Get Started with Loyalty Analytics
Learning Objectives
After completing this unit, you’ll be able to:
- Explain how Analytics for Loyalty helps the loyalty team overcome key challenges.
- Sign up for a CRM Analytics-enabled Developer Edition org.
Analytics for Loyalty, a Tailor-Made Fit
NTO is a retailer that sells outdoor and recreational gear and apparel. It runs a loyalty program called NTO Insider, which rewards members for purchases and offers a range of discounts and promotions. Linda Walsh, the loyalty program manager at NTO, oversees the day-to-day running of the program. Linda’s loyalty team includes the following key members.
- Issac Nunez, a loyalty member services manager
- Shelli Sheldon, a member service agent
- Jenny Lin, the loyalty administrator
During a recent business review with the loyalty program stakeholders, Linda and her team present some challenges they’re facing. The team is unable to strategize and tailor the program to suit customer preferences due to a lack of insight into NTO’s customers. The stakeholders feel the program will benefit from data and analytics. They decide to add CRM Analytics for Loyalty Management to the existing portfolio of Salesforce CRM products.
The analytics application is built on a loyalty data model that offers insights and intelligence on the loyalty program. The app contains over 60 key metrics, eight dashboards, and five datasets that use the performance and design features of CRM Analytics. A dataset is a collection of relevant source data, specially formatted and optimized for interactive exploration.
Something for Everyone
Let’s find out the responsibilities of the team, the challenges that they face, and how CRM Analytics for Loyalty Management helps.
| Responsibilities | Challenge | How Analytics Helps | Available Dashboards |
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Linda is the strategic mind behind the program. Her focus is to increase the number of active members, program revenue, and member satisfaction. |
She accesses multiple systems for information on the program’s key performance indicators (KPIs), which creates difficulties and delays in understanding the impact of strategies. |
CRM Analytics gathers disparate data and organizes it to offer insights into past, present, and future business operations. It provides quick details about member acquisition channels, member engagement trends, preferred partners, products for redemptions, and the program’s revenue. This helps Linda strategize member acquisition and retention, design partner strategy, and more. |
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Issac is always on the lookout for process improvements related to the member services team. He keeps track of the number of members the team serviced, what manual actions were taken, and so on. |
The data that Isaac wants to analyze is available on different systems, making it hard to monitor business processes. |
CRM Analytics shows trends in members serviced, the type of modifications made, and a service agent’s performance. This view helps Issac identify areas of improvement. |
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Shelli supports customers and provides them with solutions to problems. |
She’s often unable to provide a quick resolution because she has to access different systems for different information. Since customers are not too happy with the speed of resolution, her service rating is in decline. |
With CRM Analytics, Shelli can easily access insights on member value, transactions, modifications, and redemptions within the loyalty member page. This helps her understand the customer’s dissatisfaction and quickly provide best-fit solutions. |
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Linda purchases the CRM Analytics license and works with Jenny Lin, the loyalty administrator for NTO, to set it up. This module follows Jenny as she sets up the Analytics for Loyalty app. In the next unit, you learn how Jenny assigns permissions and enables CRM Analytics.