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CRM & MARKETING
Content
1. Introduction .........................................................................................................................4
1.1 System release policy ............................................................................................................................................................................ 41.2 Research & Development Team.......................................................................................................................................................... 4
2. Roadmap Functions (currently version 4.1) .................................................................5
2.1. Release (Q3-Q4 2012) Version 4.2 .........................................................................................................................52.1.1 Gift auctions ............................................................................................................................................................................................... 5 2.1.2 iPad support .............................................................................................................................................................................................. 52.1.3 Rewards voting ......................................................................................................................................................................................... 52.1.4 Business Rules Templates (BRT) .........................................................................................................................................................62.1.5 Social media support – Integration with Facebook ......................................................................................................................62.1.6 Digital rewards ...........................................................................................................................................................................................62.1.7 QR code redemption support for CLM mobile app ........................................................................................................................72.1.8 Customer tiers ............................................................................................................................................................................................72.1.9 Dynamic Dashboard for iPad ................................................................................................................................................................72.1.10 Geo-marketing “offers around me” .....................................................................................................................................................72.1.11 Augmented View ...................................................................................................................................................................................... 82.1.12 New GUI of CLM ......................................................................................................................................................................................... 82.1.13 Virtual POS .................................................................................................................................................................................................. 82.1.14 New Content Editor .................................................................................................................................................................................. 82.1.15 Easy-to-use Promotion Wizard ............................................................................................................................................................9
2.2 Release (Q1-Q3 2013) Version 4.3 ........................................................................................................................ 102.2.1 Promotion copying ................................................................................................................................................................................. 102.2.2 Fixed price promotions ......................................................................................................................................................................... 102.2.3 Dynamic Dashboard .............................................................................................................................................................................. 102.2.4 Switching between functions in Business Administration ...................................................................................................... 102.2.5 Web utilization analyzer ........................................................................................................................................................................ 112.2.6 Web traffic analyzer ................................................................................................................................................................................ 112.2.7 Fostering System performance .......................................................................................................................................................... 112.2.8 SMS quiz ...................................................................................................................................................................................................... 112.2.9 SMS services ............................................................................................................................................................................................ 122.2.10 Rules for points issuance .................................................................................................................................................................... 122.2.11 Mobile Incentives .................................................................................................................................................................................... 122.2.12 Integration with NFC ............................................................................................................................................................................... 122.2.13 Promotions Calendar ............................................................................................................................................................................. 132.2.14 Message templates ............................................................................................................................................................................... 132.2.15 Usability optimization ............................................................................................................................................................................ 13
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CRM & MARKETING
2.3 Release (Q3-Q4 2013) Version 4.4 ....................................................................................................................... 142.3.1 Comparison groups ................................................................................................................................................................................ 142.3.2 Actions at the end of a promotion .................................................................................................................................................... 142.3.3 Knowledge base and a smart user help mechanism ................................................................................................................ 142.3.4 Loyalty widget .......................................................................................................................................................................................... 142.3.5 Account management based on pattern files ............................................................................................................................. 142.3.6 Multicurrency support ........................................................................................................................................................................... 142.3.7 CC chat mechanism ............................................................................................................................................................................... 152.3.8 CC message mechanism ..................................................................................................................................................................... 152.3.9 CRM GUI adaptation for the CC application.................................................................................................................................... 152.3.10 Fully personalized customer website.............................................................................................................................................. 152.3.11 Promotion simulations .......................................................................................................................................................................... 162.3.12 Visual help for business rule creation ............................................................................................................................................. 162.3.13 CC operations survey ............................................................................................................................................................................ 162.3.14 Contact Center scripts .......................................................................................................................................................................... 162.3.15 Customer satisfaction indicator ........................................................................................................................................................ 172.3.16 Interactive surveys................................................................................................................................................................................. 17
3. Comarch Loyalty Management Roadmap Timeline .................................................. 18
4. Marketing & Loyalty areas of the CLM Roadmap ...................................................... 19
Copyright ® 2012 Comarch S.A. All Rights ReservedNo part of this document may be reproduced in any form without the written consent of Comarch. Comarch reserves the right to revise this document and to make changes in the content from time to time without notice. Comarch may make improvements and/or changes to the product(s) and/or programs described in this document any time. The trademarks and service marks of Comarch are the exclusive property of Comarch, and may not be used without permission. All other marks are the property of their respective owners.
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1. Introduction
1.1. System release policy
The release policy for the systems is split into four levels:
EVE
RY 4
-6 Y
EARS MAJOR
VERSION
EVER
Y H
ALF
A YE
AR MINORVERSION
EVER
Y 10
-12
WEE
KS
MAINTENANCERELEASE
IF N
EED
ED
PATCHSETS
» major version - a new version of the system is published
every 4-6 years. Such a release is usually related to a
major technological change, which is why it is called
a major version. For customers who have already
purchased an older version of the system, an upgrade
to the latest version involves carrying out an entire
implementation project for the system to be changed
and customized. This is why Comarch does not force the
implementation of a new major version and continues to
support older ones » minor version – these system versions are published
and offered to customers every half a year. It groups
maintenance releases and new functions from different
system implementations as well as newly developed
functions. The customer pays only for the customization
of the new functions and as in the case of major
versions, implementation is not mandatory, and the set
of functions in each minor version can be chosen by
individual customer requests » maintenance release - published every 10-12 weeks.
These versions include bug fixes as update packs and
additional functions ordered by specific customer
requests (CR’s) » patch sets - published after the detection of a critical bug.
These versions are included in the support agreement.
1.2. Research & Development Team
Specialized teams responsible for the development of
separate platform applications were created for the
establishment of the Comarch Enterprise Marketing
Management solution. Currently, there are three teams in
three different Polish cities working on the following platform
components: Comarch Loyalty Management, Comarch
Campaign Management and Comarch Smart Analytics. The
involved teams, including R&D, are managed centrally, but in
each laboratory there is a separate project manager involved
in the process. The R&D team focuses on two main areas:
software development as well as process optimization in
projects and in system support.
The R&D process is supported by the Product Manager.
The Product Manager gathers customer requirements,
creates the descriptions regarding new functions and
oversees the entire development process.
