Plan and design loyalty programmes with Salesforce capabilities

Why loyalty programmes matter in Asia

Asia is home to some of the world’s most dynamic markets, where customer loyalty is often linked to highly personalised and culturally relevant experiences. According to Salesforce’s Connected Shoppers Report, 58% of shoppers are more likely to purchase from brands offering loyalty programmes. However, customers today demand more than just rewards; they expect unique experiences that align with their values and lifestyles. This is particularly true in Asia, where the fusion of tradition and innovation shapes customer expectations.

For businesses operating in this region, loyalty programmes serve as a gateway to fostering deeper connections, ensuring repeat business, and creating advocates who promote the brand within their communities. At VISEO, we partner with clients to craft programmes that combine Salesforce’s technology with local insights to maximise impact.

Designing an effective loyalty programme

1. Understanding your Customers

A one-size-fits-all approach rarely works in Asia’s diverse markets. Segmenting customers by demographics, preferences, and behaviours allows for tailored loyalty strategies. With Salesforce’s advanced analytics and AI capabilities, businesses can gain deep insights into customer patterns and design experiences that truly resonate.

2. Creating tiered structures

Salesforce Loyalty Management provides tools to organise customers into tier groups, offering a structured path for rewards and recognition. Here’s how it works:

• Tier Models: Choose between a Fixed model, with predefined start and end dates, or an Anniversary model, which adapts to a customer’s enrolment date.

• Points System: Allocate qualifying points for tier progression and non-qualifying points for redeemable rewards such as free products or exclusive services.

• Engagement Activities: Reward actions like purchases, referrals, and social media engagement to drive loyalty.

By customising tier structures, businesses can cater to different market segments—from luxury shoppers seeking exclusivity to everyday consumers looking for value.

3. Designing culturally relevant rewards

Rewards that reflect local preferences and values have a far greater impact. In Asia, benefits such as free delivery, early access to limited-edition products, and invitations to exclusive events resonate deeply. At VISEO, we help businesses align their rewards with regional trends, ensuring loyalty programmes remain relevant and engaging. For instance, integrating seasonal rewards around Lunar New Year or Diwali can create a strong emotional connection with customers.

How Salesforce enhances loyalty programmes

Simplified rewards management

Salesforce offers intuitive tools for setting up and managing rewards:

• Vouchers and Promotions: Create fixed-value or percentage-based vouchers that can be tied to specific products or services.

• Partner Collaboration: Collaborate with partners to expand the programme’s reach. Salesforce’s Experience Cloud provides partners with transparent access to loyalty details, fostering trust and cooperation.

• Advanced Reporting: Use Salesforce’s dashboards to track programme performance and refine strategies based on real-time data.

Optimised customer experience

Personalisation is at the heart of successful loyalty programmes. Salesforce’s Customer 360 tool integrates data from various sources to create a unified view of each customer. This allows businesses to:

• Predict preferences using AI-driven insights.

• Deliver tailored offers that enhance customer satisfaction.

• Address rising expectations for seamless digital interactions.

Enhanced data privacy and transparency

In an era where customers are increasingly cautious about data usage, Salesforce’s robust security features ensure compliance with local regulations, such as GDPR or PDPA. Customisable permissions give businesses control over data access, building customer trust while enabling personalised experiences.

Addressing challenges in Asian markets

Rising expectations

Customers in Asia are digitally savvy and expect frictionless experiences. Businesses must adapt quickly to meet these demands. Salesforce’s flexibility allows for real-time adjustments to loyalty programmes, ensuring relevance and engagement.

Complexity and clarity

Many loyalty programmes fail due to unnecessary complexity. Salesforce’s user-friendly interface simplifies the process, making it easy for customers to understand benefits and for businesses to manage rewards.

Siloed operations

A seamless customer journey requires collaboration across departments. With Salesforce, businesses can break down silos, ensuring all teams work from the same customer data. This integrated approach improves communication and delivers consistent experiences.

Driving digital transformation through loyalty

At VISEO, we view loyalty programmes as a key component of a broader digital transformation strategy. By leveraging Salesforce’s capabilities, businesses can:

• Create data-driven strategies that enhance customer engagement.

• Build flexible, scalable loyalty solutions that grow with their market.

• Align loyalty initiatives with overarching business goals, such as increasing digital adoption or expanding into new regions.

Our expertise lies in helping businesses integrate Salesforce solutions seamlessly into their operations, ensuring that loyalty programmes are not just transactional but transformative.