Loyalty

Management
Accenture’s POV on
Loyalty Management
in the Salesforce Ecosystem
for B2C and B2B clients

This document represents Accenture’s POV based on our delivery experience and is not linked to any product development, nor roadmap insights.
Agenda 1 What is loyalty management

2 Trends influencing the demand for customer loyalty

Loyalty Management
3 Why loyalty programs

4 How it applies to different industries

5 Why loyalty programs in Salesforce

6 Product comparison: Loyalty Management and Fielo

7 Accenture credentials

8 Appendix

2
 Are your
customers
ready to queue
for your
product?

https://stories.starbucks.com/multimedia/2018/milan_roastery_opening_004-2/ 3
Watch the video for loyalty experiences

loyaltystars
75% of
customers
prefer buying
from
businesses with
loyalty
programs

https://blog.gitnux.com/b2b-loyalty-program-statistics/ 4
What is
Loyalty
Management

5
Loyalty management is the strategy, tools
and tactics around how a company acquires,
engages and retains customers.
It helps a brand target the right audience
and then provides benefits, experiences and
rewards that drive long-term engagement.

https://www.ebbo.com/insights/blog/what-is-loyalty-management/ 6
Loyalty Management Differs from Incentive
Management and Gamification
Loyalty Management Incentive Management Gamification
• Existing customers • Company employees • Existing, new customers,
• Rewards for each • Rewards and perks in employees
transaction or activity different forms • Rewards for completing
• Primary objective is to • Primary objective is to levels, challenges, quests
maintain a loyal customer improve the employee's • Primary objective is to
base and boost sales performance by encouraging engage and motivate people
• Loyalty helps engage and specific actions to achieve a goal
retain customers • Incentive management • Can boost engagement and
increases motivation and motivation
satisfaction, productivity and • Often used as part of a
reduces turnover loyalty program

In conclusion Loyalty Management focuses on increasing customer retention and improving sales,
Incentive Management focuses on increasing employee engagement and improving performance and
Gamification focuses on motivating towards achieving a goal.

https://www.gartner.com/en/marketing/glossary/gamification
https://www.valamis.com/hub/incentive-management 7
B2C
Trends
Influencing
the Demand
for Loyalty

9
Facts Influencing the Need for Loyalty Programs

Cookies for tracking To attract & retain Gen Z Social Media & To satisfy the interest in
purposes are becoming customers, use Influencer Marketing sustainability and social
increasingly restricted personalized are more and more responsibility, using
due to privacy concerns experiences and rewards important. They drive rewards for
and changing based on individual consumer behavior, so it environmentally friendly
regulations. 1st party preferences. is crucial to reward for behavior or charitable
data is becoming social media donations is gaining
increasingly important. engagement and stronger popularity.
referrals.

The need for loyal customers will grow further

https://www.forbes.com/sites/forbesbusinesscouncil/2022/01/04/how-the-delayed-death-of-the-cookie-could-impact-advertisers-publishers-and-consumers/
https://www.forbes.com/sites/forbesagencycouncil/2021/05/17/gen-z-and-the-rise-of-social-commerce/
https://www.forbes.com/sites/forbesagencycouncil/2021/03/02/the-importance-of-influencer-marketing-in-the-new-normal-digital-sphere/ 10
https://www.sciencedirect.com/science/article/pii/S0272494419303159
Loyalty Market Growth
By 2029 the market will grow 5x compared to 2022
Market size in billion USD

24.44

5.57
3.65 4.54

2020 2021 2022 2029

https://www.statista.com/statistics/1295852/loyalty-management-market-size-world/ 11
 Key Numbers
84% 15-25%
of customers are more revenue boost
likely to stick with a annually is achieved
brand that offers a by top performing
loyalty program loyalty programs

>50% 60%
of the most loyal loyalty programs
customers actively customers say they
recommend brands to have better
others experiences with
brands because their
connection transcends
the transactional

https://queue-it.com/blog/loyalty-program-statistics/ Copyright © 2023 Accenture. All rights reserved. 12

Why Loyalty
Programs

13
 Companies
need to adapt
Loyalty doesn‘t come easy in a world and evolve to
where brands constantly compete for remain top of
customers‘ attention mind and give
customers a
reason to return

