crm & marketing - comarch roadmap crm & marketing. 2 crm & marketing content 1....

Comarch LOYALTY Management Product Roadmap

CRM & MARKETING

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CRM & MARKETING

Content

1. Introduction .........................................................................................................................4

1.1 System release policy ............................................................................................................................................................................ 41.2 Research & Development Team.......................................................................................................................................................... 4

2. Roadmap Functions (currently version 4.1) .................................................................5

2.1. Release (Q3-Q4 2012) Version 4.2 .........................................................................................................................52.1.1 Gift auctions ............................................................................................................................................................................................... 5 2.1.2 iPad support .............................................................................................................................................................................................. 52.1.3 Rewards voting ......................................................................................................................................................................................... 52.1.4 Business Rules Templates (BRT) .........................................................................................................................................................62.1.5 Social media support – Integration with Facebook ......................................................................................................................62.1.6 Digital rewards ...........................................................................................................................................................................................62.1.7 QR code redemption support for CLM mobile app ........................................................................................................................72.1.8 Customer tiers ............................................................................................................................................................................................72.1.9 Dynamic Dashboard for iPad ................................................................................................................................................................72.1.10 Geo-marketing “offers around me” .....................................................................................................................................................72.1.11 Augmented View ...................................................................................................................................................................................... 82.1.12 New GUI of CLM ......................................................................................................................................................................................... 82.1.13 Virtual POS .................................................................................................................................................................................................. 82.1.14 New Content Editor .................................................................................................................................................................................. 82.1.15 Easy-to-use Promotion Wizard ............................................................................................................................................................9

2.2 Release (Q1-Q3 2013) Version 4.3 ........................................................................................................................ 102.2.1 Promotion copying ................................................................................................................................................................................. 102.2.2 Fixed price promotions ......................................................................................................................................................................... 102.2.3 Dynamic Dashboard .............................................................................................................................................................................. 102.2.4 Switching between functions in Business Administration ...................................................................................................... 102.2.5 Web utilization analyzer ........................................................................................................................................................................ 112.2.6 Web traffic analyzer ................................................................................................................................................................................ 112.2.7 Fostering System performance .......................................................................................................................................................... 112.2.8 SMS quiz ...................................................................................................................................................................................................... 112.2.9 SMS services ............................................................................................................................................................................................ 122.2.10 Rules for points issuance .................................................................................................................................................................... 122.2.11 Mobile Incentives .................................................................................................................................................................................... 122.2.12 Integration with NFC ............................................................................................................................................................................... 122.2.13 Promotions Calendar ............................................................................................................................................................................. 132.2.14 Message templates ............................................................................................................................................................................... 132.2.15 Usability optimization ............................................................................................................................................................................ 13

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CRM & MARKETING

2.3 Release (Q3-Q4 2013) Version 4.4 ....................................................................................................................... 142.3.1 Comparison groups ................................................................................................................................................................................ 142.3.2 Actions at the end of a promotion .................................................................................................................................................... 142.3.3 Knowledge base and a smart user help mechanism ................................................................................................................ 142.3.4 Loyalty widget .......................................................................................................................................................................................... 142.3.5 Account management based on pattern files ............................................................................................................................. 142.3.6 Multicurrency support ........................................................................................................................................................................... 142.3.7 CC chat mechanism ............................................................................................................................................................................... 152.3.8 CC message mechanism ..................................................................................................................................................................... 152.3.9 CRM GUI adaptation for the CC application.................................................................................................................................... 152.3.10 Fully personalized customer website.............................................................................................................................................. 152.3.11 Promotion simulations .......................................................................................................................................................................... 162.3.12 Visual help for business rule creation ............................................................................................................................................. 162.3.13 CC operations survey ............................................................................................................................................................................ 162.3.14 Contact Center scripts .......................................................................................................................................................................... 162.3.15 Customer satisfaction indicator ........................................................................................................................................................ 172.3.16 Interactive surveys................................................................................................................................................................................. 17

3. Comarch Loyalty Management Roadmap Timeline .................................................. 18

4. Marketing & Loyalty areas of the CLM Roadmap ...................................................... 19

Copyright ® 2012 Comarch S.A. All Rights ReservedNo part of this document may be reproduced in any form without the written consent of Comarch. Comarch reserves the right to revise this document and to make changes in the content from time to time without notice. Comarch may make improvements and/or changes to the product(s) and/or programs described in this document any time. The trademarks and service marks of Comarch are the exclusive property of Comarch, and may not be used without permission. All other marks are the property of their respective owners.

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1. Introduction

1.1. System release policy

The release policy for the systems is split into four levels:

EVE

RY 4

-6 Y

EARS MAJOR

VERSION

EVER

Y H

ALF

A YE

AR MINORVERSION

EVER

Y 10

-12

WEE

KS

MAINTENANCERELEASE

IF N

EED

ED

PATCHSETS

» major version - a new version of the system is published

every 4-6 years. Such a release is usually related to a

major technological change, which is why it is called

a major version. For customers who have already

purchased an older version of the system, an upgrade

to the latest version involves carrying out an entire

implementation project for the system to be changed

and customized. This is why Comarch does not force the

implementation of a new major version and continues to

support older ones » minor version – these system versions are published

and offered to customers every half a year. It groups

maintenance releases and new functions from different

system implementations as well as newly developed

functions. The customer pays only for the customization

of the new functions and as in the case of major

versions, implementation is not mandatory, and the set

of functions in each minor version can be chosen by

individual customer requests » maintenance release - published every 10-12 weeks.

These versions include bug fixes as update packs and

additional functions ordered by specific customer

requests (CR’s) » patch sets - published after the detection of a critical bug.

These versions are included in the support agreement.

1.2. Research & Development Team

Specialized teams responsible for the development of

separate platform applications were created for the

establishment of the Comarch Enterprise Marketing

Management solution. Currently, there are three teams in

three different Polish cities working on the following platform

components: Comarch Loyalty Management, Comarch

Campaign Management and Comarch Smart Analytics. The

involved teams, including R&D, are managed centrally, but in

each laboratory there is a separate project manager involved

in the process. The R&D team focuses on two main areas:

software development as well as process optimization in

projects and in system support.

