Loyalty Program Guide

110911

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LoyaltyProgramGuide-2011

Contents

LOYALTY PROGRAMS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Find Support . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Loyalty Program Setup Tasks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Define Company Parameters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Define User Profile Settings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Define Loyalty Point Policies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Define Loyalty Programs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Attach Loyalty Point Policies to Loyalty Programs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Link Loyalty Programs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Understand the Loyalty Program Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Join Loyalty Programs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Join Loyalty Programs in General Admission Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

Redeem Loyalty Points . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Redeem Loyalty Points in General Admission Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

Manually Adjust Loyalty Points . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

Override Loyalty Program Policies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

Share Loyalty Points . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

View Loyalty Program History . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Report on Loyalty Points . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

1chapter 1

Loyalty Programs

Find Support . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Loyalty Program Setup Tasks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Understand the Loyalty Program Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Join Loyalty Programs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Redeem Loyalty Points . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Manually Adjust Loyalty Points . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

Override Loyalty Program Policies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

Share Loyalty Points . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

View Loyalty Program History . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Report on Loyalty Points . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

Loyalty programs are a way you can reward patrons who are frequent customers of your organization. In The Patron Edge you can create a loyalty program that awards loyalty points to patrons who purchase items from your organization. To join a loyalty program, patrons must purchase a membership or series. When configuring a program, you define policies that control how points are earned. For example, you can configure a policy where a patron earns one point for every dollar spent on tickets, merchandise, memberships, and series tickets. Patrons can then redeem loyalty points when making future purchases. Loyalty points are managed on client records in CRM.

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Find SupportIf you need information as you work in The Patron Edge, you can find support in Administration. In the Support folder, you can access our Web site, send an email to Patron Edge Support, and open the user guides.

• Blackbaud Web Site – When you double-click Blackbaud Web site, you access the Home page of our Web site. You must enter your user name and password to access Customer Support. By selecting Support on the menu bar, you can search for answers to your software questions in our Knowledgebase and browse our library of Frequently Asked Questions in our FAQ Library. You can also create new cases or check the status of existing cases in Case Central. In addition, you can download updates and participate in user forums and review newsletters, user guides, and hardware requirements.

• Email Support – When you double-click Email Support, you can send email directly to Patron Edge Support. The screen for your default email program appears automatically with the email address in the To field. You can enter your subject and message and then send your message.

• User Guide – When you double-click User Guides, you access the The Patron Edge User Guides page of our Web site. Click a link to open a PDF of a user guide.

Loyalty Program Setup TasksDefining loyalty programs and loyalty points involves multiple tasks that are performed in Administration. Before you start the process, you must determine which type of loyalty program to define. For example, a loyalty program linked to a membership or subscription that patrons must purchase or a loyalty program linked to a free membership. If you link a loyalty program to a free membership, the program processes it as a regular sale.

We recommend you follow this checklist of tasks to set up your loyalty program.

�Define Company Parameters. Set company parameters to use loyalty programs in The Patron Edge. For steps guiding you through this process, see “Define Company Parameters” on page 3.

�Define User Profile Settings. Use the Profile Maintenance screen to authorize a selected user to use loyalty points as a payment method. For steps guiding you through this process, see “Define User Profile Settings” on page 6.

Warning: To use our online solutions, you must have Internet access and a customer login.

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�Define Loyalty Points Policies. Create the loyalty point policies which control how your organization issues loyalty points. For more information about loyalty program policies, see “Define Loyalty Point Policies” on page 9.

�Define Loyalty Programs. For steps guiding you through this process, see “Define Loyalty Programs” on page 9.

�Attach Loyalty Program Policies to Loyalty Programs. Once you create a loyalty program, you attach that program to a specific loyalty point policy. For steps guiding you through this process, see “Attach Loyalty Point Policies to Loyalty Programs” on page 10.

� Link Loyalty Programs to Series and Memberships. To join a loyalty program, patrons must purchase a membership or series. You must link the loyalty program to a membership or series in Administration. For steps guiding you through this process, see “Link Loyalty Programs” on page 12.

