THE ESSENTIALS

Customer Events are actions performed by your contacts when interacting with your business through front-ends, external systems like a POS or even performed directly via the back-end. When submitting a Customer Event, the contact must be uniquely identified—preferably with their CRM.COM Wallet code, or alternatively via contact code, OTP, or CIM (phone or gift pass number).

CRM.COM supports three different types of Customer Events:

• Purchase Event

• Achievement Event

• Referral Event

Customer Events provide insights on your contacts' behaviour and habits, allowing your business to enhance offerings, pricing and promotions strategies and maximise your repeat monetisation opportunities.

Customer Events

Purchase Events

Purchase Events capture the contact’s full purchase basket from checkouts, POS, and eCommerce platforms and include detailed information about the purchase transaction, including the contact, location, time, purchased items, and amounts. Optionally, through the purchase, contacts may also request to spend funds from their CRM.COM Wallet, making it thus a payment method.

You can capture Purchase Events in multiple ways, depending on your business operations:

• When using Orders or Subscriptions of CRM.COM, use Automations to create a Purchase Event automatically whenever a contact is charged—either for a one-time order or recurring subscription billing.

• When using an external POS, integrate it with CRM.COM to directly forward purchase events.

• You can use CRM.COM’s Merchant App to streamline operations. The app allows users to easily identify contacts, accept payments, and submit Purchase Events directly to CRM.COM.

Check-in & Spend

There are two scenarios for submitting a Purchase Event at the point-of-sale where contacts choose whether to:

1. Check-in - Contact is identified by providing their CRM.COM Wallet code, available through their app, and purchase is submitted to CRM.COM.

2. Spend - The contact generates a one-time password (OTP) from their app and presents it at the time of purchase, with or without specifying a spend amount. The OTP is included in the Purchase Event, and the CRM.COM Wallet is used to fully or partially pay off the purchase.

Achievement Events

Achievement Events are created when contacts complete specific actions or reach certain goals - like topping up their CRM.COM Wallet with a specified amount or visiting a recommended website. Contacts can be awarded for reaching such milestones.

There are two ways to capture achievement events:

1. Via CRM.COM Automations – Automatically record an Achievement events when contacts perform various actions to achieve their goals.

2. Using CRM.COM Web API – When integrating with third-party systems, use the dedicated Web API to submit the event directly to CRM.COM.

Once achievements are captured, create Achievement Reward Offers to reward contacts for completing their goals. You can also use these events to segment contacts and apply rewards to specific groups based on their achievements.

Referral Events

Referral Events occur when a contact registers with a business using a referral code. When an existing contact invites someone to join the business, the invitee is sent a referral code. The invited person must enter this code during registration. Once the registration is successfully completed, the referring contact, and in some cases both parties, receive awards subject to the conditions of the reward offer.

To enable this flow, two key configurations are required:

1. Create a Referral Reward Offer – Define the award amount, the recipient(s), and the required action for a successful referral (e.g. registration only, or registration plus purchase).

2. Set Up an Automation (Optional) – Configure an automated message to send the referral code to the invitee. If no automation is configured, a default communication will be used instead.

Customer Events Settings

Navigate to Settings > Contacts & CRM > Customer Events to configure system settings relevant to Customer Events.

Customer Event Classifications

Organise customer events using classifications. For example, you can create classifications to distinguish between delivery, takeaway, and dine-in purchases.

This allows for more targeted rewards, such as setting up a Reward Offer that applies only to delivery purchases.

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Purchased Products Matching Resolution

Match purchased products based on the organisation that performed the purchase?

This setting determines who is assigned as the owner of a product included in a purchase - either the Business or the Merchant where the purchase was made. If the purchased products do not exist under either organisation, they are automatically created and the Merchant is set as the owner.

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Example

A Merchant has a product (name: "Universal Memory Bank", SKU: "001"), a Business also has a product with the same SKU (name: "Action Camera", SKU: "001"). A purchase is submitted against the Merchant for a product with SKU "001". If the product resolution setting is not enabled, the Businesses product ("Action Camera") will be used for award and redemption purposes. Alternatively, if the setting is enabled, the Merchant’s product ("Universal Memory Bank") will be used for awarding and redeeming.

Make unavailable products available when purchased

If a product has been marked as unavailable for sale at an organisation (e.g. out of stock), it will automatically become available once a Purchase Event including that product is submitted. This process runs daily, so the product will be available again the following day.

Purchase Matching Resolutions

This setting allows your business to define how purchases are processed and matched, i.e. match purchases with self-service claims, backend submissions, or processed as standalone entries.

Support Transaction Processor Purchase Matching?

The Transaction Processor tries to match a purchase submitted by two separate sources using the unique 'transaction reference number’, if a match is found, the contact is awarded.

If this setting is disabled, a purchase is instantly created whenever an external system submits a purchase (with a contact identification, e.g., contact wallet code).

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Disabled transaction processor setting

If this setting is enabled, the system will try to find a match for each purchase submitted by different sources using the unique transaction reference number. When a match is found, the associated contact is identified and awarded.

This matching process can be limited to selected organisations by enabling transaction processor matching only for them.

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Enabled transaction processor setting

Support self-submit purchases?

When POS integration is unavailable, a contact can self-submit a purchase and get awarded directly through a front-end by scanning a QR code or Barcode. The purchase is instantly created in the system. You should define soft rules to prevent unauthorised behaviour, such as the maximum number of purchases and/or the amount that a contact can submit.

Support purchase reclaims?

An external system submits a purchase without identifying the contact, but includes a ‘transaction reference number’. The contact can claim the purchase within 72 hours, typically by scanning a QR code or barcode printed on their receipt using a front-end application (e.g., a mobile app). When successfully claimed, the contact is awarded.

Good to Know…

Purchase Estimates

Before submitting a Purchase Event, the Purchase Estimates API can be used to send the intended items to be purchased and the desired wallet spend amount to CRM.COM. The API response returns the actual amount the contact can spend using their wallet funds, helping validate and adjust the purchase before submission.

Transaction Processor Purchase Events

The Transaction Processor manages the flow of purchase events within the platform, determining how they are routed across various organisations, including Service Owners, Businesses, and Merchants. It verifies incoming purchase events, routes them to the appropriate business, checks eligibility, and matches purchase events with transaction claims if applicable.

Customer Event Utilities

Customer Event Utilities allow system users to manage customer events. This includes viewing and voiding events, as well as processing ad hoc returns where products are returned and transactions reversed.

Users can navigate to Rewards > Reward Events from the sidebar menu to view the purchase, achievement, and referral customer events.

To manage these events, navigate to the relevant contact screen, select the Activity Feed tab and select the event to see the allowed actions.

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Activity Feed on the Contact screen

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Selected purchase event allowed actions

Reference Material

You may also find it useful to refer to the following manuals for further reading about Customer Events.

Contacts

ContactsPreview

Reward Offers

Reward OffersPreview

Automations

AutomationsPreview

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