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Introduction
This document provides an overview of how the CRM.COM platform powers the customer economy, enabling businesses to transition from standard transactions to personalised offerings and B2B communities.
In the following sections, we outline the product structure and the primary components of the CRM.COM Platform
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The content
Contacts
CIM (identify contact for customer events) and GDPR
Contact Community
Segmentation
Dynamic segmentation of contacts
Easily definable with sentence like queries
Segment on demographics, transaction history, subscriptions owned
Use it for pricing, notifications, tiering
Onboarding and Authentication
Multiple authentication methods
OIDC
Customer Events
Capture a diverse set of customer events
Purchase event
Full purchase ticket with SKUs and optional spend request of the customer open balance
Referral event
Achievement event
Financial KPI event
Accounts and financials
Multi-currency, multi-country, multi-tax
Payment methods
Methods
Primary and backup
CRM wallet
Subscription payment methods
Support for multiple payment types
Cards, wallets, account debit based
Payment gateways
Payment intends
Ready made gateways
Plug-in gateway
The wallet
EMI grade wallet
Multi-tenant wallet at the option of the tenant (business). One wallet keeps balances of multiple businesses
Wallet maintains
a CRM.COM open balance - open money that can be spend at any business or paid out back to contact payment method
Topup via a CRM.COM registered payment gateway
a business balance
business open balance - open money that can be spend at the business or paid out back to contact payment method
Topup via a business registered payment gateway
Commerce pool balance - a commerce balance redeemed into an open balance against a purchase
Wallet identity
email or phone and a wallet code
Wallet fees
Fees on transactions
B2BSpend
Open balance of a contact at Business A can be spent at Business B
Promote and Join
A business promotes a commerce pool
Another business joins
The two businesses agree a contribution
Passes
Promotion, Gift, Top-up
Printed, electronic
Settlement
The process that settles
Commerce pool award and redeem between business to business and business to merchant
Open balance spend between business to business and business to merchant
Rewards
Powerful and diverse offers
Reward Achievement
Increase spend
Improve membership
Increase visits
Award
at transaction, SKU, segment or combinations
award against a commerce pool (for example coffees on any weekday)in the customer wallet
Manual or auto-redeem
Redeem converts a commerce pool amount into an open balance in the customer wallet
Instant or deferred redeem
Instant redeem is applied on the transaction in hand; deferred from next transaction
Business Network
A diverse business community
Platform Owner (Cloud Operator)
Service Owner - owns the service and can bill tenants for the service. May use a contact registry where all businesses have a common customer base
Transaction Processor - serves multiple service owners and routes purchases to multiple businesses that have a common transaction point (i.e terminals)
Business (Tenant)
Merchant (Service Provider)
Venue (Service Point)
organisation groups
teams
Contact Registry
Ownership
Explicit ownership(i.e products)
Implicit
assignable (i.e SRs)
Fulfilled by (orders) and serviced by (subscriptions)
Data access and data access permissions (roadmap)
CRM
Activities
Communications
Leads
Service Requests
Commerce
Product Catalogue
Products (types, families, brands, categories)
Physical (traceable and non-traceable) and services (termed, usage, one-time, expenses)
Advanced compositions (flat, fixed bundle, flexible bundle)
Variant products with variations and modifiers
Dependencies and tiering
Pricing
Extensive price rate models
Promotions
Licensing
Add a license dimension to your product and provision it to 3rd party systems (ideal for XaaS models)
Orders
Multi-domain order management
Physical goods (complex and simple)
Project based with invoice milestones
Termed and one time services
Fulfilment policies
Order queues
Quotation process
Inventory management and devices
Warehouse and stock
Devices
Device Management
Ownership lifecycle
Subscriptions
TMForum enterprise grade subscriptions
Diverse subscription models
Termed and one time
Auto renew or expiring
Pre-bill, post-bill, payment driven
Trial management
Subscription actions for any industry
add service, regret, change service, pause, resume, change terms, activate, deactivate and many more
Usage based billing
Usage limit and usage charge level
Device based subscriptions
bill it, provision it, charge it a fee
Rental, purchase or bring own device
Provisioning
Trigering provisioning commands to manage termed and one-time services
Integration API and plug-in mechanism to create own provisioning adapters
Foundation
Analytics
Insight analytics
Reporting
Users and Security
Applications
Mobile passes
Server configured and designed (no dev required) mobile passes (Google and Apple wallets)
Supports wallet spend via OTP
Landing pages
Server configured landing pages for
Customer registration
Purchase a gift card (gift pass)
Self Service API
Web Portal
Server configured web portal (no dev required)
Supports use cases for ordering, rewards, subscriptions
Native APP
iOS and Android
Server configured web portal (no dev required)
Supports use cases for ordering, rewards, subscriptions
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Description
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Introduction
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The big picture
The platform operator (CRM.COM) onboards Transaction Processors and Service Owners.