Define Company Parameters

To use loyalty programs in The Patron Edge, you must set several company parameters. These parameters activate features of loyalty programs.

� Define company parameters for loyalty programs

1. From The Patron Edge, access the navigation bar and click Administration. The Administration screen appears.

2. In the tree view on the left, expand the Administration and System Setup folders.

3. From the System Setup folder, double-click Company. The Maintain Company Table screen appears.

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4. On the General tab, locate Loyalty Program Name (Default) and select the loyalty program to use as a company-wide default.

5. On the General tab, locate Announce loyalty points balance on transaction completion.

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6. To make the message appear after a sale that displays the loyalty points balance , mark Yes. If you mark No, no message appears after a sale.

7. On the General tab, locate Calculate Loyalty Points.

8. To activate loyalty points, mark Yes. If you mark No, The Patron Edge will not calculate loyalty points, and loyalty program members cannot redeem the points they have. In addition, a patron cannot join a loyalty program even if its attached to a membership or series.

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9. On the Payment Terms tab, locate Client Group share Loyalty Points.

10. If loyalty program members can redeem the loyalty points of all customers in their group, mark Yes. If you mark No, loyalty program members can redeem only their loyalty points. For more information about sharing loyalty points, see “Share Loyalty Points” on page 24.

11. To save the parameters settings, click OK.

12. To return to the Administration screen, click Back.

Define User Profile Settings

On the Profile Maintenance screen in Administration, you configure security profiles for selected Patron Edge users. An authorization profile indicates the Patron Edge modules and options accessible to the selected user. Use the Profile Maintenance screen to authorize a selected user for example, Box Office Manager, to use loyalty points as a payment method.

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� Authorize use of loyalty points

1. Access Administration and expand the Administration and User Setup folders. Double-click Profiles. The Profile Maintenance screen appears.

2. In the Select Profile field, select a user profile, for example “Box Office Manager”. Information that appears in the Description field depends on the profile you select.

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3. In the Permissions box, expand Additional Functions and then Client’s Payments in the tree view.

4. Mark Loyalty Points. This authorizes the box office manager to process loyalty point transactions.

5. To save the profile maintenance settings, click OK.

6. To return to the Administration screen, click Back.

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Define Loyalty Point Policies

Loyalty point policies control how your organization issues loyalty points. For example, a patron gets 50 points for joining a particular loyalty program or for purchasing tickets to a particular show. On the Main Menu, click Administration, the Administration screen appears. Expand the Administration and Loyalty Programs folders. Double-click Loyalty Points Policy. The Loyalty Points Policy table appears. To create a new loyalty point policy, click New on the toolbar. The Loyalty Point Policy – Add New screen appears.

• Description – Enter a description that identifies the loyalty point policy.

• Nominal Points – Enter the nominal amount of points awarded per item.

• Price Percentage – Enter a value to award points as a percent of the item’s price.

Define Loyalty Programs

Loyalty programs are a type of club that provides benefits for its members. As a member of a loyalty program, a patron receives loyalty points that can be used to purchase tickets or merchandise. When you create a loyalty program, you attach loyalty point policies that determine how many points are awarded for joining the loyalty program, how many points are awarded per transaction, and how many points are awarded per day for each transaction. For more information about creating loyalty point policies, see “Define Loyalty Point Policies” on page 9.

Note: You can enter a value in only one field. If you enter a value in the Nominal Points field and then try to enter a value in the Price Percentage field, the value in the Nominal Points field is cleared.

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On the Main Menu, click Administration, the Administration screen appears. Expand the Administration folder and then the Loyalty Programs folder. Double-click Loyalty Programs. The Loyalty Programs table appears. To create a new loyalty program, click New on the toolbar. The Loyalty Programs – Add New screen appears.

• Description – Enter a description that identifies the loyalty program.

• Status – Mark Active to make the loyalty program available in The Patron Edge.