The R&D process is supported by the Product Manager.

The Product Manager gathers customer requirements,

creates the descriptions regarding new functions and

oversees the entire development process.

CRM & MARKETING

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2. Roadmap Functions (currently version 4.1)

2.1. Release (Q3-Q4 2012) Version 4.2

2.1.1. Gift auctions

OBJECTIVE: To attract customers to a loyalty program

community and create additional opportunities to interact

with program members.

SCOPE: functionality

DESCRIPTION: Two types of auctions will be available in the

CLM system: » ascending price auction - bidders start from an opening

price and offer higher prices. They can view other offers.

The new price must be higher (increase in bid). The

highest offer wins. This kind of auction has a defined time

frame » descending price auction - it starts from the highest

price. With time the price is lowered by a constant value

until somebody accepts the price. This kind of auction

has a defined time frame but finishes when the first

customer accepts the price.

The CLM system will be able to define the following auction

specifics: » items from reward catalog as an alternative buying

option » special rewards which are not available in reward catalog » charity » services

In order to take part in an auction customers must be

authenticated. The system supports free initial participation

and it is equal for all customers.

Customers will be able to participate in an auction after

website login (only registered loyalty program members

can participate). A list of active/closed auctions and bidding

history of auctions will be available for program participants.

INTEGRATION REQUIREMENTS: None

2.1.2. iPad support

OBJECTIVE: To give iPad users the ability to use the CLM

system.

SCOPE: technology

DESCRIPTION: Compatible with iPad devices, for easy viewing

of dashboards and collecting reports. It will be possible to

view the mobile application and Customer Website on these

devices (resolving problems with Adobe Flash/Silverlight

technology is not supported on these devices).

INTEGRATION REQUIREMENTS: iPad

2.1.3. Rewards voting

OBJECTIVE: Opportunity to receive feedback from customers

about the attractiveness of rewards while at the same time

giving them the possibility to express their opinions.


DESCRIPTION: Possibility for customers to share their

opinions about gifts on the Customer Website. After they

login, customers will be able to evaluate catalog gifts on a

scale. The range of the scale is configurable and comments

can also be added to each gift. Users will not be limited to

only giving ratings based on numbers, as the scale is fully

configurable, enabling the usage of icons (for example:

stars). Customers could also be awarded with some

additional points for participating in voting and commenting.

Comments can be moderated: an administrator would

be able to remove inappropriate entries and the system

automatically identifies bad language and swear words

from a blacklist (current blacklist functions will be enhanced

for this purpose). The entire voting system can be reset (all

comments/votes can be canceled afterwards).

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2.1.4. Business Rules Templates (BRT)

OBJECTIVE: To simplify the process of promotion deployment

by using templates.

SCOPE: usability

DESCRIPTION: A function that facilitates creating promotions

from templates and for creating new ones. Creating

promotions by using pre-existing templates will be possible

when entered data will reduce the set of tabs, for example

creating a promotion which issues X number of points for

every Y amount of money spent within the transaction would

only require users to:

» choose the promotional period » choose the sites on which the promotion should be

active » enter X value – number of points » enter Y value – value of money that must be spent

All other promotional parameters can be hidden inside a

template (partners, condition/point formulas, segments,

even description). Users will receive a list of available

templates, each with different promotional rules.

There is also the possibility to use promotional templates

that can edit implemented conditions and formulas. This can

be perceived as an advanced element, because its usage

does not limit promotion mechanics, as it means that it will

be possible to create any kind of condition.

Templates for business rules will also enable the integration

of point/discount promotions with communication channels.

On additional tabs of the promotional wizard, the POS

message editor can be presented, enabling the direct

creation of messages printed on POS receipts in a case where

a promotion is triggered. If the tab coupon tab is available,

single process templates will facilitate coupon printing (with

layout and content preparation), checking fulfillment and the

issuing of bonus points. Template definition will decide which

wizard tabs, in which order and within which parameters

will be available for the end user during the creation of

promotions (segments, partners, etc.)

Advanced users will also be able to create their own

templates. Templates will utilize various mechanisms, by

which data gathered from users will be collected. In the

previously presented example there were two variables

used: X and Y. When creating templates for business rules,

users will be able to define all the required variables and build

points formulas to utilize their values.


2.1.5 Social media support – Integration with Facebook

OBJECTIVE: To use social media networks as loyalty program

elements and a two-way communication channel with

customers.

SCOPE: functionality/technology

DESCRIPTION: In the future this function could be used to

award new loyalty program members with points for their

activities on social media networks. Additional points could

be granted if new program members register via social

media. This function will also facilitate building customer

communities.

Integration with Facebook permits:

» Surveys and offers published on company fan page » Analysis of marketing results – data gathered from

Facebook by Comarch Smart Analytics » SSO between Facebook and customer website » Registration form with prefilled Facebook data » Possibility to create special promotions based on “likes” » Points calculation for member activity on a fan page or

member profile wall (posts, referring a friend, clicking

“like”) » Facebook as a distribution channel for sending vouchers » Extra points for “likes” on company fan page or profile

wall

INTEGRATION REQUIREMENTS: Scope of integration must be

in line with the company’s social media strategy

2.1.6 Digital rewards

OBJECTIVE: To increase program attractiveness by adding

new and appealing rewards.


DESCRIPTION: One of the key motivations for participating in

customer loyalty programs are the rewards. Members will be

allowed to choose the way in which they redeem their points

for the different types of digital rewards that are provided

by Program Operators in cooperation with Digital Media

and Content Providers (known as Partners). The system

facilitates offering various digital rewards in exchange for

points:

» audio-books » e-files » MP3 » films » access to other specific content

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Possible redemption options include:

» pay with points only » pay with points and money only

Options can be set individually for every digital reward and

for the segments that members belong to. After a reward

order is confirmed, the customer’s account is balanced.

INTEGRATION REQUIREMENTS: If Program Operators wish

to offer digital rewards, they have a duty to find and set

up partnerships with Digital Media and Content Providers.

Integrating the system with 3rd parties will be necessary to

achieve this.

