A customer completes a fifth purchase and qualifies for a loyalty incentive. The marketing system recognizes the milestone and immediately sends a confirmation. Yet the gift card promised in that message may still depend on an employee exporting a spreadsheet and placing an order.
One task is automated; the complete process is not. For a customer loyalty program, that distinction matters. Identifying eligibility is useful only if the business can authorize a reward, deliver it, and record what happened. The final step often reveals how poorly connected the underlying systems are. [Read more…] about Why Manual Reward Delivery is Holding Back Customer Loyalty Automation