Businesses sign up to a service owner.
The business has the option to use the CRM.COM open balance or its own business open balance and also enable or not B2BSpend.
Contacts onboard via self service (API, APP, mobile pass) or via integration with our back office API and automatically get a financial account and a wallet. Multiple business balances are handled in a single multi-tenant wallet.
The business sets up one or more reward schemes with multiple offers. Purchase events are then submitted via POS systems and a transaction processor and awards increase commerce pools balances in the wallet. Redemptions increase the open balance.
The business setup its product catalogue of termed services and takes orders resulting in subscriptions. The CRM.COM Wallet with the business open balance is used to fund the subscriptions. A card on file is stored in the wallet with an auto topup setting.
The business also enables B2BSpend and Promote and Join in order to maximise its market coverage. It also does a demand level aggregation agreement with an external company, a nationwide gym company, where its customers sign up with their wallet code and the business returns an agreed discount against their subscription.
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Identify and Engage
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Identity management and self service API
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strategic combination of these components empowers users to independently deploy the full spectrum of services offered by the CRM.COM platform.
Intended for integrators and key users, this document offers insights into the CRM.COM platform's capabilities across the core functional areas of its four products, tailored to various vertical industries.
CRM.COM Product Positioning
CRM.COM is a complete solution that caters to all your needs as a customer focused organisation that aims to increase repeat monetisation. It offers four distinct products, which can be configured as part of an integrated journey:
Identity Management: Efficiently onboard and manage your customers. Provide seamless omnichannel self-service access. Utilise a flexible wallet spend model to capture purchases and segment your customer base into micro-personas.
Commerce Wallet and Digital Promotions: Create and manage promotional and reward offers tailored to specific customer segments. The commerce wallet maintains commerce and open balances and supports various customer payment methods.
Subscriptions and Commerce: Leverage an advanced product catalogue, versatile ordering mechanisms and a robust subscription platform. CRM.COM handles from straightforward termed services to XaaS (Anything as a Service) and intricate usage-based triple play and IoT scenarios, including triple-play services.
Business Communities: Establish your business network to enhance your brand and expand your service offerings. Engage with B2B community services and products, fostering collaborations and synergies. Jointly create promotions with your partners and aggregate a wider array of services and products.
CRM.COM provides an end-to-end solution for running your customer economy effectively and efficiently, with the flexibility to configure these products to meet your unique needs.
CRM.COM Platform - The Big Picture
Here, we outline the components of the CRM.COM platform and its four products, their corresponding features and processes and the essential software components that play a pivotal role.
4 Products and Key Features/processes covered
The following table presents how the CRM.COM Platform deploys the customer economy concept through its product journey and supported functionality (e.g. processes and components).
Membership Product | Key features and process coverage | Components/Modules |
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Identity Management |
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Contacts
Customer Events
Communications, Activities Leads, Service Requests
Foundation and Security
Analytics
Apps and Portals
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Commerce Wallet and Digital Promotions |
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Passes (gift, topup) crediting the wallet
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Offers provide discounts for purchased basket
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Rewards provide commerce balance in customer wallet at point of customer interaction based on historic and current purchases
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Rewards Core
Rewards Offers
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Subscriptions |
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& Commerce |
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Orders
Product Catalogue
Subscriptions
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Business Communities |
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Promote and Join of Commerce pools across Businesses
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CRM.COM (preface - introduction)
CRM.COM is a SaaS multi-tenant solution that powers the Membership economy
Our business model is based on Business Communities and helps them create positive network effects
With our platform offerings we help proud brands better engage with their customers and move their relationships from one-way and point-to-point transactions to multi-party transactions within our network of business communities
Services like the Commerce wallet for brands, which manages rewards and payments in combination, or subscription programs from as complex as data and telephony to innovative IoT products, make the CRM.COM platform offerings unbeatable.
