Rewards are special incentives created by Businesses to encourage their Contacts to purchase products or services from them. These rewards can manifest as cashback to the contact’s CRM.COM Wallet, instant discounts, or complimentary items that Contacts can earn through their loyalty, purchases, or targeted actions.

Another vital aspect of the Rewards process is the (configurable) redeem action, where the Purchase Event is assessed in comparison to the available CRM.COM Wallet Commerce Balance and subsequently converted into a Business Pocket balance.

The fundamental purpose of rewards is to amplify contact engagement, stimulate sales, and foster a stronger rapport between the business and its contacts.

By default, CRM.COM creates a Reward Scheme and four Reward Offers for each Business, however, a Business can configure their own Reward Schemes and create specific Reward Offers tailored to their objectives.

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reward-schemes reward-schemes

Reward Schemes

THE ESSENTIALS

These are some basic terms used throughout the software when referring to Reward Schemes.

Sign-up

Options

When a Contact registers with a Business, they can automatically or optionally join a reward scheme to benefit from its reward offers. Reward Schemes can be configured to be automatically joined (auto sign-up) or optionally joined (self-sign-up or closed-loop sign-up).

Managing Reward Schemes

To view or create a Rewards Reward Scheme, navigate to Rewards > Schemes using the main menu on the left-hand side of the screen.

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A Reward Scheme using the registered business name will automatically be created (e.g. Zen & Aura Spa Scheme) with an Inactive state upon registration of a new business. However, new Schemes can also be created by a system user.

Select Create Reward Scheme to create a new scheme for the Business.

Name

Provide a meaningful name for the reward scheme. This name will also appear on customer-facing applications.

Sign-up Options

When creating a Reward Scheme, you will need to specify how contacts will be able to can sign - up to the Scheme. CRM.COM offers two types of schemes with three sign-up options.

Open Loop Schemes

These schemes are open to all

customers

Contacts without any restrictions, and there are two sign-up options:

• Auto Sign-Up - Contacts will be automatically signed

  -

  up upon

  registration

  registering to the

  business

  Business

• Self Sign-Up - Contacts can optionally sign-up

  to

  for the scheme via front-end applications

Closed Loop Schemes

Use this type of scheme when you want to control sign-ups

in a selective manner. Closed Loop Sign Up -

selectively. Restrict the

contacts

Contacts who can sign-up

to

for the reward scheme using the specified email domains or unique codes.

• Email Domains - Contacts can optionally sign-up for the scheme by providing their email address via an application. A background process will then automatically generate and communicate

  unique codes

  a unique invitation link so that the Contact can verify their sign-up, given that their email domain belongs to the targeted market group (e.g.

  customers

  Contacts that have a ‘crm.com’ email address)

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When a reward Scheme has been created it will appear in the Reward Scheme summary screen with an Inactive state. It is recommended that the relevant Reward Offers should be created prior to activating a Reward Scheme. To Activate a Reward Scheme click on the options button (…) of the respective offer and select Activate.

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• The Name, Description, Terms & Conditions entered should be clear and meaningful as these will be used for customer-facing applications (i.e. online portal, mobile app.).

• Only Active Reward Schemes are visible on customer-facing applications.

Reward Offers

Navigate to Reward Offers using Rewards > Offers from the main menu on the left-hand side of the screen.

Upon registration of a business, aside from the automatically created Reward Scheme, four Reward Offers will also be automatically created with an Inactive state for the same scheme:

• €5 Registration Offer - awarded upon successful registration of a contact, this is an auto sign-up offer

• 20% Birthday Offer - valid only on the day of the contact’s birthday, this is an instant discount offer

• 5% Cashback on all Purchases - valid for all products and all locations

• €1 Referral Cashback - cashback is awarded if a referred customer registers using the provided referral code and makes an initial purchase

Reward Offer Goals

When creating a new Reward Offer you will be prompted to choose a reward offer goal relevant to the type of offer you want to create. Reward Offers are categorised into four different goals (groups).

