Independent Banker - April 2021 - 71

Mladen Vladic,
General Manager
of Loyalty Services
at FIS
|| Last year was challenging. How
did FIS manage through 2020?
2020 was a truly unique year
and that taught us a lot. Business
continuity planning will have a very
diff erent meaning for all market
entities going forward. COVID-19
crisis once again validated for us
that the most asset we possess is
the work force of 55,000 talented
and dedicated team members that
went above and beyond servicing
our clients and their customers while
caring for their own safety and safety
of their families.
|| How does FIS' Loyalty solutions
give clients an advantage
during a constantly changing
year? What loyalty products,
services, or technologies did
FIS provide then and now down
the line?
Consumer expectations for digital
first engagement and instant
gratification will continue to define
the loyalty industry in coming years.
There are two product solutions
that will help community banks stay
relevant with customers: pay with
points and relationship rewards,
AI360. Pay with points emerged
as a product innovation just a few
years ago and made a tremendous
impact. Giving customers the ability
to extend their buying power in real
time by allowing them to monetize
their loyalty currency while driving
incremental spend on a card is a winwin
for all. This product solution will
become available through even more
channels in the future and consumer
experience will continue to evolve.
The relationship rewards product
concept is not new but will become
even more relevant going forward
and serve as a tool for community
banks to solidify holistic relationships
with a customer base and help
them deal with the threat from
nontraditional providers of financial
services..
|| A lot of community banks make
it their mission to serve the
community around them, how
does FIS' loyalty solutions help
them accomplish that?
The COVID-19 crisis in many ways
accelerated the adoption of trends
we have observed in the industry for
many years like rise in online spend,
contactless card adoption, consumer
P2P and the rise of faster payments.
Staying relevant in a rapidly
changing environment is crucial
for ICBA and their mission to serve
communities across the country.
FIS with its broad array of product
solutions is vested to help ICBA
thrive in this new environment by
helping them drive cost eff iciencies,
heavy investment in security and
robust product roadmap. COVID-19
impacted all of us, it impacted our
families, our neighborhoods and
the whole economy. If there is one
positive that came out of last year,
it is the opportunity for community
banks under ICBA guidance and
mentorship to rethink their market
position, go-to-market approach and
recalibrate their strategy to continue
growing their portfolio in years to
come.
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PHOTO:EDWARD LINSMIER

Independent Banker - April 2021

Table of Contents for the Digital Edition of Independent Banker - April 2021

Table of Contents
Independent Banker - April 2021 - Cover1
Independent Banker - April 2021 - Cover2
Independent Banker - April 2021 - Table of Contents
Independent Banker - April 2021 - 2
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Independent Banker - April 2021 - Cover3
Independent Banker - April 2021 - Cover4
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https://www.nxtbook.com/mspc/independentbanker/april2018
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https://www.nxtbook.com/mspc/independentbanker/december2017
https://www.nxtbook.com/mspc/independentbanker/november2017
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