Gartner Research

Blockchain Not Ready to Unchain Customer Rewards

Published: 10 April 2018

ID: G00350907

Analyst(s): Christophe Uzureau


Blockchain technology provides an option to make reward models more flexible while delivering operational gains. However, the challenges facing such initiatives will demand CIOs go beyond the initial intent and deliver truly transformational business models.

Table Of Contents


  • Beyond Existing Models
    • A Roadmap for Blockchain to Unchain Rewards
    • Crypto Tokens and Orchestration
  • Supply-Side Gap Analysis
    • Fraud and Operational Benefits
    • Let's Talk About the Solutions
    • The State of Blockchain Technology
  • Balancing Divergent Priorities
    • Demand for Flexibility
    • Volatility of Crypto-Token Value
    • Redemption Branding Challenge
  • Balancing Insight and Privacy
  • Building Trust vs. Established Trust
    • Reward ID for Consent Management
    • Maturing Alternative Models
  • Not Ready for an Open Reward Marketplace

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