Barbara Millette, VP, Loyalty Programs Management, Cards & Payments, for Regions Financial Corp., told Loyalty 360 that her company wanted to deliver value-added benefits for their customers based on everyday banking actions. Less than three years after launching two loyalty programs -- Regions Relationship Rewards and Regions Cashback Rewards – Millette is very pleased with their success.
“We believe it has to do with our focus on the customer, supported by our brand and value offering,” Millette said....