YegertekLoyalty and CRM, Built as One System
Most loyalty programs run apart from the CRM — a separate database that has to be reconciled with the customer record the rest of the business relies on. This separation is the root cause of the inconsistent recognition and siloed data that undermine loyalty programs at enterprise scale.
Overview
Most loyalty programs run apart from the CRM — a separate database that has to be reconciled with the customer record the rest of the business relies on. This separation is the root cause of the inconsistent recognition and siloed data that undermine loyalty programs at enterprise scale. Yegertek builds CRM-integrated loyalty programs on Engage 365 and Microsoft Dynamics 365, where the loyalty program is not connected to the CRM — it is the CRM.
The Challenge
- ✕Loyalty data in one system, CRM data in another. The two never agree on who the customer is, creating a fragmented member experience.
- ✕Service agents can't see loyalty status. A call-center agent who can't see a member's tier status can't recognize them appropriately.
- ✕Marketing campaigns target CRM segments that don't reflect loyalty status. Campaigns sent without loyalty context are less relevant and less effective.
- ✕Integration projects are perpetually in the backlog. The "loyalty-to-CRM" integration project is always planned and rarely completed.
Our Approach
The loyalty program runs on the CRM record, not beside it. Engage 365 is built natively on Microsoft Dynamics 365 — points, tiers, and redemptions are fields on the same record that service, sales, and marketing all use. No integration project. Because loyalty and CRM share a data model, there is no synchronization job to maintain and no reconciliation gap to manage. Every team sees the same member. Service agents, store associates, and marketing teams all work from the same Dynamics 365 record — including loyalty status.
Capabilities
Outcome-labeled features, not a laundry list.
Native Dynamics 365 loyalty architecture
Loyalty program runs on the CRM record — no separate database
Loyalty status visible in service and sales
Every team that touches the customer sees their loyalty tier and balance
CRM-informed loyalty campaigns
Marketing targets based on the real customer record, including loyalty behavior
Single identity across every interaction
No reconciliation gap between loyalty and CRM systems
Unified analytics across loyalty and CRM data
Rubix analyzes loyalty behavior alongside CRM history in one dataset
Business Benefits
Loyalty programs built on the CRM record deliver recognition that is consistent because it is sourced from the same data that every other team uses. Service agents see tier status. Marketing campaigns reflect real loyalty behavior. Sales teams know which customers are at-risk and which are advocates. And because there is no synchronization job between loyalty and CRM, the data is always current — there is no reconciliation window during which the two systems disagree.
Implementation Process
Discover
Map every system currently holding a piece of the customer record and define the unified Dynamics 365 data model.
Design
Loyalty program mechanics designed to sit natively within the Dynamics 365 data model, not alongside it.
Deploy
Engage 365 and Dynamics 365 configured as one system — loyalty, CRM, service, and sales sharing a single record.
Grow
Unified analytics reviewed in Rubix — loyalty behavior analyzed alongside CRM history to identify retention and growth signals.
Technology Stack
- ✓
Core engine: Engage 365 natively on Microsoft Dynamics 365
- ✓
Frontline CRM: Puzzle for store and service staff
- ✓
Analytics: Rubix analyzing loyalty and CRM data together
- ✓
Architecture: Shared data model — no synchronization required
Integrations
- ✓
Microsoft 365: Native ecosystem integration
- ✓
POS and e-commerce: Earn event capture from all commerce channels
- ✓
Service and support tools: CRM record shared with existing helpdesk systems where needed