• Max Points Per Transaction – Enter the maximum number of loyalty points awarded for a single transaction. This setting limits the amount of loyalty points awarded by transaction. This setting limits the amount of loyalty points awarded by transaction.

• Max points per day – Enter the maximum number of loyalty points that can be awarded in a single day.

• Points for joining loyalty program – Enter the number of points awarded for joining the loyalty program.

Attach Loyalty Point Policies to Loyalty Programs

Once you define a loyalty program, you link that program to a specific loyalty point policy. Loyalty point policies control how loyalty programs issue loyalty points. When linking loyalty point policies to a loyalty program, you also determine how long those policies are active.

� Attach loyalty point policies to a loyalty program

1. On the Main Menu, click Administration, the Administration screen appears. Expand the Administration folder and then the Loyalty Programs folder. Double-click Loyalty Programs. The Loyalty Programs table appears.

2. On the Loyalty Programs table, select a loyalty program.

Note: The maximum amount of loyalty points awarded in a single day does not include the points a customer earns for joining a loyalty program.

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3. On the toolbar, click Loyalty Program Policies. The Loyalty Program Policies screen appears.

4. On the toolbar, click the New button. The Loyalty Program Policies – Add New screen appears. The Code field is for infomational purposes only, you cannot add or edit data in this field. It displays a serial number automatically assigned when you create the new loyalty point policy.

5. In the Item Type field, select the basket item for which loyalty points be awarded, for example, “Tickets”, “Subscription”, “Merchandise”, or “Donations”.

6. In the Loyalty Points Policy field, select a loyalty point policy. For more information about loyalty point policies, see “Define Loyalty Point Policies” on page 9.

7. In the From Date and To Date fields, specify the time period when this policy is active.

When the To Date expires, the loyalty points awarded to a patron are still active. However, the loyalty program stops awarding new points.

8. To link the loyalty point policy to the loyalty program, click OK.

Tip: You can have only one effective loyalty point policy per basket item on any given date. For example, the Museum loyalty program awards loyalty points for ticket purchases from May 2007 to June 2007 based on the loyalty point policy attached to the program. You cannot have another loyalty program awarding loyalty points for ticket purchases using the same loyalty point policy for the same time period.

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Link Loyalty Programs

When you link a loyalty program to a membership or series, your patrons automatically become members of the loyalty program when they purchase a membership or series.

� Link a loyalty program to a membership

While this procedure demonstrates linking a loyalty program to a membership, you can use it as a model for linking loyalty programs to a series.

1. On the Main Menu, click Administration, the Administration screen appears. Expand the Administration folder and then the Series folder. Double-click Memberships. The Memberships table appears.

2. Select a membership and click the Edit button on the toolbar. The Memberships – Edit screen appears.

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3. In the Attached Loyalty field, select a loyalty program. If you do not want to link a loyalty program to the membership, select “No Loyalty Program”.

4. To save your changes and return to the Memberships table, click OK. When patrons purchase this membership, they automatically join the loyalty program.

Note: In the Loyalty Points Policy field, “By Program Definition” means a loyalty program’s policy determines how loyalty points are awarded. Changing this setting overrides the loyalty program’s points policy. For more information on creating loyalty point policies, see “Define Loyalty Point Policies” on page 9.

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Understand the Loyalty Program ProcessOnce you define a loyalty program and how loyalty points are issued, patrons can purchase a membership or series to join a loyalty program and begin redeeming those points with their next purchase. The flowchart explains the basic loyalty program process.

Join Loyalty ProgramsWhen a patron purchases a membership or series, he automatically joins the loyalty program and receives loyalty points. He can redeem those loyalty points on his next purchase.

� Join a loyalty program by purchasing a membership

While this procedure demonstrates joining a loyalty program through a membership, you can use it as a model for joining a loyalty program through a series.

1. On the Main Menu, click CRM.

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2. In CRM, locate the customer purchasing tickets. For information about searching for client records, see the Access Client Records section of the Client Relationship Management (CRM) Guide.