Other cutting-edge services, such as demand base aggregation and promote & join, makes CRM.COM's offerings one of the most comprehensive in the membership economy market
CRM platform is ideal for any modern brand: from a micro-business with 100 customers to a major brand with 2 million customers; from a simple flat termed subscription model to a complex triple play termed and usage model; to an innovative new-gen model of say meals on subscription.
CRM.COM powers 100% of the technology (i.e., native cloud, first APIs, micro-services) and business models required to run your organization as a membership community, providing four blocks that can be setup as a stepped journey:
Identify your customers onboard and Engage: Onboard and manage your customers, provide omni- channel self-service access, capture purchases with a versatile wallet spend model, segment into micro-personas and obtain insights through a flexible and easy to use BI
Differentiate and Reward to Connect: Based on Customer knowledge (i.e., static data, transactional data, conditional data) organizations can easily build intelligent promotions and reward offers and ultimately build a healthy Community/Ecosystem. A commerce wallet keeping a commerce and statutory balance, supporting all customer payment methods, make these rewards more flexible and attractive
Order and Subscribe to become a Member of the Ecosystem/Community: Organizations can build a flexible product catalogue and introduce a straightforward subscriptions model supporting termed, usage and hybrid methods. An easy to follow and integrated, ordering and purchasing flow make
subscriptions more engaging for the consumers and efficient for the businesses.
Build your Business Community/Networks to enrich your services offerings and consumers reach: More services offered to more customers through our Businesses networks. Demand based aggregation with community-wide spend and promotion aggregation drive even more positive network effects of the CRM.COM platform.
CRM.COM Platform - the big picture
2 pages
the whole system in 1 diagram
the key components
Standard Rewards plus e-Ordering
The following flow represents an end-to-end process where a single organization uses Reward and Differentiation Block to reward an online ordering process.
This flow focus mainly on Horeca/Retail Industry
This flow includes the CRM.COM interface tools (eg portal). This makes the user experience more engaging and at the same time minimizes the time to market for developing organizations.
CRM.COM wallet and integrations with organization terminals make the cashout/redemption process even more flexible
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Standard OTT Billing
This flows clearly focus on OTT (i.e., media) organizations with no service associated devices, and CRM.COM Subscription and Become a member block.
The organizations use flexible front-end CRM.COM tools to help users place an order and sign up for the business offers.
CRM.COM flexible billing helps organizations better control monetization of their offerings. Other additional tools like segmentation and communication automation make the relevant flow more efficient.
The Service Provision function helps organizations better control their offerings, avoid revenue losses, and at the same time provide a better customer experience.
Ready integrations with various payment processors help organizations provide a seamless payment experience
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Cardlink Rewards Scheme
This bellow flow present a solution provided by Cardlink (a Greek payment processor) focus on Horeca/Retail industry and is backed by CRM.COM Differentiate & Reward Block.
This solution provide a cashback at the consumer account according purchasing event on business terminals and offers included in business reward schemes.
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Platform core components
In the following table, you can find all the main components of the CRM.COM platform, along with a brief description of their purpose/functionality.
The purpose of this table is to make it clear for each integrator/key user what the main components of the platform are and ultimately have an idea of their primary functions.