2.1.7 QR code redemption support for CLM mobile app

OBJECTIVE: To simplify the redemption of rewards


DESCRIPTION: Simplifying the process for redeeming rewards

by utilizing QR codes. Member will be able to use their mobile

phones to scan a QR code attached to the offer or product.

QR code(s) are then sent to the central system which verifies

them.


2.1.8 Customer tiers

OBJECTIVE: To distinguish program members by offering

additional privileges such as: special promotions in order to

collect points faster, special services and rewards.


DESCRIPTION: CLM facilitates defining customer tiers as a

combination of privileges and special business rules that

are available only to selected groups of program members.

A customer’s level will depend on the activities and actions

that they have performed within the program. The conditions

for entering a specified tier will be fully configurable and the

new status will be automatically (or manually by a Contact

Center agent) applied to the member after they meet the

required specifics.

The system can deliver a few different systems to recognize

when a member can advance to a higher tier. In each of

them, an unlimited number of levels can be created. Each

level should have separate rules which determine the level

of achieved and extra customer benefits. The system can

configure a grace period for customers in order to remain

in a tier (e.g., 2 months) before the status is lost. A specific

identifier type can be associated with each level. The system

will be able to communicate with the customers when they

have achieved/lost/may lose/or renewed a tier.


2.1.9 Dynamic Dashboard for iPad

OBJECTIVE: To present the most important metrics of the

loyalty program and current program conditions on iPads.


DESCRIPTION: This tool is targeted at executives as well as

marketing team members. The dashboard receives data

and analyzes it (instead of manually merging different

documents). The dashboard serves as a controlling &

monitoring tool as well as a communications channel.

With the CLM system the user will not have to merge several

reports but will be able to view important figures directly on

their iPad. The system will allow users to set up elements

by adding or removing existing elements, (eg. alarms with

e-mail notification). All information will be presented via

different chart types e.g.: bar, time series, pie, maps, rank.

Users can share their dashboards, they can also define goals

or set alarm thresholds.

The following list of KPI’s will be available as part of the CLM :

» Promotion performance - day by day confirmed

communication regarding offer redemption in % of target

group per: › Promotion name selected from a list

» Top rewards - current top rewards (taking into account

redemptions from previous week) per: › Number of rewards in the ranking › Best/Worst

» Sales - turnover week by week per: › Year

» Sale (geographical view) - current turnover by location: › Region

» Program enrollment by channels - registrations in

previous month from different channels » Average spend per visit - month by month average

shopping cart size in monetary value per: › Channels › Loyalty members/Non members


2.1.10 Geo-marketing “offers around me”

OBJECTIVE: To provide mobile users knowledge regarding

nearby location-targeted marketing events (offers,

promotions, great deals).

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DESCRIPTION: Possibility of creating promotions correlated

with the geo-location data of customers using the CLM mobile

app. The “offers around me” option works for customers both

willing to share information about their general location or by

using the “check in” option to determine where they actually

are (country, city, street) to inform them about ongoing

targeted events happening close to them.

“Offers around me” – push communications option – runs in

the background and automatically updates location-targeted

offers in different areas so that customers can reach the

nearby marketing event. Geo-location marketing events will

be supported by the CLM mobile app and a mobile device will

be added to the system as a new parameter. Thanks to geo-

location offers, clients will have the opportunity to research

the shopping patterns of program members and observe

traffic within stores.

INTEGRATION REQUIREMENTS: Program members must

download the CLM mobile app and their mobiles must be

equipped with GPS.

2.1.11 Augmented View

OBJECTIVE: To be in line with technology and marketing

trends and offer customers attractive content.


DESCRIPTION: Augmented View will be a built-in element of the

mobile application. Customers can use their smartphones to

see computer generated content on real world backgrounds.

Nearby sites which participate in the loyalty program will be

shown on the screen. If there are targeted offers they will

also be shown in this view.

INTEGRATION REQUIREMENTS: iOS, Android

2.1.12 New GUI of CLM

OBJECTIVE: Refreshing the look & feel of CLM and making it an

even more intuitive tool.

SCOPE: usability

DESCRIPTION: The new system will have a new graphical

design as well as a more intuitive navigation system with

new ways of displaying content to make day to day work

easier for operators. Improving system usability is the main

aim for these changes.


2.1.13 Virtual POS

OBJECTIVE: Provide clients with visible results coming from

the creation of promotions; showing the real-time system

response to the business rules designed & activated in the

system in the form of points/discounts accrual.

SCOPE: usability/technology/functionality

DESCRIPTION: The device used is a virtual machine acting as

an actual POS system. The idea for the virtual POS is to cover

the whole process of loyalty management related to POS and

show its instant results. The promos & POS communication

created in the CLM system will be displayed in the virtual

device.

The process can be divided into the following steps:

» Users create promotion rules in the CLM » Users activate the promotion rules » Users create tailored messages to be displayed on the

POS after the transaction is completed » Users activate tailored messages » Users perform transactions on the virtual POS » Users select the number of specific SKUs/PLUs of the

transaction » The transaction is processed – the system analyses

the rules & tailored messages to be activated for this

transaction » The virtual POS displays the accrued points & messages

The virtual POS is not only able to process single transactions

but also accumulated ones & applies the accumulated

promotion rules.

Integration requirements: Integrating with the specific CLM

system DEMO. The available one is :

http://217.74.68.196:6030/ba/login.do?locale=en

2.1.14 New Content Editor

OBJECTIVE: Providing new text editing tools to system users

with richer content capabilities.

SCOPE: usability/technology/functionality

DESCRIPTION: A new built-in visual editing solution will

replace the FCKeditor currently being used to help day to

day system operators create more sophisticated and higher

quality text content. The system uses the new WYSIWYG

editor for creating and editing message templates equipped

with a richer set of functions. The new editor supports many

languages with automatic user language detection. Each

system user will be allowed to adapt the new editor to his/her

duty preferences by extending or removing default features.

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INTEGRATION REQUIREMENTS: Integration CKEditor with CLM

is required.

2.1.15 Easy–to–use Promotion Wizard

OBJECTIVE: The Simple CLM Promotion Wizard facilitates

creating promotions in 3 steps by using a few promotional

conditions and parameters. Promo Wizard is based on a

list of pre-defined parameters ready to be used by marking

specific ones.

