Another great user group in the books, this time about Loyalty Management. Flo hosted us again in their beautiful offices and what originally looked like a small gathering of a few interested one at the end became one of the biggest meetups with close to 100% attendance rate, wow, this topic really resonates!
Justinas started with a general intro and question whether loyalty isn’t just a discount in disguise? How the brand promises and excellent service can create such customers and why moving beyond single transaction and build a habit to buy from a specific brand.
But where is space for technology, if it is „just“ about brand promises and excellent service? Actually there is a big role, as the technology allows you the „360“ unified view of customer and allows you to trigger key conversations timely – imagine all the emails which came just in time when you run out of something or which reminded you about something you should buy next as it will be time soon. Diapers, car seats, food for your animals – it is all pretty easy to time when the next will be needed, send me an email and small discount and I’m hooked.
Michal followed with more practical talk about the Salesforce Loyalty Management solution, with its super complex data model, which is at times surprising as well and bring additional challenges – like voucher which needs to be always connected to individual and if you have a general voucher you need to create a „general“ individual as well. Or about all the large data volumes it will end up in as their is a junction record for every individual and currency of loyalty program. Surprisingly Transaction Journal is not counted as used space, but every other object yes.
Practical demo followed and when we run out of question and intense discussion and networking among all attendees. It was a long evening but fully worth it!