When will loyalty embrace the cloud?
Credit card companies and banks, following in the footsteps of retailers have adopted loyalty programmes as competition for customer acquisition and retention has intensified. Most large companies who use loyalty programmes have their own custom application systems, while others who do not, utilise specialised off-the-shelf loyalty software.
With the advent of outsourcing, many businesses running loyalty programme have outsourced the complete design, running and campaigns management to a loyalty specialist owning loyalty software. In the last few decades businesses large and small have increasingly jettisoned their own custom applications in favour of off-the-shelf enterprise systems like SAP and Oracle ERPs for automation of their backbone enterprise operations like financials, inventory management, procurement etc. Seeing the benefits of moving from custom applications to pre-packaged enterprise software, many companies are now switching from their custom loyalty application to enterprise loyalty software like Oracle Siebel loyalty.
It is important to understand the meaning of ‘cloud’ as everyone now calls their services or products ‘cloud enabled’, which may be some distance away from reality. The use of the word ‘cloud’ in IT originated from the depiction of internet
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