How can banks and financial services providers ensure that their loyalty programs are in sync with consumer behaviors and preferences? What is a loyalty ecosystem and how can financial institutions benefit from being a part of one?

We caught up with Becky Hill, President of Vanson Technology Services and former Senior Vice President of Loyalty at U.S. Bank. In our extended conversation – in partnership with William Mills – we discuss the power of loyalty in fostering long-term relationships and better customer engagement in financial services.

We also discuss loyalty when it comes to relationships between companies and their employees, and how engagement and sales incentive programs can help them retain top talent and develop greater organizational resilience.

Founded in 1997, Vanson Technology Services specializes in technology and software solutions for loyalty, channel incentive, and employee engagement programs. The Minneapolis, Minnesota-based company offers capabilities in points earning technology, fulfillment catalog management, email communications, site and data management, customer service and support, reporting, and more.

Tell us more about your professional experience. What were some of your major accomplishments and career highlights while working at U.S. Bank?

Becky Hill: Before joining Vanson Technology Services last summer, I spent most of my career in U.S. Bank’s payments division. Initially, I supported the credit card acquisition strategy for the bank’s consumer and small business programs. This gave me a solid understanding of the credit card profit and loss (P&L), which helped me gain insights into what drives consumer behavior and how to capture their interest. I learned that people expect banks to simplify complexities for them and that offers need to clearly show their value and benefits.

Later, my responsibilities included managing all aspects of the bank’s Rewards platform for internal and co-branded credit card programs that included a variety of cards like Cash+, FlexPerks, Fidelity and Harley-Davidson. I would partner with program managers to support acquisition, attrition, benefit, and redemption strategies to keep the bank’s cards top-of-wallet.

Why is it important to shape your loyalty programs around consumer behaviors and preferences?

Hill: Understanding consumer behavior is key to designing effective loyalty programs because people value convenience and consistency. Loyalty programs work best when they’re simple and easy to navigate, especially when it comes to redeeming rewards. Over the years, these programs have become more sophisticated but keeping them clear and straightforward is still the key to success.

How would you define a loyalty ecosystem?

Hill: A loyalty ecosystem brings together programs, technology, and partnerships to engage and reward customers and employees. It’s about simplifying the process while delivering meaningful value. For Vanson, this means offering an easily configurable rewards platform that helps companies transform their incentive programs into formal campaigns that drive employee motivation, enhance performance and longevity, and build brand loyalty. We believe a successful loyalty ecosystem is built on understanding behavior and providing clear, flexible incentives. It’s not just about rewards — it’s about fostering long-term relationships through transparency, simplicity, and thoughtful execution.

How can financial institutions be part of the loyalty ecosystem?

Hill: Financial institutions can play a key role in the loyalty ecosystem by partnering with loyalty platform providers to offer their clients Prepaid Rewards cards. These cards give consumers the flexibility to spend as they choose, while financial institutions can capitalize on revenue opportunities, such as interchange fees.

How is this ecosystem evolving in the near future?

Hill: Technology is always evolving, and loyalty programs will continue to focus on streamlining the end user experience for ease and convenience.  Loyalty platforms will need to be flexible and have the capabilities to provide a variety of offerings from redemptions selection, gamification, educational lessons, experiences, and personalized communication strategy.  Customer-centricity will continue to be a big part of the loyalty program technology evolution, especially as the industry starts to utilize AI-driven analytics to engage members. 

Let’s talk about within companies. What does an effective employee and sales incentive program entail?

Hill: An effective employee engagement and sales incentive program requires the right technology. The technology should be straightforward, flexible, and tailored to support the specific needs of the program. It should be easy to implement, quick to deploy, and designed to drive engagement and performance without unnecessary complexity. Vanson offers a technology platform with configurable tools that provides self-administer options to drive results.

Equally important is having the right partner. A good partner provides valuable support throughout the journey, helping companies configure rewards to fit their unique needs and assisting with add-ons like developing email campaigns and enhancing engagement strategies. Together, the right technology and partnership can create a successful program.

Why should a company consider offering employee engagement and sales incentive programs?

Hill: Offering employee engagement and sales incentive programs is critical for retaining top talent and ensuring the resilience of your organization. People are motivated by more than just salary — they value recognition, work-life balance, and meaningful benefits. Incentive programs don’t have to be complex; even simple, day-to-day recognition can go a long way. It’s about creating a program that works for all employees, not just a select few. However, implementing these programs requires a cultural shift within the organization, combining both a change in mindset and the right technology to support it. Focusing on your employees’ needs and making them feel valued is key to long-term success.

You joined Vanson Technology Services less than a year ago. What tips and guidance can you provide other professionals who are transitioning industries?

Hill: I’ve had the unique opportunity to work on both the client side and now the vendor side of Loyalty programs across multiple industries. Being on this side — with firsthand knowledge of client expectations — has pushed me to think differently about what we deliver and how we meet client expectations. It’s also opened the door to more strategic conversations, like helping other loyalty companies within CORA Group’s portfolio expand into new verticals. At the end of the day, it’s about maintaining strong networks and staying open-minded to new opportunities.

What is your biggest piece of professional advice?

Hill: Always stay true to yourself and uphold your integrity. Take the time to identify the key decision-makers and those who truly understand what’s happening within your organization. Knowing who can make decisions and offer support is crucial — otherwise, you risk getting caught in unnecessary red tape. Building strong relationships and trust with your peers is essential, as effective leadership relies on the two-way flow of information. Above all, remain focused on what will move the business forward.

Photo by Louis Droege on Unsplash