Plan Benefits for Your Loyalty Program

Learning Objectives

After completing this module, you’ll be able to:

• Explain the importance of member benefits.
  
• Sign up for a special Developer Edition org.
  

Before You Start

Consider completing the following recommended content.

• Salesforce Loyalty Management Basics
  

Create Loyalty with Benefits

The objective of any loyalty program is to get customers to engage with all aspects of a brand and inspire loyalty. In return, customers enjoy benefits such as exclusive offers, discounts, and other experiential rewards. Think about a time you were offered free express shipping or a special discount on your birthday from your favorite brand. It might have delighted you, but did it also make you feel emotionally engaged? Businesses provide benefits to generate an emotional attachment and encourage recurring purchases.

A loyalty program has different types of benefits. Sometimes the benefits that a brand offers are common to all customers. But other times, they’re tied to tiers. A tier-based benefits structure provides increasingly appealing perks. Tiers work like a hierarchy, in that they provide progressively more valuable benefits.

[Alt text: A diagram that represents tier progression.]

Cloud Kicks, a manufacturer of stylish and comfortable custom sneakers, runs a loyalty program called Cloud Kicks Inner Circle. The program has a well-defined tier structure, program currencies, and loyalty processes set up. Mary Evans, loyalty program manager at Cloud Kicks, wants to set up a tier-based benefits program that’s meaningful to members and makes them want to keep coming back. In this module, follow along as Mary works with her team to plan and set up the benefits in Loyalty Management. 

To create meaningful rewards, Mary must first understand customers’ interest in Cloud Kicks products. She works with the marketing team to analyze customer habits, trends, and interests. Together, they design benefits for the program. 

Mary wants to tie these benefits to tiers in an incremental order, meaning better benefits for higher tiers. The idea is to motivate members to reach higher tiers. The program has four tiers: Silver, Gold, Diamond, and Platinum. When a member enrolls in the program, they’re automatically assigned to the Silver tier. As they engage with the program and earn points, they move to higher tiers. 

Linda Rosenberg, the loyalty program administrator, manages loyalty processes on a day-to-day basis. Mary reaches out to Linda so they can set up the benefits in Loyalty Management.

To keep up with Linda and re-create some of the tasks, you need a special Developer Edition org. Let’s create that before you begin working with benefits.

Sign Up for a Developer Edition Org with Loyalty Management

To complete this module, you need a special Developer Edition org that contains Loyalty Management and our sample data. Get the free Developer Edition and connect it to Trailhead now so you can complete the challenges in this module. 

Note that this Developer Edition is designed to work with the challenges in this badge, and may not work for other badges. Always check that you’re using the Trailhead Playground or special Developer Edition org that we recommend.

1. Sign up for a free Developer Edition org with Loyalty Management.
   
2. Fill out the form. For Email, enter an active email address. For Username, enter a username that looks like an email address and is unique, but it doesn’t need to be a valid email account (for example, yourname@lm4ever.com).
   
3. After you fill out the form, click Sign me up. A confirmation message appears.
   
4. When you receive the activation email (this might take a few minutes), open it and click Verify Account.
   
5. Complete your registration by setting your password and challenge question.
   Tip: Write down your username, password, and login URL for easy access later.
   
6. You are logged in to your Developer Edition.
   

Now connect your new Developer Edition org to Trailhead.

1. Make sure you're logged in to your Trailhead account.
   
2. In the Challenge section at the bottom of this page, click the playground name and then click Connect Org.
   
3. On the login screen, enter the username and password for the Developer Edition you just set up.
   
4. On the Allow Access? screen, click Allow.
   
5. On the Want to connect this org for hands-on challenges? screen, click Yes! Save it. You are redirected back to the challenge page and ready to use your new Developer Edition to earn this badge.
   

In the next unit, you learn how Linda creates benefit types and benefits.