Loyalty Member Management User Guide - Northwind · Loyalty Member Management User Guide ... Loyalty Setup Several system options must be configured to determine the behaviour of

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Loyalty Member Management User

Guide

Document Purpose This document is intended as a reference guide to provide information concerning the interaction capabilities of the Maestro Guest Loyalty feature. This document relates specifically to Maestro Loyalty and is intended to highlight features that may optionally be used at the hotel’s discretion.

Who Should Be Reading This Document This document is intended for the following audiences:

- Northwind Installers/Programmers - Northwind Training and Support Personnel - Maestro User – IT Personnel / Webmaster - Maestro User – Operations

What the Reader Should Already Know This document assumes that you have the following knowledge or expertise:

- Operational understanding of PCs - Operational understanding of Maestro PMS - Understanding webpage concepts - Familiarity with clients Website

Introduction Maestro provides a Guest Loyalty Management feature for your property to implement a full featured and integrated guest loyalty program. The Maestro Guest Loyalty Management feature works with your goals to create a robust loyalty program for your guests, allowing points to be awarded for loyal guests, including incentive emails, redemption options, and online account access for your customers. Considerable thought should be put into how you plan to use the program and incent your guests to participate in the program. Please review the entire document to understand the scope of options and features that may be used within the program. The Guest Loyalty Management feature includes the following areas: General

Multi-Tiered reward programs (e.g. Platinum, Gold, Silver, etc.)

Ability for multiple reward programs based on different criteria and rewards for an individual guest

Ability to maintain on file awards received by individual guest or member

Ability to charge an annual fee for membership

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Optional Loyalty Member magnetic card (linked to a gift card) that provides guest recognition and will hold the value of points (equivalent to a fixed dollar value) that may be redeemed for services provided by Maestro or supported interfaces

Online access to allow guests to self-enroll and self-manage their loyalty account

Configuration options allowing assignment of loyalty program, loyalty level, exchange rate between dollars to points, eligible posting codes, and user authorizations to manage the loyalty program

Enrolment

Loyalty program membership will be based on a unique identifier for each member that correlates to a client profile in Maestro. A magnetic card (optionally linked to a gift card) may be issued to the loyalty member or the member may simply be accessed by their loyalty id

Guests may be enrolled into the loyalty program at user defined levels and naming conventions (e.g. silver, gold, platinum, etc)

Configurable loyalty levels promotion (increases automatically by $ spent or nights stayed)

Each loyalty program level will have a qualifying period with an expiry period

Each loyalty program level will have associated configurable benefits (e.g. basic benefits may

include only free newspaper, higher level may include free meal, etc) Reward Membership rewards will be earned via purchases made through Maestro based on Maestro’s posting (transaction) codes and/or by guest reservations booked or nights booked. Points may be configured to be earned in a variety of ways:

Dollars spent recognition: Each posting code will have an assigned earning value earned as

points for $ spent (e.g. $1 spent = 12 points).

Nights stayed recognition: Each night stayed will earn a user defined points value (e.g. 1 night =

10 points).

Reservations booked recognition: each reservation may be configured to be eligible to receive

points (e.g. 1 reservation = 120 points).

Callers making a reservation on behalf of another guest may be rewarded points as a referring member.

Redemption Guests may redeem their points at any point of purchase that currently accepts gift cards, including folio purchase, retail purchases and dining purchases. Points will be configured to have an equivalent points to dollar value (e.g. 120 points = $1)

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Points Accrual

Accrual of points based on dollars spent, with specific earnings by posting code (eg. Ability to

assign a higher point value for room revenue than for food revenue)

Maintain a points accrued sub ledger for liability reporting purposes.

Allot points for Spbased on $ spent or # reservations.

Ability to reward points for the following items

o number of stays o room nights o total room revenue o food-and-beverage revenue o total revenue o period stay point bonus o general point bonus

Ability to create user defined groupings of items above for promotional purposes

Ability to assign specific point values for user defined groupings

Allow the property to apply different points calculations based on promotion & date related criteria

(i.e.: Double/ Triple point calculations based on special promotions, redemption of points not allowed based on date or current BAR).

