Operating scope

Country head

Capability

All capabilities

Active handovers

Outcomes written back

Connected work · Agent system

Business vertical

Customer, loyalty and marketing

Agent on shift

Loyalty Brain

Accountable person

CRM and campaign leads

Evidence · live

Member and consent register

Next step

LoyaltyOS

LoyaltyOS · screen 03 of 06

Points expiry

Points expiring is a reason to make contact that the member actually welcomes.

3 issues · 1 waiting on you

Issues in scope

3 instances across 3 places

Waiting on you

0 already decided in this session

Three largest

AED 13.3m–AED 41.9m

Modelled annual value, three largest only

Running without asking

0 armed and waiting on a threshold

Decision owner

Country head

Returns to Country marketing, Commercial

Scope

Oman

27 stores · all capabilities

Listen

Points balance and expiry dateLast transactionHome storeContacts already made

Process

Balance size decides the channelSuppress where already contactedExpiry is not an agent decision

Act

Voice for high balancesMessage for the restSuppression against other runs

Written backEvery outcome returns to the systems that produced the evidence.

KindOrder

Queue

3 issues · 1 waiting on you

Done

Members on two runs at once were suppressed from the second

Ibri

What happened

Overlap between the dormancy set and the expiry set was resolved before either went out, rather than discovered afterwards in the complaint data.

Why it matters

Cross-campaign suppression is the thing that is always agreed and rarely built. Without it, the member with the highest value gets contacted most, because they appear on the most lists.

Already done

Applied automatically across concurrent runs, with the suppression count visible rather than silent.

Worth

AED 8.9m to AED 26.5m a yearModelledCross-campaign suppression stops the highest value member being contacted most because they appear on the most lists.Members suppressed across concurrent runs

Then what

Running continuously across concurrent runsCustomer careStanding, no return date

Suppressed automatically across concurrent runs, count visible on the consent screen

Approve

2.1 million points expire in thirty days, held by members absent six weeks

Oman

What happened

The overlap is what matters. Expiring points on an active member is an administrative notice. Expiring points on a member who has stopped coming is a reason to return that the member is glad to hear about.

Why it matters

This is the least resented contact in the whole programme and it is currently going out as an undifferentiated reminder, if at all. The high balance members are the ones most worth a call and are receiving a text like everyone else.

Already done

The set is split by balance and channel, with suppression applied against every other live run.

Worth

AED 4.5m to AED 15.4m a yearModelledExpiring points held by members who have stopped coming. Value is the return visits generated, netted against the points redeemed.Points expiring on absent members

Then what

Split run released, voice and messageCountry marketingReports back 23 Sept

If approved

Voice for high balances, message for the rest, suppression applied across all runs

If declined

One channel for everyone, and the largest balances get a text message

Declined

Extending expiry would have saved part of the set and the agent refused

Al Dajeej

What happened

Extending the expiry date is the obvious save and it was available. It was not taken.

Why it matters

Scheme liability is a finance number. An agent moving expiry dates to improve a recovery rate is quietly changing the balance sheet to make its own results look better, which is exactly the behaviour that makes an automated layer untrustworthy.

Already done

The option is flagged to commercial as a decision they may want to take, with the recovery it would produce.

Exposure

Not a revenue lineMoving expiry dates to rescue a campaign turns scheme liability into a number that moves for operational reasons, which is a finance problem, not a marketing one.Expiry extensions declined

Then what

Option flagged to commercial with the recovery it would produceCommercialReports back 30 Sept

Override

Commercial can take this decision, the agent cannot

Cost of overriding

Moving expiry to rescue a campaign turns scheme liability into a number that moves for operational reasons