SCOPE: usability/functionality

DESCRIPTION: The process of creating quick promotion rules

consist of 3 steps:

1. determining the general parameters of the promotion

(e.g. duration, locations)

2. determining the behaviors/conditions that users want to

promote

a) system users will be able to mark pre-defined

parameters that are needed to create promotion

conditions (marking “YES” or “NO” )

b) possible condition rules include: › total spending (spending the stated amount of

money) › buying products/product group (purchase of

chosen products with a defined amount and/or

value) › coupon usage (proper coupon chosen from the

list)

3. determining the effect of action determined in the

previous step (spending points, coupon, sending

marketing message tips).

In only 3 steps, system users will be able to define:

» Points Promotions » Cash-back Promotions » Discount Promotions » Fixed-price Promotions » Coupon Promotions » Simple Event-triggered marketing » Members referring new members promotions


GENERAL INFO ABOUT CREATED PROMOTION

GENERAL INFORMATION

CONDITIONS WHICH HAVE TO BE MET BY PROGRAM MEMBERS TO ACTIVATE THEPROMOTION

CONDITIONS

WHAT WOULD BE THE RESULT OF REACHING THE PROMOTION CONDITIONS(POINTS, PRIVILAGES,BENEFITS, VOUCHER,SERVICE,ETC.)

RESULTS

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2.2 Release (Q1-Q3 2013) Version 4.3

2.2.1 Promotion copying

OBJECTIVE: To facilitate creating promotions quickly by using

existing ones as templates.

SCOPE: usability

DESCRIPTION: Possibility to copy existing promotions. Users

will be able to create a copy of a promotion, containing all

parameters of the origin promotion, except its name and

duration. Users can change the parameters of the copied

promotion. Business Rules Templates can also be utilized, as

copying the promotion will create a copy of specific rules,

which have already been implemented. Users will be able to

save templates as XLM files. This will facilitate introducing

any necessary changes to a promotion copy. During file

upload, CLM will perform a data integrity test.


2.2.2 Fixed price promotions

OBJECTIVE: To create new and attractive promotions.


DESCRIPTION: The user will be able to create new fixed price

promotions, which will determine the price of a product or

group of products. This price will be available to a customer if

he meets pre-defined conditions.

Rules will be based on transactional and non-transactional

data. Example promotions:

» Buy three different types of beer and the cheapest one

will cost just 1 EUR » If you buy 2 bottles of Coca-Cola, then the price for each

is 1.69EUR but if you buy 3, then the price for each is

1.49EUR » Complete the questionnaire and receive a fixed price

coupon which allows you to buy a bottle of wine at a

special price (15EUR instead of 20EUR)


2.2.3 Dynamic Dashboard

OBJECTIVE: To present the most important metrics of the

loyalty program and its current condition.


DESCRIPTION: This tool is aimed at executives as well as

marketing team members. The dashboard will automate

receiving data, analyze it (instead of manually merging

different documents). The dashboard serves as a controlling

& monitoring tool as well as a communications channel

with management. System alerts can also be added as

dashboard parameters. With the CLM system the user will

not have to combine several reports but will be able to view

important figures on the welcome screen in the Business

Administration module. Privileges will control access to the

items displayed on the user’s dashboard.

The system allows users to set up elements displayed on the

dashboard (eg. alarms with e-mail/SMS). Alerts help users

make immediate decisions about the status of projects and

the impacts of scheduling changes. The user will be able to

add new or remove existing elements. All information will be

presented via different chart types e.g.: bar, time series, pie,

gauge, maps.

The following list of KPI’s will be available as part of CLM :

» Promotion performance - day by day confirmed

communication against offer redemption in % of target

group per: › Promotion name selected from a list

» Top rewards - current top rewards (taking into account

redemptions from previous week) per: › Number of rewards in the ranking › Best/Worst

» Sales - turnover week by week per: › Year

» Sales (geographical view) - current turnover by locations

on map per: › Region

» Program enrollment by channels - registrations in

previous month from different channels » Average spend per visit - month by month average

shopping cart size in monetary value per: › Channel › Loyalty members/Non members


2.2.4 Switching between functions in Business Administration

OBJECTIVE: To simplify the process of creating separate

system objects within the Business Administration module.

SCOPE: usability

DESCRIPTION: to enable users to move from the creation of

promotion/business rules to any other part of the system,

e.g. in order to create coupon types or segments. With such

a possibility, if a user forgets to create an important element

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of the currently constructed system object, he will be able

to create it without losing his current work. This feature is

made possible using pop-up windows, or by automatically

saving the current work state. This is also important because

of the possibility to link many distinct elements of the system

within a single business rule template: coupon, site/partner

selection, recognition levels, segments, counters. The user

must be able to configure these without stopping BRT

creation.


2.2.5 Web utilization analyzer

OBJECTIVE: Possibility to analyze customer behavior on the

Customer Website.


DESCRIPTION: Analysis of clicks and the most viewed pages

on the website. The system can create reports, covering

the number of hits per webpage, with additional information

concerning the entry sites. The system will also dynamically

create a map of the entire website which will be used for

data presentations. For single pages, detailed maps of clicks

will also be created: each presenting the most clicked areas

(displayed as dots or a temperature map).


2.2.6 Web traffic analyzer

OBJECTIVE: Analysis based on activities on the Customer

Website and Corporate website. Summing up and analysis

takes place on the level of individual users of the website.


DESCRIPTION: Web traffic analysis based on customer

activity on the website. “Content Web traffic reports” may be

helpful to understand which parts of website are the most

popular, which products/services members search for and

how program members engage with the brand and offered

products and services. The system will let retailers track

and isolate specific kinds of traffic data with reference to

program members to get clear insight into:

» how program members use the Customer Website and/

or Corporate website and » which areas program members focus on the most

Gathered data may be used to create special offers or special

segments.


2.2.7 Fostering System performance

OBJECTIVE: Enhancing the system capacity to reach the

biggest amount of data

SCOPE: technology

DESCRIPTION: technological enhancements which facilitate

processing 750 transactions per second. Oracle RAC

technology will be used on two separate database systems:

one for transaction processing, a second for supporting

additional functions (segmentation, marketing actions, etc).


