to create a partnership for a loyalty program the following needs to be fulfilled.
Partner Assignment
The partner for the partnership must existin in role 'loyalty partner'.
In addition the partner must be assigned to the loyalty program, and must have the status active.
Settlement Material
For each point type a settlement material is needs to be specified. The settlement material is used to create follow-up sales orders to charge the partner for earned points.
Customizing
For creating partnerships the following customizing is required:
SAP Customizing Implementation Guide
Customer Relationship Management
Marketing
Loyalty Management
Partnerships
Define Partnership Settings
Creating Partnership
If all the prerequisites are fulfilled the partnership can be created. The partnership is created for a loyalty program. The partnership can be used once the status is active.
The created partnership is then available in the loyalty program as well.
Partner Point Account
A partnership gets a partner point account created for each point type available in the loyalty program. The partner point account holds the balance of the points used by the partner.
The partner point account holds the balance of purchased and consumed points. The overdraft amount specifies the amount of the consumed points that are not yet purchased, hence having an overdraft amount specified may result in negative balance. Futhermore the partner point account holds all the parnter point transactions.
The balance holds the delta of all purchased and consumed points triggered from the partner point transactions.
The partner point account is created with having a reference to the settlement material.
Partner Point Transactions
The partner point account contains several partner point transactions. Those are all point transactions such as purchasing, consuming and transfering done by the loyalty program partner.
Prerequisites
The following customizing defines the allowed partner point transactions.
SAP Customizing Implementation Guide
Customer Relationship Management
Marketing
Loyalty Management
Partner Point Accounts
Define Partner Point Transaction Reasons
This defines wheather a partner point transaction type is considered as credit or debit transaction, or if a partner point transaction is a transfer type (to be transfered from one partner point account to another).
Manual Creation
Partner point transaction can be created manually by selecting the type and the reason, and by specifiying the amount.
On saving the amounts are updated to the purchased and consumed points, and are calculating the balance in the partner point account.
Member Activity Processing
Once a member activity is created with reference to a partnership the same same is reflected as partner point transaction.
This partner point transaction is generated by report RLOY_ENGINE_PPA_PROCESS. The report needs to be scheduled in background to collect all related member activities and generate the partner point transaction accordingly.
The partner point transaction is generated with reference to the member activity ID.
Transaction Processing
Business transactions for buying and returning points and hence updating the partner point account can either be created manually or created by report CRM_LOY_PSH_POINT_SETTLEMENT. The business transaction will create a partner point transaction once the prerequisite item status is reached.
A buy points sales order will result in a purchase points partner point transaction.
A return points complaint order will result in a consume points partner point transaction.
Prerequisites
To get partner point transactions generated from in the buy or return points scenario is defined in the following customizing:
SAP Customizing Implementation Guide
Customer Relationship Management
Marketing
Loyalty Management
Channel Integration
Define Matching Item Status for Creation of Partner Point Transactions
Once the business transaction reaches the mentioned status the partner point transaction is generated.
Member Activities
Member activities can be created with reference to a partnership, meaning that the member gets the member activity processed according to the rules in the loyalty program (so earning and redeeming points) but the points are taken from the partners point account. This is done in a 2 step approach, containing the rewared rule processing and the RLOY_ENGINE_PPA_PROCESS job.
Loyalty Programs In Restaurants
The member activity needs to have the reference to the partnership.
After the member activity got executed the job RLOY_ENGINE_PPA_PROCESS picked the executed member activity and generated the partner point transaction.
Buy/Return Points Transactions
The partner may buy or return points or miles available in the loyalty program. In both scenarios the settlement material is used to create follow-up sales orders to charge the partner for earned points.
Buy points
The loyalty program partner is charged for all points issued to the members that were not purchased in advance from the loyalty host. In the buy points scenario a sales order is created for charging the loyalty partner for the points purchased.
Once the sales order is error free and has the required status the purchased points or miles will create a partner point transaction updating the partner point account.
Return points
The loyalty program partner receives a credit note for a positive account balance. In the return points scenario a complaints order is created for receiving a credit for points the loyalty partner returns.
Once the complaint order is error free and has the required status the returned points or miles will create a partner point transaction updating the partner point account.
Creating Buy/Retun Points Transactions
Buy and Return points transactions can be created manually as follow up for the partnership.
Creating the follow up document will prefill the sold to party with the partner, and will contain the reference to the partnership.
Once the sales order and complaint is saved error free and has the required status the purchased points or miles will create abuy/return partner point transaction updating the partner point account.
Alternatively the buy/return business transaction can be created from report CRM_LOY_PSH_POINT_SETTLEMENT. The report is supposed to clear the partner porint account balance by either creating a sales order for purchasing points in case of a negative balance or creating a return in for returning the points in case of a positive balance.
The report requires the loyalty program and the partnership as a selection, and needs the transaction types for the buy and return scenario.
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After having the report executed the result is available in TRX SLG1.
The partner point transaction is generated accordingly and the balance is zeroed out.
Reports for Partnerships in Loyalty Management
RLOY_ENGINE_PPA_PROCESS
Report for generating partner point transactions for member activities generated with reference to memberships. Report needs to be scheduled in the background.
CRM_LOY_PSH_POINT_SETTLEMENT
Report for creating sales orders and return transactions to settle point balances.
RLOY_PSH_ACCOUNT_STATEMENT
Report to generate partnership account statements, for a specific loyalty program and one-or-more-or-all partnerships under it.
The report is executed for the loyalty program and for any partnership. The result is the attached account statement for the partnership.
RLOY_PPA_TXN_EXTRACT
Report to export all partner point transactions to Excel. The excel is attached to the partnership.
The report is executed for a certain partnership for a certain time range and generates a csv file with having the colums defined in the following customizing:
SAP Customizing Implementation Guide
Customer Relationship Management
Marketing
Loyalty Management
Partner Point Accounts
Define Partner Point Transaction Columns for Export
The report attaches the CSV file to the partnership.
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