Gartner Research

Blockchain Not Ready to Unchain Customer Rewards

Published: 10 April 2018

ID: G00350907

Analyst(s): Christophe Uzureau

Summary

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

Analysis

  • 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

Gartner Recommended Reading

©2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client