CRM & MARKETING
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2. Roadmap Functions (currently version 4.1)
2.1. Release (Q3-Q4 2012) Version 4.2
2.1.1. Gift auctions
OBJECTIVE: To attract customers to a loyalty program
community and create additional opportunities to interact
with program members.
SCOPE: functionality
DESCRIPTION: Two types of auctions will be available in the
CLM system: » ascending price auction - bidders start from an opening
price and offer higher prices. They can view other offers.
The new price must be higher (increase in bid). The
highest offer wins. This kind of auction has a defined time
frame » descending price auction - it starts from the highest
price. With time the price is lowered by a constant value
until somebody accepts the price. This kind of auction
has a defined time frame but finishes when the first
customer accepts the price.
The CLM system will be able to define the following auction
specifics: » items from reward catalog as an alternative buying
option » special rewards which are not available in reward catalog » charity » services
In order to take part in an auction customers must be
authenticated. The system supports free initial participation
and it is equal for all customers.
Customers will be able to participate in an auction after
website login (only registered loyalty program members
can participate). A list of active/closed auctions and bidding
history of auctions will be available for program participants.
INTEGRATION REQUIREMENTS: None
2.1.2. iPad support
OBJECTIVE: To give iPad users the ability to use the CLM
system.
SCOPE: technology
DESCRIPTION: Compatible with iPad devices, for easy viewing
of dashboards and collecting reports. It will be possible to
view the mobile application and Customer Website on these
devices (resolving problems with Adobe Flash/Silverlight
technology is not supported on these devices).
INTEGRATION REQUIREMENTS: iPad
2.1.3. Rewards voting
OBJECTIVE: Opportunity to receive feedback from customers
about the attractiveness of rewards while at the same time
giving them the possibility to express their opinions.
SCOPE: functionality
DESCRIPTION: Possibility for customers to share their
opinions about gifts on the Customer Website. After they
login, customers will be able to evaluate catalog gifts on a
scale. The range of the scale is configurable and comments
can also be added to each gift. Users will not be limited to
only giving ratings based on numbers, as the scale is fully
configurable, enabling the usage of icons (for example:
stars). Customers could also be awarded with some
additional points for participating in voting and commenting.
Comments can be moderated: an administrator would
be able to remove inappropriate entries and the system
automatically identifies bad language and swear words
from a blacklist (current blacklist functions will be enhanced
for this purpose). The entire voting system can be reset (all
comments/votes can be canceled afterwards).
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2.1.4. Business Rules Templates (BRT)
OBJECTIVE: To simplify the process of promotion deployment
by using templates.
SCOPE: usability
DESCRIPTION: A function that facilitates creating promotions
from templates and for creating new ones. Creating
promotions by using pre-existing templates will be possible
when entered data will reduce the set of tabs, for example
creating a promotion which issues X number of points for
every Y amount of money spent within the transaction would
only require users to:
» choose the promotional period » choose the sites on which the promotion should be
active » enter X value – number of points » enter Y value – value of money that must be spent
All other promotional parameters can be hidden inside a
template (partners, condition/point formulas, segments,
even description). Users will receive a list of available
templates, each with different promotional rules.
There is also the possibility to use promotional templates
that can edit implemented conditions and formulas. This can
be perceived as an advanced element, because its usage
does not limit promotion mechanics, as it means that it will
be possible to create any kind of condition.
Templates for business rules will also enable the integration
of point/discount promotions with communication channels.
On additional tabs of the promotional wizard, the POS
message editor can be presented, enabling the direct
creation of messages printed on POS receipts in a case where
a promotion is triggered. If the tab coupon tab is available,
single process templates will facilitate coupon printing (with
layout and content preparation), checking fulfillment and the
issuing of bonus points. Template definition will decide which
wizard tabs, in which order and within which parameters
will be available for the end user during the creation of
promotions (segments, partners, etc.)
Advanced users will also be able to create their own
templates. Templates will utilize various mechanisms, by
which data gathered from users will be collected. In the
previously presented example there were two variables
used: X and Y. When creating templates for business rules,
users will be able to define all the required variables and build
points formulas to utilize their values.
INTEGRATION REQUIREMENTS: None
2.1.5 Social media support – Integration with Facebook
OBJECTIVE: To use social media networks as loyalty program
elements and a two-way communication channel with
customers.
SCOPE: functionality/technology
DESCRIPTION: In the future this function could be used to
award new loyalty program members with points for their
activities on social media networks. Additional points could
be granted if new program members register via social
media. This function will also facilitate building customer
communities.
Integration with Facebook permits:
» Surveys and offers published on company fan page » Analysis of marketing results – data gathered from
Facebook by Comarch Smart Analytics » SSO between Facebook and customer website » Registration form with prefilled Facebook data » Possibility to create special promotions based on “likes” » Points calculation for member activity on a fan page or
member profile wall (posts, referring a friend, clicking
“like”) » Facebook as a distribution channel for sending vouchers » Extra points for “likes” on company fan page or profile
wall
INTEGRATION REQUIREMENTS: Scope of integration must be
in line with the company’s social media strategy
2.1.6 Digital rewards
OBJECTIVE: To increase program attractiveness by adding
new and appealing rewards.
SCOPE: functionality
DESCRIPTION: One of the key motivations for participating in
customer loyalty programs are the rewards. Members will be
allowed to choose the way in which they redeem their points
for the different types of digital rewards that are provided
by Program Operators in cooperation with Digital Media
and Content Providers (known as Partners). The system
facilitates offering various digital rewards in exchange for
points:
» audio-books » e-files » MP3 » films » access to other specific content
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Possible redemption options include:
» pay with points only » pay with points and money only
Options can be set individually for every digital reward and
for the segments that members belong to. After a reward
order is confirmed, the customer’s account is balanced.
INTEGRATION REQUIREMENTS: If Program Operators wish
to offer digital rewards, they have a duty to find and set
up partnerships with Digital Media and Content Providers.
Integrating the system with 3rd parties will be necessary to
achieve this.
2.1.7 QR code redemption support for CLM mobile app
OBJECTIVE: To simplify the redemption of rewards
SCOPE: functionality/technology
DESCRIPTION: Simplifying the process for redeeming rewards
by utilizing QR codes. Member will be able to use their mobile
phones to scan a QR code attached to the offer or product.