Customer
acquisition cost Existing customers are 50% more
is up to 5x likely to try new products & spend
higher than 31% more than new customers
retention cost

https://www.ebbo.com/platform/loyalty/
https://www.business2community.com/customer-experience/why-your-existing-customers-are-your-best-customers-02199165 Copyright © 2023 Accenture. All rights reserved. 14
https://www.europeanbusinessreview.com/is-acquiring-new-customers-more-expensive-than-keeping-them/
 “Loyalty is one of
the main assets of
a brand”

Natalia Rubio, María Jesús Yagüe Guillén:Customer Loyalty and Brand Management. MDPI, Basel 2019. 15
Benefits for Companies

Higher Improved Repeat Enhanced Increased Improved

Revenue Customer Purchases & Customer Customer & Brand Customer
Retention Customer Insights Awareness Engagement
Rate Referrals

16
Benefits for Customers

Simplicity Personalized Exclusive Early Access Better Rewards

Experiences Products to Sales and Customer (Including
and Services New Products Service Partners)

17
Overall, Loyalty Programs Can Help...
…companies to build stronger
relationships with their customers,
Win increase revenue and profitability, and
gain a competitive advantage in their
industry.

… customers to get a better shopping

experience, personalized rewards for
Win their loyalty, exclusive access to
products and services, and improved
customer service.
18
Without Loyalty ...weaker customer
relationships and lower
Programs… consumer promotion

...costs for customer

engagement will be higher

...no clear picture of the

returning customers‘
spending habit

Copyright © 2023 Accenture. All rights reserved. 19

Industry
Sample Use
Cases

20
 Birthday
Surprise
Free Gifts Extended
Returns
Loyalty management is
Exclusive
Products
Points suitable for a variety of
industries
Industries & Rewards
Each industry can tailor the benefits to
Networking
Events/
Pre-Launch their specific consumers and needs
Sale
Premium
Benefits

Free
Discounts Shipping

Customer
Loyalty

21
Retail
Distribution of Rewards/Points
Sample Use Cases:
Members By Age Group (Starbucks)
1. Starbucks Rewards: A loyalty program offered by Starbucks,
which rewards customers for purchases made at the coffee chain 5%
stores. Starbucks also offers special promotions and events 15%

exclusively for its program members. 40%

2. Amazon Prime: A loyalty program offered by Amazon that

20%
provides members with various benefits such as free two-day
shipping, access to streaming of movies, TV shows, and music,
and early access to certain deals.
25%
3. Sephora Beauty Insider: A loyalty program offered by the
cosmetics retailer Sephora. The program has different tiers, and
the more you spend, the higher the tier and the more benefits you
receive.
18-24 Years 25-34 Years 35-44 Years
45-54 Years 55+ Years
How do customers redeem their points/rewards?
• Redeem rewards for pursue of the products
• Free shipping using Amazon Prime

22
Travel Travel and Hotel Industry Loyalty Programs

10%
Sample Use Cases:
10%
1. Turkish Airlines Miles&Smiles: It offers earning miles from flights 40%

with Turkish Airlines, AnadoluJet, Star Alliance member and other

15%
program partner airlines; earning miles by using Miles&Smiles credit
cards; offers services such as lounge use, etc and the privilege of
discounts on partner brands.
2. Booking.com: It offers two major loyalty programs: "Genius" and 25%

"Genius Business.“ Genius program rewards for an individual

travelers who book frequently on Booking.com. Members can get
discounts of up to 15% on select properties. Genius Business program
is designed for corporate travelers.
Free hotel stays
Airline miles or points
How do travelers redeem their points? Upgrades (flights/hotel rooms)
Cashback or discounts on future bookings
• Redeem miles for flights
Exclusive access to travel deals or promotions
• Use points for a car rental, hotel, or other
• Earn miles to shop
82% state they enjoy airline loyalty programs,
while 81% cherish their rewards.
https://www.criteo.com/blog/travel-loyalty-trends/ 23
Financial Services
The Financial Service Loyalty Programs

Sample Use Cases:

10%
1. American Express Membership Rewards: A loyalty program offered
by American Express that rewards cardholders with points for their 15% 40%
spending on their credit cards. American Express also offers a range
of bonus points and benefits for using their cards
15%
2. Paytm Payments Bank: Paytm Payments Bank is a leading provider of
UPI-based payment services in India. The bank offers a loyalty
program called Paytm First Points, which rewards customers with 20%
points for their transactions made through Paytm UPI.

