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德勤:区块链将重塑客户忠诚度系统

德勤最新报告显示,分布式分类技术将碎片化的、笨重的中央集权系统转化为不可靠的、相互连接的电子化网络,带来复兴忠诚客户奖励计划的潜力。

虽然美国的客户忠诚项目在过去几年以令人印象深刻的速度增长,但是德勤认为这些项目没有实现最初想要解决的低账户活跃度、低偿还率、低客户保有率和高交易及系统运营费用等问题。

这些问题的核心,是项目缺少统一的运营系统,这让客户感到困惑,并导致活跃度的减少。

该报告表示不可靠的分布式分类技术可以让忠诚客户奖励计划的提供者、管理者、系统经理和客户在一个系统里交互、沟通,而不需要中介机构,也不需要在隐私和竞争力上妥协。

除此以外,提供者可以通过接近实时的透明度平滑项目的执行和管理,从而减少中期费用。

德勤的报告在最后表示,区块链可以通过社会媒体和电子钱包进行部署,并且通过智能合同和相关电子构架和已存的忠诚客户奖励平台交互。

当谈到分布式分类技术的潜力时,德勤表示该技术至少可以将市场上的部分项目转化为需要技术参与的、发展良好的项目。

“最好的场景是这样的:区块链服务商创建了一个基于稳固的区块链协议的网络,并且获得临界质量的买入去发展忠诚度奖励领域的一般区块链标准。”

Distributed ledger technology has the potential to revitalise loyalty rewards programmes by replacing fragmented and clunky systems that depend on centralised administration with a trustless, digitised interlinked network, argues a new report from Deloitte.

While US enrolment in loyalty programmes has grown at an impressive rate over the last few years, Deloitte argues that these programmes are not realising their potential thanks to account inactivity, low redemption rates, poor client retention and high transaction and system management costs.

The central reason for these problems is the paucity of uniform management systems across programmes, which confuses customers, resulting in a lack of activity.

The report says that trustless distributed ledger could address this by enabling loyalty reward programme providers, administrators, system managers and customers to intersect and interact in one system without intermediaries and without compromising privacy or competitiveness.

In addition, providers would benefit from streamlined execution and administration of their programmes with near-real-time transparency, resulting in cost savings in the medium term.

Finally, says Deloitte, blockchain can be deployed through social media and digital wallets, and can interact with existing loyalty rewards platforms through smart contracts and associated digital architecture.

While lauding DLT's potential, Deloitte says that for it to transform the loyalty market at least a handful of players with well-developed programmes need to buy into the technology.

"A best-case scenario is that a blockchain facilitator builds a network on a solid blockchain protocol and gets enough critical mass buy-in to develop standards for blockchain in the loyalty rewards space in general."


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