Transform your customer loyalty with Comarch’s AI-powered solutions

Redefine personalisation by leveraging AI to transform data into actionable insights, driving loyalty, and maximising customer lifetime value.

Businesses today face the pressing challenges of building genuine customer loyalty amidst rapidly changing consumer preferences. Whilst traditional loyalty programmes have been the foundation, they can often fall short, relying on outdated strategies that fail to resonate with the modern consumer.

To stay relevant, companies must embrace the power of artificial intelligence (AI) and machine learning (ML) to unlock deeper insights into customer behaviour to stay relevant. This is where personalisation plays a crucial role in fostering loyalty and engagement.

AI-driven hyperpersonalisation

The evolution of AI has given rise to an era of hyperpersonalisation, enabling businesses to conduct in-depth analyses of extensive data sets to deliver highly tailored recommendations. This includes customised offers, targeted advertisements, adaptive communication styles, personalised rewards, and strategically timed interactions with customers.

Built on 21 years of continuous innovation, the Comarch Loyalty Marketing Platform (CLM) has been implemented by over 150 major clients worldwide, meeting today’s technical and business requirements.

“We strive not only to keep up with the times but also to set trends ourselves whilst carefully listening to our clients' feedback on what needs improvement or what should be added,” said Marcin Przybylski, Business Solutions Consultant at Comarch.

The CLM includes over 700 ready-to-use APIs – allowing seamless integration with existing systems – and can be hosted on-premises, in Comarch’s cloud, in a public cloud, or even in a hybrid model. Comarch manages the entire implementation without any third-party solutions, ensuring the solution meets each client’s unique demands.

By analysing vast amounts of consumer data, Comarch empowers organisations to gain a granular understanding of their customers, enabling the delivery of hyperpersonalised experiences. The platform’s capabilities extend to real-time purchase analysis and a robust recommendation engine, ensuring that customers receive the right content at the right time.

This form of personalisation not only enhances customer satisfaction but also drives repeat purchases, creating a sustainable cycle of loyalty.

AI-driven CLV prediction

Predicting customer lifetime value (CLV) has become a critical necessity for businesses aiming to optimise their marketing strategies. CLV encapsulates the total net profit a customer generates. It considers factors such as repeat purchases, referrals, and increased spending, guiding companies in segmenting their customer base for tailored loyalty initiatives.

Comarch’s loyalty solutions, powered by AI and ML, provide businesses with the tools needed to accurately forecast CLV. The CLM platform empowers companies to make informed decisions, ensuring that their loyalty programmes are both effective and profitable. The integration of the Contact Time Optimisation (CTO) mechanism allows for the delivery of personalised messages precisely when customers are most likely open to marketing content, enhancing engagement and interaction.

Przybylski illustrated the positive influence of CLV prediction on its customers, noting, “Our clients have been able to identify customer segments with potential for increased spending. Through targeted promotions, they experienced an average 15% increase in revenue from these segments within just a few months. Additionally, churn amongst high-value customers decreased by an average of 10%.”

With the growing concerns about data privacy, Comarch prioritises the security of customer information, adhering strictly to GDPR and other relevant regulations, as well as its AI-based fraud detection and prevention capabilities that have garnered acclaim from clients and esteemed firms like Forrester and Gartner.

The AI engine operates in two key areas: Enrollment Security, where it identifies anomalies such as randomly generated data and sudden spikes in registrations, effectively mitigating onboarding fraud; and Transaction Security, where it recognises system "gaming," detects fraudulent activities including insider fraud (“friendly fraud”), unusual transaction patterns, and unrealistic travel speeds between transaction locations.

“Our solution is a powerful system designed for large enterprises, capable of efficiently and securely managing loyalty programmes for millions of customers. It supports multi-tenancy, enabling multiple programmes for different brands or subsidiaries across various countries to run on a single instance,” said Przybylski.

Future-ready loyalty marketing

With today's fast-paced digital landscape and competitive market, Comarch is poised to launch several key innovations that will further transform customer experiences.

The Channel Optimisation feature ensures messages are sent through the channel with the highest likelihood of being opened. Meanwhile, the Reward Recommendation mechanism tailors rewards to individual customer preferences, and Product Recommendations leverage personal details and customer location for a more personalised experience.

The Offer Generosity Model identifies the minimum value of offers whilst maintaining their attractiveness, and the Next Best Action feature advises on the most effective steps for customer engagement. Promotion Optimisation and Result Prediction further empower clients to select triggers and target customers for promotions, accurately predicting their effectiveness.

A standout addition is MAIA, Comarch’s AI-driven chatbot, which transcends conventional algorithm-based chatbots. MAIA serves as a comprehensive knowledge hub, powered by manuals, technical documentation, and expert articles from loyalty specialists.

This enables marketers to seek guidance on creating successful loyalty programmes and establishing specific business rules. Additionally, MAIA functions as an intelligent customer service chatbot, ensuring businesses can provide exceptional support whilst enhancing their loyalty programme strategies.

Through Comarch Loyalty Marketing Platform, businesses can discover the full potential of CLV. The platform allows them to effectively personalise experiences, predict churn risk, enhance up-selling and cross-selling through transaction-based product recommendations, and identify hidden customer segments with automatic segmentation.

By partnering with Comarch, companies can foster strong customer relationships, elevate their business, and enhance their loyalty programmes through the power of AI and machine learning.

Take your customer loyalty programmes to the next level. Explore Comarch’s services for loyalty management digital marketing tools and find out how they can help you achieve your business goals. Find out more!