How do customers redeem their points?

• Cashback, Merchandise, Gift Cards Cashback or rebates on purchases
Exclusive access to financial products or services
• Avail the points for travel and hotels
Discounts on financial services
Bonus points or rewards for transactions
Personalized financial advice or consultations

24
B2B
Trends
Influencing
the Demand
for Loyalty

26
Facts Influencing the Need for Loyalty Programs

Revenue comes from Retain your most Build valuable Challenging B2B
existing customers valuable clients experience relationships
B2B companies earn a Recruiting new 80% of B2B buying Long-term client
large share of their customers in the B2B decisions are based on relationships are a must-
revenue with upselling space is a time- the buyer’s experience. have in B2B for a
and cross-selling from consuming and costly Only 20% of buyers go consistent ROI.
ongoing sales to existing process. on the price or
customers. product/service.

The need for a loyal customer base will continue to rise

https://www.entrepreneur.com/growing-a-business/heres-what-really-builds-customer-loyalty-in-the-b2b/439430
https://www.business2community.com/loyalty-marketing/b2b-loyalty-programs-a-comprehensive-guide-2021-02387631
https://peertopeermarketing.co/b2b-loyalty-program/ 27
https://www.xstak.com/blog/b2b-loyalty-programs
B2B Loyalty Trends

• Data and AI are essential to B2B Sales & Marketing

Data Optimization • With the help of AI companies can gain insights into their customers, tailor
Sales and Marketing strategies and track ROI

• Mobile phones play a significant role in the buying process, as customers use them to
search for reviews, compare prices and buy online
Mobile-Focused Strategies & • B2B decision makers are using more channels than ever before to interact with suppliers:
Omnichannel Engagement providing seamless omnichannel experience, online as well as offline, optimized for cost
and performance is essential

Investments in Brand and • Investing in the company's brand and community is important for B2B as it increases
brand awareness, trust, competitiveness, and yields a pipeline return in the future
Community

Customer Centered • B2B customers are increasingly demanding a B2C buying experience. Companies should
adopt a customer-focused Sales & Marketing Strategy to increase customer value,
Experiences reduce churn, boost loyalty, and improve relationships

https://www.apexloyalty.com/b2b-loyalty-trends-for-2022/ 28
 Key Numbers
5-20% 55%
increase in annual of B2B organizations
revenue with B2B that have a loyalty
loyalty programs program experience
improved customer
retention rates

13% 10x
higher spending by B2B higher likelihood for
loyalty program loyal B2B customers
participants in to make a repeat
comparison to non- purchase from a
participants company than a new
customer

https://queue-it.com/blog/loyalty-program-statistics/
Copyright © 2023 Accenture. All rights reserved. 29
https://blog.gitnux.com/b2b-loyalty-program-statistics/
Why Loyalty
Programs

30
 Companies
need to adapt
and evolve to
Loyalty programs increase customer remain top of
satisfaction and trust as companies go mind and give
beyond the transactional relationship customers a
reason to do
repeat business

2% increase in
customer 42% of organizations are more likely
retention has to continue their business relationship
the same effect with a supplier who offers a loyalty
on profits as a program to earn points/other rewards
10% cost cut

https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-new-b2b-growth-equation Copyright © 2023 Accenture. All rights reserved. 31

https://www.forbes.com/sites/comcastbusiness/2015/07/20/how-to-build-customer-loyalty/?sh=33aa8f0c1c81
Benefits for Companies

Higher Competitive Streamlined Enhanced Increased Improved

Revenue Advantage Operations Customer Customer & Brand Customer &
Insights Awareness Partner
Engagement

32
Benefits for B2B Customers

Rewards Exclusive Personalized Better

(Including Products Experiences Customer
Partners) and Services Service

33
Without Loyalty ... maintaining long-term
relationships is more
Programs… challenging

... inferior competitive

advantage

...there are less engaged

customers and less
brand advocates

Copyright © 2023 Accenture. All rights reserved. 34

Industry
Sample Use
Cases

35
 Events
(Partner’s
Meet)
Priority Extended
Services Returns
Loyalty management is
Exclusive Points
suitable for a variety of
Products
industries
Industries & Rewards
Each industry can tailor the benefits to
Pre- their specific customers and needs
Training Launch
Sale

