Siebel Loyalty 8.2.

2 Feature Summary

Shyam Shah
Sr. Director, CRM Product Management Oracle America Inc. Redwood City, CA 94065 shyam.shah@oracle.com

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Siebel Loyalty 8.2.2 Features Summary

PURPOSE THIS DOCUMENT PROVIDES AN OVERVIEW OF FEATURES AND ENHANCEMENTS INCLUDED IN RELEASE SIEBEL LOYALTY 8.2.2 IT IS INTENDED SOLELY TO HELP YOU ASSESS THE BUSINESS BENEFITS OF UPGRADING TO SIEBEL LOYALTY 8.2.2 AND PLANNING FOR THE IMPLEMENTATION AND UPGRADE OF THE PRODUCT FEATURES DESCRIBED. DISCLAIMER This document in any form, software or printed matter, contains proprietary information that is the exclusive property of Oracle. Your access to and use of this confidential material is subject to the terms and conditions of your Oracle Software License and Service Agreement, which has been executed and with which you agree to comply. This document and information contained herein may not be disclosed, copied, reproduced or distributed to anyone outside Oracle without prior written consent of Oracle. This document is not part of your license agreement nor can it be incorporated into any contractual agreement with Oracle or its subsidiaries or affiliates. This document is for informational purposes only and is intended solely to assist you in planning for the implementation and upgrade of the product features described. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described in this document remains at the sole discretion of Oracle. Due to the nature of the product architecture, it may not be possible to safely include all features described in this document without risking significant destabilization of the code.

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EXECUTIVE SUMMARY

Oracles Siebel Loyalty Management transforms the effectiveness of customer loyalty initiatives so that you can minimize attrition and increase the value and duration of your most important customer relationships. Oracle is the only enterprise software company that offers a comprehensive, multi-channel, cross-industry, fully integrated application for managing the complete loyalty marketing lifecycle. With Siebel Loyalty Management, you can acquire and leverage rich customer insights and leverage embedded best practices to deliver innovative and differentiated programs that drive behavior and build value, offer great customer experiences across channels and adapt quickly and cost-effectively to gain sustainable competitive advantage. The Siebel Loyalty 8.2.2 release includes: Enhanced capabilities that enable loyalty program managers to launch and manage highly innovative and complex loyalty promotions easily and quickly while significantly enhancing user experience and productivity Deep industry capabilities to support next-generation loyalty program practices Innovation to drive great cross-channel customer experiences

LOYALTY PROMOTIONS MANAGEMENT

Siebel Loyalty 8.2.2 includes significant enhancements to Loyalty promotions to enable: Rapid deployment and easier management of complex promotions Enhanced user experience, control and productivity Enhanced loyalty engine performance

Loyalty Promotion enhancements include: Graphical promotion designer to visually setup promotion flow and execution sequence Formula based user-defined attributes to support innovative and complex promotions Support for transient variables that allow results of one promotion to be leveraged by other promotions Hierarchical rules to significantly reduce efforts in setting up multi-tier loyalty promotions and enhance loyalty engine throughput Support for promotions based on tender type, event and activities

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New- Graphical Promotion Designer

The feature allows business users to rapidly deploy loyalty promotions using a new graphical user interface. Graphical promotion designer is an intuitive workbench for business users to setup and organize promotions in a drag and drop environment in the form of a flowchart. It also provides flexibility for the user to control the order of promotion execution. For example, Base reward promotion executed first, followed by the Big Basket bonus promotion and then the Happy Hour incentive promotion. Users can link each promotion flowchart to: Transaction Type (e.g. Accrual-Product) Product Category (e.g. Food and Beverages) and Partner Category (e.g. Grocery)

This enables flexibility for the users to control which promotions apply for a given Transaction Type, Product and Partner Category and enhanced engine performance. Graphical promotion designer

New- Eligibility Promotions

Siebel 8.2.2 includes a new promotion type to check eligibility. Eligibility promotion is the first promotion loyalty engine evaluates and proceeds to evaluate other promotions only if the eligibility promotion is successful. For example, certain promotion may have an eligibility criteria based on the age or nationality of the member.

