The Foundation of Loyalty
Introductions
Sarah Cole
Warren Wiens
Vice President
Sr. Account & Strategy Director
sarah.cole@razrhq.com | 612-750-7007
warren.wiens@razrhq.com | 651-724-4873
Poll Question
What is your greatest concern with developing an Enterprise Rewards program?
A) Vision, Legacy, and Innovation B) Operations & Execution C) Technology, Data and DevelopmentD) Financial Stewardship E) Growth, Retention and Experience F) All of the Above
What will we be
discussing today?
Legacy Systems
Siloed Teams
Exciting,
Yet Intimidating
Tech Debt
Competing Priorties
In the End
Credit card-only rewards are important and have their place, but enterprise rewards elevate your institution’s ability to:
In the End
with more compelling offers
Aquire New Customers
In the End
Aquire New Customers
with more compelling offers
by rewarding full-service banking
Deepen Relationships
In the End
Aquire New Customers
with more compelling offers
Deepen Relationships
by rewarding full-service banking
through engagement and perceived value
Reduce Churn
In the End
and product adoption across the portfolio
Drive Cross-sell
In the End
Drive Cross-sell
and product adoption across the portfolio
from transactional to relational
Shift the Member Mindset
From a Different
Point of View
Feasible
Is the program construct something that can be realistically built and delivered?
Feasible
Is the program construct something that can be realistically built and delivered?
Desirable
Will customers want to be a part of the program? Does it deliver the value and benefits that they expect?
Feasible
Is the program construct something that can be realistically built and delivered?
Desirable
Will customers want to be a part of the program? Does it deliver the value and benefits that they expect?
Profitable
Are the program economics viable?Will they deliver a positive return on investment?
Feasible
Is the program construct something that can be realistically built and delivered?
Desirable
Will customers want to be a part of the program? Does it deliver the value and benefits that they expect?
Profitable
Are the program economics viable?Will they deliver a positive return on investment?
Flexible
Does the program allow for responsive changes based on changing market conditions?
“The cost of doing nothing is higher: we lose out on retention, cross-sell, and brand loyalty. This is a proactive way to protect our margins and grow LTV.”
– CFO
Financial Stewardship
What’s the financial impact? How do we control cost and show ROI?
Financial Stewardship
What’s the financial impact? How do we control cost and show ROI?
What’s the cost of expanding rewards?
Financial Stewardship
What’s the financial impact? How do we control cost and show ROI?
What’s the cost of expanding rewards?
How will this impact interchange,fee income, and margin?
Financial Stewardship
What’s the financial impact? How do we control cost and show ROI?
What’s the cost of expanding rewards?
What kind of ROI should we expect and over what time horizon?
How will this impact interchange,fee income, and margin?
RAZR Approach
We model this carefully: break-even analysis, redemption forecasting, liability accruals, and promotional impact.
RAZR Approach
We model this carefully: break-even analysis, redemption forecasting, liability accruals, and promotional impact.
Enterprise rewards tie value to specific behaviors (e.g., ACH payroll deposit, auto loan balance, digital bill pay), the institution controls the triggers—and therefore the cost.
RAZR Approach
We model this carefully: break-even analysis, redemption forecasting, liability accruals, and promotional impact.
Enterprise rewards tie value to specific behaviors (e.g., ACH payroll deposit, auto loan balance, digital bill pay), the institution controls the triggers—and therefore the cost.
Unlike credit card rewards, which scale automatically with spend, enterprise rewards can be optimized by behavior and tier.
FI Model Review
“Rewards aren't just about points. They're about recognition and motivation. This is how we meet members where they are and give them reasons to stay.”
– CMO
Growth, Retention, & Experience
How do we position and manage this? Will it improve the experience?
Growth, Retention, & Experience
How do we position and manage this? Will it improve the experience?
How do we make this program compellingand easy to understand?
Growth, Retention, & Experience
How do we position and manage this? Will it improve the experience?
How do we make this program compellingand easy to understand?
