Download - Siebel Loyalty 822 Feature Summary
-
Siebel Loyalty 8.2.2
Feature Summary Shyam Shah Sr. Director, CRM Product Management
Oracle America Inc.
Redwood City, CA 94065
-
Oracle Confidential
Siebel Loyalty 8.2.2 Features Page 2
Siebel Loyalty 8.2.2
Features Summary
PURPOSE THIS DOCUMENT PROVIDES AN OVERVIEW OF FEATURES AND ENHANCEMENTS INCLUDED IN RELEASE SIEBEL LOYALTY 8.2.2 IT IS INTENDED SOLELY TO HELP YOU ASSESS THE BUSINESS BENEFITS OF UPGRADING TO SIEBEL LOYALTY 8.2.2 AND PLANNING FOR THE IMPLEMENTATION AND UPGRADE OF THE PRODUCT FEATURES DESCRIBED. DISCLAIMER This document in any form, software or printed matter, contains proprietary information that is the exclusive property of Oracle. Your access to and use of this confidential material is subject to the terms and conditions of your Oracle Software License and Service Agreement, which has been executed and with which you agree to comply. This document and information contained herein may not be disclosed, copied, reproduced or distributed to anyone outside Oracle without prior written consent of Oracle. This document is not part of your license agreement nor can it be incorporated into any contractual agreement with Oracle or its subsidiaries or affiliates. This document is for informational purposes only and is intended solely to assist you in planning for the implementation and upgrade of the product features described. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described in this document remains at the sole discretion of Oracle. Due to the nature of the product architecture, it may not be possible to safely include all features described in this document without risking significant destabilization of the code.
-
Oracle Confidential
Siebel Loyalty 8.2.2 Features Page 3
EXECUTIVE SUMMARY
Oracles Siebel Loyalty Management transforms the effectiveness of customer loyalty
initiatives so that you can minimize attrition and increase the value and duration of
your most important customer relationships. Oracle is the only enterprise software
company that offers a comprehensive, multi-channel, cross-industry, fully integrated
application for managing the complete loyalty marketing lifecycle. With Siebel Loyalty
Management, you can acquire and leverage rich customer insights and leverage
embedded best practices to deliver innovative and differentiated programs that drive
behavior and build value, offer great customer experiences across channels and adapt
quickly and cost-effectively to gain sustainable competitive advantage.
The Siebel Loyalty 8.2.2 release includes:
Enhanced capabilities that enable loyalty program managers to launch
and manage highly innovative and complex loyalty promotions easily
and quickly while significantly enhancing user experience and
productivity
Deep industry capabilities to support next-generation loyalty program
practices
Innovation to drive great cross-channel customer experiences
LOYALTY PROMOTIONS MANAGEMENT
Siebel Loyalty 8.2.2 includes significant enhancements to Loyalty promotions to
enable:
Rapid deployment and easier management of complex promotions
Enhanced user experience, control and productivity
Enhanced loyalty engine performance
Loyalty Promotion enhancements include:
Graphical promotion designer to visually setup promotion flow and
execution sequence
Formula based user-defined attributes to support innovative and
complex promotions
Support for transient variables that allow results of one promotion to
be leveraged by other promotions
Hierarchical rules to significantly reduce efforts in setting up multi-tier
loyalty promotions and enhance loyalty engine throughput
Support for promotions based on tender type, event and activities
-
Oracle Confidential
Siebel Loyalty 8.2.2 Features Page 4
New- Graphical Promotion Designer
The feature allows business users to rapidly deploy loyalty promotions using a
new graphical user interface. Graphical promotion designer is an intuitive
workbench for business users to setup and organize promotions in a drag and
drop environment in the form of a flowchart. It also provides flexibility for the
user to control the order of promotion execution. For example, Base reward
promotion executed first, followed by the Big Basket bonus promotion and
then the Happy Hour incentive promotion.
Users can link each promotion flowchart to:
Transaction Type (e.g. Accrual-Product)
Product Category (e.g. Food and Beverages) and
Partner Category (e.g. Grocery)
This enables flexibility for the users to control which promotions apply for a
given Transaction Type, Product and Partner Category and enhanced engine
performance.
Graphical promotion designer
New- Eligibility Promotions
Siebel 8.2.2 includes a new promotion type to check eligibility. Eligibility
promotion is the first promotion loyalty engine evaluates and proceeds to
evaluate other promotions only if the eligibility promotion is successful.
For example, certain promotion may have an eligibility criteria based on the age
or nationality of the member.