QR code(s) are then sent to the central system which verifies
them.
INTEGRATION REQUIREMENTS: None
2.1.8 Customer tiers
OBJECTIVE: To distinguish program members by offering
additional privileges such as: special promotions in order to
collect points faster, special services and rewards.
SCOPE: functionality
DESCRIPTION: CLM facilitates defining customer tiers as a
combination of privileges and special business rules that
are available only to selected groups of program members.
A customer’s level will depend on the activities and actions
that they have performed within the program. The conditions
for entering a specified tier will be fully configurable and the
new status will be automatically (or manually by a Contact
Center agent) applied to the member after they meet the
required specifics.
The system can deliver a few different systems to recognize
when a member can advance to a higher tier. In each of
them, an unlimited number of levels can be created. Each
level should have separate rules which determine the level
of achieved and extra customer benefits. The system can
configure a grace period for customers in order to remain
in a tier (e.g., 2 months) before the status is lost. A specific
identifier type can be associated with each level. The system
will be able to communicate with the customers when they
have achieved/lost/may lose/or renewed a tier.
INTEGRATION REQUIREMENTS: None
2.1.9 Dynamic Dashboard for iPad
OBJECTIVE: To present the most important metrics of the
loyalty program and current program conditions on iPads.
SCOPE: functionality/technology
DESCRIPTION: This tool is targeted at executives as well as
marketing team members. The dashboard receives data
and analyzes it (instead of manually merging different
documents). The dashboard serves as a controlling &
monitoring tool as well as a communications channel.
With the CLM system the user will not have to merge several
reports but will be able to view important figures directly on
their iPad. The system will allow users to set up elements
by adding or removing existing elements, (eg. alarms with
e-mail notification). All information will be presented via
different chart types e.g.: bar, time series, pie, maps, rank.
Users can share their dashboards, they can also define goals
or set alarm thresholds.
The following list of KPI’s will be available as part of the CLM :
» Promotion performance - day by day confirmed
communication regarding offer redemption in % of target
group per: › Promotion name selected from a list
» Top rewards - current top rewards (taking into account
redemptions from previous week) per: › Number of rewards in the ranking › Best/Worst
» Sales - turnover week by week per: › Year
» Sale (geographical view) - current turnover by location: › Region
» Program enrollment by channels - registrations in
previous month from different channels » Average spend per visit - month by month average
shopping cart size in monetary value per: › Channels › Loyalty members/Non members
INTEGRATION REQUIREMENTS: None
2.1.10 Geo-marketing “offers around me”
OBJECTIVE: To provide mobile users knowledge regarding
nearby location-targeted marketing events (offers,
promotions, great deals).
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SCOPE: functionality/technology
DESCRIPTION: Possibility of creating promotions correlated
with the geo-location data of customers using the CLM mobile
app. The “offers around me” option works for customers both
willing to share information about their general location or by
using the “check in” option to determine where they actually
are (country, city, street) to inform them about ongoing
targeted events happening close to them.
“Offers around me” – push communications option – runs in
the background and automatically updates location-targeted
offers in different areas so that customers can reach the
nearby marketing event. Geo-location marketing events will
be supported by the CLM mobile app and a mobile device will
be added to the system as a new parameter. Thanks to geo-
location offers, clients will have the opportunity to research
the shopping patterns of program members and observe
traffic within stores.
INTEGRATION REQUIREMENTS: Program members must
download the CLM mobile app and their mobiles must be
equipped with GPS.
2.1.11 Augmented View
OBJECTIVE: To be in line with technology and marketing
trends and offer customers attractive content.
SCOPE: functionality/technology
DESCRIPTION: Augmented View will be a built-in element of the
mobile application. Customers can use their smartphones to
see computer generated content on real world backgrounds.
Nearby sites which participate in the loyalty program will be
shown on the screen. If there are targeted offers they will
also be shown in this view.
INTEGRATION REQUIREMENTS: iOS, Android
2.1.12 New GUI of CLM
OBJECTIVE: Refreshing the look & feel of CLM and making it an
even more intuitive tool.
SCOPE: usability
DESCRIPTION: The new system will have a new graphical
design as well as a more intuitive navigation system with
new ways of displaying content to make day to day work
easier for operators. Improving system usability is the main
aim for these changes.
INTEGRATION REQUIREMENTS: None
2.1.13 Virtual POS
OBJECTIVE: Provide clients with visible results coming from
the creation of promotions; showing the real-time system
response to the business rules designed & activated in the
system in the form of points/discounts accrual.
SCOPE: usability/technology/functionality
DESCRIPTION: The device used is a virtual machine acting as
an actual POS system. The idea for the virtual POS is to cover
the whole process of loyalty management related to POS and
show its instant results. The promos & POS communication
created in the CLM system will be displayed in the virtual
device.
The process can be divided into the following steps:
» Users create promotion rules in the CLM » Users activate the promotion rules » Users create tailored messages to be displayed on the
POS after the transaction is completed » Users activate tailored messages » Users perform transactions on the virtual POS » Users select the number of specific SKUs/PLUs of the
transaction » The transaction is processed – the system analyses
the rules & tailored messages to be activated for this
transaction » The virtual POS displays the accrued points & messages
The virtual POS is not only able to process single transactions
but also accumulated ones & applies the accumulated
promotion rules.
Integration requirements: Integrating with the specific CLM
system DEMO. The available one is :
http://217.74.68.196:6030/ba/login.do?locale=en
2.1.14 New Content Editor
OBJECTIVE: Providing new text editing tools to system users
with richer content capabilities.
SCOPE: usability/technology/functionality
DESCRIPTION: A new built-in visual editing solution will
replace the FCKeditor currently being used to help day to
day system operators create more sophisticated and higher
quality text content. The system uses the new WYSIWYG
editor for creating and editing message templates equipped
with a richer set of functions. The new editor supports many
languages with automatic user language detection. Each
system user will be allowed to adapt the new editor to his/her
duty preferences by extending or removing default features.
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INTEGRATION REQUIREMENTS: Integration CKEditor with CLM
is required.
2.1.15 Easy–to–use Promotion Wizard
OBJECTIVE: The Simple CLM Promotion Wizard facilitates
creating promotions in 3 steps by using a few promotional
conditions and parameters. Promo Wizard is based on a
list of pre-defined parameters ready to be used by marking
specific ones.
