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Session Description:
In
today's highly competitive and volatile
banking environment, rewards
have become a more critical dimension of
how financial institutions compete
and try to influence customers to
transact business differently. Based on
recent industry research, while the
majority of banking customers consider
themselves either nonparticipants,
inactive or at best passive
participants, reward programs still
shape the behaviors of close to 40% of
the U.S. population.
Today, several leading financial
institutions, such as Wachovia, Bank of
America, Capital One and National City
continue to heavily promote and
benefit from rewards programs. The
impact of these programs includes
greater account penetration, increased
engagement, improved retention and an
enhanced customer experience.
But how can you implement a successful
rewards program that doesn't just
increase costs? How should you structure
your program to encourage the
right behaviors for your bank? What can
help move a customer from being a
rewards program participant to a loyal
customer? What is the best structure
for your rewards program?
This session will provide an overview of
the current rewards marketplace in
the banking industry and will provide
insights into how to make your
rewards program financially viable. In
addition, you will get an inside
look into one of the most innovative and
successful rewards programs in the
industry as David Konefal shares some of
the results and challenges of the
points reward program at National City
Bank.
This session is appropriate for senior
financial executives with responsibility
for Retail Banking, Customer Loyalty,
Customer Acquisition, Customer
Experience, Marketing, and Strategy
Groups.
About Jim Marous:
Jim Marous is the Marketing Services
Director for Harland Clarke. Jim
specializes in serving the financial
institution industry sector, assisting
clients in the deposit, loan, investment
services, electronic banking and
small business product areas.
Jim has over 30 years of financial
industry marketing experience, working
at various banking organizations in the
Midwest prior to moving to the
direct marketing agency side of the
business 17 years ago. During his
tenure at various direct marketing
organizations, he has worked with more
than two dozen leading financial
institutions in the US and Canada as
well
as providing support to firms in the
retail, hospitality, travel, and B2B
industries.
About David K. Konefal:
Mr. Konefal is Senior Vice President,
Director of Customer Program Management
at National City Corporation, parent of
National City Bank, a $140B bank
headquartered in Cleveland, OH. He is
currently responsible for all
cross-business customer programs for the
bank, including points from National
City® - one of the most comprehensive
relationship-based rewards programs in
the industry – and Work Perks, National
City’s successful bank@work program,
among others. After beginning his
career in the Retail industry, he has
spent the last 20 years in financial
services in roles ranging from strategic
planning and marketing to customer
analytics and segment management.
About Harland Clarke Marketing Services:
Harland Clarke was formed in 2007 by
combining the products and services of
Clarke American Corp. and the printed
products segment of John H. Harland
Company. Together, both highly respected
companies have over 200 years of
combined experience, each with a rich
heritage, traditions of innovation and
performance excellence. Harland Clarke
offers an expanded suite of direct
marketing services, delivery and
anti-fraud products, contact center
services and checks and check-related
products to the financial institution
market, including banks, credit unions,
thrifts, and securities firms.
www.HarlandClarke.com
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