Keeping customers loyalty is harder than ever. With so many options out there, brands can’t rely on great products alone. They need to give customers a reason to stick around. That’s where a smart, well-designed loyalty program can make all the difference.
The right program doesn’t just drive repeat purchases, it helps build stronger relationships, turns customers into advocates, and gives brands valuable insight into what’s working. There are plenty of benefits to having a loyalty program—from boosting retention to gaining a competitive edge. Read more about the full list of benefits and what to consider when launching one here.
Salesforce Loyalty Management makes it easier to build and manage programs like this. But before jumping into setup, it’s important to understand what makes customer retention so challenging, and what today’s customers expect from loyalty experiences.
Data suggests that acquiring a new customer is 5 to 25 times more expensive (depending on the industry) than retaining an existing one. However, building lasting relationships with current customers and fostering loyalty is no easy feat. Customer retention presents challenges that require deeper understanding, including:
All these challenges must be considered before narrowing on a loyalty program and crafting the various incentives.
In this article, we take a closer look at Salesforce Loyalty Management and why it’s a strong choice for building customer loyalty and brand advocacy.
Salesforce Loyalty Management is a powerful platform that enables businesses to create unified, scalable loyalty programs that drive retention and engagement. It supports both B2B and B2C organizations, allowing them to onboard customers, track behavior, personalize experiences, and reward meaningful actions.
The platform is built around three core capabilities:
Anyone who joins a brand’s loyalty program is considered a member. The Member Management module allows businesses to enroll and manage both individual and corporate members. It also enables the creation of member groups—where points can be pooled and shared across accounts to unlock collective rewards. Within this module, organizations can track enrolment dates, member activities, earned and redeemed points, and more using transaction journals.
This module is where the loyalty program is designed and configured. Brands can define tiers (e.g., Silver, Gold, Platinum) to encourage ongoing engagement, assign currencies to reward actions, and track customer behavior using insights from brand-owned or third-party websites.
Program Setup also supports the integration of external vendors. This allows brands to co-create rewards and benefits with partners—offering customers more ways to earn or redeem points using third-party products and services.
This is where brands bring personalization to life. Tey can deliver tier-based perks, assign member badges, trigger milestone rewards, and customize promotional offers based on engagement.
Gamification is another key feature. Brands can reward continued activity with more points (or other forms of loyalty currency), unlocking personalized rewards that keep customers engaged and returning.
Salesforce Loyalty Management integrates seamlessly with Salesforce Marketing Cloud and external systems, making it easier to deliver loyalty experiences that align with broader marketing and service strategies.
Let’s look at how this works in practice with Sarah, a Loyalty Program Manager at a fashion brand.
Sarah begins by launching the Program Setup module. She gives the program a name and description, defines the loyalty tiers, sets eligibility rules, and chooses the loyalty currency. Each tier—named Newbie, Regular, Frequenter, and Patron—has a point threshold, defined benefits, and a duration before expiration. Just like game levels, customers move through tiers as their transactions increase.
Points are the most common loyalty currency, but brands can offer alternatives like early access to sales, complimentary shipping, or lounge access. Points can be either:
Sarah sets the program to use non-qualifying points with a Fixed Expiration Model, meaning points expire two years after they’re earned. She defines accrual rules, when members earn points, and redemption rules, when and how those points can be spent.
To increase program appeal, Sarah also partners with an accessory brand to co-create exclusive offers, giving customers more value and more reasons to stay engaged.
Salesforce Loyalty Management gives brands the tools to build smarter, more personalized loyalty programs that drive retention and long-term customer value. Here are just a few of the benefits:
1. Improved customer retention and loyalty: With customizable membership tiers and reward structures, brand can keep members engaged and coming back. As members make repeat purchases, they earn loyalty currency and unlock higher tiers—deepening their connection to the brand.
2. Increased customer lifetime value: Gamification features allow members to earn more by interacting more. Personalized offers and tier-based incentives encourage consistent engagement, reduce churn, and increase the overall value of each customer.
3. Data-driven insights and personalization: Salesforce offers a unified view of the customer by integrating data across all touchpoints. This allows brands to tailor rewards and offers in real time, track program performance, and continuously optimize the member experience.
4. Flexibility and seamless integration: Whether you’re a B2B or B2C brand, the platform works across industries and integrates easily with Salesforce tools and third-party systems. That means loyalty programs can be extended across channels to deliver a connected customer experience.
5. Efficient program management: Salesforce Loyalty Management is a no-code platform, meaning marketers can build, manage, and track programs without needing developer support. Once set up, workflows are automated which makes day-to-day management fast and efficient.
6. Partner and cross-industry enablement: Brands can collaborate with partners to expand their rewards ecosystem. Co-created benefits with third-party vendors give members more options to earn and redeem points, making programs more attractive and competitive.
Concord is a leading digital transformation partner with deep expertise in loyalty strategy and Salesforce implementations. We help organizations unlock the full potential of Salesforce Loyalty Management to drive measurable improvements in customer retention, engagement, and revenue.
The Concord Advantage
· Salesforce Crest Partner recognized for proven expertise and successful delivery.
· Cross-industry experience across retail, healthcare, finance, and more.
· Global delivery model spanning the U.S., Eastern Europe, India, and Latin America.
By partnering with Concord, brands can launch and scale loyalty programs that are not only personalized and data-driven, but built for long-term success.
Contact us to learn more about how we help companies turn loyalty into a growth engine.
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