Part 1. Welcome to URN, the focus of Chapter four in The Matchain Map. Customer loyalty is often regarded as the marketing industry's most successful failure. Although Americans belong to 17 programmes each, they actually use just half of them. User interest dwindles rapidly, with three-quarters of members halting their engagement within a mere two months. Because of this steep drop-off, 26% of US points remain unspent, and another 12% simply expire.