It’s time to change the paradigm. For the past decade, we’ve been using linear journey maps and list-based email automation that try to control the customer journey and create the best experience possible. Seemed pretty good for a while; a lot of loyalty marketers pinned their hopes on that map.

Lose the Map
But too many of those marketers have been getting lost trying to create and sustain mutually profitable loyalty programs with their best customer candidates. The customer journey has....