Universal Containers (UC) plans to implement Loyalty Management and change its current strategy of giving benefits to all members equally. UC wants…

To build a network of brand advocates, Universal Containers must move beyond simple transactional rewards and create personalized, engaging experiences that foster a deeper connection with the brand. Loyalty Management facilitates this by:

1. Integrating with Salesforce CDP to segment members and deliver targeted promotions, making members feel understood and valued (A).

2. Using tiers to differentiate members based on their engagement, offering exclusive benefits that encourage continued interaction and a sense of status (C).

3. Rewarding non-transactional, advocacy-based behaviors, such as social media posts, with unique experiences, which directly encourages and reinforces brand endorsement (D).

These strategies combine to create positive experiences that transform satisfied customers into active brand advocates.

B: A simple points-per-dollar program is purely transactional and does not specifically incentivize the advocacy behaviors UC wants to cultivate.

E: Separating loyalty and analytics systems creates data silos, hindering the 360-degree customer view necessary for the personalization required to build brand advocates.

1. Salesforce Help, Salesforce CDP and Loyalty Management: "You can use Salesforce CDP to create segments of loyalty program members based on their profile, tier, points balance, and engagement activities. You can activate the segments for marketing campaigns and journeys." This supports using segmentation for targeted promotions (Answer A).

2. Salesforce Help, Tiers in Loyalty Management: "Tiers help you classify members based on their engagement with your brand. You can create tiers and provide members with exclusive benefits for each tier... Tiers help you retain high-value customers and keep them engaged with your brand." This directly supports using tiers for engagement (Answer C).

3. Salesforce Help, Benefits in Loyalty Management: "You can create benefits of different types, such as a product or service discount, shipping fee waiver, or access to exclusive events." This supports offering experiential rewards like concert tickets (Answer D).

4. Salesforce Help, Loyalty Program Processes: The documentation details how to create processes that reward various member behaviors, including non-transactional activities. The "Use a Flow to Credit Points for a Non-Transactional Activity" section explicitly covers rewarding actions beyond purchases, such as social media engagement (Answer D).