Can we personalize it basedon user segments?
Growth, Retention, & Experience
How do we position and manage this? Will it improve the experience?
How do we make this program compellingand easy to understand?
How do we keep members engaged over time?
Can we personalize it based on user segments?
RAZR Approach
Members need to see
the value to believe it.
RAZR Approach
Members need to see
the value to believe it.
We’ll develop program tiers,
promotions, and storytelling
that show how engagement
pays off.
RAZR Approach
Members need to see
the value to believe it.
We’ll develop program tiers,
promotions, and storytelling
that show how engagement
pays off.
Personalization can be layered
in through lifecycle messaging,
especially with CRM or
marketing automation in place.
RAZR Approach
Members need to see
the value to believe it.
We’ll develop program tiers,
promotions, and storytelling
that show how engagement
pays off.
You’ll also get dashboards to
track usage, dormancy, and
sentiment so you can
continually optimize.
Personalization can be layered
in through lifecycle messaging,
especially with CRM or
marketing automation in place.
Personas
"With the right planning and cross-functional alignment, we can deliver a seamless experience that scales.”
– COO
Operations & Execution
Do our customers actually want this?
Operations & Execution
Do our customers actually want this?
Do we need Enterprise Rewards?
Operations & Execution
Do our customers actually want this?
Do we need Enterprise Rewards?
How will we track, calculate, and apply rewards across systems?
Operations & Execution
Do our customers actually want this?
Do we need Enterprise Rewards?
Can our front-line staff and call center support this?
How will we track, calculate, and apply rewards across systems?
RAZR Approach
Phased rollout with defined operational touchpoints.
RAZR Approach
Phased rollout with defined operational touchpoints.
The right rewards engine should integrate with your core and digital banking providers to automate tracking.
RAZR Approach
Phased rollout with defined operational touchpoints.
The right rewards engine should integrate with your core and digital banking providers to automate tracking.
Training and communication plan to ensure your front-line teams can explain the program clearly.
RAZR Approach
Phased rollout with defined operational touchpoints.
The right rewards engine should integrate with your core and digital banking providers to automate tracking.
Think of it like launching a new product line, except this one touches every department, so governance and change management will be key.
Training and communication plan to ensure your front-line teams can explain the program clearly.
Desired Behaviors
Design Guidelines
“Security and scalability are key—we’ll architect this to support today’s rollout and tomorrow’s growth.”
– CTO
Technology, Data, & Development
What’s the tech lift? How will this integrate with existing systems?
Technology, Data, & Development
What’s the tech lift? How will this integrate with existing systems?
What data sources will this require?
Technology, Data, & Development
What’s the tech lift? How will this integrate with existing systems?
What data sources will this require?
How do we ensure real-time or near-real-time visibility?
Technology, Data, & Development
What’s the tech lift? How will this integrate with existing systems?
What data sources will this require?
Will we need to build or buy?
How do we ensure real-time or near-real-time visibility?
RAZR Approach
The ideal solution uses APIs to connect with your existing systems—core, card processor, loan origination, online banking without requiring a major rip-and-replace.
RAZR Approach
The ideal solution uses APIs to connect with your existing systems—core, card processor, loan origination, online banking without requiring a major rip-and-replace.
If data isn't real-time, we'll build a cadence that balances member expectations with internal capabilities.
RAZR Approach
The ideal solution uses APIs to connect with your existing systems—core, card processor, loan origination, online banking without requiring a major rip-and-replace.
If data isn't real-time, we'll build a cadence that balances member expectations with internal capabilities.
Define a data schema early, so we can run economic models and simulations before implementation.
RAZR Approach
The ideal solution uses APIs to connect with your existing systems—core, card processor, loan origination, online banking without requiring a major rip-and-replace.
If data isn't real-time, we'll build a cadence that balances member expectations with internal capabilities.
Whether you build internally or partner externally, we’ll make sure the architecture is sustainable and secure.
Define a data schema early, so we can run economic models and simulations before implementation.