Software
Discounts Privileges

Customer
Loyalty

36
Retail
The Retail Industry Loyalty Programs

Sample Use Cases: 5% 5%

1. Cisco's Partner Plus Program: Offers rewards for registering deals, 15%
participating in training programs, and achieving sales goals. 45%

2. Dell Technologies Partner Program: Offers rewards for achieving

sales targets, participating in training programs, and developing
new business opportunities. 25%

How do customers utilize the rewards/Points that they've earned

through the loyalty program ?
• Rewards include exclusive discounts, deal registration protection,
Discounts on future purchases
and other incentives that help partners grow their business with
Free products or services
Dell
Cashback or rebates
• Rewards include cash rebates, marketing development funds, and
Personalized Consultations
other incentives that help partners grow their business with Cisco
Exclusive Access to Sales/Promotions

37
Travel
The Travel and Hotel Industry Loyalty Programs
Sample Use Cases:
1. Lufthansa Cargo Reward Program: Designed for businesses that
15%
ship cargo with Lufthansa Cargo.
40%
2. Emirates Catering Loyalty Program: Designed for businesses that
order catering services from Emirates Flight Catering to other 20%

Airlines.

How do customers utilize the rewards/Points that they've earned 25%

through the loyalty program ?
• Exclusive benefits and rewards for cargo shippers, including bonus
points for shipments, access to priority services, and discounts on
cargo fees
Discounts on Future Bookings
• Exclusive benefits and rewards for catering customers, including Free Travel/Hotel Stays
bonus points for orders, discounts on catering fees, and access to Upgrades (flights/hotel rooms)
special promotions
Exclusive Access to Travel/Hotel Deals

38
Manufacturing
The Manufacturing Industry Loyalty Programs

Sample Use Cases:

1. Tetra Pak's Advantage Customer Loyalty Program: Designed for 10%

businesses that use Tetra Pak packaging products 20% 40%

2. CAT(Caterpillar Inc.) Customer Value Agreements (CVA): Cat

CVAs are service contracts that provide customers with
maintenance and repair services for their Caterpillar equipment

30%

How do customers utilize the rewards/points that they've earned

through the loyalty program ?
• Exclusive benefits and rewards for loyal customers, including
access to technical support, training resources, and special Discounts on Future Orders
promotions
Free Products or Services
• Exclusive benefits and rewards for customers who sign up for long-
term service contracts, including discounts on parts and services, Priority Order Fulfillment

priority service, and access to exclusive promotions Exclusive Access to New Products or Prototypes

39
Managing
Loyalty
Programs
with
Salesforce

40
Why Salesforce? #1 intelligent CRM platform for businesses
of all sizes and industries

At every step of the customer journey a

complete CRM cloud solution for a 360°
customer view

Cutting edge technology and innovation in

a scalable platform, which integrates
seamlessly

A powerful, yet secure platform, protecting

customers‘ data

And, everything above available on mobile

for on the go loyalty program management

Copyright © 2023 Accenture. All rights reserved. 41

Challenges with Loyalty Program Implementations

Separate systems
• It takes a lot of time to integrate different solutions and seamlessly manage high volumes of data with real-time updates

Program tracking
• Separate systems make it hard, if not impossible, to track customer lifetime value

Personalization
• Most organizations rely on tools that engage customers based on their purchases and don’t consider customer experiences or preferences

Audience targeting
• Benefits, promotions, and discount vouchers are all time-tested strategies to keep the customer engaged

Timeliness
• Today, organizations must become customer advocates, providing customers with the right solutions and services at the right time

Points management
• Organizations find it difficult to debit, credit, or expire points based on the millions of customer transactions every day & time - consuming automating points management

42
Salesforce Helps Overcome These Challenges
Single centralized platform, unifying data from departments and systems. Adaptable end-to-end
Separate systems platform, allowing maximum flexibility in building loyalty programs.
Seamless integration with multiple channels allows businesses deliver consistent customer experience.

Personalization With centralized customer data, including purchase history, interactions, and support, personalizing
offerings is effortless, making each member feel special.

Loyalty Program Robust analytics and reporting capabilities to help measure the effectiveness of the loyalty programs
Tracking and identify areas of improvement.