Guest Preference Tracking

Loyalty members will have extended personal preference capture to identify such preferred items as:

o Newspaper o Room type o Room attribute (up to 5) o Turn down time (hours between 7-11) o Diet o Health o Music genre preference o Default TV station preference o Preferred room temperature o Pillow type o Allergies

Track reservation & non-reservation information (i.e.: dining vs. room reservation preferences).

Profiles are able to hold unique Service Code "preferences" (i.e.: quiet room, newspaper

preference) that are copied to each reservation as a service when applying a guest profile. Online Access (Future Phase after completion of Maestro features – est. mid 2011)

Via ResWave for online access

o Enroll in loyalty program o Check account balance o Modify preferences o View past and upcoming reservations

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o Opt in/out of specific mailings o Use existing ResWave functions (book reservations, spa, dining, etc) with assignment to

guests loyalty profile

Loyalty Setup Several system options must be configured to determine the behaviour of various aspects of the Guest Loyalty program. The following Global System options should be configured prior to using the system: Step 1: System Options Access this option in Global Menu > Setup > Global System Options Maintenance: Option 259 – settlement posting code Ability to settle a folio using points is based on configuration of settlement posting code representing a loyalty account settlement. Option 283 – minimum settlement amount This value dictates the minimum number of points that can be redeemed in a single transaction. A blank or 0 value indicates no minimum is enforced. Option 284 – maximum settlement amount This value dictates the maximum number of points that can be redeemed in a single transaction. A blank or 0 value indicates no maximum is enforced. Option 303 – Amount Value of a free room night This value allows the property to attach a value to a free room night in dollars to be used to calculate a balance for free room nights awarded. Option 304 – Points Value of a free room night This value allows the property to indicate the number of points associated with a room night for use in the system. Option 305 – Loyalty Reply Email This value represents the email address shown in the reply to for loyalty emails sent to loyalty members. The next step is to set up the actual loyalty program and associated details.

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Step 2: Loyalty Program Setup Access this function in Global Menu > Codes > Loyalty Program Setup The following window will be displayed. Select “Loyalty Programs”

Loyalty Programs Setup This function allows creation of the Loyalty Program(s) you wish to implement. Typically you will only have one internal loyalty program, although you may also register external programs such as credit card plans or airline plans if you wish to track these within the Loyalty management system.

In this window, you should establish the program name and description. This is the highest level of the program and typically there will only be one entry with the name of your loyalty offering. The PtsPer$ column is used to define the Points per Dollar for REDEMPTION purposes (not earning value, which is addressed later in this document. This value will control all redemption activity values within this assigned loyalty program.

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A calculator facility exists to allow the user to test how a PtsPer$ (Points Per Dollar) is handled by the system. In the example below, a guest with 1000 points earned at a rate of 120 points per dollar, will be able to use those 1000 points to purchase $8.33 of value.

Step 3: Loyalty Program Levels Create Loyalty Program Levels Access this function from the Loyalty Program setup window, highlight the Loyalty Program to configure, and select F5 (drill down) or right-click the mouse to access Loyalty Program Levels. Within each Loyalty Program, you can create multiple loyalty levels to promote different loyalty options for different guest stay criteria (i.e. to facilitate offering more to those guests who have proven to be loyal on a consistent basis, versus those guests who are more infrequent or just signing up for the program). At least one Loyalty Level must be established per Loyalty Program.

Create a name for each Loyalty Level (e.g. gold, silver, bronze). Assign a program type of I=internal or e=external. Only internal programs are processed for awards. External programs (airline, car rental, etc) are for reference only. Min Tier (minimum tier) controls two aspects of the loyalty program. The lowest minimum tier value also controls the minimum number of points that must be earned to start redeeming (e.g. if the min tier is 1000 and a guest has 200 points, that guest will not be able to redeem any points until they have earned at least 1000 points. This value may be left at zero to allow guest to redeem points immediately. As guests earn points, they become eligible for the next tier (and its associated benefits) when they have earned sufficient points to meet the next tiers minimum.