2.2.8 SMS quiz

OBJECTIVE: Enhance customer loyalty.


DESCRIPTION: Possibility to run SMS competitions. Members

would be able to win loyalty rewards/points by sending an

SMS with the answer to a question to a specified phone

number. Email or SMS can be utilized to inform members

about the quiz. To create a quiz, system administrators will

use a specialized editor, in which they specify the correct

answers and proper format for received SMSs, reward

details, frequency of draws, pre and post communication

messages. When defining answers it will also be possible to

create quizzes with the rule “send an SMS with a word …. to

have a chance to win… “.

Chosen message templates will be sent by the system

to specified groups of members (tier level or segment) at

appropriate times. It is also possible to specify multiple

question quizzes, in which customers have to answer a few

questions. In this case the rules for defining the number of

correct answers will need to be set. For multiple question

quizzes, random question order is also possible. Users will

have the option to inform winners about their prize via email

or SMS, or manually, by the CC Agent.

The feature can also work on a ‘chance mode’., Each correct

answer is given a specific number of chances for a reward.

Additional rules regarding the number of chances given to

correct answers will need to be defined,, as well as additional

bonus-questions rules. Rules for sending bonus questions in

the case of tie-breaks can also be defined.

INTEGRATION REQUIREMENTS: SMS gateway

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2.2.9 SMS services

OBJECTIVE: To provide customers with access to the loyalty

program with the use of SMS.


DESCRIPTION: Program members can check or ask for CC

contact information or redeem a reward via SMS. Members

would have to send an SMS containing a predefined word,

for example BALANCE to receive their account balance. To

redeem a reward it would be necessary to send a code from

the reward catalog or website. Members would be identified

by their phone number, or by another loyalty identifier such

as a loyalty card or key tag. The list of predefined words

recognized by the SMS system is managed in the BA Module.

In cases of reward redemption, ordered rewards will be sent

to the member’s address (for physical rewards), via email

– for rewards in a form of discounts in e-shops, or other

internet services, or in cases where a reward is in the form of

access to specific services – members will receive an SMS

with a code allowing them to access the service.

INTEGRATION REQUIREMENTS: SMS gateway

2.2.10 Rules for points issuance

OBJECTIVE: To provide administrators with the possibility to

set promotion processing rules.


DESCRIPTION: Possibility to set how promotional rules should

be processed. A few options should be possible to set:

» only points from one promotion, single type – only points

from the promotion which gives the largest number of

points per transaction will be issued. If offering different

types of points are triggered, only one of them will be

accepted » only points from one promotion within single point

type - only points from promotions which give the

largest number of points per transaction will be issued.

If promotions which offer different types of points are

triggered, for each point type only one promotion will

issue points » only points from one promotion within the chosen

point type - only points from promotions which offer the

largest number of points per transaction will be issued.

If promotions which offer different types of points are

triggered, only those specified in the relevant rules will

be granted (for example, only the promotion which gives

the largest number of standard points and the promotion

that issues the largest number of qualifying points)


2.2.11 Mobile Incentives

OBJECTIVE: To provide Program Operators with additional

incentives to interact with program members using the CLM

mobile application.


DESCRIPTION: CLM mobile app will be enhanced with the

following features:

» Games (where program members earn points as they

check-in to chosen stores with reference to pre-defined

marketing actions) » Lotteries (taking part in virtual lotteries by redeeming

points) » Member refers new member (extra points for referring a

friend or a defined group of friends)


2.2.12 Integration with NFC

OBJECTIVE: To implement a new customer identification

method.

SCOPE: technology/functionality

DESCRIPTION: By using CLM it is possible to use loyalty

identifiers such as barcoded cards, cards with magnetic

stripes or virtual cards displayed by smartphones. With

the increased popularity of Near Field Communication

technology, we plan to add it as a possible method of

identification.

This feature will be part of the mobile application. When

activating mobile channels the system will associate unique

NFC tags with the customer. Then the smartphone can be

tapped against a terminal at a cashier’s desk.

Another supported scenario will be reading NFC tags by

smartphones. In this case, NFC redirects customers to

marketing information.

INTEGRATION REQUIREMENTS: NFC enabled terminals at

cashier desk.

13

2.2.13 Promotions Calendar

OBJECTIVE: The System will utilise the Promotions Calendar

in order to improve user experience and to visualize the

created promotions in the System.


DESCRIPTION: The system will allow administrators to

create, view, publish and delete every promotion that is

planned and launched. The Promotions Calendar will allow

marketing teams from different locations and business unit,

to work collaboratively on defining promotions (seasonal,

regular, event-targeted). The Calendar will provider users

with a complete view of all promotions and their associated

activities, such as:

» The person responsible for the promotion and for

activation » The assigned segment(s) with the given number of

program members attached to it » The geographical reach of the promotion » The products/services being promoted » The period of promotion.

Each system will have its own Promotions Calendar which

will facilitate managing the following marketing actions:

» Statuses of promotion realization with the usage of

colors that define the promotions and the percentage

rates of completed actions » Publish a list of planned/cancelled/delayed/completed

promotions » Plan and publish promotions for a product line/service » Possibility to easily define or configure the calendar for

different multi- channel activities » Warnings appear if inconsistencies in promotions

planning occur (when planning or executing) » Possibility to edit, modify promotions » Display all relevant ongoing promotions on one page,

including status, date of last modification and delivery

date » Promotions filtering on Promotion Calendar in terms of

segments, products, locations, etc. » Publish the relevant segments that are connected with

planned promotions.


2.2.14 Message templates

OBJECTIVE: To reuse of message templates.


DESCRIPTION: System users can set up the message

template from scratch when planning a specific promotion

and allow saved templates to be reused by simply changing

the repetitive features of the template. It is also possible to

import templates from Marketing Agencies.


2.2.15 Usability optimization

OBJECTIVE: To streamline the ergonomics of the System in

order to provide a fast service and easier navigation.