Audience Having customer data from each touchpoint of the customer journey, a complete 360° view of the
Segmentation and customer and powerful integration capabilities, enables advanced customer segmentation.
Targeting

Salesforce's AppExchange offers ready-to-use and customizable solutions, developed by experts,

Timeliness including out-of-the-box connectors, for swift time-to-market and value delivery to customers.

Salesforce is a secure, scalable platform built to handle millions of users. It offers rapid scalability as
Points Management needed. It offers drag-and-drop automation tools to automate loyalty management processes.

43
 1. Define your
Loyalty Program
0bjectives &
2. Choose a
Channel
Loyalty Program
8. Audit, Test & Strategy
Model & Define
Optimize the Integrated
Product Strategy

8 steps to
consider for General steps
7. Develop a
to consider 3. Define your
before setting up a B2C
Marketing & Rewards &

setting up a Communication

loyalty program in Salesforce

Strategy
Redemption
Options

loyalty program
in Salesforce 6. Create a 4. Segment
Loyalty Program Your
Dashboard Customers
5. Setup your
Loyalty Program
Structure

44
 Product
Comparison:
Salesforce
Loyalty
Management
and Fielo
The features listed for both solutions in this section are up to date at the time of publication of this document. Please refer to the latest release notes of the vendors. 45
About Salesforce Loyalty Management and Fielo

Loyalty Management is Salesforce’s end- Fielo is a scalable Salesforce native

to-end cross industry solution for application, enabling organizations to
designing and running loyalty programs. deploy and manage loyalty and incentive
Loyalty Management is versatile, flexible programs for B2B, B2C and B2E.
and relevant for B2C and B2B companies. Fielo offers behavior templates and 4
It features industry templates and is a complete solutions on one platform:
stand-alone product that can be • Channel Incentives Cloud
integrated into any ecosystem.
• Employee Incentives Cloud
• Consumer Loyalty Cloud
• Business Commerce Loyalty Cloud

46
Capability Map
Loyalty Program Capabilities

Salesforce Loyalty
Management or Fielo

Salesforce Core

Salesforce Service
Cloud
Salesforce Marketing
Cloud
Not covered

Accenture has a detailed loyalty platform vendor assessment framework, which helps to score various vendors across multiple
levels of a loyalty program, please reach out to us in case you are interested in an assessment project.

47
Product Features Overview
Loyalty Management Platform Capabilities

Program Setup and Management/ Partnerships and Integration

Privacy and Security Analytics & Insights
Functional Features Alliances

Setting up Program
Program Setup Wizard ERP/CRM Integration
Rewards Earn Partnerships Reports

Consent Management
Partner API
Loyalty Processes Vouchers Management

Data Privacy
Integration
Burn Partnerships Dashboards
Payment
Member Management Rewards Management Provider/POS
Integrations

Partner Services and

Members Promotions Real-time Monitoring
Management Channel Integrations
Segmentation Management
Functional Features
About the Functionality Salesforce Loyalty Management Fielo
Program Set-up The guided program setup process for Salesforce A Setup Wizard can be used to quickly set up a
Configuring the program to meet the requirements of Loyalty Management consists of: program in four easy steps, featuring:
the business. Includes: setting up program rules, tiers, • Program Configuration • Tier and segment templates
currencies, rewards, program members, segments, • Earning Rules • Behavior Types like Lead and Opportunity
etc. • Rewards behaviors, such as Register a Deal, Register a Lead,
• Member Tiers Covert a Lead, Win New Customers, etc.
• Promotions • Program cloning
• Analytics and Reporting
Cloning a program is possible

Loyalty Processes OOTB tools such as Flows and Data Processing Tools like rule’s engine and segmentation engine
Refers to the creation and management of processes Engine to define loyalty programs’ rules, for example allow for defining how program participants can earn
related to customer recognition, rewards, point attribution, tiers upgrade and so on. points, rewards or badges and for personalizing the
redemptions and level assessments. program experience. Gamification in a loyalty
program can be added by building different
challenges.

Member Management Tracked back to Account and Customer objects on Fielo uses SF’s account and contact structure as a
Refers to managing member data and activity, Salesforce Core Modules. The setup is similar to basis for their membership model. Member data can
including referral tracking. Salesforce's core products creating a customer 360 be viewed and managed easily including
degree view including Loyalty aspect. Referral redemptions, transactions, segments and consents.
tracking is configurable. Referral tracking is easily configurable.

