Release Features Date: August 24, 2020
We have made multiple enhancements to tier management. These changes will be considered as phase I.
Upcoming changes in phase II on tier management include support of multiple criteria in upgrade strategy, tier re-assessment on the downgrade, and tier re-assessment on customer merge. These upcoming changes will be available by the end of September.
Tier Management Enhancements - I
In the first phase of enhancement, we have made the following changes, such as daily downgrade, tracker conditions in the downgrade, the gap to upgrade or renew view, tier window tracker, and tier management on extended fields.
The following are the details of the enhancement.
- Daily Downgrade: Brands can now enable daily downgrade for their programs. Previously only month-end downgrade or upgrade is supported by the feature. For example, consider a tier with 12 months of expiry period; if the customer is upgraded to a new tier on 5th Jan 2020, then the tier will expire on 5th Jan 2021.
Daily downgrade brings the following business benefits to a brand:
- Reduced Liability: Daily downgrade reduces liability for the brands. Previously the tier expiry date was always month-end that provides additional days beyond the tier expiry date. With the daily downgrade, customers will not get extra days of loyalty benefits.
- Consistent Messaging: With the daily downgrade, the messaging on the program mechanics and the tier expiry date for customers will be consistent. For example, if the program mentions that a customer will retain the current tier for 12 months, then the tier expiry date will be 12 months from the start date of the tier.
The release notes on Daily Downgrade is available below as an attachment.
- Tracker Value as Downgrade Criteria: Loyalty now supports to configure tracker value as a downgrade criteria. With tracker value as the downgrade criteria, the brand can achieve the following benefits:
- Consistency in Upgrade and Downgrade: The tracker value has already been supported with upgrade criteria; now, it also supports downgrade criteria that enable brands to make their upgrade or downgrade more consistent.
- Qualified Bills/Line Items for Tier Management: With the tracker-based downgrade, brands that don't qualify all purchases as loyalty purchases could make downgrade/renewal work only on qualified purchases. For example, program A only considers non-discounted bills as loyalty bills.
Multiple Evaluation Period for Tier Assessment: With tracker support, a brand could evaluate customer purchases for more than one period during downgrade or renewal evaluation. For example, tracker 1 is of 12 months, and tracker 2 is of 6 months; this gives brands more flexibility in defining a customer's tier.
The release notes on Tracker value as Downgrade Criteria is available below as an attachment.
Tracker and Tier Management on Extended Fields: Loyalty now supports to configure trackers based on bill-level extended fields and bill line item-level extended fields.
Industry-Specific Loyalty: With trackers on extended fields, a brand could have loyalty incentives based on industry-specific fields. For example, tier upgrade or downgrade on room nights (in the hospitality industry) and fuel volume (in the fuel retail industry).
Import for extended field-based trackers will be supported in subsequent sprints.
The release notes on Tracker based on Extended Fields is available below as an attachment.
Gap to Upgrade and Gap to Renew in API and Bulk Communication: Loyalty now supports view and bulk communication of gap to upgrade and gap to renew information for end customers. 'Gap to Upgrade' refers to purchases or points that the customer has to earn to get upgraded to the next higher tier; 'Gap to Renew' refers to purchase or points or visits that the customer has to make to retain their current tier.
This information leads to be the following benefit for a brand.
Nudge to End-Customer for their Next Purchase: The information on the gap to upgrade and gap to renew will act as a nudge for the end-customer to go for their next purchase. If the gap to upgrade value is small for an end-customer, the information acts can work as a nudge for them to make the purchase for the remaining amount and upgrade the tier. Similarly, if a customer is close to meet their tier renewal criteria, the information on the gap to renew will help them purchase for the remaining amount.
The Gap to Upgrade and Gap to Renew information is available on the following interfaces:
- The Get Customer Details API (v1.1) provides the information. This API can be used to display the information on the mobile app or microsite.
- The downgrade reminder communication in loyalty supports communication tags is related to the gap to renew.
- Engage+ supports communication tags related to the gap to upgrade and gap to renew.
The communication from Loyalty Event View events doesn't support the gap to upgrade and gap to renew tags (even if they are visible on the UI).
The release notes on Gap to Upgrade and Gap to Renew is available below as an attachment.
5. Tier-window based Tracker: Loyalty now supports to configure trackers with tier period as the tracker window. A tier period tracker can track values from the last tier change date of a customer.
With the tier period as the tracker window, a brand could configure upgrade and downgrade for purchases or activities done by a customer in a specific tier.
The release notes on Tier-window based Tracker is available below as an attachment.