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Offer Goal

Reward Offers on option

Reward Achievement

• Lottery - Set up a lottery draw for one or more winners, can be configured either as a one-off draw or to run on a repeated basis

• Thank You Gift - Award your customers to thank them for their custom

Increase Spend

• Monetary Discount - Provide an instant discount for your customers overall purchase(s), can be used for birthday and/or name day offers and in conjunction with passes

• Products Discount - Provide an instant discount based on selected products purchased, can be used for birthday and/or name day offers and can be associated with a pass

Improve Memberships

• Sign-ups - Award new customers upon registration

• Referrals - Award existing customers for introducing a new customer

• Profile Completion - Award customers for completing details of their profile information

Increase Visits

• Happy Hour - Awards customer purchases based on specific locations/times, can also be used for birthday/name day offers

Offer Details

Define the details of the offer, bear in mind that this information will be visible on customer-facing-apps (i.e. online portal, mobile app.), so ensure that good quality, attractive images and clear descriptions are used to entice your customers.

Manage Images - Add images for your Offers to stand out, use these two types of images for Offers:

• Avatar - Appears on the screen with the list of Offers

• Hero - Appears on the Offer information screen (if the offer is selected from the list of Offers screen)

If only one of these two image types are used then the same image will be used in both cases.

Offer Availability - Define the duration for the offer to be awarded, an open-ended offer denotes a non-expiring offer.

Featured Offers

Set this toggle ‘on’ to feature selected Offers at the top of the eligible Offers list on customer-facing applications.

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Targeting Conditions allow the user to define a number of conditions which must be met in order for the Contact to be awarded, the type of conditions vary depending on the offer type. Such conditions include:

Segments - Use Segments to identify the Contacts targeted by the offer. Segments are a great way of grouping your Contacts based on specific characteristics and are used throughout the software. Configure Segments via Contacts > Segmentation.

Location - Use Locations to make an Offer applicable only for purchases from a specific merchant, venue, Country etc.

Purchase Classification - Purchase classifications can be configured via Settings > Rewards > Customer Event Classifications and can be used for awarding purchases based on what a purchase is classified as when communicated via a third-party system. E.G. purchase classifications can be created to differentiate between delivery, take away and dine-in purchases. A Reward Offer can then target a specific purchase classification, e.g. a Reward Offer to award only delivery type purchases.

Award Information

Spend Condition Rules - The use of spend condition rules enables a business to apply restrictions on how the awarded amount from the offer can be spent. Restrictions can be applied on Time (can be spent on specific days and/or times), Location (can be spent at selected venues, merchants etc.) and Products (can be spent on selected products based on family, type, brand, SKU).

To create a new spend condition rule select Create New Spend Condition (from Award Information, Spend tab).

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Activating an Offer

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• Unique Codes - The Business user can import unique codes to the system, which contacts can use to sign-up to a closed loop scheme from a front-end application.

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Unique Codes

This is the flow for Businesses interested in allowing their contacts to sign-up to their reward schemes using unique codes.

• Create a closed-loop Reward Scheme and configure it to use unique codes

• From the Rewards Scheme summary screen, select Import Codes (or alternatively, navigate to Settings > Platform > Import Data > Reward Scheme Codes

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• Follow the import flow in the Bulk Data Operations manual to import the codes for the reward scheme

• When the importing of the codes has been completed, view the codes from the Reward Scheme summary screen

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• Activate the scheme

• Distribute the codes to the relevant contacts along with instructions on how to join the reward scheme (managed outside of CRM.COM)

• Contacts can sign in to the app or portal and select to join the reward scheme using the unique code provided

• You can monitor which contacts have joined the scheme by e-visiting the View Codes option

• You can also navigate to the View Codes screen to delete a code for a reward scheme

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Activating a Reward Scheme

When a Reward Scheme has been successfully created, it will appear in the Reward Scheme summary screen in an Inactive state. It is recommended that the relevant Reward Offers should be created before activating a Reward Scheme. To Activate a Reward Scheme, click the options button (…) of the respective Offer scheme name and select Activate.

