> For the complete documentation index, see [llms.txt](https://docs.thewalletcrew.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.thewalletcrew.io/connectors/crm-and-fidelity.md).

# CRM & loyalty

CRM and loyalty systems usually hold the source of truth for customer identity, points, tiers, rewards, and eligibility. The Wallet Crew connects those systems to Apple Wallet and Google Wallet, so each pass stays aligned with the latest customer state.

This matters because a wallet pass only works as a trusted credential when its data stays current. If a balance, tier, or reward is outdated, the pass quickly loses operational value for both customers and frontline teams.

<details>

<summary><strong>Real-world examples</strong></summary>

* **Retail loyalty:** points and tier change after checkout, then the pass updates without reissue.
* **Clienteling and recognition:** store staff scan the pass to identify the customer profile and available benefits.
* **Promotion and rewards:** a CRM or loyalty engine unlocks an offer, then the pass reflects the new entitlement.

</details>

## Why CRM and loyalty integration matters

Wallet passes are persistent. They stay on the phone and are often used in physical moments. That makes accuracy critical. A pass must reflect the latest customer status at the moment it is scanned, presented, or reopened.

In most deployments, the CRM or loyalty platform remains authoritative. The Wallet Crew handles wallet issuance, wallet updates, and platform-specific delivery, while the source system keeps control of customer data and business rules.

### Wallet becomes a live customer credential

A loyalty or membership pass is more than a static barcode. It can expose customer identifiers, points balances, tiers, reward eligibility, expiry dates, or benefit summaries in a format that is easy to retrieve at checkout or in a service interaction.

Because the pass is already installed, updates can keep it useful over time. This reduces friction in omnichannel programs and improves consistency between digital journeys and in-store operations.

### The source system stays in control

The Wallet Crew does not replace the CRM or loyalty platform. The connector model keeps the existing source of truth in place and extends it to wallet channels.

This approach helps maintain data consistency. It also avoids duplicate business logic across separate systems.

### CRM and loyalty platforms not listed

An unlisted CRM or loyalty platform can become a standard connector. The Wallet Crew and the platform partner jointly scope that option when the integration can support multiple Brands.

For tenant-specific requirements, use a [custom connector](/connectors/custom-connector.md). Tenant scripting calls private APIs and applies project-specific mapping rules.

In both cases, keep the CRM or loyalty platform as the source of truth. Define stable identifiers that link source records to wallet passes.

### Common data synchronized to wallet passes

Typical integrations synchronize:

* customer identifiers used for recognition and scanning
* points, balances, tiers, and reward status
* lifecycle signals such as enrollment, renewal, expiry, or benefit changes

## Available connectors

This section includes dedicated guides for [Comarch](/connectors/crm-and-fidelity/comarch.md), [Insider](/connectors/crm-and-fidelity/insider.md), [Meteors](/connectors/crm-and-fidelity/meteors.md), [Microsoft Dynamics](/connectors/crm-and-fidelity/microsoft-dynamics.md), [Snowflake](/connectors/crm-and-fidelity/snowflake.md), and [Talon.One](/connectors/crm-and-fidelity/talonone.md).

Each connector page covers the integration setup, data mapping, and update flows needed to keep issued passes synchronized with the upstream platform.

## When to use a custom connector

Not every CRM or loyalty stack has a dedicated connector. In those cases, The Wallet Crew supports extensibility through [Custom connector](/connectors/custom-connector.md).

A custom integration is often the right option when the source system is proprietary, when business rules are highly specific, or when wallet updates must be triggered from an internal middleware layer.

## Responsibilities

| Responsibility area               | CRM/loyalty system                                | The Wallet Crew                                |
| --------------------------------- | ------------------------------------------------- | ---------------------------------------------- |
| Customer profile and loyalty data | Owns identity, points, tier, rewards, and rules   | Does not replace CRM/loyalty authority         |
| Identifier management             | Defines stable external identifiers               | Uses identifiers to resolve and refresh passes |
| Wallet payload generation         | Provides business inputs and eligibility outcomes | Maps and delivers Apple/Google wallet payloads |
| Update orchestration              | Emits events and source changes                   | Triggers wallet update lifecycle and delivery  |

## FAQ

<details>

<summary><strong>What makes CRM and loyalty integration important for wallet passes?</strong></summary>

It keeps the pass reliable. Wallet is most effective when points, tiers, rewards, and eligibility stay aligned with the source system in real time or near real time.

</details>

<details>

<summary><strong>Does the CRM or loyalty platform remain the source of truth?</strong></summary>

Yes. In most architectures, the CRM or loyalty platform remains authoritative for customer data and business rules. The Wallet Crew executes wallet-specific distribution and update operations.

</details>

<details>

<summary><strong>What if the platform is not listed here?</strong></summary>

A standard connector can be scoped jointly by The Wallet Crew and the platform partner. A custom connector can also use tenant scripting and APIs for project-specific requirements.

</details>


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