A user group comprises individuals in a hierarchical order who belong to a particular org. An individual can belong to multiple user groups. An org can designate different roles to these members and incentivize them according to the org’s preference. User group loyalty allows an org to incentivize not only its customers but also incentivize other business entities or individuals that contribute to their profits. It is a customer retention solution with custom group structures and includes generic loyalty mechanics which helps an org to establish brand loyalty.

In user group loyalty, an individual’s (member of a group) action will lead to other group members being rewarded. 

For example, if a fleet driver fills petrol from BPCL, the manager of the fleet group can receive points for the transaction.

This way of incentivizing the upper management encourages other members of the group to transact from an org.

Key Concepts

The following are some of the key concepts of user group loyalty

  • In B2B Loyalty, an org is identified as an entity. 
  • An individual can be part of multiple groups.

You can configure the total number of groups that a member can be part of.

  • The parent control or the admin role can be transferred from one member to another.
  • Permissions to manage group benefits.
  • A member of a group can still make individual transactions. 
  • All the members in a group can pool in their transactions for a tier upgrade.  
  • Points return and downgrade checks are supported in case of transaction return.
  • Both the group and the individual can be incentivized when they transact while representing the group.

Difference between B2B and B2C

The existing user group programs (B2C or friends and family programs) only cater to customers and include family members and friends of these customers. These groups have a primary member who can redeem points and secondary members as well. In the B2C model, with the help of the Engage+ platform, orgs are able to directly benefit the primary member of the group, ignoring the secondary members. B2C model has only one primary member with multiple secondary associated. 

The B2B user group programs aim to involve all members in the group actively by incentivizing everyone based on their roles in the group. B2B user group programs also include all the functionalities of the existing B2C programs. 

Use Cases

Following are the different scenarios where user group loyalty is applicable for both B2B and B2C scenarios.

B2B Loyalty

Fleet Loyalty
Fuel Brands can enroll fleet companies in their B2B loyalty programs. Fleet Drivers can earn loyalty points by purchasing fuel at retail outlets but points redemption can happen by fleet owners who are in the same group as the driver.
Corporate Loyalty Programs
Points earned by an employee of a company enrolled in a B2B loyalty program can be redeemed at the company level where other members of the company will also enjoy the benefits of the transaction made by a particular employee.
CPG and Distributor Loyalty Programs
A sales structure where existing distributors can recruit new distributors to sell the products. Distributors make money through a percentage of their recruits' sales and also direct sales of products to customers.
Affiliate Marketing Programs
The affiliate enrolled in the program can make customers buy products. With a product purchased by the customer, the rewards are accrued to the affiliate's account.

B2C Loyalty

Hospitality and Restaurants
Hotel chains and restaurants where repeat customers drive significant value and family group engagement is very high can leverage this structure to boost profit and to drive stickiness.
Retail brands such as apparel, beauty, etc. can incentivize customers to engage with the brand as a group of friends or as a family to accrue benefits together in an accelerated fashion to get better returns.
Hospitals and pharmacy chains can provide benefits to the entire family as part of insurance tie-ups and subscriptions.
Airports and Airlines
Airline Miles and other benefits such as lounge access and class upgrades can be provided to the entire family group.

Important Terminologies

  1. Company: Any business entity which is enrolled in the brand’s B2B loyalty program.
    • Sub-company: A smaller business entity associated with a Company. For example, a big company like Tata can be registered as a company while Tata Motors, TCS can be registered as sub-companies. 
  2. Customer Role: Role is used to capture the association between customer and company. A company can have customers in various roles. For example, a company enrolled in a fleet loyalty program of a brand can have customers in various roles like a driver, associate, owner, etc.
  3. Customer Hierarchy: Customer hierarchy is used to capture the association between two customer roles. To know how to create and configure a hierarchy, click here.