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Venue

Buena Vista Palace & Resort
1900 E. Buena Vista Drive
Lake Buena Vista, FL 32830

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Thursday, November 4, 2010

4:45 PM - 5:30 PM

PUTTING THE CUSTOMER AT THE CENTER OF YOUR LOYALTY STRATEGY

Tom Brooks, EVP, Cards & Payments, REGIONS FINANCIAL CORP.

There is no time when being customer-centric is more important than when your program is in a redesign phase.  As one of the largest regional banks in the US, Regions Bank placed an emphasis on the customer in redesigning their newly-launched loyalty program “Relationship Rewards”.  Tom Brooks, who led this effort, will cover the various ways in which the consumers perspective factored into the design and launch strategy including:

  • Driving engagement by listening to customers
  • Considering the total relationship including product and servicing dimensions
  • Positioning employees to help shape the program as both members and stewards
  • The many shapes and forms of building awareness through strategic communications

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