CX-14 · Loyalty Program Partnerships (Hotels/Cars/Retail)

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Process Flow Diagram (BPMN)

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L4 Process Steps

Step	Step Name	Role / Swim Lane	System	Input	Output	KPI	Dec?	Exc?
Phase 1 1.1	Screen potential partners against loyalty fit criteria	Loyalty Partnerships Manager	Salesforce CRM	Annual partnership strategy, competitor loyalty benchmarking data	Qualified partner longlist with fit-score ranking	Minimum 20 candidates screened per category (hotel/car/retail) per quarter	N	N
1.2	Score partner on member overlap and revenue potential	Loyalty Analytics Analyst	AWS Redshift	Qualified partner longlist, member travel and spend segmentation data	Partner scoring matrix with estimated incremental miles issued	Projected incremental miles-earned revenue ≥ $500K annually per partner	N	N
1.3	Approve partner for commercial engagement	VP Loyalty & Partnerships	Salesforce CRM	Partner scoring matrix, brand alignment assessment	Approved partner shortlist; go/no-go decision logged in CRM	Decision turnaround ≤ 10 business days from submission	Y	N
Phase 2 2.1	Define earn/burn mile rates per partner category	Loyalty Commercial Manager	SAP S/4HANA Finance (FI/CO)	Approved partner shortlist, ATPCO fare basis data, competitor earn-rate benchmarks	Draft earn/burn rate card per partner (miles per $1 spend)	Earn rate set within ±10% of top-3 competitor benchmark to maintain programme competitiveness	N	N
2.2	Model financial liability and breakage assumptions	Loyalty Finance Analyst	SAP S/4HANA Finance (FI/CO)	Draft earn/burn rate card, historical redemption rates by tier, actuary breakage estimates	Points liability model with 3-year NPV projection and breakage sensitivity analysis	Projected breakage rate ≥ 20% to ensure programme profitability; liability exposure within approved board ceiling	Y	N
2.3	Negotiate SLA terms, data-sharing clauses, and audit rights	Legal Counsel — Commercial	Salesforce CRM	Approved financial model, partner draft term sheet, GDPR/CCPA data processing requirements	Negotiated term sheet with agreed data-sharing protocols and SLA penalties	Contract execution within 60 days of first commercial engagement; SLA uptime commitment ≥ 99.5% for transaction API	N	Y
2.4	Execute legally signed partnership agreement	VP Loyalty & Partnerships	Salesforce CRM	Final negotiated term sheet, Legal sign-off, Finance approval	Countersigned partnership agreement; CRM opportunity moved to Closed Won	100% of executed agreements stored in CRM document vault within 24 hours of signature	N	Y
Phase 3 3.1	Configure partner profile in loyalty management system	Loyalty Systems Engineer	Comarch Loyalty Management	Signed partnership agreement, earn/burn rate card, partner branding assets	Partner configuration record active in Comarch Loyalty; earn rules loaded	Partner configuration completed within 5 business days of contract execution	N	N
3.2	Build and certify partner transaction API connector	API Integration Engineer	AWS API Gateway	Partner API specification, Comarch Loyalty webhook endpoints, test credentials	Certified REST/SOAP connector deployed in AWS API Gateway; sandbox test suite passing	API throughput ≥ 500 transactions per second; p99 latency ≤ 2 seconds	N	Y
3.3	Execute UAT — earn/burn transaction end-to-end test	Loyalty QA Analyst	Comarch Loyalty Management	Sandbox API connector, test member profiles in Amadeus Altéa PSS, earn/burn rule set	UAT test report; pass/fail matrix by transaction scenario	Transaction error rate < 0.5%; all earn/burn scenarios in test matrix pass before production release	Y	Y
3.4	Enable partner earn/burn in production environment	Loyalty Systems Engineer	Comarch Loyalty Management	UAT sign-off, change advisory board approval, production deployment runbook	Partner live in Comarch Loyalty production; transaction monitoring alerts configured in AWS CloudWatch	Zero P1 incidents in first 72 hours post-launch; real-time alert threshold set at error rate > 1%	N	Y
Phase 4 4.1	Publish partner to member-facing loyalty portal and app	Digital Product Manager — Loyalty	Amadeus Altéa PSS	Partner configuration confirmed live, partner logos and copy approved by Brand	Partner listing visible on loyalty website earn-partners page and mobile app	Partner page live within 3 business days of production enablement; page load time ≤ 2 seconds	N	N
4.2	Launch targeted co-marketing campaign to member segments	Loyalty Marketing Manager	Salesforce Marketing Cloud	Member segments from AWS Redshift, partner co-marketing budget, email/push templates	Email and push notification campaign deployed; UTM-tagged campaign links active	Email open rate ≥ 22%; click-through rate (CTR) ≥ 2%; campaign ROI ≥ 3:1 on miles-issued cost	Y	N
Phase 5 5.1	Monitor partner transaction volumes and error rates weekly	Loyalty Operations Analyst	Tableau	AWS CloudWatch API metrics, Comarch Loyalty transaction logs, partner reconciliation files	Weekly partner performance dashboard; anomaly alerts escalated to partner account manager	Transaction volume within ±15% of forecast; earn posting success rate ≥ 99.5%	N	Y
5.2	Audit points liability exposure and breakage monthly	Loyalty Finance Analyst	SAP S/4HANA Finance (FI/CO)	Comarch Loyalty issued-miles ledger, SAP deferred revenue balance, redemption actuals	Monthly liability reconciliation report; variance flagged for CFO review if > 5% vs forecast	Liability reconciliation completed by business day 5 of each month; breakage rate maintained ≥ 18%	Y	N
5.3	Trigger partner performance improvement plan if KPIs missed	Loyalty Partnerships Manager	Salesforce CRM	Weekly performance dashboard, partner SLA breach log, financial variance report	Formal performance improvement plan (PIP) issued to partner; 90-day remediation timeline logged in CRM	PIP issued within 10 business days of confirmed SLA breach; partner response received within 5 business days	N	Y
Phase 6 6.1	Conduct annual partner business review (ABR)	VP Loyalty & Partnerships	Tableau	Full-year transaction data, financial P&L by partner, member satisfaction scores (NPS by earn category)	ABR presentation deck; renewal recommendation with commercial term changes proposed	ABR completed ≥ 90 days before contract expiry; partner NPS score ≥ +30 for renewal consideration	Y	N
6.2	Execute contract renewal, renegotiation, or off-boarding	Legal Counsel — Commercial	Salesforce CRM	ABR recommendation, partner counter-proposal, updated financial model from SAP	Renewed/amended contract executed; or off-boarding runbook triggered with Comarch Loyalty deactivation schedule	Contract renewal signed ≥ 30 days before expiry; off-boarding completed within 45 days with zero orphaned earn transactions	Y	Y