Technology Brief
“We’re no longer just competing on rates or branches—we’re competing on relationships. Expanding rewards across our full product set is how we show members that we see and value their entire relationship with us, not just their credit card spend.”
– CEO
Vision, Legacy, and Innovation
What’s the strategic value?
Vision, Legacy, and Innovation
What’s the strategic value?
Does this align with our brand purpose and long-term goals?
Vision, Legacy, and Innovation
What’s the strategic value?
Does this align with our brand purpose and long-term goals?
How will this differentiate us in the market?
Vision, Legacy, and Innovation
What’s the strategic value?
Does this align with our brand purpose and long-term goals?
How will this improve our customer lifetime value?
How will this differentiate us in the market?
RAZR Approach
Shift from transactional mindset to a relationship-driven one.
RAZR Approach
Shift from transactional mindset to a relationship-driven one.
You’re no longer rewarding spend on a single product, you’re reinforcing the value of being all-in.
RAZR Approach
Shift from transactional mindset to a relationship-driven one.
You’re no longer rewarding spend on a single product, you’re reinforcing the value of being all-in.
Positioning is harder for fintechs and megabanks to replicate.
RAZR Approach
Shift from transactional mindset to a relationship-driven one.
You’re no longer rewarding spend on a single product, you’re reinforcing the value of being all-in.
Enterprise rewards programs show strong correlation with higher customer lifetime value, lower churn, and increased cross-sell.
Positioning is harder for fintechs and megabanks to replicate.
Competitive Analysis
Executive Summary
Our Framework
Phase 1
Laying the Foundation
Stakeholder InterviewsCompetitive ReviewAudience ProfilesMember JourneyResearch & Trends
Our Framework
Phase 1
Laying the Foundation
Generating Innovative Solutions
Stakeholder InterviewsCompetitive ReviewAudience ProfilesMember JourneyResearch & Trends
Brainstorm Workshop
Desired Behaviors
Design Guardrails
Rewards & Benefits
Our Framework
Phase 1
Laying the Foundation
Generating Innovative Solutions
Creating& Refining
Stakeholder InterviewsCompetitive ReviewAudience ProfilesMember JourneyResearch & Trends
Brainstorm Workshop
Desired Behaviors
Design Guardrails
Rewards & Benefits
Loyalty Concepts
Concept Testing
Final Program Outline
Roadmap & Timeline
Our Framework
Phase 2
Phase 1
Laying the Foundation
Generating Innovative Solutions
Creating& Refining
Product Definition & Requirements
Stakeholder InterviewsCompetitive ReviewAudience ProfilesMember JourneyResearch & Trends
Brainstorm Workshop
Desired Behaviors
Design Guardrails
Rewards & Benefits
Loyalty Concepts
Concept Testing
Final Program Outline
Roadmap & Timeline
Earn Opportunities
Economic Model
Program Blueprint
Terms & Conditions
Our Framework
Phase 1
Phase 2
Phase 3
Laying the Foundation
Generating Innovative Solutions
Creating& Refining
Product Definition & Requirements
Build & Launch
Stakeholder InterviewsCompetitive ReviewAudience ProfilesMember JourneyResearch & Trends
Brainstorm Workshop
Desired Behaviors
Design Guardrails
Rewards & Benefits
Loyalty Concepts
Concept Testing
Final Program Outline
Roadmap & Timeline
Earn Opportunities
Economic Model
Program Blueprint
Terms & Conditions
Tech Setup & Integration
Development
Q&A
Launch Communication
“This is more than a rewards program, it’s a relationship strategy. And it only works if every team is aligned, from IT and finance to marketing and the branch network. We each play a part in making this real for our members.”
Thank you
Sarah Cole
Warren Wiens
Vice President
Sr. Account & Strategy Director
sarah.cole@razrhq.com | 612-750-7007
warren.wiens@razrhq.com | 651-724-4873
Technology Brief
RAZR - The Foundation of Loyalty
RAZR Software
Created on September 4, 2025
Discover a proven framework for enterprise loyalty success. Sarah and Warren share practical solutions to strengthen relationships, overcome barriers, and drive long-term customer growth.