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New- Transient Attributes and Promotion Actions

Siebel 8.x provides a new set of promotion actions that allow users to track results of individual promotion actions and use them as inputs in other promotions. The results of individual promotion actions are stored in inmemory variables that can be accessed by other promotions down the execution order. This greatly reduces efforts required to setup specific promotions such as minimum points guarantee or bonus points calculation based on base points. This also greatly enhances user control on the way promotions are evaluated and reduces efforts required to setup specific promotions commonly used in Loyalty Programs. Some examples include: Minimum Points Guarantee: An Airline Loyalty program rewards members 1 point per mile flown with a guarantee to reward minimum 1000 points, in case number of points earned by a member is less than 1000. Incentive points as a percentage of total Points earned: A Retail Loyalty program rewards 20% of total points earned (that may include Base reward and Bonus rewards) for shopping during Happy Hours.

New- Formula-Based Promotion Attributes

To support promotions that require complex calculations, this feature allows users to define attributes that derive value in run-time based on a formulas and can be used in promotions in criteria and in action. The formula in-turn can be based on Program Level Attributes including custom attributes that can bring in values even from external sources. For example, retail Loyalty Program rewards 20% bonus points for shoppers with an average basket size of $200 or more. Users can define average basket size as an attribute and define a formula to calculate the value for the same using Program Level Attributes, as shown in the picture below:

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Formula-based promotion attributes

New- Promotion Criteria

This feature enables promotions that reward members based on types of tender used, specific events and themes. It provides a new set of dimensions for loyalty managers to devise innovative promotions to drive profitable member behavior. Promotions based on tender type enable rewarding members based on how they pay for transactions (example cash, type of credit card, issuing bank etc). Promotions based on activity or events recognize and reward customers based on special events related to their life like birthdays, anniversaries, etc. Theme based promotions enable delivery of special incentives for eligible members for limited duration (ex. Big Mart runs a Mothers only loyalty promotion, which offers special incentives to female members on purchase of child care products for the duration of one year from the date of birth of their new born)

New- Hierarchical Rules

Hierarchical rules significantly reduce efforts in defining promotions that use multiplicity of criteria that are repetitively used across rules under them. Hierarchical rules help optimize the number of criteria required to define a promotion and enhance engine performance.

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Hierarchical Rule Setup- An Example

New- Criteria and Action Library & Search

This feature allows the creation of a library of promotion criteria and actions that can be re-used in setting up new promotions to maximize speed-to-market (strategy-to-launch). The Advanced Promotion Search feature enables Loyalty Administrators to maintain large numbers of promotions by facilitating easy searches based on various attributes of criteria and actions. It rids Loyalty administrators of reviewing every promotion manually when a certain change has to be implemented across multiple promotions (e.g. Update a voucher which is rewarded across multiple promotions, introduce a new ticket class etc.). Criteria and Action Library and Search

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REDEMPTION MANAGEMENT

The new redemption enhancements in Siebel 8.2.2 support batch redemption process and definition of product pricing leveraging loyalty promotions.
New-Batch Redemption

This feature enables Loyalty managers to automatically redeem or monetize individual members point balance and fulfill the same in the form of a check or a gift voucher. A Loyalty Program can execute Batch Redemption on regular intervals for all members or only for those members whose point balance exceeds a user-defined threshold. Batch Redemption can help loyalty programs manage point liability effectively. It also helps loyalty programs drive high redemption velocity to keep members engaged and active. The Batch Redemption feature is implemented using a workflow that redeems members point balance and credits vouchers with denominations based on user-defined conversion rates and a validity period based on the user-defined expiration setup.
New-Base Redemption

Base Redemption is a new Promotion type that further enhances dynamic redemption pricing capabilities. This feature enables loyalty managers to set a base redemption price for every award and apply multiple mark-ups or discounts based on any Program Level Attributes. For example, an airline loyalty program calculates base price for an award flight dynamically by applying a price multiplier of 80 to its current revenue price. So, if the revenue price of an award flight being redeemed is $900, loyalty engine calculates base redemption price as 72,000. It further adds 8,000 points as a markup based on the Seat Availability being below 5 (80,000 points),applies a 20% Senior Citizen discount (64,000) and a 5% additional discount on the overall price for online booking, providing a final price of 61,800.

LOYALTY ENGINE ENHANCEMENTS

Loyalty engine enhancements are aimed at enhancing modularity of the Loyalty engine and provide advanced control and flexibility to IT administrators.
New- Engine Parameterization

The Siebel Loyalty real time and batch engine support processing of significantly large transaction volumes, typically seen in mid to large-sized retailers and airlines.