Members Segmentation If connected with other systems such as Marketing Fielo offers two segment types: dynamic and manual.
Refers to the capability to create member subsets, Cloud. Dynamic segments will automatically add any
based for example on demographic, pofile level member who falls in the segmentation
information or behaviours for more effective loyalty criteria. Segmentation can be behavioral, record
program campaign, incentive or rewards targeting. based, based on fields from any object in the SF org,
including Fielo objects.

49
Functional Features
About the Functionality Salesforce Loyalty Management Fielo
Vouchers Management ”Voucher Definitions”, as part of the Loyalty Vouchers are created as rewards in Fielo and are no
Refers to creating, assigning and management of Experiences (rewards to loyalty program members). separate object. The voucher validity can be set when
vouchers, for example vouchers for percentage • Fixed Value creating the reward. The unique voucher codes are
discounts or an „amount off“ voucher. • Discount Percentage generated automatically when the reward is
• Product or Service redeemed. To ensure code uniqueness at scale using
pre-loaded unique codes is possible.

Promotions Management ”Promotions”, as part of the Loyalty Experiences Promotions are part of the core Fielo product and are
Refers to managing promotions, used to promote (rewards to loyalty program members). used to encourage behaviours and actions to reward
members engagement in a loyalty program. • Credit Points independently and do not have to have a defined
• Issue Voucher period.

Rewards Management ”Benefit Types” as part of the Loyalty Experiences Rewards are the prizes available to members of a
Refers to creating, assigning and management of (rewards to loyalty program members). program such as products, services, gift cards &
rewards, which can be any product or service. The admin can define different categories of benefit vouchers, payouts or training courses and events.
to better organize diverse advantages. Rewards can be capped to control loyalty program
spending.

50
Functional Features
About the Functionality Salesforce Loyalty Management Fielo

Partnerships Linked to external partner for loyalty members Fielo connects to a third-party product GRS to
Loyalty program partnerships, where customers can redemption access a diverse array of partners and automatic
collect or redeem points at program partners. customization to ensure rewards catalog is highly
relevant and enticing to program members. OOTB
connector exists.

Analytics Dashboards to view KPIs, Reports to analyse trends Leveraging SF Report, Fielo Analytics offers a
Refers to the functionality to monitor and assess and opportunity for improvement, predictive analytics complete view of program statistics in dashboards
loyalty programs performance and effectiveness with to identify pattern in customer behaviour, divided in categories, with some out of the
reports and dashboards. segmentation to segment members and campaign box reports such as:
analytics • Top engaged members
• Churn Rate
• Redemptions Cost

Industry Templates The following templates, which include pre-built Currently no industry templates are available.
Templates are pre-built configurations, designed to customizable components are available: Fielo works with behaviour templates and also offers
help businesses quick start a loyalty program Retail, Hospitality, Financial services, Consumer Models, which are pre-configured,
pertaining to their industry. Templates can contain goods, Automotive template, Media and reusable Incentives and Programs templates in their
typical for the industry rules and reward structures. Entertainment, Travel and transportation, Healthcare E-learning and Proof of Purchase packages.
and Nonprofit

Privacy & Security Data encryption, User authentication and access Fielo offers Consent Management on granular level
Refers to the capability/tools of the loyalty controls, monitoring and auditing to identify any for each program, Member Opt Out and Banning, and
managament product allowing the handling of potential security threats and Compliance with data Data Anonymization to comply with the right to be
customer data according to data and privacy protection regulations. forgotten requests and Data Portability to export
regulations such as GDPR. In addition to these features, Salesforce Loyalty member data.
Management can also take additional steps to
enhance privacy and security like limitation of
customer data, password policies and provide
security training for users.

51
Integration Capabilities
Salesforce Loyalty Management Fielo

ERP/CRM Integration ERP/CRM Integration

Loyalty management is built natively for Salesforce and can be integrated with any Fielo is built natively for Salesforce, which allows data to flow seamlessly between
external systems as stand-alone product via integration layers, such as Mulesoft Fielo and Salesforce, enabling program participants to be incentivized for any
and Boomi. behavior captured as a Salesforce object.
A B2B Commerce Connector is available ootb for customers using Salesforce’s
B2B Commerce solution.