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Process Attributes

Identification

Process IDCX-14

L1 DomainCustomer Experience & Loyalty

L2 ProcessLoyalty Programme Management

L3 NameLoyalty Program Partnerships (Hotels/Cars/Retail)

L4 Steps18 across 6 phases

Decision Gates7 (all with iteration loops)

Exceptions8 documented

Swim Lanes (Roles)

Loyalty Partnerships Manager

Loyalty Analytics Analyst

VP Loyalty & Partnerships

Loyalty Commercial Manager

Loyalty Finance Analyst

Legal Counsel — Commercial

Loyalty Systems Engineer

API Integration Engineer

Loyalty QA Analyst

Digital Product Manager — Loyalty

Loyalty Marketing Manager

Loyalty Operations Analyst

Systems & Tools

Salesforce CRMAWS RedshiftSAP S/4HANA Finance (FI/CO)Comarch Loyalty ManagementAWS API GatewayAmadeus Altéa PSSSalesforce Marketing CloudTableau

Key Performance Indicators

Screen potential partners against loyalty fit criteriaMinimum 20 candidates screened per category (hotel/car/retail) per quarter

Score partner on member overlap and revenue potentialProjected incremental miles-earned revenue ≥ $500K annually per partner

Approve partner for commercial engagementDecision turnaround ≤ 10 business days from submission

Define earn/burn mile rates per partner categoryEarn rate set within ±10% of top-3 competitor benchmark to maintain programme competitiveness

Model financial liability and breakage assumptionsProjected breakage rate ≥ 20% to ensure programme profitability; liability exposure within approved board ceiling

Negotiate SLA terms, data-sharing clauses, and audit rightsContract execution within 60 days of first commercial engagement; SLA uptime commitment ≥ 99.5% for transaction API

Execute legally signed partnership agreement100% of executed agreements stored in CRM document vault within 24 hours of signature

Configure partner profile in loyalty management systemPartner configuration completed within 5 business days of contract execution

Airline-Specific Risks & Pain Points

Retail and hotel categories have inconsistent earn-per-dollar standards across IATA-affiliated programmes; benchmarking requires manual OAG and ATPCO data pulls with no automated feed

Member spend data outside airline transactions is incomplete; reliance on third-party data append (e.g. Acxiom) adds latency of 4–6 weeks and increases data privacy compliance overhead under GDPR and CCPA

Approval workflows require sign-off from Legal, Finance, and Brand teams simultaneously; lack of a unified workflow tool causes email-chain approvals that are difficult to audit

Earn rate proposals must account for currency-of-sale variations across hotel booking platforms; multi-currency mile valuation is not natively handled in SAP FI without custom enhancement

IFRS 15 requires deferred revenue recognition for miles issued; SAP FI configuration for loyalty liability is complex and frequently requires external audit review, delaying deal closure by 2–4 weeks

Hotel and car rental partners often resist audit rights on transaction data, creating reconciliation disputes; without real-time feeds, monthly batch reconciliations result in miles posting delays of up to 72 hours, breaching member-facing SLA

Inputs / Outputs

Primary InputAnnual partnership strategy, competitor loyalty benchmarking data

Primary OutputRenewed/amended contract executed; or off-boarding runbook triggered with Comarch Loyalty deactivation schedule

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