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Engine parameterization provides flexibility to Loyalty administrators to prioritize tasks for processing in order to optimally utilize loyalty engine resources. For example, Loyalty administrators can set engine parameters to prioritize processing of tier assessment for members in Gold tiers over members in lower tiers or processing of accrual for transactions having a value greater than $200. This feature also enables Loyalty administrators to start and shut down batch engine from the application itself, thereby reducing the server down-time. User-Defined Loyalty Engine Parameterization

New- Detailed Transaction Processing Log

The Detailed Transaction Processing Log provides insight into loyalty transaction processing that includes individual promotionsrulescriteria evaluated by the engine and a corresponding result for each. This feature empowers Loyalty Member Service Representatives to effectively and quickly respond to member inquiries related to accrual or redemption disputes. Loyalty Managers can also use a detailed processing log in simulating transactions to analyze the impact of new promotions, before launching them.

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Detailed Transaction Processing Log

New-Transaction Simulation

Loyalty Program management often involves launching new promotions rapidly to respond to changing member preferences, competition, etc. This poses a challenge to Loyalty managers to understand the impact of various promotions on program liability and in modeling a promotion that meets the defined objectives. This feature enables loyalty managers to test and analyze the impact of new promotions by processing test transactions in simulation mode. Loyalty Managers can source test transactions internally (existing transactions) or from an external system. Transaction Simulation Interface

New-Custom Transaction

This feature allows Loyalty Programs to extend Loyalty Transaction Types and Loyalty Services Types beyond those included out-of-the-box, to support business processes specific to their program. For example, a Loyalty program can define Loyalty card re-issue as a new Loyalty Service Type and define promotions that apply specifically to that Transaction Type to calculate price.

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VOUCHER DATA MODEL ENHANCEMENTS

Loyalty Programs reward members with vouchers, which are redeemable with the program partners. Mostly vouchers tend to have value in terms of discounts or an absolute value. The enhanced voucher data model supports associating a value that can be calculated dynamically by loyalty engine to the voucher, such as $40 or 12% discount. The enhanced voucher data model also supports setting up fixed dates for voucher availability (ex. from 01-Jun to 31Dec).
ACCRUAL MANAGEMENT

Siebel 8.2.2 includes enhanced support for retail transactions and a new Web service for cancellation of accrual transactions in part or in entirety.
New-Accrual Consolidation

This feature enables consolidation, tracking and redemption of points at the order level for retail transactions, while continuing to support calculation of points at individual line level. Redemption of points at the order level significantly reduces processing time, thereby enabling batch redemption process for a large membership base.
New- Accrual Cancellation Web Service

The Accrual Cancellation Web Service supports cancellation of orders or transactions within an order completely or partially. This feature allows retailers to reverse rewards corresponding to the products returned.
BULK ADMINSTRATION

Siebel 8.2.2 introduces an enhancement to bulk administration to enable enrollment of a group of targeted members into a Loyalty promotion.
New-Bulk Promotion Enrollment

Promotion Enrollment is a new Bulk Member Administration action that enables loyalty managers to enroll a group of targeted customers into a promotion. The targeted member group can be referenced as a Marketing Segment or a list imported from external source in the form of an XML or CSV file.

NEW- IMPROVED USABILITY

Siebel Loyalty 8.2.2 provides new and simplified user interfaces and intuitive, process-driven navigation for management of loyalty programs, partners, program offerings and loyalty services. New and improved user interfaces are targeted to deliver a superior user experience and enhance user productivity.

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Author: Shyam Shah Oracle Corporation World Headquarters 500 Oracle Parkway Redwood Shores, CA 94065 U.S.A. Worldwide Inquiries: Phone: +1.650.506.7000 Fax: +1.650.506.7200 oracle.com Copyright 2006, Oracle. All rights reserved. This document is provided for information purposes only and the contents hereof are subject to change without notice. This document is not warranted to be error-free, nor subject to any other warranties or conditions, whether expressed orally or implied in law, including implied warranties and conditions of merchantability or fitness for a particular purpose. We specifically disclaim any liability with respect to this document and no contractual obligations are formed either directly or indirectly by this document. This document may not be reproduced or transmitted in any form or by any means, electronic or mechanical, for any purpose, without our prior written permission. Oracle, JD Edwards, and PeopleSoft, are registered trademarks of Oracle Corporation and/or its affiliates. Other names may be trademarks of their respective owners.