Partner API Integration Partner API Integration

Partner APIs provide a flexible and powerful way to integrate Salesforce Loyalty Fielo offers an ootb Fielo-GRS Connector to connect to Global Rewards Solution
Management with other systems. Data Flows between external systems will need for access to rewards from hundreds of suppliers.
to be mapped and replaced to be integrated via API.

Payment Provider/POS Integrations Payment Provider/POS Integrations

Salesforce Loyalty Management integrates with payment to enable businesses to Fielo integrates with an external payment provider through REST API. In this case,
process loyalty program transactions securely and seamlessly via API. When a the provider will receive the payment details, when it's due and do the payment
customer makes a purchase at a physical store using POS system it sends a automatically.
notification to Salesforce Loyalty Management via an API. The loyalty program
then credits the customer's account with the appropriate points or rewards.

Channel Integrations Channel Integrations

With Marketing Cloud: use Marketing Cloud Connect to send data from Loyalty Transactional and campaign emails only with Fielo Messaging using Salesforce as
Management to Marketing Cloud: Connected with Marketing Cloud, you can send an email provider. OOTB connector available to SendGrid for scaling email
out transactional and commercial emails, as well as SMS and social media communication with program members.
integration.
With Service Cloud: create a case and populate the fields right on a loyalty
member profile or associate a case with a loyalty program member.

52
Product Roadmap and Support
Salesforce Loyalty Management Fielo

Roadmap Roadmap
• First release in January 2021 • Product on the market since 2012
• 3 releases in one year: spring, summer and winter • New releases 2-3 times a year. Release notes, including upcoming releases
• Release notes to every existing and upcoming releases here • Fielo works with their clients closely on product development and to inform
their roadmap

UX/UI UX/UI
• The UX of Salesforce Loyalty Cloud focuses on providing a seamless and • A UX designed for the business user to easilly manage programs
intuitive experience for both companies and their customers • No code, just clicks
• The UI of Salesforce Loyalty Cloud is designed to be visually appealing and
engaging, with a focus on creating a consistent and coherent visual language
across all elements of the platform

Knowledge and Community Knowledge and Community

• Documentation: Comprehensive documentation is available, providing detailed • No Knowledge-Community existing
information on platform features, functionality, and best practices • Knowledge-library: https://docs.fielo.com/docs/
• Community: An active community of users and experts, where users can ask • Developer Hub and support channels
questions, share best practices, and learn from others. The community is an
excellent resource for troubleshooting and getting help with platform issues

Licenses and Support , Prerequisites Licenses, Support, Prerequisites

• Salesforce Loyalty Cloud is a subscription-based platform • Pricing is based on program member numbers, and type of solution on a pro
• Typically purchased on an annual basis and are priced based on the number of rata basis. Less expensive than Loyalty Management – according to Fielo
program members or participants around 50% less. Salesforce platform licenses is needed to access the Fielo
• In terms of support, Salesforce Loyalty Cloud offers Online Support, app.
Community, Documentation, Premium support • No requirement of previous configuration or storage space for the installation.
Pricing: https://www.salesforce.com/products/loyalty-management/pricing/ • Personalized support options (depending on the contract and the needs of the
customer)

53
Reference Architecture
CRM / Service
Marketing
E-Commerce
Automation
Native
Connector
Native
Consumer & Connector
Transactional Data,
Product Details
Accounts & Contacts Case Management
Journey Builder,
Retail/ Point Of Sale Email Studio
Purchase History Native
Automation
Integration Connector
Studio*
Consumer &
Transactional Data, Layer
Product Details

Wholesale Loyalty
Consumer & Mobile App OR
Transactional, Product
Data
Customer Registration Membership Data,
Loyalty Tiers
SAP Notifications
(Product and Store Master
Data) CRM Package Add-on

54
Accenture
Credentials

55
 Leading Apparel Brand - Accenture implemented Salesforce Loyalty Management,
fully integrated with Service Cloud, Commerce Cloud and Marketing Cloud