SCOPE: usability/functionality
DESCRIPTION: The process of creating quick promotion rules
consist of 3 steps:
1. determining the general parameters of the promotion
(e.g. duration, locations)
2. determining the behaviors/conditions that users want to
promote
a) system users will be able to mark pre-defined
parameters that are needed to create promotion
conditions (marking “YES” or “NO” )
b) possible condition rules include: › total spending (spending the stated amount of
money) › buying products/product group (purchase of
chosen products with a defined amount and/or
value) › coupon usage (proper coupon chosen from the
list)
3. determining the effect of action determined in the
previous step (spending points, coupon, sending
marketing message tips).
In only 3 steps, system users will be able to define:
» Points Promotions » Cash-back Promotions » Discount Promotions » Fixed-price Promotions » Coupon Promotions » Simple Event-triggered marketing » Members referring new members promotions
INTEGRATION REQUIREMENTS: None
GENERAL INFO ABOUT CREATED PROMOTION
GENERAL INFORMATION
CONDITIONS WHICH HAVE TO BE MET BY PROGRAM MEMBERS TO ACTIVATE THEPROMOTION
CONDITIONS
WHAT WOULD BE THE RESULT OF REACHING THE PROMOTION CONDITIONS(POINTS, PRIVILAGES,BENEFITS, VOUCHER,SERVICE,ETC.)
RESULTS
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2.2 Release (Q1-Q3 2013) Version 4.3
2.2.1 Promotion copying
OBJECTIVE: To facilitate creating promotions quickly by using
existing ones as templates.
SCOPE: usability
DESCRIPTION: Possibility to copy existing promotions. Users
will be able to create a copy of a promotion, containing all
parameters of the origin promotion, except its name and
duration. Users can change the parameters of the copied
promotion. Business Rules Templates can also be utilized, as
copying the promotion will create a copy of specific rules,
which have already been implemented. Users will be able to
save templates as XLM files. This will facilitate introducing
any necessary changes to a promotion copy. During file
upload, CLM will perform a data integrity test.
INTEGRATION REQUIREMENTS: None
2.2.2 Fixed price promotions
OBJECTIVE: To create new and attractive promotions.
SCOPE: functionality
DESCRIPTION: The user will be able to create new fixed price
promotions, which will determine the price of a product or
group of products. This price will be available to a customer if
he meets pre-defined conditions.
Rules will be based on transactional and non-transactional
data. Example promotions:
» Buy three different types of beer and the cheapest one
will cost just 1 EUR » If you buy 2 bottles of Coca-Cola, then the price for each
is 1.69EUR but if you buy 3, then the price for each is
1.49EUR » Complete the questionnaire and receive a fixed price
coupon which allows you to buy a bottle of wine at a
special price (15EUR instead of 20EUR)
INTEGRATION REQUIREMENTS: None
2.2.3 Dynamic Dashboard
OBJECTIVE: To present the most important metrics of the
loyalty program and its current condition.
SCOPE: usability/functionality
DESCRIPTION: This tool is aimed at executives as well as
marketing team members. The dashboard will automate
receiving data, analyze it (instead of manually merging
different documents). The dashboard serves as a controlling
& monitoring tool as well as a communications channel
with management. System alerts can also be added as
dashboard parameters. With the CLM system the user will
not have to combine several reports but will be able to view
important figures on the welcome screen in the Business
Administration module. Privileges will control access to the
items displayed on the user’s dashboard.
The system allows users to set up elements displayed on the
dashboard (eg. alarms with e-mail/SMS). Alerts help users
make immediate decisions about the status of projects and
the impacts of scheduling changes. The user will be able to
add new or remove existing elements. All information will be
presented via different chart types e.g.: bar, time series, pie,
gauge, maps.
The following list of KPI’s will be available as part of CLM :
» Promotion performance - day by day confirmed
communication against offer redemption in % of target
group per: › Promotion name selected from a list
» Top rewards - current top rewards (taking into account
redemptions from previous week) per: › Number of rewards in the ranking › Best/Worst
» Sales - turnover week by week per: › Year
» Sales (geographical view) - current turnover by locations
on map per: › Region
» Program enrollment by channels - registrations in
previous month from different channels » Average spend per visit - month by month average
shopping cart size in monetary value per: › Channel › Loyalty members/Non members
INTEGRATION REQUIREMENTS: None
2.2.4 Switching between functions in Business Administration
OBJECTIVE: To simplify the process of creating separate
system objects within the Business Administration module.
SCOPE: usability
DESCRIPTION: to enable users to move from the creation of
promotion/business rules to any other part of the system,
e.g. in order to create coupon types or segments. With such
a possibility, if a user forgets to create an important element
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of the currently constructed system object, he will be able
to create it without losing his current work. This feature is
made possible using pop-up windows, or by automatically
saving the current work state. This is also important because
of the possibility to link many distinct elements of the system
within a single business rule template: coupon, site/partner
selection, recognition levels, segments, counters. The user
must be able to configure these without stopping BRT
creation.
INTEGRATION REQUIREMENTS: None
2.2.5 Web utilization analyzer
OBJECTIVE: Possibility to analyze customer behavior on the
Customer Website.
SCOPE: functionality
DESCRIPTION: Analysis of clicks and the most viewed pages
on the website. The system can create reports, covering
the number of hits per webpage, with additional information
concerning the entry sites. The system will also dynamically
create a map of the entire website which will be used for
data presentations. For single pages, detailed maps of clicks
will also be created: each presenting the most clicked areas
(displayed as dots or a temperature map).
INTEGRATION REQUIREMENTS: None
2.2.6 Web traffic analyzer
OBJECTIVE: Analysis based on activities on the Customer
Website and Corporate website. Summing up and analysis
takes place on the level of individual users of the website.
SCOPE: functionality
DESCRIPTION: Web traffic analysis based on customer
activity on the website. “Content Web traffic reports” may be
helpful to understand which parts of website are the most
popular, which products/services members search for and
how program members engage with the brand and offered
products and services. The system will let retailers track
and isolate specific kinds of traffic data with reference to
program members to get clear insight into:
» how program members use the Customer Website and/
or Corporate website and » which areas program members focus on the most
Gathered data may be used to create special offers or special
segments.
