Managing Customer Identities in Loyalty Programs

Or why you shouldn’t make emails as your primary customer identifier

On a group chat, someone gave a feedback on an loyalty application I worked on some time ago:

“Your view on the Loyalty app would be appreciated. You cannot change an email address and are forced to change your phone number. Resolution: keep ur new number, use a new email and they will transfer your points… The point of building user apps is to make it a seamless experience for customers. People need to get…