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Transcript
The Foundation of Loyalty
Introductions
Sarah Cole
Warren Wiens
Vice President
Sr. Account & Strategy Director
sarah.cole@razrhq.com | 612-750-7007
warren.wiens@razrhq.com | 651-724-4873
Poll Question
What is your greatest concern with developing an Enterprise Rewards program?
A) Vision, Legacy, and Innovation B) Operations & Execution C) Technology, Data and DevelopmentD) Financial Stewardship E) Growth, Retention and Experience F) All of the Above
What will we be
discussing today?
Legacy Systems
Siloed Teams
Exciting,
Yet Intimidating
Tech Debt
Competing Priorties
In the End
Credit card-only rewards are important and have their place, but enterprise rewards elevate your institution’s ability to:
In the End
with more compelling offers
Aquire New Customers
In the End
Aquire New Customers
with more compelling offers
by rewarding full-service banking
Deepen Relationships
In the End
Aquire New Customers
with more compelling offers
Deepen Relationships
by rewarding full-service banking
through engagement and perceived value
Reduce Churn
In the End
and product adoption across the portfolio
Drive Cross-sell
In the End
Drive Cross-sell
and product adoption across the portfolio
from transactional to relational
Shift the Member Mindset
From a Different
Point of View
Feasible
Is the program construct something that can be realistically built and delivered?
Feasible
Is the program construct something that can be realistically built and delivered?
Desirable
Will customers want to be a part of the program? Does it deliver the value and benefits that they expect?
Feasible
Is the program construct something that can be realistically built and delivered?
Desirable
Will customers want to be a part of the program? Does it deliver the value and benefits that they expect?
Profitable
Are the program economics viable?Will they deliver a positive return on investment?
Feasible
Is the program construct something that can be realistically built and delivered?
Desirable
Will customers want to be a part of the program? Does it deliver the value and benefits that they expect?
Profitable
Are the program economics viable?Will they deliver a positive return on investment?
Flexible
Does the program allow for responsive changes based on changing market conditions?
“The cost of doing nothing is higher: we lose out on retention, cross-sell, and brand loyalty. This is a proactive way to protect our margins and grow LTV.”
– CFO
Financial Stewardship
What’s the financial impact? How do we control cost and show ROI?
Financial Stewardship
What’s the financial impact? How do we control cost and show ROI?
What’s the cost of expanding rewards?
Financial Stewardship
What’s the financial impact? How do we control cost and show ROI?
What’s the cost of expanding rewards?
How will this impact interchange,fee income, and margin?
Financial Stewardship
What’s the financial impact? How do we control cost and show ROI?
What’s the cost of expanding rewards?
What kind of ROI should we expect and over what time horizon?
How will this impact interchange,fee income, and margin?
RAZR Approach
We model this carefully: break-even analysis, redemption forecasting, liability accruals, and promotional impact.
RAZR Approach
We model this carefully: break-even analysis, redemption forecasting, liability accruals, and promotional impact.
Enterprise rewards tie value to specific behaviors (e.g., ACH payroll deposit, auto loan balance, digital bill pay), the institution controls the triggers—and therefore the cost.
RAZR Approach
We model this carefully: break-even analysis, redemption forecasting, liability accruals, and promotional impact.
Enterprise rewards tie value to specific behaviors (e.g., ACH payroll deposit, auto loan balance, digital bill pay), the institution controls the triggers—and therefore the cost.
Unlike credit card rewards, which scale automatically with spend, enterprise rewards can be optimized by behavior and tier.
FI Model Review
“Rewards aren't just about points. They're about recognition and motivation. This is how we meet members where they are and give them reasons to stay.”
– CMO
Growth, Retention, & Experience
How do we position and manage this? Will it improve the experience?
Growth, Retention, & Experience
How do we position and manage this? Will it improve the experience?