INTEGRATION REQUIREMENTS: None
2.2.7 Fostering System performance
OBJECTIVE: Enhancing the system capacity to reach the
biggest amount of data
SCOPE: technology
DESCRIPTION: technological enhancements which facilitate
processing 750 transactions per second. Oracle RAC
technology will be used on two separate database systems:
one for transaction processing, a second for supporting
additional functions (segmentation, marketing actions, etc).
INTEGRATION REQUIREMENTS: None
2.2.8 SMS quiz
OBJECTIVE: Enhance customer loyalty.
SCOPE: functionality
DESCRIPTION: Possibility to run SMS competitions. Members
would be able to win loyalty rewards/points by sending an
SMS with the answer to a question to a specified phone
number. Email or SMS can be utilized to inform members
about the quiz. To create a quiz, system administrators will
use a specialized editor, in which they specify the correct
answers and proper format for received SMSs, reward
details, frequency of draws, pre and post communication
messages. When defining answers it will also be possible to
create quizzes with the rule “send an SMS with a word …. to
have a chance to win… “.
Chosen message templates will be sent by the system
to specified groups of members (tier level or segment) at
appropriate times. It is also possible to specify multiple
question quizzes, in which customers have to answer a few
questions. In this case the rules for defining the number of
correct answers will need to be set. For multiple question
quizzes, random question order is also possible. Users will
have the option to inform winners about their prize via email
or SMS, or manually, by the CC Agent.
The feature can also work on a ‘chance mode’., Each correct
answer is given a specific number of chances for a reward.
Additional rules regarding the number of chances given to
correct answers will need to be defined,, as well as additional
bonus-questions rules. Rules for sending bonus questions in
the case of tie-breaks can also be defined.
INTEGRATION REQUIREMENTS: SMS gateway
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2.2.9 SMS services
OBJECTIVE: To provide customers with access to the loyalty
program with the use of SMS.
SCOPE: functionality
DESCRIPTION: Program members can check or ask for CC
contact information or redeem a reward via SMS. Members
would have to send an SMS containing a predefined word,
for example BALANCE to receive their account balance. To
redeem a reward it would be necessary to send a code from
the reward catalog or website. Members would be identified
by their phone number, or by another loyalty identifier such
as a loyalty card or key tag. The list of predefined words
recognized by the SMS system is managed in the BA Module.
In cases of reward redemption, ordered rewards will be sent
to the member’s address (for physical rewards), via email
– for rewards in a form of discounts in e-shops, or other
internet services, or in cases where a reward is in the form of
access to specific services – members will receive an SMS
with a code allowing them to access the service.
INTEGRATION REQUIREMENTS: SMS gateway
2.2.10 Rules for points issuance
OBJECTIVE: To provide administrators with the possibility to
set promotion processing rules.
SCOPE: functionality
DESCRIPTION: Possibility to set how promotional rules should
be processed. A few options should be possible to set:
» only points from one promotion, single type – only points
from the promotion which gives the largest number of
points per transaction will be issued. If offering different
types of points are triggered, only one of them will be
accepted » only points from one promotion within single point
type - only points from promotions which give the
largest number of points per transaction will be issued.
If promotions which offer different types of points are
triggered, for each point type only one promotion will
issue points » only points from one promotion within the chosen
point type - only points from promotions which offer the
largest number of points per transaction will be issued.
If promotions which offer different types of points are
triggered, only those specified in the relevant rules will
be granted (for example, only the promotion which gives
the largest number of standard points and the promotion
that issues the largest number of qualifying points)
INTEGRATION REQUIREMENTS: None
2.2.11 Mobile Incentives
OBJECTIVE: To provide Program Operators with additional
incentives to interact with program members using the CLM
mobile application.
SCOPE: functionality
DESCRIPTION: CLM mobile app will be enhanced with the
following features:
» Games (where program members earn points as they
check-in to chosen stores with reference to pre-defined
marketing actions) » Lotteries (taking part in virtual lotteries by redeeming
points) » Member refers new member (extra points for referring a
friend or a defined group of friends)
INTEGRATION REQUIREMENTS: None
2.2.12 Integration with NFC
OBJECTIVE: To implement a new customer identification
method.
SCOPE: technology/functionality
DESCRIPTION: By using CLM it is possible to use loyalty
identifiers such as barcoded cards, cards with magnetic
stripes or virtual cards displayed by smartphones. With
the increased popularity of Near Field Communication
technology, we plan to add it as a possible method of
identification.
This feature will be part of the mobile application. When
activating mobile channels the system will associate unique
NFC tags with the customer. Then the smartphone can be
tapped against a terminal at a cashier’s desk.
Another supported scenario will be reading NFC tags by
smartphones. In this case, NFC redirects customers to
marketing information.
INTEGRATION REQUIREMENTS: NFC enabled terminals at
cashier desk.
13
2.2.13 Promotions Calendar
OBJECTIVE: The System will utilise the Promotions Calendar
in order to improve user experience and to visualize the
created promotions in the System.
SCOPE: usability/functionality
DESCRIPTION: The system will allow administrators to
create, view, publish and delete every promotion that is
planned and launched. The Promotions Calendar will allow
marketing teams from different locations and business unit,
to work collaboratively on defining promotions (seasonal,
regular, event-targeted). The Calendar will provider users
with a complete view of all promotions and their associated
activities, such as:
» The person responsible for the promotion and for
activation » The assigned segment(s) with the given number of
program members attached to it » The geographical reach of the promotion » The products/services being promoted » The period of promotion.
Each system will have its own Promotions Calendar which
will facilitate managing the following marketing actions:
» Statuses of promotion realization with the usage of
colors that define the promotions and the percentage
rates of completed actions » Publish a list of planned/cancelled/delayed/completed
promotions » Plan and publish promotions for a product line/service » Possibility to easily define or configure the calendar for
different multi- channel activities » Warnings appear if inconsistencies in promotions
planning occur (when planning or executing) » Possibility to edit, modify promotions » Display all relevant ongoing promotions on one page,
including status, date of last modification and delivery
date » Promotions filtering on Promotion Calendar in terms of
segments, products, locations, etc. » Publish the relevant segments that are connected with
planned promotions.