3. In the Client Portal tree view on the right side, expand the Sales folder and then click Memberships.

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The Add Membership screen appears.

4. In the Program field, select the membership the patron wants to purchase.

5. In the Subs Type field, enter the price type associated with the selected membership.

6. In the Organization field, select an organization participating with the membership. For example, if a customer works for a company that pays for the membership, you can select that company.

7. To add the membership to the customer’s basket, click Add. The membership information appears in the grid at the bottom of the screen.

8. When you finish adding the membership information, click OK. The Payment screen appears. For more information about working on the Payment screen, see the Payment Screens section of the Payment Guide.

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9. When the transaction is complete, a message appears telling you the transaction created a new loyalty program for the patron.

Join Loyalty Programs in General Admission Sales

If your organization uses the general admission sales screen to process transactions, your customers must purchase a membership to join a loyalty program. You cannot sell a series via the general admission sales screen. For more information about the general admission sales screen, see the General Admission Sales Guide.

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Redeem Loyalty PointsWhen patrons join a loyalty program by purchasing a membership or series, they can redeem points earned on the next purchase. Patrons can use their loyalty points to purchase tickets, merchandise, or another membership or series.

If you use loyalty points to purchase tickets and then return them, The Patron Edge does not refund the loyalty points. However, you can use another payment method for the refund, for example vouchers or cash.

� Redeem loyalty points

1. On the Main Menu, click CRM.

2. In CRM, locate the customer purchasing tickets. For information about searching for client records, see the Access Client Records section of the Client Relationship Management (CRM) Guide.

3. In the Client Portal tree view on the right side, expand the Sales folder and then click Tickets. The Search screen for events appears.

4. Complete the ticket sale. The Payment screen appears.

The Loyalty Points payment method appears on the left side of the screen. The loyalty points balance appears at the bottom of the payment screen.

5. In the Loyalty Points field, enter the number of loyalty points to be used for this purchase.

Note: For more information about sales processes in a reserved seat organization, see the Reserved Seats Sales Guide. For more information about sales processes in a general admission organization, see the General Admission Sales Guide.

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If a balance remains, select another payment method and enter the amount in the corresponding field.

6. Click Next. The frame for the payment method you used for the remaining balance appears on the right.

7. Click Next. The Loyalty Points frame appears on the right. The Sum field displays the amount of loyalty points used.

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8. Click Finish. A message appears displaying the number of loyalty points earned and the loyalty point balance. To complete the transaction and return to the Loyalty Members tab of the client record, click OK.

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Redeem Loyalty Points in General Admission Sales

If your organization uses the general admission sales screen to process transactions, you can redeem loyalty points in the same manner as on the traditional sales screen. However, the general admission sales screen does not display the number of points a patron has. For more information about the general admission sales screen, see the General Admission Sales chapter of the Sales guide.

Manually Adjust Loyalty PointsFrom an open client record in CRM, you can manually add or subtract loyalty points to correct errors or make adjustments as needed. For information about searching for client records, see the Access Client Records section of the Client Relationship Management (CRM) Guide.

� Add loyalty points manually

1. On the Main Menu screen, on the navigation bar, click CRM. The CRM Search Criteria screen appears. Open the client record to adjust.

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2. In the Client Portal tree view on the right side, expand the Loyalty Members folder and click Add Loyalty Points. The Add Loyalty Points screen appears.

• In the Name field, the patron’s name appears.

• In the Loyalty Programs field, the name of the loyalty program appears.

3. In the Points field, enter the number of points to add.

4. In the Description field, enter the reason for adding points.

5. Click OK. The system updates the patron’s point balance.

� Subtract loyalty points manually

1. On the Main Menu screen, on the navigation bar, click CRM. The CRM Search Criteria screen appears. Open the client record to adjust.

2. In the Client Portal tree view on the right, expand the Loyalty Members folder and click Subtract Loyalty Points. The Subtract Loyalty Points screen appears.