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It’s best practice to create and activate all Offers for a Reward Scheme prior to activating the Reward Scheme.

Rewards Settings

Configuration of all Reward settings (based on user permissions) is possible by navigating to the Reward Settings screen: Click on your logged-in user name in the top right-hand-corner of the screen > Settings > Rewards.

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Reward Resolution

Reward resolution setup will determine when/how awards will be provided when a Contact who makes a purchase is eligible for awarding.

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How Contacts will be awarded

• All matched offers - Contact will be awarded from all valid reward offers, from all eligible reward schemes

• The best offer - Contact will be awarded the single highest offer across all eligible reward schemes

• The best offer from each scheme - Contact will be awarded the highest offer from every eligible reward scheme

The following is an example of how a customer who participates in to two different reward schemes will be awarded in each case.

Reward Scheme

Reward Scheme 1 

Reward Scheme 2

Reward Offer 

Offer A

Offer B

Offer C

Offer amount to be awarded

€1.00

€0.50

€3

All matched offers 

✅

✅

✅

The best offer

✅

The best offer from each scheme

✅

✅

Awards for instant discount offers

If the Provide only the best award from all instant discount reward offers is set to ‘yes’ and the contact is eligible for more than one instant discount, then only the discount with the highest value will be awarded.

Restrictions during spending

If Restrict award customers when wallet (commerce) balance is spent is set to 'yes' then the customer will not be awarded if they are redeeming their wallet balance to pay for a purchase and the offer to be awarded is a cashback offer. However, if the offer is an instant discount or a performance based offer then the customer will be awarded as usual (even whilst redeeming their wallet balance).

Reward Tiers

Contacts can be classified into different tiers (e.g. Silver, Gold, Platinum) based on the revenue they have generated for the business within a given time frame. Tiers are measured in value units which have an exchange rate against the base currency.

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If reward tiering is enabled, it can be setup to:

• Advance customers (automatically) to the next tier based on the period value units earned at a configurable interval; monthly cycle based (e.g. every 12 months) or based on each customer's sign up date

  • Optionally, the business can enable the advance of a customer to the next tier as soon as the customer reaches the next tier's period value units

• Downgrade customers to a lower tier based on the period value units earned during the set interval (monthly cycle based or sign up date based)

The achieved tier level for a Contact remains unchanged until the next interval evaluation. If the Contact advances to the next tier earlier than the next evaluation date (e.g. a Contact advances to Gold tier 1 month before the normal interval evaluation), then from that instance the Contact will be eligible for any Gold benefits and will remain in the Gold tier until the next interval evaluation. 

At the end of each interval the period value units will be reset to zero, but the customer will retain the set tier for the duration of the next interval.

The set tier colours will be reflected in customer-facing apps depending on the signed-in Contact's current tier.

Customer Event Classifications

Group your customer events based on classifications relevant to your line of business. E.G. Purchase classifications can be created to differentiate between delivery, take away and dine-in purchases. Reward Offers can then be configured to target a specific purchase classification, e.g. a Reward Offer is created to award only purchases of type delivery.

Back-End Reconciliation

Set how rebates for customers (based on purchase customer event reduction method) will be handled when spends are reconciled in the back-end. Back-end reduction implies that the customer pays for the full purchase amount, and they are refunded with the spent amount in retrospect typically by a payment gateway system.

Choose from two refund method options:

credit card used on purchase - the refunded amount will be credited to the credit card used for purchasing

Settle - the refunded amount will be returned via Settle mobile app (using Contact’s registered mobile phone number)

Merchant Settlement

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Reward Scheme Settings

No system settings are available for Reward Schemes.

Reference Material

You may also find it useful to refer to the following manuals for further reading in relation to Rewards.

Segmentation

Segmentation

Communication Plans

Communications

Contacts

Contacts

Business Network

Business Network

Passes

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Platform

<link>

Integrations

Reward Offers

Reward Offers