INTEGRATION REQUIREMENTS: None
2.2.14 Message templates
OBJECTIVE: To reuse of message templates.
SCOPE: usability/functionality
DESCRIPTION: System users can set up the message
template from scratch when planning a specific promotion
and allow saved templates to be reused by simply changing
the repetitive features of the template. It is also possible to
import templates from Marketing Agencies.
INTEGRATION REQUIREMENTS: None
2.2.15 Usability optimization
OBJECTIVE: To streamline the ergonomics of the System in
order to provide a fast service and easier navigation.
SCOPE: usability
DESCRIPTION: Planned System improvements are focused
on the following areas:
» Adapting and changing GUI to ensure better system
usability and interaction for system operators » Improving Simplicity & Intuitiveness of System
components » Improving Work-desk and Navigation e.g. (Possibility to
go back to previous stages of a promotion without losing
the promotion (possibility of selecting some parts of
the promotion from the promotion tree , copying it to a
clipboard and pasting it into another promotion tree)
INTEGRATION REQUIREMENTS: None
14
2.3 Release (Q3-Q4 2013) Version 4.4
2.3.1 Comparison groups
OBJECTIVE: To discover how effective marketing actions
actually are.
SCOPE: functionality
DESCRIPTION: This enables users to single out a small group of
customers from within the same target group while creating
a promotion. This small comparison group (usually around
5-10%) will not be sent any marketing communication informing
them about the promotion. As a result, after the launch of
the promotion the CLM system will be able to compare the
effectiveness of the promotion by comparing those who
received marketing communication and those who did not.
INTEGRATION REQUIREMENTS: None
2.3.2 Actions at the end of a promotion
OBJECTIVE: To encourage customers to make another purchase.
SCOPE: functionality
DESCRIPTION: When a customer is partaking in a promotion
this feature executes defined actions. This can be done by
email or SMS with a discount coupon for following purchase.
INTEGRATION REQUIREMENTS: None
2.3.3 Knowledge base and a smart user help mechanism
OBJECTIVE: To create a system which can not only help the
user, but also helps resolve common customer issues.
SCOPE: usability
DESCRIPTION: Additional support for system users on
each system screen with the possibility to search topics.
Additionally for call center agents, a knowledge base will be
created with solutions for the most common problems which
customers experience. The knowledge base will allow users
to search for issues by topic, groups of topics, specific words
or phrases. It will display a list of topics from the knowledge
base during the CC conversation. The list will contain relevant
information: common information for the relevant type of
subject, or information that is connected with a customer’s
previous claims, redemptions or transactions (e.g. if there is
a well-known issue concerning a specific gift and the system
recognizes that the customer who is calling wants to redeem
this gift, the procedure for exchanging the gift will be displayed).
INTEGRATION REQUIREMENTS: None
2.3.4 Loyalty widget
OBJECTIVE: To create an additional communication channel
with customers, one that can be accessed without having to
log in to a website.
SCOPE: functionality
DESCRIPTION: A small application dedicated for MS
Windows, which will be installed on a member’s desktop.
The application will show current special offers, news, and
allow for operations from the Customer Website, but without
the need to log in. Special offers will be available by simply
performing the required transaction or by using a coupon,
which could be printed by the widget. In the case of CCM
implementation, the widget can also be used as an additional
communication channel for campaigns. The presented offer
can include surveys and internet promotions, all available
with a single click. Members will also able to check their
account balance, transactions, order rewards, modify their
account data or order an additional card.
INTEGRATION REQUIREMENTS: MS Windows. It should support
XP, Vista and Windows 7.
2.3.5 Account management based on pattern files
OBJECTIVE: Quick account management functions adapt to
new customer needs and change requests.
SCOPE: usability
DESCRIPTION: Possibility to configure accounts/participants
data with the use of configuration files. A list of fields used
within the system will be kept in such a file, with its format
(date, number, text). The system will present and process
customer data according to the files. Additional files will be
used for receiving and exporting data via interfaces: for each
interface a separate file will describe the transmitted data
set.
INTEGRATION REQUIREMENTS: None
2.3.6 Multicurrency support
OBJECTIVE: Easy construction of loyalty programs that
operate internationally.
SCOPE: functionality
DESCRIPTION: Ability to use various currencies within a
single loyalty program. The system will maintain a point
value exchange table, which could also be based on
currencies. When a customer carries out a transaction in
15
a foreign country, points will be recalculated based on the
table values. It will also facilitate redeeming points in foreign
countries, if such a business need exists. Here, interfacing
with an external data source for the exchange table is also
possible: in this case the exchange rate can be based on
actual money (e.g. USD vs. EUR).
INTEGRATION REQUIREMENTS: Currency exchange table data
providers.
2.3.7 CC chat mechanism
OBJECTIVE: To provide customers with an additional
interactive communication channel with loyalty program
operators.
SCOPE: functionality/usability
DESCRIPTION: Real time online chat with a Call Center agent.
After logging into the Customer Website, members will be
able to enter a CC chat. Each CC consultant will participate
in only one chat at a time. Waiting customers will receive
information about their number in the queue and the average
waiting time. The chat will be performed via a web browser
and a built in CWA mechanism. While waiting for the CC
agent, users will have advertisements and offers presented
to them on banners. Chats are treated as an additional
communication channel (it is also possible to be used within
the CCM system). Administrators of the CC can receive
reports about chat utilization: the number of connections/
average time for a single conversation/all conversations in
specified time periods.
INTEGRATION REQUIREMENTS: None
2.3.8 CC message mechanism
OBJECTIVE: To provide an additional, easy to use
communication channel between the customer and the
loyalty program operator.
SCOPE: functionality/usability
DESCRIPTION: After logging into the website, customers will
be able to send messages to the Call Center with questions/
claims. Sending a message is done via a built-in Customer
website form. When writing a message, customers will be
able to specify the subject of the message, by choosing it
from a list. Customers can then track their correspondence
by using the inbox/outbox features. Each sent message
will automatically generate a task within the CC module of
CLM. The task will appear on consultant lists assigned to the
specific type of issue.
The CC agent will then be able to respond to the customer
via the same communication channel. Members will receive
information about the new message arrival immediately after
they log in to the website, or in their standard email account.
