In this article, we explore a few pre-implementation issues that are likely to crop up when getting into the deep end of your loyalty software needs.
Build or Buy
The CRM heydays have shown us the fallacy of letting software considerations lead strategy and program design. If we agree that program conceptualization leads to processes that the software must automate, then finding an off-the-shelf product is seldom feasible. What works best is a relatively open product that lends itself to customization, or a solution that takes a core loyalty engine and builds your program rules around it. The costs are comparable in both cases.
In the case of channel or employee programs, it is best to go with a ground up solution as solutions available are few and program rules are highly customized.
Horses don’t flyThe worst thing you can do is to try justify your spends on a loyalty solution by force fitting expectations onto it. For example:
- Not CRM
Loyalty software is specialized, with few vendors offering strong product/ solution options. It must also be understood that loyalty software is different from CRM software and while either of them may have certain features of the other the good ones either provide comprehensive solutions for either loyalty or CRM and rarely both.
- Not POS
Your loyalty solution is different from your POS. Shopping for one does not automatically cover the other. Yes, a number of retail POS solutions now incorporate a loyalty module but these usually offer very basic functionality and insufficient flexibility. The good point is the low cost of ownership of the loyalty functionality, but that’s a cost-benefit that could come back to haunt you.
- Others
The other things your loyalty software is not – it is not a data dedupe software, it is not a call center software, it is not a data mining tool, it is not a campaign management software. It may have some functionality of all of these, but its core is different.
The Integration Argument
Everyone wants a solution that integrates with CRM, Customer Service, Billing and POS systems, SFA… the works. The argument we wish to leave you with is your demand for seamless integration is right, but it means time and money. Lots of it. If your program design needs data updates in a batch process at end of day or once a month (in case of a channel program), then you may wish to relax your integration needs with Billing/ POS.
Training and Usability
The last thing you want is for the software to be implemented and you’re using 30% of its available functionality. When you’re implementing, get the UAT (User Acceptance Testing) done by your front liners and program managers, the actual users of the solution. Take the UAT seriously, and ensure that there is sufficient training imparted on all the functionality that the solution is providing. Training and user manuals are a must for you to get the full benefits of having invested in a loyalty solution.
To learn more about loyalty software and how to design, evaluate and implement it, contact us at info@bom.direm.com
Also Read
Three reasons for loyalty software
What functionality do you need?
A quick guide to loyalty software evaluation
Pre-Implementation Blues
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