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Program Renewal options are A=Annual, M=Monthly, D=Daily, tied in with Program Duration (e.g. a program renewal of Annual and a program duration of 1, will set the expiry of the program at 1 year (1 annual quantity). Step 4: Loyalty Category Create Loyalty Category Access this function in Global Menu > Codes > Loyalty Program Setup Select “Loyalty Category” Loyalty Categories are created to allow multiple tiers of rewards (eg. Basic may only be setup to reward for room revenue, whereas Special may be setup to reward room, food, and spa revenue). Enter a loyalty category and a description.

Loyalty categories are assigned to posting code setup to associate a posting code with a loyalty category (and the loyalty group(s) the category has been assigned to). Step 5: Loyalty Category Group Create Loyalty Category Group Access this function in Global Menu > Codes > Loyalty Program Setup Select “Loyalty Category Group”

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The relationship between a loyalty category and a posting code is created by associated relevant posting codes in Maestro with a Loyalty Category, as shown in the example below. In this example, the posting code “A001” which represents room revenue in this configuration is associated with loyalty category “Room”. Following this example from above, any purchases transacted under posting code A001 will be eligible to earn points for those guests under a plan that covers the “Basic” Loyalty Group.

Step 6: Loyalty Stay Rewards Create Loyalty Stay Rewards (coming in 5.2) The following section highlights the different methods in which guests can earn points: This feature will allow points to be awarded based on guest stays (not dollars spent)

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Step 7: Loyalty Spending Rewards Create Loyalty Spending Rewards For each Loyalty Program Level, it is required to associate those loyalty categories that are eligible to receive rewards for dollars spent by guest under the program. This configuration flexibility allows the property to have control over what guests spending is awarded at different levels.

Step 8: Loyalty Awards Create Loyalty Awards This feature allows assign of awards not based on spending or stays. Currently identified award options: B=Room reservation booked C=Spa appointment booked N=new signup (Supported 12/2010) P=period stay point bonus (per nights in date range) R=room nights (per night) S=number of stays (per stay) T= total revenue (per stay) W=Renewal G=GEM Respondent Award (for filling out GEM survey). Only 1 GEM award per period will be processed Loyalty awards will be processed in the following sequence loyalty program, loyalty level, start date and for internal programs only.

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Awards Processing Awards are processed when certain events occur. The following are the events that trigger points being awarded to loyalty members:

Sign up points are awarded when an individual signs up into the loyalty program (either online or when entered in Maestro)

GEM survey points awards are assigned when the GEM survey is completed by the guest and

the survey results are received by Maestro

Revenue award points are assigned during the night audit of the night prior to departure and at checkout time

Caller Name (referrer) points are assigned upon checkout of the referred reservation.

Loyalty Access in Maestro The loyalty functions in Maestro are accessed at the client profile level. From the Client Profile, selecting Window > Client Loyalty will present the Client Loyalty Profile as shown below.

Client Loyalty Profile Client loyalty information is highlighted on the client profile. In the upper right corner of the window, the clients loyalty id and program and level are displayed.

From Client profile > Client Loyalty Profile

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If the client is not enrolled in the loyalty program, accessing this window provides the ability to enroll the client. Otherwise the window will display the relevant information for the Clients account with several other loyalty management functions, described in the following sections. Assign To ID provides the ability to have the loyalty accounts earned points accumulated on another loyalty account. Useful in situations where points are to be awarded to a centralized account. Status Code provides a means in which to identify if the account is Active, Hold or Expired. Card Number (directly refers to an issued gift card)- when assigning a gift card number to a loyalty account, the gift card will automatically be registered to the loyalty member. If the gift card has been previously registered to another guest, that card cannot be used with that loyalty account. Options from Client Loyalty Profile

Assign Loyalty Points The ability to assign points manually to client loyalty account and provide comments/reasons for assignment are supported.

