Loyalty Member
A Loyalty Member in Salesforce (LoyaltyProgramMember in the API) is the standard object that represents a single customer enrolled in a Salesforce Loyalty Management program.
Definition
A Loyalty Member in Salesforce (LoyaltyProgramMember in the API) is the standard object that represents a single customer enrolled in a Salesforce Loyalty Management program. Each Loyalty Member record holds a parent LoyaltyProgramId, a related Account or Contact (depending on whether the program enrolls organizations or individuals), a unique MembershipNumber, an EnrollmentDate, a Status (Active, Cancelled, Suspended), the member's current Tier, current point balances per Loyalty Program Currency, lifetime accrual totals, and references to the most recent qualifying activity that affects tier status. Loyalty Members are the central operational record in any loyalty program - every transaction posted to the program (purchases, partner activity, promotional engagement) updates the member's balances and may trigger tier transitions, benefit grants, and outbound communications. The Loyalty Member's tier is driven by configurable qualification rules (lifetime points versus rolling-window activity) and is recomputed by standard Salesforce batch jobs that run on a configured schedule.
In plain English
“A Loyalty Member is one customer enrolled in a Salesforce loyalty program - like one frequent-flyer account in an airline's miles program. The Loyalty Member record tracks their membership number, current tier (Silver/Gold/Platinum), point balances, and lifetime activity. Every purchase or qualifying action they take updates the Loyalty Member record.”
Worked example
A retail customer signs up for the Acme Rewards program at checkout. Salesforce creates a Loyalty Member record under the Acme Rewards Loyalty Program, linked to her existing Contact record, with MembershipNumber AR0009842, EnrollmentDate today, Tier "Member" (the entry-level tier), and Status Active. Over the next year she makes 47 purchases totaling $4,200 - each purchase posts a Transaction Journal entry that the loyalty engine processes against the program's accrual rules, awarding her 4,200 points and incrementing her lifetime accrual total. As her balance crosses 5,000 points (the Gold threshold), the nightly tier-qualification job updates her Loyalty Member's Tier to Gold and triggers a welcome email along with new tier benefits - 15% discount coupon, free standard shipping, and Gold-only product preview access.
Why Loyalty Member matters
Loyalty Members can be associated with either a Contact (B2C consumer programs) or an Account (B2B partner programs), but not both simultaneously on the same record. Programs that span both consumer and B2B segments typically maintain separate Loyalty Programs with separate Loyalty Member rosters, even when the underlying brand identity is shared. Mixing Contact-based and Account-based members in a single Loyalty Program is technically possible but operationally messy and not recommended.
The relationship between point balances on the Loyalty Member and Transaction Journal entries is event-sourced: balance fields like CurrentPoints and LifetimePoints are derived from the sum of all relevant Transaction Journal entries through the standard processing pipeline. Direct updates to balance fields bypass the audit trail and frequently get overwritten by the next processing job - for adjustments, the correct path is to post a Transaction Journal entry with the appropriate adjustment type, which preserves audit integrity and keeps tier-qualification logic accurate.
Tier transitions are operationally significant events. Standard Salesforce batch jobs evaluate every active Loyalty Member's tier qualification on a configurable schedule (typically nightly), promoting members who meet upgrade thresholds and downgrading those who fall below maintenance thresholds. Tier downgrade is the highest-churn-risk event in any program - configure grace periods, soft-warning notifications, and clear maintenance paths to retain at-risk members proactively.
How to create Loyalty Member
Loyalty Members are individual customers enrolled in a Loyalty Management program — points balance, tier, activity history. They're the operational heart of loyalty: every transaction posted updates their record, every tier change triggers benefit updates. Salesforce Loyalty Management licensing required.
- Confirm Loyalty Management is licensed
Loyalty Member is a Loyalty Management standard object. Without that license, the object isn't available.
- Build the parent Loyalty Program first
App Launcher → Loyalty Programs → New. Define currencies, tiers, qualification rules. Without a program, Members have nothing to enroll into.
- Open the Loyalty Members tab (or from a Program → Members related list)
App Launcher → Loyalty Members.
- Click New
Top-right.
- Pick the Loyalty Program
Required — drives which currencies, tiers, and benefits apply.
- Link the Account or Contact
Account for B2B programs ("Loyal Customer Co."), Contact for B2C ("Jane Smith"). The program's enrollment level decides which.
- Set Membership Number (often auto)
Auto-numbered by default. Override only if your back-office system requires a specific format.
- Set Enrollment Date and Status
Status: Active / Cancelled / Suspended. Active is the default for new members.
- Save
Member is enrolled. Initial point balance is 0; tier is the program's entry tier. Future transactions accrue against this record.
Required.
Required (depends on enrollment level).
Required. Usually auto-numbered.
Required. Defaults to today.
- Tier transitions are computed by scheduled Salesforce batch jobs, not in real time. A member crossing the tier threshold via today's transaction won't see the new tier until the next batch run.
- Cancelling a member doesn't refund accrued points. Status = Cancelled blocks future activity but historical balances persist for audit.
- Loyalty Member ↔ Account/Contact link drives personalization. A misconfigured link (wrong Contact) misroutes communications and breaks personalization.
How organizations use Loyalty Member
Maintains active Loyalty Members for every guest enrolled in the Acme Hotels rewards program. Nightly batch jobs reprocess the past 30 days of stays to ensure tier qualification reflects the most current rolling-window activity, with proactive emails sent to members within 1,000 points of upgrade or downgrade.
Each partner Account is a Loyalty Member, with point accruals tied to wholesale order volume and qualifying training certifications. Tier benefits include marketing development funds, dedicated account management, and joint go-to-market support - driving measurable partner engagement.
Tracks every customer as a Loyalty Member starting from first purchase, automatically enrolling them and surfacing their balance and tier on the storefront. Personalized recommendations and curated email campaigns are tier-driven, using Loyalty Member tier as a primary segmentation field in marketing automation.
Trust & references
Straight from the source - Salesforce's reference material on Loyalty Member.
- LoyaltyProgramMember in Object Reference for the Salesforce PlatformSalesforce Developer Documentation
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