-
Oracle Confidential
Siebel Loyalty 8.2.2 Features Page 5
New- Transient Attributes and Promotion Actions
Siebel 8.x provides a new set of promotion actions that allow users to track
results of individual promotion actions and use them as inputs in other
promotions. The results of individual promotion actions are stored in in-
memory variables that can be accessed by other promotions down the
execution order. This greatly reduces efforts required to setup specific
promotions such as minimum points guarantee or bonus points calculation
based on base points. This also greatly enhances user control on the way
promotions are evaluated and reduces efforts required to setup specific
promotions commonly used in Loyalty Programs. Some examples include:
Minimum Points Guarantee: An Airline Loyalty program rewards
members 1 point per mile flown with a guarantee to reward minimum
1000 points, in case number of points earned by a member is less than
1000.
Incentive points as a percentage of total Points earned: A Retail Loyalty
program rewards 20% of total points earned (that may include Base
reward and Bonus rewards) for shopping during Happy Hours.
New- Formula-Based Promotion Attributes
To support promotions that require complex calculations, this feature allows
users to define attributes that derive value in run-time based on a formulas and
can be used in promotions in criteria and in action. The formula in-turn can be
based on Program Level Attributes including custom attributes that can bring in
values even from external sources.
For example, retail Loyalty Program rewards 20% bonus points for shoppers
with an average basket size of $200 or more. Users can define average basket
size as an attribute and define a formula to calculate the value for the same
using Program Level Attributes, as shown in the picture below:
-
Oracle Confidential
Siebel Loyalty 8.2.2 Features Page 6
Formula-based promotion attributes
New- Promotion Criteria
This feature enables promotions that reward members based on types of tender used, specific events and themes. It provides a new set of dimensions for loyalty managers to devise innovative promotions to drive profitable member behavior.
Promotions based on tender type enable rewarding members based on how they pay for transactions (example cash, type of credit card, issuing bank etc).
Promotions based on activity or events recognize and reward
customers based on special events related to their life like birthdays,
anniversaries, etc.
Theme based promotions enable delivery of special incentives for
eligible members for limited duration (ex. Big Mart runs a Mothers
only loyalty promotion, which offers special incentives to female
members on purchase of child care products for the duration of one
year from the date of birth of their new born)
New- Hierarchical Rules
Hierarchical rules significantly reduce efforts in defining promotions that use
multiplicity of criteria that are repetitively used across rules under them.
Hierarchical rules help optimize the number of criteria required to define a
promotion and enhance engine performance.
-
Oracle Confidential
Siebel Loyalty 8.2.2 Features Page 7
Hierarchical Rule Setup- An Example
New- Criteria and Action Library & Search
This feature allows the creation of a library of promotion criteria and actions
that can be re-used in setting up new promotions to maximize speed-to-market
(strategy-to-launch).
The Advanced Promotion Search feature enables Loyalty Administrators to
maintain large numbers of promotions by facilitating easy searches based on
various attributes of criteria and actions. It rids Loyalty administrators of
reviewing every promotion manually when a certain change has to be
implemented across multiple promotions (e.g. Update a voucher which is
rewarded across multiple promotions, introduce a new ticket class etc.).
Criteria and Action Library and Search
-
Oracle Confidential
Siebel Loyalty 8.2.2 Features Page 8
REDEMPTION MANAGEMENT
The new redemption enhancements in Siebel 8.2.2 support batch redemption
process and definition of product pricing leveraging loyalty promotions.
New-Batch Redemption
This feature enables Loyalty managers to automatically redeem or monetize
individual members point balance and fulfill the same in the form of a check or
a gift voucher. A Loyalty Program can execute Batch Redemption on regular
intervals for all members or only for those members whose point balance
exceeds a user-defined threshold. Batch Redemption can help loyalty programs
manage point liability effectively. It also helps loyalty programs drive high
redemption velocity to keep members engaged and active. The Batch
Redemption feature is implemented using a workflow that redeems members
point balance and credits vouchers with denominations based on user-defined
conversion rates and a validity period based on the user-defined expiration
setup.
New-Base Redemption
Base Redemption is a new Promotion type that further enhances dynamic
redemption pricing capabilities. This feature enables loyalty managers to set a
base redemption price for every award and apply multiple mark-ups or
discounts based on any Program Level Attributes.
For example, an airline loyalty program calculates base price for an award flight
dynamically by applying a price multiplier of 80 to its current revenue price. So,
if the revenue price of an award flight being redeemed is $900, loyalty engine
calculates base redemption price as 72,000. It further adds 8,000 points as a
markup based on the Seat Availability being below 5 (80,000 points),applies a
20% Senior Citizen discount (64,000) and a 5% additional discount on the
overall price for online booking, providing a final price of 61,800.
LOYALTY ENGINE ENHANCEMENTS
Loyalty engine enhancements are aimed at enhancing modularity of the Loyalty
engine and provide advanced control and flexibility to IT administrators.
New- Engine Parameterization
The Siebel Loyalty real time and batch engine support processing of
significantly large transaction volumes, typically seen in mid to large-sized
retailers and airlines.