How do we make this program compellingand easy to understand?
Growth, Retention, & Experience
How do we position and manage this? Will it improve the experience?
How do we make this program compellingand easy to understand?
Can we personalize it basedon user segments?
Growth, Retention, & Experience
How do we position and manage this? Will it improve the experience?
How do we make this program compellingand easy to understand?
How do we keep members engaged over time?
Can we personalize it based on user segments?
RAZR Approach
Members need to see the value to believe it.
RAZR Approach
Members need to see the value to believe it.
We’ll develop program tiers, promotions, and storytelling that show how engagement pays off.
RAZR Approach
Members need to see the value to believe it.
We’ll develop program tiers, promotions, and storytelling that show how engagement pays off.
Personalization can be layered in through lifecycle messaging, especially with CRM or marketing automation in place.
RAZR Approach
Members need to see the value to believe it.
We’ll develop program tiers, promotions, and storytelling that show how engagement pays off.
You’ll also get dashboards to track usage, dormancy, and sentiment so you can continually optimize.
Personalization can be layered in through lifecycle messaging, especially with CRM or marketing automation in place.
Personas
"With the right planning and cross-functional alignment, we can deliver a seamless experience that scales.”
– COO
Operations & Execution
Do our customers actually want this?
Operations & Execution
Do our customers actually want this?
Do we need Enterprise Rewards?
Operations & Execution
Do our customers actually want this?
Do we need Enterprise Rewards?
How will we track, calculate, and apply rewards across systems?
Operations & Execution
Do our customers actually want this?
Do we need Enterprise Rewards?
Can our front-line staff and call center support this?
How will we track, calculate, and apply rewards across systems?
RAZR Approach
Phased rollout with defined operational touchpoints.
RAZR Approach
Phased rollout with defined operational touchpoints.
The right rewards engine should integrate with your core and digital banking providers to automate tracking.
RAZR Approach
Phased rollout with defined operational touchpoints.
The right rewards engine should integrate with your core and digital banking providers to automate tracking.
Training and communication plan to ensure your front-line teams can explain the program clearly.
RAZR Approach
Phased rollout with defined operational touchpoints.
The right rewards engine should integrate with your core and digital banking providers to automate tracking.
Think of it like launching a new product line, except this one touches every department, so governance and change management will be key.
Training and communication plan to ensure your front-line teams can explain the program clearly.
Desired Behaviors
Design Guidelines
“Security and scalability are key—we’ll architect this to support today’s rollout and tomorrow’s growth.”
– CTO
Technology, Data, & Development
What’s the tech lift? How will this integrate with existing systems?
Technology, Data, & Development
What’s the tech lift? How will this integrate with existing systems?
What data sources will this require?
Technology, Data, & Development
What’s the tech lift? How will this integrate with existing systems?
What data sources will this require?
How do we ensure real-time or near-real-time visibility?
Technology, Data, & Development
What’s the tech lift? How will this integrate with existing systems?
What data sources will this require?
Will we need to build or buy?
How do we ensure real-time or near-real-time visibility?
RAZR Approach
The ideal solution uses APIs to connect with your existing systems—core, card processor, loan origination, online banking without requiring a major rip-and-replace.
RAZR Approach
The ideal solution uses APIs to connect with your existing systems—core, card processor, loan origination, online banking without requiring a major rip-and-replace.
If data isn't real-time, we'll build a cadence that balances member expectations with internal capabilities.
RAZR Approach
The ideal solution uses APIs to connect with your existing systems—core, card processor, loan origination, online banking without requiring a major rip-and-replace.
If data isn't real-time, we'll build a cadence that balances member expectations with internal capabilities.
Define a data schema early, so we can run economic models and simulations before implementation.
RAZR Approach
The ideal solution uses APIs to connect with your existing systems—core, card processor, loan origination, online banking without requiring a major rip-and-replace.
If data isn't real-time, we'll build a cadence that balances member expectations with internal capabilities.
