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Putting digital loyalty into context

27th Jun 2019
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In the 21st century, having a well-thought customer loyalty strategy is a must.

Why? A study conducted by a global advertising agency Havas confirms that clients who feel a personal connection to a particular brand are more likely to purchase its products.

According to an article published by, returning customers spend up to 67% more than newly acquired ones, while research done by Frederick Reichheld of Bain & Company highlights that “a 5% increase in customer retention produces more than a 25% increase in profit”.

Another report shows that 77% of consumers are more willing to continue doing business with a brand if they are given a chance to participate in a rewarding loyalty program.

Designing and running successful customer loyalty programmes increasingly requires the right assistance – a system or platform that can help you realise customer experience strategies with the use of advanced features based on the latest standards and industry trends. These days, when it is all about personalised content and the latest and most sophisticated technology (mobile, beacons, AI, machine learning), such solutions are becoming essential for driving digital loyalty.

In the cloud

In a recent article for the Guardian, John Gillespie, CIO of Amnesty International, revealed that moving into the cloud liberated him and co-workers from hands-on management of most of their technology.

Considering how universally applicable the cloud can be, today’s technology providers continue to find new methods of using it to help companies achieve better business results. For that reason, many previously hardware-dependent systems and services are now becoming available in cloud versions to reach all interested parties – no matter their size, technological maturity, or financial capacity.

Research conducted by Harvard Business Review reveals that cloud computing is providing small-size enterprises with the support necessary to compete in global markets. For many of those companies, cloud computing has turned out to be a game changer, especially when delivering a comprehensive loyalty programme.

A cloud computing study conducted by IDG reveals that over 70% of all cloud services that are currently in use are enterprise-focused. That shows how significant cloud computing is for today’s business environment. IDG also reports that 77% of enterprises have at least one application already working in the cloud – and the number of applications and end-users is expected to multiply over the next few years.

Why cloud matters

First, the cost of cloud systems and services is much lower than for in-house solutions. This is because a user does not have to spend money on the time-consuming implementation process. Instead, they are given instant access to the IT solution they are interested in.

Also, even the most complex cloud project can be carried out in a fraction of the time you would need to spend on launching on-premises IT infrastructure. What is more, stepping into the cloud means that one’s internal IT department no longer has to worry about system maintenance; thus, it can perform other business-relevant tasks and cover new profitable territories.

Second, cloud systems are not economically efficient due to how easy it is to start using them, but, thanks to subscription-based payment models, they also offer payment flexibility (pay-per-use) that no in-house solution can provide.

The best of both worlds?

Thanks to more than 20 years of global experience gained through carrying out loyalty projects for dozens of highly-respected brands such as BP, Heathrow Airport, and True Value, the people at Comarch were able to take one of their flagship, enterprise-focused products and create a cloud-based version which can serve as a strong foundation for building long-lasting relationships between small/mid-sized companies and their customers.

Named Comarch Loyalty Management (CLM) Cloud, the product is being advertised as a modern, practical and cost-efficient IT platform for realizing simple to advanced loyalty programs, yet there is much more to it than meets the eye.

Supporting real-time management of program registration, segmentation, rewarding, and multi-channel communication, CLM Cloud includes a complete set of tools for fraud protection and reporting. Due to the OPEN Rest API, the solution facilitates integration with external IT systems, while the subscription-based pricing model ensures the monthly cost is dependent on the number of completed transactions.

The CLM Cloud designers themselves describe the product as a way of achieving better customer engagement results that feels effortless. That is because, at its core, it is a cloud, business automation, and loyalty management solution at the same time; one that can be considered the next step in the evolution of cloud computing. 

Cloud infographic

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