WHY WHAT
❑ Integrated Loyalty platform ❑ Improved view of loyalty life cycle of the customer
associated with the Loyalty Program
❑ Lack of transparency and collaboration between
Sales and Commerce ❑ 360-degree view of the customer, highlighting features
like Benefits, Vouchers, Current Tier, Loyalty Points,
❑ Loyalty Management Transaction Journal
❑ Marketing Campaigns ❑ Integration with Service and Marketing Cloud helped set
up segmentation and campaigns
❑ Integration with Commerce Cloud for transaction points
accruing and redemption
❑ Enabled customers to register for a loyalty program via
multiple channels like POS, Web and Mobile App
Loyalty Management
Service Cloud
❑ Huge volumes of data from different systems migrated to
Marketing Cloud Service Cloud
Commerce Cloud
HOW WHEN
❑ Agile delivery over 6 months and 13 Sprint Cycles ❑ Project started in Sept 2022
❑ Discovery to collect functional requirements followed by ❑ Phase 1 went live in April 2023
Design phase in close coordination with client
stakeholders ❑ Phase 2 is currently not in scope

❑ Development was followed by Business UAT

❑ Weekly governance meetings with Client business & IT
stakeholders

56
 Leading Tobacco Company - Accenture implemented FIELO Loyalty Management,
fully integrated with Experience Cloud and Marketing Cloud

WHY WHAT
❑ Loyalty Program backend and frontend (Enrollment ❑ Educational content structured in courses & modules for
to a Loyalty Program, Currencies, Loyalty tiers, retailers to test knowledge
point validity, etc.)
❑ Leaderboards for ranking retailers according to their
❑ Gamification capabilities front end and backend overall activity completion,
(Leaderboard, Badge management)
❑ Notification via Marketing Cloud on status/results and
❑ Redemption process Badge assignment under certain criteria
❑ LMS (Learning Management System) front end and ❑ Different currency setup for managing point assignment
backend for all end users, expiration rules and redemptions
process
❑ Reporting (Dashboards)
❑ Sophisticated criteria for segmenting for end users to
participate to loyalty activities
Experience Cloud
❑ Dashboard built to track the progress of each market’s
Marketing Cloud
loyalty program

HOW WHEN
❑ Agile delivery with sprint cycles of 3 weeks ❑ Project started in Oct 2020
❑ Backlog refinement weekly sessions with Business Global ❑ Phase 1 went live in April 2021 for Canada Market
Team for discussing any potential new product
improvement / use case ❑ Rollout plan with Market Activation team deployed 13
markets as of May 2023
❑ Development was followed by Business UAT
❑ Weekly governance meetings with Client business & IT
stakeholders

57
Thank you
Your Accenture Points of Contact

Shilpa A. Arora Florence Micol

Salesforce Marketing and Loyalty Practice Lead, ASG Accenture Leadership

shilpa.a.arora@accenture.com florence.micol@accenture.com

59
 Eileen Weis Andreas Schulz Tracy Dündar
Business Architecture Specialist Business Architecture Analyst Business Architecture Associate

eileen.weis@accenture.com a.schulz@accenture.com tracy.duendar@accenture.com

Imran Khan AM Anna Pernicheva Aaron Klenk

Business Architecture Associate Manager Business Architecture Senior Analyst Business Architecture Senior Analyst

imran.khan.am@accenture.com anna.b.pernicheva@accenture.com aaron.klenk@accenture.com

Gabriyel Arslan Jonathan Koch Clémentine Liu

Business Architecture Senior Analyst Business Architecture Associate Business Architecture Senior Analyst
gabriyel.arslan@accenture.com philip.jonathan.koch@accenture.com clementine.j.liu@accenture.com
60
Appendix

61
Customer Journey Mapping Email notification
for points
deduction
Enrollment
Welcome Auto-
Perform more assignment Tier upgrade
Email
transactions of vouchers Email
Auto-assign
notification
Enrollment bonus
Make a
transaction
Redeem
Points get Loyalty
Associate Loyalty Loyalty
credited Points
Member Currencies ledger gets
created

Customer Rewards and

Transactions Tier Upgrade Redemption
Enrollment Benefits
Loyalty Auto- Becomes Purchase
Member assignment eligible for partner
Awareness to base tier tier upgrade products
Auto-
assignment
Loyalty Contact Points update Use unique
of benefits
Member Member Email code to shop
Registration Mapping notification
Gets
Qualifying/ Non- upgraded
Loyalty Member qualifyingpoints to next tier
Customer touchpoint
Enrollment get credited
Loyalty Program

Source: Salesforce 62
Loyalty Management Architecture

Source: Salesforce 63
Fielo Architecture

https://docs.fielo.com/docs/about 64