Described by Philip Stander, MD of the company, as scalable, cost effective, quick to market and capable of setting exciting new benchmarks for customer retention programmes, it creates a unified data feed of customer interactions, which can then be analysed to provide useful customer data for targeted communication and offers to customers.
It is one of the first software development companies in South Africa to adopt service oriented architecture (SOA) to handle 'extreme' (exponential) transaction processing for large clients and today switches over 2 billion transactions a month.
The platform includes multi-tenant capabilities - the ability to manage sophisticated currency arrangements and multi-partner schemes - covers batch generation of vouchers, real-time charging, balance management, tracking and revenue assurance functions. Customer retention, combining customer behavioural analysis, 'rate planning' and the allocation and redemption of rewards are integral to the service.
It can reference external data such as date and time, payment type, SKUs (stock-keeping units), location, etc. to enrich the intelligence of the rate plan allowing for targeted rewards or bonuses.
Accessed, and paid for on demand as dedicated software service (Software-as-a-Service - SaaS), the platform can be accessed through a public or private 'cloud' (dedicated server). It is a horizontally scalable platform - a system that expands to meet escalating demand - and allows management to 'start small' and grow as required.
"A client can effectively own, build, test and maintain a loyalty program without risk, third party involvement or large capital outlays," says Stander.
Initially implemented by one of South Africa's largest retail, practice and play groups, 'MoreGolf', to promote golf through a network of affiliated clubs, retail outlets and driving ranges, the loyalty platform triggered a 100% increase in bookings within four months of implementation.
Processing a stream of golf experience transactions, the 'multi-channel' characteristics of the platform consolidate Point of Sale interactions with web portal transactions and CRM (Customer Relationship Management) inputs from the Pro Shop retail network, driving ranges and clubs affiliated to the membership network.
The platform collates audited data that is 100% accurate and instantly quantifiable.
"This is a key requirement for Business Intelligence and simplified customer profiling, behavioural analysis and targeted communication," adds Stander. "It allows management to analyse data in a reliable real-time format and build customer relationships based on relevance."
It enables organisations to gather information from its customers in order to learn more about them, such as whom its most profitable and least profitable customers were, what they enjoyed the most and what changes are required to make them truly loyal.
A user-friendly web-based management interface provides customers with direct and transparent access to 'on-demand statements' on the one hand and call centres and managers the tools to adjust reward schemes and promotions (product mix and price adjustments) on the other.
"Personalisation like this encourages point redemption and keeps customers interested and engaged and that is the ultimate purpose behind the implementation of a loyalty programme," concludes Stander.
