Hitit’s Loyalty Management Solution LMS is preferred and proven by many companies worldwide, since 1994. Telecom & Internet Services Loyalty Management (TLM) is an extended version of LMS for telecom and internet services market, enriched with sector specific features according to the operators’ business and marketing needs.Having robust architecture and a rich set of functionality, TLM manages all the parties involving in a loyalty program including marketing, accounting and IT departments, program members and partner companies.

Positioning in Telecom Subsystem
TLM is positioned in BSS-OSS layer, being in close relationship with other CRM platforms, billing systems, and customer care applications. With a rich set of features and easy to expand structure, it is able to perform many functionality related to customer relationship and campaign management beside its extensive loyalty program management capability.

TLM is basically composed of three main parts:

The first one, independent of the industry, is the core part, in other words the brain of the system.

The second one is the telecom feature set, built according to the effective loyalty rules of telecom market.

And the last is the specific feature set for the program owner company. TLM is not an off-the-shelf product but a tailor-made system to be shaped according to the business needs and network capabilities.

Figure: Typical TLM peripherals and integration points in a telecom subsystem.

Basic Feature Set

The items in the feature set below are explained in brief and covers core as well as telecom specific parts. Core features details are the same as those of LMS:

• Enhanced Member Management (Member data management, segmentation, tier management, member relationship)
• Web portal
• Member correspondence (Mass or individual messages, letters& statements, fax, e-mail, SMS)
• Partner Management (Accrual and Redemption partners, Different payment models, partner portal)
• Campaign Management (Individual or segment based, numerous parallel campaigns)
• Bonus Accrual Management (Dynamically generated rules. Easy to manage with  user friendly GUI)
• Redemption Management (Dynamically generated rules. Easy to manage with  user friendly GUI)
• Reporting capabilities (Ready to go web based reports, ability to get reports in different formats, dynamic dashboard for easy access)

Technical Features

Easy integration to any platform. Interfacing with the peripherals using any standard or proprietary protocol.
Configurable batch interfaces, enhanced file generation and transfer control.
Scalable and reliable architecture.
Scheduling of batch jobs, including full automation of file transfers, encryption and decryption.
Flexibility to expand feature set with the guidance of the customer.

What are key benefits for the companies?

Telecom operators and internet service providers offer diverse services such as voice and data communication, hosting, mail service, content services, VAS, IN etc. These services are used in a wide range of activities affecting each moment of our lives, such as entertainment, education, medical services, information broadcast, marketing, social networking and many business and personal purposes.

Upon customer centric regulations, which allow end-users the freedom to choose and easily change their service provider, marketing and especially customer relationship strategies of the telecom companies become more critical than ever.

Daily campaigns and promotions motivate customers to purchase new products and services but do not create a sense of loyalty. Customers can easily change their service provider for an attractive promotion of competitor, because they have nothing to lose, because their service provider owes nothing to them. TLM offers key loyalty rules to award valuable customers and breed their devotion.

Thanks to its powerful partner management capability, TLM driven loyalty program can incorporate with any partner in different partnership models. Its easy integration capability brings the facility to expand the system peripherals and maximize the benefit that could be gathered of existing network enablers. According to the loyalty program requirements and business rules, any IT platform (e.g. billing/charging systems, service delivery platform, CRM system) can be integrated with TLM, using standard or proprietary protocols. Operator can trace the borders of its loyalty system according to the marketing requirements and reshape it  whenever a new opportunity appears.

Hitit offers a well defined and rule based core with the key loyalty elements and the flexibility to shape it easily. Since TLM integration into an operator is a tailor-made project, Hitit gives you turn-key service including technical and business analysis held with project owners. Hitits’ technical team is always part of the analysis and reshaping phases of the TLM project and provides valuable engineering support with its extensive experience.

What are key benefits for program members?

Service providers generate many campaigns to the mobile, fixed line or internet service consumers every day. Customers follow short-term or mid-term promotions to gain benefit but easily churn because there is no value to tie them to the operator. However, being part of a loyalty program, whose benefits increments with the duration of the loyalty is a serious reason to stay in the same operator. Members have incomes if they keep their position, not only service fee discounts and bonus points but also social and economical benefits in various opportunities according to their interests.

What is a loyalty eco-system, what are key benefits for partners?

Offering a wide range of redemption opportunities including social benefits, services or products addressing different segments, economical, cultural and professional levels is crucial for the success of any loyalty program. Loyalty is ensured with the attraction of the awards. Hence a wide eco-system, including several redemption partners will add value to any loyalty program. Partners’ loyalty programs can be integrated with those created in TLM. Redemption and accrual transactions are immediately sent to the correspondent system.

Example products and services that can be used for accrual or redemption rules definition:

• Membership
• Air-time usage
• VAS, IN services subscription, renewal, usage
• Content services (IPTV, VoD, music, images download) usage. Content based calculation (fee or number based)
• Other services usage (hosting, IPTV, e-mail services, VoD)
• Number porting actions (wellcome points, loyalty points)
• Etc.

It is possible to define accrual rules based on scheduled events, in which the date is known in advance, such as service contract renewal for subscription based products. If subscription lifecycle mechanism is not managed, bonus can be given each 1th, 3th, 6^th etc. months of continuing service usage.

Accrual rules have simple or complex definitions:

Simple rules:

• Fixed bonus
• Bonus with multiplier (Number of activity or volume based definition)
• Goodwill points
• Consecutive rules (parent and child rules)
• Maximum limit of bonus definition per rule

Complex rules:

Multi action and multi condition rules (Promotions, and bonuses are granted on the basis of multiple events or a combination of different events with many conditions)

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