SCOPE: usability

DESCRIPTION: Planned System improvements are focused

on the following areas:

» Adapting and changing GUI to ensure better system

usability and interaction for system operators » Improving Simplicity & Intuitiveness of System

components » Improving Work-desk and Navigation e.g. (Possibility to

go back to previous stages of a promotion without losing

the promotion (possibility of selecting some parts of

the promotion from the promotion tree , copying it to a

clipboard and pasting it into another promotion tree)


14

2.3 Release (Q3-Q4 2013) Version 4.4

2.3.1 Comparison groups

OBJECTIVE: To discover how effective marketing actions

actually are.


DESCRIPTION: This enables users to single out a small group of

customers from within the same target group while creating

a promotion. This small comparison group (usually around

5-10%) will not be sent any marketing communication informing

them about the promotion. As a result, after the launch of

the promotion the CLM system will be able to compare the

effectiveness of the promotion by comparing those who

received marketing communication and those who did not.


2.3.2 Actions at the end of a promotion

OBJECTIVE: To encourage customers to make another purchase.


DESCRIPTION: When a customer is partaking in a promotion

this feature executes defined actions. This can be done by

email or SMS with a discount coupon for following purchase.


2.3.3 Knowledge base and a smart user help mechanism

OBJECTIVE: To create a system which can not only help the

user, but also helps resolve common customer issues.

SCOPE: usability

DESCRIPTION: Additional support for system users on

each system screen with the possibility to search topics.

Additionally for call center agents, a knowledge base will be

created with solutions for the most common problems which

customers experience. The knowledge base will allow users

to search for issues by topic, groups of topics, specific words

or phrases. It will display a list of topics from the knowledge

base during the CC conversation. The list will contain relevant

information: common information for the relevant type of

subject, or information that is connected with a customer’s

previous claims, redemptions or transactions (e.g. if there is

a well-known issue concerning a specific gift and the system

recognizes that the customer who is calling wants to redeem

this gift, the procedure for exchanging the gift will be displayed).


2.3.4 Loyalty widget

OBJECTIVE: To create an additional communication channel

with customers, one that can be accessed without having to

log in to a website.


DESCRIPTION: A small application dedicated for MS

Windows, which will be installed on a member’s desktop.

The application will show current special offers, news, and

allow for operations from the Customer Website, but without

the need to log in. Special offers will be available by simply

performing the required transaction or by using a coupon,

which could be printed by the widget. In the case of CCM

implementation, the widget can also be used as an additional

communication channel for campaigns. The presented offer

can include surveys and internet promotions, all available

with a single click. Members will also able to check their

account balance, transactions, order rewards, modify their

account data or order an additional card.

INTEGRATION REQUIREMENTS: MS Windows. It should support

XP, Vista and Windows 7.

2.3.5 Account management based on pattern files

OBJECTIVE: Quick account management functions adapt to

new customer needs and change requests.

SCOPE: usability

DESCRIPTION: Possibility to configure accounts/participants

data with the use of configuration files. A list of fields used

within the system will be kept in such a file, with its format

(date, number, text). The system will present and process

customer data according to the files. Additional files will be

used for receiving and exporting data via interfaces: for each

interface a separate file will describe the transmitted data

set.


2.3.6 Multicurrency support

OBJECTIVE: Easy construction of loyalty programs that

operate internationally.


DESCRIPTION: Ability to use various currencies within a

single loyalty program. The system will maintain a point

value exchange table, which could also be based on

currencies. When a customer carries out a transaction in

15

a foreign country, points will be recalculated based on the

table values. It will also facilitate redeeming points in foreign

countries, if such a business need exists. Here, interfacing

with an external data source for the exchange table is also

possible: in this case the exchange rate can be based on

actual money (e.g. USD vs. EUR).

INTEGRATION REQUIREMENTS: Currency exchange table data

providers.

2.3.7 CC chat mechanism

OBJECTIVE: To provide customers with an additional

interactive communication channel with loyalty program

operators.

SCOPE: functionality/usability

DESCRIPTION: Real time online chat with a Call Center agent.

After logging into the Customer Website, members will be

able to enter a CC chat. Each CC consultant will participate

in only one chat at a time. Waiting customers will receive

information about their number in the queue and the average

waiting time. The chat will be performed via a web browser

and a built in CWA mechanism. While waiting for the CC

agent, users will have advertisements and offers presented

to them on banners. Chats are treated as an additional

communication channel (it is also possible to be used within

the CCM system). Administrators of the CC can receive

reports about chat utilization: the number of connections/

average time for a single conversation/all conversations in

specified time periods.


2.3.8 CC message mechanism

OBJECTIVE: To provide an additional, easy to use

communication channel between the customer and the

loyalty program operator.

SCOPE: functionality/usability

DESCRIPTION: After logging into the website, customers will

be able to send messages to the Call Center with questions/

claims. Sending a message is done via a built-in Customer

website form. When writing a message, customers will be

able to specify the subject of the message, by choosing it

from a list. Customers can then track their correspondence

by using the inbox/outbox features. Each sent message

will automatically generate a task within the CC module of

CLM. The task will appear on consultant lists assigned to the

specific type of issue.

The CC agent will then be able to respond to the customer

via the same communication channel. Members will receive

information about the new message arrival immediately after

they log in to the website, or in their standard email account.

If they respond to this message via a standard email client,

CLM will recognize the customer from their email address

and will try to identify the issue number by the email subject.

If the identification is successful, a new email will be linked

to the existing CC task. Otherwise a new case will be created.


2.3.9 CRM GUI adaptation for the CC application

OBJECTIVE: To give Call Center agents a complete history of

cooperation with the customer.

SCOPE: usability

DESCRIPTION: Possibility to display additional information

in CC from external systems, allowing for a full 360 degree

view of the customer for the consultant. Mostly needed for

B2B loyalty programs, this facilitates, for example, displaying

information from the invoicing system. In this case, during

a conversation with a business customer, an agent will

be able to ask about every aspect of cooperation. Users

will also have the possibility to receive data in the form of

charts displayed directly on screen. The User’s screen will

be split into sections, and its placement and setup is also

configurable.

INTEGRATION REQUIREMENTS: External systems (billing, CRM,

campaign management system).

2.3.10 Fully personalized customer website

OBJECTIVE: To present personalized content on the Customer

Website after login, depending on customer status/impor-

tance.