Item | Description |
Contacts | Contact is the central process of the software, representing the customer of the Business. Contacts can be created in 3 ways:
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Customer Events |
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Apps & Portals | Apps & Portals is a utility of CRM.COM that allows a key user to configure the business front-end tools with no code: Native APP and Portal. These front-end tools allow the customers of the Business, the contacts, to carry out numerous self-service processes such as registering, ordering or buying a subscription. |
Communications | Communication with your contacts with easy to built personalised html templates. It can be generated by via a Communication Plan or an event-based communication. System-generated communications are multi-channel, currently supporting Email, SMS, and in-app Push Notifications. |
Service Requests | It is a request ticket for service by a contact to the Business. Service requests can be submitted by a back-office user or directly by a contact via self-service APIs (e.g., CRM.COM app or portal). A service request always belongs to a Queue. A Queue is a CRM.COM user-defined grouping method that is used to group similar service requests (e.g., reward or billing requests) |
Analytics for Identity management product | CRM.COM Analytics provide an in-depth analysis of a business's data aiming in:
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Activities | An Activity is a task that can be scheduled to take place for a Contact and can optionally refer to a Lead, Service Request or Order. |
Leads | Leads denote prospective Business by a contact. A lead belongs to a queue, usually representing a Sales Force Automation model with predefined stages. A lead always ends up being won or lost. |
Wallet |
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Passes | A pass is a process that unlocks a gift, top-up or promotion for a contact. When a pass is redeemed (unlocked), it will either credit money into the contact wallet or activate an instant discount because of an associated offer. A pass can be either printed or in electronic format (distribution methods). |
Accounts | An account is a ledger of financial transactions carried out between the Business and its contacts or the Business and its merchants/service providers. Account basic features are id, classification, credit term (credit limit, payment terms), currency, primary, and state. |
Payment Methods | Payment methods are the acceptable means by which a business can collect money from its contacts to pay for products or services purchased from the Business. |
Rewards & Digital Offers | Rewards within CRM.COM apply digital offers against a customer event or a CRM.COM-initiated process such as subscription maturity. Rewards award contacts a commerce credit in the CRM.COM wallet. A key Rewards process is the Redeem, which evaluates the purchase event against the existing commerce balance and converts it to an open balance. |
Product Catalogue | The product catalogue consists of the list of products a business sells, their prices, and promotions applied to purchasing these products. A key product attribute is the organisation that owns the Product, which can be the Business or a merchant/service provider. The organisation that owns the Product will also manage it and price it. |
Order Management | Orders placed by contacts (B2C/B2B contacts) to purchase physical goods and services offered by the Business or the Business's merchants in its business network An Order is fulfilled by either the Business or one of the merchants/venues (Delivery, Pick Up, Direct Sale) An Order follows a Queue that defines its :
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Subscriptions & Usage | A subscription is a collection of services a Contact subscribes to, billed for regularly. Apart from the services provided, the subscription outlines how and when the Contact will be billed and the payment terms. Generally, a subscription's main characteristics are State, Billing day, and Payment method. A usage service is any service consumed and has to be billed based on the volume consumed, like data, phone calls, fuel, and electricity. A usage service has a measurement unit for measuring the consumed volume and a price per measurement unit. A usage service can only be consumed when a contact subscribes to a termed or one-time service. |
Inventory (including devices) |
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Business Network & B2B | Business Network is the CRM.COM organisation topology, with Platform Owner, Service Owner, Transaction Processor, Business, Merchants, Venues and B2B connections. B2B connections are the Organizations of the Business that are B2B Merchants or B2B Peers. |
Security & Foundation | Security allows setting policies governing access and actions permissions to CRM.COM system features, ranging from creating API keys for client-external applications to setting up user roles and inviting users. Security settings cover all organisations of the CRM.COM Business Network structure (e.g., Cloud Operator, Business, Merchant/Service Provider). The foundation covers other global functionalities of the CRM.COM Platform like automation, Custom fields & forms, Time travel, Approvals, Events & Logs. |
Settlements | The process where awards and spending are settled between businesses |
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A detailed list of business features by Product and associated Component is provided HERE. Referred to as Components master data and updated on 15 April 2023. The next update is scheduled for July 2023. |
CRM.COM Platform Core Flows
See how the four products of the CRM.COM platform are applied in distinct services.
CRM.COM Platform Processes
Understand the platform's capabilities and workflows to effectively implement CRM.COM solutions and meet specific business requirements.
CRM.COM Platform Technology Architecture
Find out what the CRM.COM platform is comprised of