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Transfer Loyalty Points The ability to transfer loyalty points from one client loyalty account to another client loyalty account is an available option.

Loyalty Points Activity Loyalty points activity reflects all activity of point accumulation, reduction and redemption with the ability to drill down into notes on individual transactions.

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Guest Reservation Loyalty Members will be highlighted in the reservations window. Loyalty Profile may be accessed (or new profile created) from Window > Client Profile > Loyalty

Redeeming Points in Folio Entry Using the posting code defined in system option 259 (settlement posting code), during folio entry will produce the following window used to specify points to be redeemed.

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The user may specify the dollar amount to redeem, in which case the required number of points will be displayed, or the user may specify the number of points to redeem, in which case the dollar amount will be calculated and displayed. Once the appropriate redemption is specified, pressing OK will process a transaction reducing the guests points balance and applying a folio payment to the guest folio. Voucher will be “loyaltypts” indicating loyalty points were used to make a redemption against the folio balance.

Email In conjunction with Maestro’s standard email features, Maestro can also automatically send email to loyalty members. There are three existing forms sources, and two new forms_sources designed to provide additional support for loyalty members. The Loyalty Emails are in Global Source module, and they are “LS”, Loyalty Signup, “LP” after points earned, and “LM” marketing information. The Loyalty reply address must be filled in on email setup. Em_loyalty is the marker that holds the loyalty information, and is available from the “loyaltyd” and “resloyal” forms sources. Use “resloyal” when putting in information based on the reservation, so, usually after-the-fact emails. The Marketing emails are sent from a specific spot – Setup > Loyalty Program Setup > Send Loyalty Emails. This will allow an email to be sent to a specific program, or even a specific member. If the GEM Depart Email Options is set to “L”, post-stay emails will be generated just for Loyalty Members. Emails that have been sent can be viewed and resent from the Loyalty Profile itself, Email > Email Messages. Email Events

- Email on new signup - Email when points earned - Email regular update - Email on points threshold to next level - Email after reservation departure (e.g.you earned x points…)

Marker fields to include: loyalty_id, program, current level, next _level, points balance, points to next level

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Loyalty Accounting Multi-Property Inter-property Points Accounting Within a multi-property implementation of Maestro Loyalty Management, it is possible for a guest to earn points in one property and redeem them in another. In this case, the accounting of points should be attributed back to the property that provided the points, not the property in which they were redeemed. Maestro handles this internal accounting feature as follows: e.g. Guest stays at property A, spends $1000.00 and earns 1000 points, equivalent value is $10. Guest stays at property B, spends $400.00 and redeems the 1000 points earned from property A, thus paying $390 and getting a $10 discount for their stay at Property B. Property B now owes Property A, the $10 for the redeemed points. Accounting is performed at time of redemption only. Logic will consume points in the chronological order in which it was received. It is possible that the redemption value will comprise of points (and $ value) from multiple hotels, and thus multiple liabilities will be created from the redeeming property to the awards properties. Accounting is as follows: Property A (original purchase) folio:

Post Code Charges Payment Revenue Property Ledger Property

Loyalty

Charges 1000.00 A A

Cash 1000.00 A A Earned 1000 pts

Points Value earned 10.00 A A

Point Value liability 10.00 A A

Cash 1000.00 A A

Property B folio at redemption

Tran Type Charges Payment Revenue Property

Ledger Property

Charges 400.00 B B

Cash 390.00 B B

Points 10.00 B A**** Property A gets credit from property

A for this amount

Points Value redeemed

10.00 B A****

Points Value liability

10.00 B A****???

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Points Accounting This section under review As holding points on behalf of loyalty members represent a liability on the part of the property for the value of the future redemption value of those points, a points ledger exists to allow managing this aspect of the loyalty program. Accounting is as follows: (eg. 1000 points = 8.33) Points awarded values:

Post Code Charges Payment

Points value earned 8.33

Point Value liability 8.33

Points Redemption values:

Tran Type Charges Payment

Points Value redeemed 8.33

Points value liability -8.33