DESCRIPTION: Enhancing the existing customer website CMS

functions, by allowing for full customization of the Customer

Website according to customer recognition or segment

assignment. For each tier/segment it will be possible to

create a distinct layout and to choose the available functions

(taken from the standard CWA functions). The website is

based on CMS and a separate CMS section should be built

for each tier/segment. Each section is constructed by user

adding/modifying web pages and choosing and editing a

layout template.


16

2.3.11 Promotion simulations

OBJECTIVE: To give managers a tool to evaluate the

effectiveness of future loyalty promotions and CRM actions.


DESCRIPTION: In cases of integration with Comarch Smart

Analytics, the possibility for simulating promotion results

for the number of issued points/participants exists. The BI

system will calculate the results based on the transactions,

segments and similar products used in previous actions. It is

very useful for CRM actions with ticketing@till.

INTEGRATION REQUIREMENTS: Comarch Smart Analytics

system.

2.3.12 Visual help for business rule creation

OBJECTIVE: To help users understand the process of business

rule mechanics for more complex BR template usage.

SCOPE: usability

DESCRIPTION: During the process of creating a business

rule by implementing a business rule template (BRT), many

distinct elements must sometimes be fulfilled and selected

in the system. A business rule template can have many

distinct tabs, each responsible for a single element – sites,

partners, coupons, ticketing@till messages, SMS messages,

recognition levels, discounts, lotteries, counters, variables.

A new user can be confused and may not understand how

each element influences the operation of the rule. In order

to help users, each element of the business rule template

has an additional description. Descriptions can be modified

during the BRT creation/modification process.

The system will also display a visualization of dependencies

between distinct BRT elements in graphical form (for

example, a visual representation of the process of coupon

issuance/usage, with indicated elements of the BRT which

are already fulfilled).


2.3.13 CC operations survey

OBJECTIVE: To evaluate the work of CC Agents.


DESCRIPTION: It will be possible to send members a small

questionnaire about the quality of service they experienced

after they have contacted a CC Agent. The system will utilize

SMS/email channels for messages. Recording answers will

be possible in two ways: by clicking specific answers within

the email, or by sending back an SMS containing a specific

word. Received information will be stored relevant to specific

consultants to enable fast work, quality analysis and specific

issue type resolution efficiency. Identifying parties involved

is made possible by the link tagging technique within the

email message or by recognizing a member’s phone number

from the received SMS. Additional rules can be set, for

instance, in which format SMSs will be sent. Also, frequency

and other parameters for defining questions will be possible

here.


2.3.14 Contact Center scripts

OBJECTIVE: To create an interactive help mechanism for

Contact Center agents, which can be used in daily operations

as well as in marketing campaigns.


DESCRIPTION: CC scripts should display information regarding

what offer should be presented after a specific answer to a

subsequent question is given. The Agent, after beginning the

call, will receive on screen the offer he should propose to the

customer. Depending on his answer, the system would then

display additional comments/offers/hints. Creating scripts

is done by a build-in editor: the user will be able to create

scripts in a visual way, by creating a tree of questions and

displayed messages. Scripts will be automatically applied

during the conversation – the CC agent will receive all data

relevant to the customer.


17

2.3.15 Customer satisfaction indicator

OBJECTIVE: To be able to use calculated customer satisfaction

levels in different loyalty operations.


DESCRIPTION: The System automatically calculates the

customer satisfaction indicator for each individual member.

The System uses data concerning the number and scope

of claims, transaction frequency, contact types, account

balance, the amount of redemptions and other variables.

The satisfaction indicator can be used on different system

functions: for the Contact Center Agents during contact

(as an icon or scale), for segmentation purposes, or on the

dashboard for complete member satisfaction tracking.

INTEGRATION REQUIREMENTS: None/Data warehouse for

large customer database support may be required.

2.3.16 Interactive surveys

OBJECTIVE: Running web surveys which collect data, by

presenting specific questions relevant to customer needs.


DESCRIPTION: Enhancing the existing CLM survey mechanism

within the Customer Website. Possibility to use logic functions

for survey creation: this will facilitate skipping questions

or showing new questions based on answers to previous

ones. The mechanism used will permit the creation of a tree-

survey. Additionally, new types of questions can be added in

order to collect data in a more interactive way. Respondents

will be able to mark presented pictures, specific areas and

attach comments. Questions can be grouped together and

specific groups can be assigned to certain survey pages.

The analysis can be further enhanced with the possibility to

filter results. The user will be able to create their own criteria

based on customer answers, their segment/tier assignment

and also the date and time of survey fulfillment.

The system will offer multidimensional data analysis with

segmentation (based on survey/loyalty data). Additionally,

results can be presented in graphical form: from a presented

question tree users will be able to gather information about

the number of survey participants that have chosen specific

answer tree paths. Survey data can be exported to external

systems in common file formats, such as CSV or XLS.


18

3. Comarch Loyalty Management Roadmap Timeline

Comarch is constantly developing new solutions and

improving on existing ones. Development of the Comarch

Loyalty Management system is based on 3 pillars:

USABILITY

FUNCTIONALITY

TECHNOLOGY

The primary objective for developing the CLM system in three

designated areas is to provide system users with maximum

flexibility and intuitiveness when building an attractive

loyalty program for both existing program members and

potential subscribers. That is why all of these areas are

equally important, omitting any of them could eliminate your

product from the market.