If they respond to this message via a standard email client,
CLM will recognize the customer from their email address
and will try to identify the issue number by the email subject.
If the identification is successful, a new email will be linked
to the existing CC task. Otherwise a new case will be created.
INTEGRATION REQUIREMENTS: None
2.3.9 CRM GUI adaptation for the CC application
OBJECTIVE: To give Call Center agents a complete history of
cooperation with the customer.
SCOPE: usability
DESCRIPTION: Possibility to display additional information
in CC from external systems, allowing for a full 360 degree
view of the customer for the consultant. Mostly needed for
B2B loyalty programs, this facilitates, for example, displaying
information from the invoicing system. In this case, during
a conversation with a business customer, an agent will
be able to ask about every aspect of cooperation. Users
will also have the possibility to receive data in the form of
charts displayed directly on screen. The User’s screen will
be split into sections, and its placement and setup is also
configurable.
INTEGRATION REQUIREMENTS: External systems (billing, CRM,
campaign management system).
2.3.10 Fully personalized customer website
OBJECTIVE: To present personalized content on the Customer
Website after login, depending on customer status/impor-
tance.
SCOPE: functionality
DESCRIPTION: Enhancing the existing customer website CMS
functions, by allowing for full customization of the Customer
Website according to customer recognition or segment
assignment. For each tier/segment it will be possible to
create a distinct layout and to choose the available functions
(taken from the standard CWA functions). The website is
based on CMS and a separate CMS section should be built
for each tier/segment. Each section is constructed by user
adding/modifying web pages and choosing and editing a
layout template.
INTEGRATION REQUIREMENTS: None
16
2.3.11 Promotion simulations
OBJECTIVE: To give managers a tool to evaluate the
effectiveness of future loyalty promotions and CRM actions.
SCOPE: functionality
DESCRIPTION: In cases of integration with Comarch Smart
Analytics, the possibility for simulating promotion results
for the number of issued points/participants exists. The BI
system will calculate the results based on the transactions,
segments and similar products used in previous actions. It is
very useful for CRM actions with ticketing@till.
INTEGRATION REQUIREMENTS: Comarch Smart Analytics
system.
2.3.12 Visual help for business rule creation
OBJECTIVE: To help users understand the process of business
rule mechanics for more complex BR template usage.
SCOPE: usability
DESCRIPTION: During the process of creating a business
rule by implementing a business rule template (BRT), many
distinct elements must sometimes be fulfilled and selected
in the system. A business rule template can have many
distinct tabs, each responsible for a single element – sites,
partners, coupons, ticketing@till messages, SMS messages,
recognition levels, discounts, lotteries, counters, variables.
A new user can be confused and may not understand how
each element influences the operation of the rule. In order
to help users, each element of the business rule template
has an additional description. Descriptions can be modified
during the BRT creation/modification process.
The system will also display a visualization of dependencies
between distinct BRT elements in graphical form (for
example, a visual representation of the process of coupon
issuance/usage, with indicated elements of the BRT which
are already fulfilled).
INTEGRATION REQUIREMENTS: None
2.3.13 CC operations survey
OBJECTIVE: To evaluate the work of CC Agents.
SCOPE: functionality
DESCRIPTION: It will be possible to send members a small
questionnaire about the quality of service they experienced
after they have contacted a CC Agent. The system will utilize
SMS/email channels for messages. Recording answers will
be possible in two ways: by clicking specific answers within
the email, or by sending back an SMS containing a specific
word. Received information will be stored relevant to specific
consultants to enable fast work, quality analysis and specific
issue type resolution efficiency. Identifying parties involved
is made possible by the link tagging technique within the
email message or by recognizing a member’s phone number
from the received SMS. Additional rules can be set, for
instance, in which format SMSs will be sent. Also, frequency
and other parameters for defining questions will be possible
here.
INTEGRATION REQUIREMENTS: None
2.3.14 Contact Center scripts
OBJECTIVE: To create an interactive help mechanism for
Contact Center agents, which can be used in daily operations
as well as in marketing campaigns.
SCOPE: functionality
DESCRIPTION: CC scripts should display information regarding
what offer should be presented after a specific answer to a
subsequent question is given. The Agent, after beginning the
call, will receive on screen the offer he should propose to the
customer. Depending on his answer, the system would then
display additional comments/offers/hints. Creating scripts
is done by a build-in editor: the user will be able to create
scripts in a visual way, by creating a tree of questions and
displayed messages. Scripts will be automatically applied
during the conversation – the CC agent will receive all data
relevant to the customer.
INTEGRATION REQUIREMENTS: None
17
2.3.15 Customer satisfaction indicator
OBJECTIVE: To be able to use calculated customer satisfaction
levels in different loyalty operations.
SCOPE: functionality
DESCRIPTION: The System automatically calculates the
customer satisfaction indicator for each individual member.
The System uses data concerning the number and scope
of claims, transaction frequency, contact types, account
balance, the amount of redemptions and other variables.
The satisfaction indicator can be used on different system
functions: for the Contact Center Agents during contact
(as an icon or scale), for segmentation purposes, or on the
dashboard for complete member satisfaction tracking.
INTEGRATION REQUIREMENTS: None/Data warehouse for
large customer database support may be required.
2.3.16 Interactive surveys
OBJECTIVE: Running web surveys which collect data, by
presenting specific questions relevant to customer needs.
SCOPE: functionality
DESCRIPTION: Enhancing the existing CLM survey mechanism
within the Customer Website. Possibility to use logic functions
for survey creation: this will facilitate skipping questions
or showing new questions based on answers to previous
ones. The mechanism used will permit the creation of a tree-
survey. Additionally, new types of questions can be added in
order to collect data in a more interactive way. Respondents
will be able to mark presented pictures, specific areas and
attach comments. Questions can be grouped together and
specific groups can be assigned to certain survey pages.
The analysis can be further enhanced with the possibility to
filter results. The user will be able to create their own criteria
based on customer answers, their segment/tier assignment
and also the date and time of survey fulfillment.
The system will offer multidimensional data analysis with
segmentation (based on survey/loyalty data). Additionally,
results can be presented in graphical form: from a presented
question tree users will be able to gather information about
the number of survey participants that have chosen specific
answer tree paths. Survey data can be exported to external
systems in common file formats, such as CSV or XLS.