• In the Name field, the patron’s name appears.

• In the Loyalty Programs field, the name of the loyalty program appears.

3. In the Points field, enter the number of points to subtract.

4. In the Description field, enter the reason for subtracting points.

5. Click OK. The system updates patron’s point balance.

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Override Loyalty Program PoliciesAlthough the policies of a loyalty program determine the number of loyalty points awarded per purchase, you can override those policies and change the way a loyalty program awards points per a specific item.

� Override a loyalty program policy

While this procedure demonstrates overriding a loyalty program policy in an event record, you can use it as a model for overriding loyalty program policies in show, merchandise, and donation records.

1. On the Main Menu, click Administration. The Administration screen appears. Expand the Administration folder and then the Events folder. Double-click Events. The Events table appears.

2. Select an event and on the toolbar, click Edit. The Events – Edit screen appears.

3. In the Loyalty Points Policy field, select a policy that overrides the current club policy or select:

• By Program Definition – Select this if you do not want override the loyalty point policy of the current loyalty program.

• No Points – Select this so that no loyalty points are awarded for this event.

4. To save your changes and return to the Events table, click OK.

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Share Loyalty PointsOn the Company Table, you can set the parameter that lets patrons within a client group share loyalty points. For more information about company parameters, see “Define Company Parameters” on page 3. On each client record, the total number of loyalty points that appear on the Loyalty Members tab is based on the points of all patrons in the client group. When one member of the client group uses the loyalty points, The Patron Edge deducts those points from the first client record, and then proceeds to the second client record, and so on.

� Redeem loyalty points for a patron in a client group

1. From Alice’s client record, process the ticket sale as usual.

2. When the Payment screen appears, in the Loyalty Points field, enter $50.

3. For the $11 remaining balance, select the Cash payment method and enter “11” in the field.

4. Click Next. The Cash frame appears on the right. In the Received field, enter “11”, the amount of cash received.

Note: A client group member who is not part of a loyalty program can redeem loyalty points owned by the other members of the group. However, when that member purchases an item with loyalty points attached, no points are awarded to the group.

Note: If patrons within the same client group try to use their loyalty points at the same time, the points are locked until the other patron using the points has completed his purchase.

Scenario: A client group has three customers. Alice has 10 loyalty points, Ben has 30 loyalty points, and Clarice has 10 loyalty points. Alice wants to purchase a ticket for $61 and use loyalty points to pay for it. She can redeem as many as 50 points.

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5. Click Next. The Loyalty Points frame appears on the right.

6. Click Finish. A message appears displaying the number of loyalty points earned and the loyalty points balance.

7. To return to the Loyalty Members tab of the client record, click OK. The Loyalty Members tab shows the points deducted from each customer in the group:

• $10 deducted from Alice’s balance.

• $30 deducted from Ben’s balance.

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• $10 deducted from Clarice’s balance.

View Loyalty Program HistoryFrom CRM, you can view a patron’s loyalty program history on the Loyalty Program screen. This screen lists every transaction that awarded loyalty points. This screen also lists the loyalty points awarded for joining a loyalty program. In addtion, you can view points that were manually added or subtracted. To access this screen, select the Loyalty Program tab of the client record and double-click the loyalty program record.

Note: To view loyalty programs of all patrons within a client group, mark View entire group at the bottom of the screen.

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The top half of the screen lists each purchase and the loyalty points awarded.

The bottom half of the screen provides two views:

• To view the loyalty points that have been redeemed, click Points Consumed.

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• To view loyalty points that been added or subtracted manually, click Points Managed Manually.

Report on Loyalty PointsThe Loyalty Points Report lists information about the points awarded by various loyalty programs. This report shows the number of points awarded per basket item for each member of a specific loyalty program. The report also lists the total number of points awarded by each loyalty program. You can filter records and select to display all or selected fields on the report. You access this report in Administration, in the Subscribers folder. For more information about the Loyalty Points Report, see the Subscribers Reports chapter of the Reports Guide.