-
Oracle Confidential
Siebel Loyalty 8.2.2 Features Page 9
Engine parameterization provides flexibility to Loyalty administrators to
prioritize tasks for processing in order to optimally utilize loyalty engine
resources. For example, Loyalty administrators can set engine parameters to
prioritize processing of tier assessment for members in Gold tiers over
members in lower tiers or processing of accrual for transactions having a value
greater than $200. This feature also enables Loyalty administrators to start and
shut down batch engine from the application itself, thereby reducing the server
down-time.
User-Defined Loyalty Engine Parameterization
New- Detailed Transaction Processing Log
The Detailed Transaction Processing Log provides insight into loyalty
transaction processing that includes individual promotionsrulescriteria
evaluated by the engine and a corresponding result for each. This feature
empowers Loyalty Member Service Representatives to effectively and quickly
respond to member inquiries related to accrual or redemption disputes. Loyalty
Managers can also use a detailed processing log in simulating transactions to
analyze the impact of new promotions, before launching them.
-
Oracle Confidential
Siebel Loyalty 8.2.2 Features Page 10
Detailed Transaction Processing Log
New-Transaction Simulation
Loyalty Program management often involves launching new promotions rapidly to respond to changing member preferences, competition, etc. This poses a challenge to Loyalty managers to understand the impact of various promotions on program liability and in modeling a promotion that meets the defined objectives. This feature enables loyalty managers to test and analyze the impact of new promotions by processing test transactions in simulation mode. Loyalty Managers can source test transactions internally (existing transactions) or from an external system.
Transaction Simulation Interface
New-Custom Transaction
This feature allows Loyalty Programs to extend Loyalty Transaction Types and Loyalty Services Types beyond those included out-of-the-box, to support business processes specific to their program. For example, a Loyalty program can define Loyalty card re-issue as a new Loyalty Service Type and define promotions that apply specifically to that Transaction Type to calculate price.
-
Oracle Confidential
Siebel Loyalty 8.2.2 Features Page 11
VOUCHER DATA MODEL ENHANCEMENTS
Loyalty Programs reward members with vouchers, which are redeemable with
the program partners. Mostly vouchers tend to have value in terms of
discounts or an absolute value. The enhanced voucher data model supports
associating a value that can be calculated dynamically by loyalty engine to the
voucher, such as $40 or 12% discount. The enhanced voucher data model also
supports setting up fixed dates for voucher availability (ex. from 01-Jun to 31-
Dec).
ACCRUAL MANAGEMENT
Siebel 8.2.2 includes enhanced support for retail transactions and a new Web service for cancellation of accrual transactions in part or in entirety.
New-Accrual Consolidation
This feature enables consolidation, tracking and redemption of points at the
order level for retail transactions, while continuing to support calculation of
points at individual line level. Redemption of points at the order level
significantly reduces processing time, thereby enabling batch redemption
process for a large membership base.
New- Accrual Cancellation Web Service
The Accrual Cancellation Web Service supports cancellation of orders or
transactions within an order completely or partially. This feature allows
retailers to reverse rewards corresponding to the products returned.
BULK ADMINSTRATION
Siebel 8.2.2 introduces an enhancement to bulk administration to enable enrollment of a group of targeted members into a Loyalty promotion.
New-Bulk Promotion Enrollment
Promotion Enrollment is a new Bulk Member Administration action that
enables loyalty managers to enroll a group of targeted customers into a
promotion. The targeted member group can be referenced as a Marketing
Segment or a list imported from external source in the form of an XML or CSV
file.
NEW- IMPROVED USABILITY
Siebel Loyalty 8.2.2 provides new and simplified user interfaces and intuitive, process-driven navigation for management of loyalty programs, partners, program offerings and loyalty services. New and improved user interfaces are targeted to deliver a superior user experience and enhance user productivity.
-
Oracle Confidential
Author: Shyam Shah
Oracle Corporation
World Headquarters
500 Oracle Parkway
Redwood Shores, CA 94065
U.S.A.
Worldwide Inquiries:
Phone: +1.650.506.7000
Fax: +1.650.506.7200
oracle.com
Copyright 2006, Oracle. All rights reserved.
This document is provided for information purposes only and the
contents hereof are subject to change without notice.
This document is not warranted to be error-free, nor subject to any
other warranties or conditions, whether expressed orally or implied
in law, including implied warranties and conditions of merchantability
or fitness for a particular purpose. We specifically disclaim any
liability with respect to this document and no contractual obligations
are formed either directly or indirectly by this document. This document
may not be reproduced or transmitted in any form or by any means,
electronic or mechanical, for any purpose, without our prior written permission.
Oracle, JD Edwards, and PeopleSoft, are registered trademarks of Oracle
Corporation and/or its affiliates. Other names may be trademarks
of their respective owners.