The CLM system is developed in different versions. Each

version introduces technological and functional changes to

provide new innovations and loyalty drivers that correspond

to current market trends. The diagram below presents the

timeline for version development.

v 4.2

GIFT AUCTIONS

iPAD SUPPORT

REWARD VOTING

BUSINESS RULES TEMPLATES (BRT)

SOCIAL MEDIA SUPPORT

DIGITAL REWARDS

QR CODE REDEMPTION SUPPORT

FOR CLM MOBILE

CUSTOMER TIER

GEO-MARKETING “OFFERS

AROUND ME”

AUGMENTED VIEW

NEW GUI OF CLM

VIRTUAL POS

NEW CONTENT EDITOR

DYNAMIC DASHBOARD FOR iPAD

EASY TO USE PROMOTION WIZARD

v 4.3

PROMOTION COPYING

FIXED PRICE PROMOTION

DYNAMIC DASHBOARD

SWITCHING BETWEEN

FUNCTIONS IN BA

WEB UTILIZATION ANALYZER

WEB TRAFFIC ANALYZER

FOSTERING SYSTEM

PERFORMANCE

SMS QUIZ

SMS SERVICES

MESSAGE TEMPLATES

MOBILE INCENTIVES

INTEGRATION WITH NFC

RULES FOR POINTS ISSUANCE

PROMOTIONS CALENDAR

USABILITY OPTIMIZATION

v 4.4

COMPARISON GROUPS

ACTIONS AT THE END

OF A PROMOTION

KNOWLEDGE BASE AND A SMART

USER HELP MECHANISM

LOYALTY WIDGET

ACCOUNT MANAGEMENT BASED

ON PATTERN FILES

MULTICURRENCY SUPPORT

CC CHAT MECHANISM

CC MESSAGE MECHANISM

PROMOTION SIMULATIONS

VISUAL HELP FOR BUSINESS RULE

CREATION

CC OPERATIONS SURVEYS

CONTACT CENTER SCRIPTS

CUSTOMER SATISFACTION INDICATOR

INTERACTIVE SURVEYS

CRM GUI ADAPTATION FOR

THE CC APLICATION

FULLY PERSONALIZED CUSTOMER

WEBSITE

Q3-Q4 2012 Q1-Q3 2013 03-Q4 2013

19

4. Marketing & Loyalty areas of the CLM Roadmap

All functions presented on the roadmap complete the set of

features already existing in CLM. They are assigned to chosen

marketing & loyalty areas presented below and defined

as strategic key points to obtain and maintain appropriate

relationships with customers.

LOYALTY TECHNOLOGYINNOVATIONS

CUSTOMER-CENTRICMETRICS

CUSTOMER-FOCUSEDMARKETING

SYSTEMSUSABILITY

NEW CONTENT EDITOR

NEW GUI OF CLM

KNOWLEDGE BASE AND

A SMART USER HELP

MECHANISM

VISUAL HELP FOR

BUSINESS RULE CREATION

CONTACT CENTER

SCRIPTS

WEB UTILIZATION

ANALYZER

WEB TRAFFIC ANALYZER

DYNAMIC DASHBOARDS

DYNAMIC DASHBOARDS

FOR iPAD

COMPARISON GROUPS

PROMOTION SIMULATIONS

CUSTOMER SATISFACTION

INDICATORS

CUSTOMER TIER

EASY TO USE PROMOTION

WIZARD

RULES FOR POINTS

ISSUANCE

MESSAGE TEMPLATES

BUSINESS RULES

TEMPLATES (BRT)

FIXED PRICE PROMOTIONS

PROMOTIONS CALENDAR

MULTICURRENCY SUPPORT

PROMOTION COPYING

FOSTERING SYSTEM

PERFORMANCE

SWITCHING BETWEEN

FUNCTIONS IN BA

ACCOUNT MANAGEMENT

BASED ON PATTERN FILES

LOYALTY TACTICS & MARKETING EFFECTIVENESS

MARKETING & LOYALTY AREAS OF THE CLM ROADMAP

The CLM extension for Day to Day

Operators

System enhancement presented

on “Loyalty Tactics & Marketing

Effectiveness” concentrates on

adding new customer-centric

metrics, using new NFC technologies

that will help retailers move their

business forward and leave

competitors behind. All system

improvements regarding usability

will significantly simplify creating

new processes to improve your

business activities.

CUSTOMERENGAGEMENT

LOYALTYCOMMUNICATION

VALUED REWARDS &INCENTIVES

AUGMENTED VIEW

GEO-MARKETING “OFFERS

AROUND ME”

INTEGRATION WITH NFC

SOCIAL MEDIA SUPPORT

SMS QUIZ

INTERACTIVE SURVEYS

CC MESSAGE MECHANISM

CC CHAT MECHANISM

FULLY PERSONALIZED

CUSTOMER WEBSITE

CC OPERATIONAL SURVEYS

iPAD SUPPORT

SMS SERVICES

LOYALTY WIDGET

DIGITAL REWARDS

GIFT AUCTIONS

REWARD VOTING

MOBILE INCENTIVES

QR CODE REDEMPTION

FOR CLM MOBILE

ACTIONS AT THE END

OF A PROMOTION

CUSTOMER RETENTION & LOYALTY DRIVERS

MARKETING & LOYALTY AREAS OF THE CLM ROADMAP

The CLM extension for Customers /

Program Members

The planned enhancement of

CLM focuses on new incentives,

location-targeted marketing events,

smartphones and social media

usage as presented in “Customer

Retention & Loyalty Drivers”. It

corresponds to customer needs,

the “socialisation” of the brand and

will provide retailers with a number

of new ways to engage customers,

increase their awareness and gain

new revenue streams.

www.retail.comarch.comwww.marketingmanagement.comarch.com

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Comarch is a leading Central European IT business solutions provider specializing in forging business relationships that maximize customer profitability while optimizing business and operational processes. Comarch’s primary advantage lies in the vast domain of knowledge accumulated in and applied to our software products. These products incorporate highly sophisticated IT solutions for businesses in all vertical sectors. Comarch has a multinational network of offices employing over 3500 highly-experienced IT specialists in Europe, the Middle East and the Americas.

Comarch Społka Akcyjna with its registered seat in Krakow at Aleja Jana Pawła II 39A, entered in the National Court Register kept by the District Court for Krakow-Środmieście in Krakow,

the 11th Commercial Division of the National Court Register under no. KRS 000057567. The share capital amounts to 8.051.637,00 PLN. The share capital was fully paid. NIP 677-00-65-406

Copyright © Comarch 2012. All Rights Reserved. No part of this document may be reproduced in any form without the prior written consent of Comarch. Comarch reserves the right to revise

this document and to make changes in the content from time to time without notice. Comarch may make improvements and/or changes to the product(s) and/or programs described in this

document any time. The trademarks and service marks of Comarch are the exclusive property of Comarch, and may not be used without permission. All other marks are the property of their

respective owners.

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