Whether you build internally or partner externally, we’ll make sure the architecture is sustainable and secure.
Define a data schema early, so we can run economic models and simulations before implementation.
Technology Brief
“We’re no longer just competing on rates or branches—we’re competing on relationships. Expanding rewards across our full product set is how we show members that we see and value their entire relationship with us, not just their credit card spend.”
– CEO
Vision, Legacy, and Innovation
What’s the strategic value?
Vision, Legacy, and Innovation
What’s the strategic value?
Does this align with our brand purpose and long-term goals?
Vision, Legacy, and Innovation
What’s the strategic value?
Does this align with our brand purpose and long-term goals?
How will this differentiate us in the market?
Vision, Legacy, and Innovation
What’s the strategic value?
Does this align with our brand purpose and long-term goals?
How will this improve our customer lifetime value?
How will this differentiate us in the market?
RAZR Approach
Shift from transactional mindset to a relationship-driven one.
RAZR Approach
Shift from transactional mindset to a relationship-driven one.
You’re no longer rewarding spend on a single product, you’re reinforcing the value of being all-in.
RAZR Approach
Shift from transactional mindset to a relationship-driven one.
You’re no longer rewarding spend on a single product, you’re reinforcing the value of being all-in.
Positioning is harder for fintechs and megabanks to replicate.
RAZR Approach
Shift from transactional mindset to a relationship-driven one.
You’re no longer rewarding spend on a single product, you’re reinforcing the value of being all-in.
Enterprise rewards programs show strong correlation with higher customer lifetime value, lower churn, and increased cross-sell.
Positioning is harder for fintechs and megabanks to replicate.
Competitive Analysis
Executive Summary
Our Framework
Phase 1
Laying the Foundation
Stakeholder InterviewsCompetitive ReviewAudience ProfilesMember JourneyResearch & Trends
Our Framework
Phase 1
Laying the Foundation
Generating Innovative Solutions
Stakeholder InterviewsCompetitive ReviewAudience ProfilesMember JourneyResearch & Trends
Brainstorm Workshop Desired Behaviors Design Guardrails Rewards & Benefits
Our Framework
Phase 1
Laying the Foundation
Generating Innovative Solutions
Creating& Refining
Stakeholder InterviewsCompetitive ReviewAudience ProfilesMember JourneyResearch & Trends
Brainstorm Workshop Desired Behaviors Design Guardrails Rewards & Benefits
Loyalty Concepts Concept Testing Final Program Outline Roadmap & Timeline
Our Framework
Phase 2
Phase 1
Laying the Foundation
Generating Innovative Solutions
Creating& Refining
Product Definition & Requirements
Stakeholder InterviewsCompetitive ReviewAudience ProfilesMember JourneyResearch & Trends
Brainstorm Workshop Desired Behaviors Design Guardrails Rewards & Benefits
Loyalty Concepts Concept Testing Final Program Outline Roadmap & Timeline
Earn Opportunities Economic Model Program Blueprint Terms & Conditions
Our Framework
Phase 1
Phase 2
Phase 3
Laying the Foundation
Generating Innovative Solutions
Creating& Refining
Product Definition & Requirements
Build & Launch
Stakeholder InterviewsCompetitive ReviewAudience ProfilesMember JourneyResearch & Trends
Brainstorm Workshop Desired Behaviors Design Guardrails Rewards & Benefits
Loyalty Concepts Concept Testing Final Program Outline Roadmap & Timeline
Earn Opportunities Economic Model Program Blueprint Terms & Conditions
Tech Setup & Integration Development Q&A Launch Communication
“This is more than a rewards program, it’s a relationship strategy. And it only works if every team is aligned, from IT and finance to marketing and the branch network. We each play a part in making this real for our members.”
Thank you
Sarah Cole
Warren Wiens
Vice President
Sr. Account & Strategy Director
sarah.cole@razrhq.com | 612-750-7007
warren.wiens@razrhq.com | 651-724-4873
Technology Brief