Release Date: July 19, 2019.
New Module: Behavioural Events
Building further on our Omnichannel data capture and customer engagement, we have developed Behavioral Events, a new product altogether that can be consumed by Loyalty+ and Engage+.
Events are customer activities that an org wants to capture. For example, it could be a QR code scan, customer viewed product category, or product review. For more details about Behavioural events and its types, see Behavioural Events Overview.
In the process of covering more milestones to provide best in class data capture, customer engagement, and reporting on behavioural data, we have started with event creation and making use of the events data in customer engagement programs such as Loyalty and Bounceback Campaigns (also known as DVS or Dynamic Voucher System).
Business Use Cases
- Offline retail stores: Promote customer activities by incentivising customers for scanning a QR code of a particular product category; increase conversion by sending a message offering an instant discount if a customer shows interest in a specific item.
- Online Stores (E-Commerce): Engage customers through games or quizzes.
- Healthcare: Drive better engagement and customer loyalty by rewarding customers on completing specific health-related activities
- Consumer Packaged Goods (CPG): Motivate customers to participate in sales promotional events by providing participation-based rewards.
- Hospitality: Send tailored messages to customers based on the stages of their purchase cycle such as enquiry, booking, check-in and check-out.
- Consume events created in Behavioural Events platform in Loyalty+.
- Equipped with over 12 standard events along with the provision to create a custom event as needed for an org
- Incentivise customers with points or coupons or send personalised communications based on events data.
- Support for multi-channel (such as SMS, email, WeChat) and multi-source (such as InStore, e-commerce site, WebEngage).
- Integrations: Pre-configured WebEngage integration and supports custom integration with any third-party application or platform.
A unique URL is generated for each integration. Make a POST API call to the URL to post events data to the Capillary Webhook.
For more details, see Add Webhook Integration.
There are some issues with WebEngage Integration. We will send a release communication when the issue is resolved.
- Event Destination: The module(s) that consumes an event is called Event Destination. Currently, you can choose an event to be consumed by Loyalty+
- Ability to test an event and publish it manually to avoid invalid data flowing to the system. An event that is created or added will be in draft mode by default. Event need to be tested before publishing.
- Event Audit Log: Any change in events are logged in the system. Currently, event audit log is not available on the user interface. To get the log of your org, contact the Platform team. Tracking all events through Event Audit Log.
Behavioural Events in Loyalty and Bounceback Campaign (DVS)
Currently, the Loyalty+ module supports incentivising customers of an org for their transactions. With this release, an org can now incentivise their customers even for non-transactional engagement.
Examples of non-transaction engagement include playing a game, reviewing products, completing surveys, tracking health activities(such as steps), activities on social networking sites (such as like, share, comment ), attending physical events sponsored by an org, and subscription to newsletters.
Incentivising on Events Data
Similar to other events on Loyalty+, an org can now incentivise (allocate points, issue coupons, and send messages) on events added on the Behavioural Events platform.
New Rules on Behavioural Event Attributes
A user can define rules on event attributes, which are added in Behavioural Events, using the Profiles currentCustomer and currentEvent.
For example, if a custom event, say WeeklyHealthActivity, contains attributes stepsCount, hoursofSleep, caloriesBurnt, stairsClimbed, and healthCampaignCode, you can write conditions using each attribute.
The rule expression depends on the data type of the attribute.
|To know all the supported data types of an attribute, see the table under Data Type in Add a Custom Attribute.|
For example, If the attribute is of type ‘double’, you can use the operators ==, >=, and <=.
Example: currentEvent.stepsCount >= 10,000.
If the attribute is of type ‘string’, you can define the using contains.
Example: currentEvent.healthCampaignCode.contains(“new year”).
If an attrbute is of type product SKU, then you can use currentProduct as shown in the following.
- currentProduct.doesBrandRegexMatch, and
|While configuring conditions on an event attribute, please ensure you also write condition for isNull or isValid. If the attribute value is blank, the rule won’t get evaluated, and the event could fail.|
Allocate Points and Issue Coupons on Behavioural Events
- Support for issuing coupons on events data in both regular loyalty and promotion programs. However, it is strongly recommended to use promotion programs for coupon issual to make reporting easy.
- Support for either fixed or prorated points on the Behavioural Events data. Points are allocated as customer promotion points.
However, to issue prorated points, the data type of the attribute needs to be 'double'. For example, for the event, WeeklyHealthActivity, the brand could give 1% points on the number of steps. That is, 10 points on 1000 steps and 15 points on1500 steps.
Tags for Event Attributes in Loyalty Messages
Insert personalised attribute tags in messages. The event attributes are grouped under the 'Generic Events' section in message tags.
For example, for an event WeeklyHealthActivity if the org is allocating 1% points on a step count, the org could use <stepsCount> and <PointsOnEvent> as message tags.
A sample message could be:
Message template: You have received <PointsOnEvent> points on completing <stepsCount> steps.
Message a customer received: You have received 15 points on completing 1500 steps.
|While configuring event attributes please ensure you also write condition for isNull or isValid. If the attribute value is blank, the message will not be triggered and the event could fail.|