INTEGRATION REQUIREMENTS: None
18
3. Comarch Loyalty Management Roadmap Timeline
Comarch is constantly developing new solutions and
improving on existing ones. Development of the Comarch
Loyalty Management system is based on 3 pillars:
USABILITY
FUNCTIONALITY
TECHNOLOGY
The primary objective for developing the CLM system in three
designated areas is to provide system users with maximum
flexibility and intuitiveness when building an attractive
loyalty program for both existing program members and
potential subscribers. That is why all of these areas are
equally important, omitting any of them could eliminate your
product from the market.
The CLM system is developed in different versions. Each
version introduces technological and functional changes to
provide new innovations and loyalty drivers that correspond
to current market trends. The diagram below presents the
timeline for version development.
v 4.2
GIFT AUCTIONS
iPAD SUPPORT
REWARD VOTING
BUSINESS RULES TEMPLATES (BRT)
SOCIAL MEDIA SUPPORT
DIGITAL REWARDS
QR CODE REDEMPTION SUPPORT
FOR CLM MOBILE
CUSTOMER TIER
GEO-MARKETING “OFFERS
AROUND ME”
AUGMENTED VIEW
NEW GUI OF CLM
VIRTUAL POS
NEW CONTENT EDITOR
DYNAMIC DASHBOARD FOR iPAD
EASY TO USE PROMOTION WIZARD
v 4.3
PROMOTION COPYING
FIXED PRICE PROMOTION
DYNAMIC DASHBOARD
SWITCHING BETWEEN
FUNCTIONS IN BA
WEB UTILIZATION ANALYZER
WEB TRAFFIC ANALYZER
FOSTERING SYSTEM
PERFORMANCE
SMS QUIZ
SMS SERVICES
MESSAGE TEMPLATES
MOBILE INCENTIVES
INTEGRATION WITH NFC
RULES FOR POINTS ISSUANCE
PROMOTIONS CALENDAR
USABILITY OPTIMIZATION
v 4.4
COMPARISON GROUPS
ACTIONS AT THE END
OF A PROMOTION
KNOWLEDGE BASE AND A SMART
USER HELP MECHANISM
LOYALTY WIDGET
ACCOUNT MANAGEMENT BASED
ON PATTERN FILES
MULTICURRENCY SUPPORT
CC CHAT MECHANISM
CC MESSAGE MECHANISM
PROMOTION SIMULATIONS
VISUAL HELP FOR BUSINESS RULE
CREATION
CC OPERATIONS SURVEYS
CONTACT CENTER SCRIPTS
CUSTOMER SATISFACTION INDICATOR
INTERACTIVE SURVEYS
CRM GUI ADAPTATION FOR
THE CC APLICATION
FULLY PERSONALIZED CUSTOMER
WEBSITE
Q3-Q4 2012 Q1-Q3 2013 03-Q4 2013
19
4. Marketing & Loyalty areas of the CLM Roadmap
All functions presented on the roadmap complete the set of
features already existing in CLM. They are assigned to chosen
marketing & loyalty areas presented below and defined
as strategic key points to obtain and maintain appropriate
relationships with customers.
LOYALTY TECHNOLOGYINNOVATIONS
CUSTOMER-CENTRICMETRICS
CUSTOMER-FOCUSEDMARKETING
SYSTEMSUSABILITY
NEW CONTENT EDITOR
NEW GUI OF CLM
KNOWLEDGE BASE AND
A SMART USER HELP
MECHANISM
VISUAL HELP FOR
BUSINESS RULE CREATION
CONTACT CENTER
SCRIPTS
WEB UTILIZATION
ANALYZER
WEB TRAFFIC ANALYZER
DYNAMIC DASHBOARDS
DYNAMIC DASHBOARDS
FOR iPAD
COMPARISON GROUPS
PROMOTION SIMULATIONS
CUSTOMER SATISFACTION
INDICATORS
CUSTOMER TIER
EASY TO USE PROMOTION
WIZARD
RULES FOR POINTS
ISSUANCE
MESSAGE TEMPLATES
BUSINESS RULES
TEMPLATES (BRT)
FIXED PRICE PROMOTIONS
PROMOTIONS CALENDAR
MULTICURRENCY SUPPORT
PROMOTION COPYING
FOSTERING SYSTEM
PERFORMANCE
SWITCHING BETWEEN
FUNCTIONS IN BA
ACCOUNT MANAGEMENT
BASED ON PATTERN FILES
LOYALTY TACTICS & MARKETING EFFECTIVENESS
MARKETING & LOYALTY AREAS OF THE CLM ROADMAP
The CLM extension for Day to Day
Operators
System enhancement presented
on “Loyalty Tactics & Marketing
Effectiveness” concentrates on
adding new customer-centric
metrics, using new NFC technologies
that will help retailers move their
business forward and leave
competitors behind. All system
improvements regarding usability
will significantly simplify creating
new processes to improve your
business activities.
CUSTOMERENGAGEMENT
LOYALTYCOMMUNICATION
VALUED REWARDS &INCENTIVES
AUGMENTED VIEW
GEO-MARKETING “OFFERS
AROUND ME”
INTEGRATION WITH NFC
SOCIAL MEDIA SUPPORT
SMS QUIZ
INTERACTIVE SURVEYS
CC MESSAGE MECHANISM
CC CHAT MECHANISM
FULLY PERSONALIZED
CUSTOMER WEBSITE
CC OPERATIONAL SURVEYS
iPAD SUPPORT
SMS SERVICES
LOYALTY WIDGET
DIGITAL REWARDS
GIFT AUCTIONS
REWARD VOTING
MOBILE INCENTIVES
QR CODE REDEMPTION
FOR CLM MOBILE
ACTIONS AT THE END
OF A PROMOTION
CUSTOMER RETENTION & LOYALTY DRIVERS
MARKETING & LOYALTY AREAS OF THE CLM ROADMAP
The CLM extension for Customers /
Program Members
The planned enhancement of
CLM focuses on new incentives,
location-targeted marketing events,
smartphones and social media
usage as presented in “Customer
Retention & Loyalty Drivers”. It
corresponds to customer needs,
the “socialisation” of the brand and
will provide retailers with a number
of new ways to engage customers,
increase their awareness and gain
new revenue streams.
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