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. 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.

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.