First Tech Federal Credit Union has a long-standing history of serving individuals in the tech industry, providing financial services tailored to their unique needs. In a recent interview, Mairi Burns, Vice President of Brand Marketing at First Tech, discussed the organization’s strategic vision, customer loyalty initiatives, and the recent launch of their ambitious First Tech Beyond program.
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Speaker 1 (00:02):
Emotional loyalty is crucial for brands today, and
few things drive emotionalloyalty more effectively than a
customer's passions.
Professional sports, with theirdeeply emotional appeal,
resonate with fans and createpowerful connections.
Brands today must go beyondunderstanding their customers'
sports preferences and passionpoints.
(00:23):
They must also recognize theircustomer expectations from an
organizational perspective.
For example, if your customerbase includes professionals such
as doctors, nurses orinvestment bankers,
understanding their specificneeds is vital.
But when your target audienceis those within the technology
industry, particularly inregions such as California and
(00:45):
Oregon, the need to understandtheir drivers is more acute.
Today we're going to hear fromMari Burns.
She's the Vice President ofBrand Marketing at First Tech.
She'll discuss how the companyis focused on providing tailored
financial services to thetechnology industry and how they
developed unique partnershipswith four professional sports
(01:05):
teams in the Portland area.
Mari, thank you very much fortaking the time to speak with us
today.
How are you?
Speaker 2 (01:12):
I'm well, how are you ?
Speaker 1 (01:13):
Doing well, thank you .
Thank you for taking the timeto speak with us today.
First off, for those who maynot be familiar, can you give us
a short introduction to FirstTech?
You know what's the genesis ofthe company and what's its focus
.
Speaker 2 (01:26):
Sure thing?
Well, as I mentioned, I'm partof First Tech Federal Credit
Union.
We are a credit union based inCalifornia and Oregon, with our
members nationwide.
We serve people of tech, so wecome from tech and we still
serve them 70 years later.
We have about 700,000 membersall over the country and we work
(01:48):
with companies who are in techpeople like Intel, microsoft,
google, amazon and through theirsupport and partnership we
bring our products and servicesto people of tech through their
employers or directly in our SEGrelationships.
Speaker 1 (02:06):
When you work with people in the tech industry, do
they have unique requirementsand unique expectations, or
what's the focus with the techindustry?
Speaker 2 (02:16):
They certainly do, and part of understanding them
and being in their world isreally a recognition that it is
a unique and special place to be.
They think differently, theyare constantly innovating.
It's part of what drives thempersonally.
They love to seek mastery intheir skills Very creative
(02:36):
people and it's also just aunique industry in terms of, say
, even the compensation packages, how you're paid, what that
looks like, and the up and downof the tech industry is a
reality too.
So it's been important that webecause we work with these
people every day we reallyunderstand what does it feel
like in their world and thenwe're taking that information
(02:58):
back to ensure that product,services and service really fit
what they need.
And nothing ever stands stillin tech, and it's a mindset that
we have too.
We are just constantly lookingfor that evolution.
Speaker 1 (03:14):
Excellent.
Can you tell us a bit moreabout your role with the company
, maybe even how you got towhere you are today and what
positions led you up to thisvery interesting role?
Speaker 2 (03:23):
Well, that might take a while, but so I've been with
First Tech just over a year andit feels a bit like coming home.
So I started out in the UK I'mfrom Scotland in financial
services.
Out of college I had five yearsin marketing working for some
of the larger financial servicesinstitutions in Europe and then
I went into advertising agency,also serving financial services
(03:46):
, and from there moved toPortland Oregon in 2000.
And in a way it's opened up awhole new market, not just in
geography but just inunderstanding the culture and
the experiences and theexpectations.
So after many years in agencyworking in strategy, brand
(04:08):
strategy, response strategy,digital I moved into First Tech.
They are a highly respectedbrand.
I live in Portland, oregon andthey have one of their
headquarters here in Oregon andit's been such a privilege to be
part of this company.
It feels very different andabsorbing.
That culture has been a bigpart of the mindset that we've
(04:32):
brought to developing thisprogram.
Speaker 1 (04:34):
In fact, Okay, you talked about it a little bit
before.
Obviously a very uniqueaudience in the tech industry.
Expectations kind of talkingabout how they're paid and just
being from tech and being ableto understand them is very
important.
So, when you look at some ofthe challenges and opportunities
you face in your position, whatkeeps you up at night?
Speaker 2 (04:55):
Oh, so many things.
I'd say that First Tech as anorganization is waking up more
to the value of brand, that wehave an incredible pedigree and
an incredible brand reputationand members are very passionate
about being part of our familyand as a non-profit, you know,
credit union members are first.
(05:16):
They are, they are everythingthat we do, and so making sure
that we are always putting themfirst and being so intentional
in the programs we bring or theexperiences or benefits we bring
them, and, at the same time,appreciating that nothing ever
stays the same.
Change is constant.
Our members live and work ininnovation type industry, so how
are we responding to that?
(05:38):
Are we ahead of that change?
Do we understand it?
And, of course, there'sbuilding the practice of being a
brand first organization, whichis very much the everyday part
of it.
But after about a year or soworking with an amazing team,
we're at a place where we'restarting to roll out those
programs that are based on theresearch and insights we've
gained from our members of tech.
Speaker 1 (06:00):
Excellent, okay, so when you look at the financial
services industry very much kindof an area of disruption with
all the fintechs out there, kindof adding value to the whole
financial services equation whenyou look at your industry, how
are your customers changing,maybe with First Tech
specifically or moreholistically in the financial
(06:21):
services industry, what are youseeing with regard to your
customers and how they'reevolving?
Speaker 2 (06:26):
Well, I think we are seeing, as many of our fellow
banks and credit unions are,just the pace of change and the
expectations are rising everysingle day.
And I would say that'sparticularly so with people of
tech.
Given the nature of what theydo, their expectations are high.
They are solving problems everyday, so they fully expect us
and their banking partners tosolve those problems as well,
(06:47):
and do it smartly and simply.
So there's just a practicalreality.
Are we in fact serving them andare we representing that best
of truly, as a brand?
Are we positioned uniquely?
Do we have an authentic anddifferent experience?
And, as a brand person, back towhat keeps me up at night, it's
(07:11):
back to that too.
Are we unique?
Are we differentiated?
Are we authentic?
And, rather than look ahead, inthe next month, the next year,
what's the three to five-yearplan and are we moving in that
right direction?
Speaker 1 (07:25):
Okay, when you look at customer loyalty very
important in marketing todaymany brands have a great focus
on customer loyalty.
Some are kind of building thatout.
But when you look at customerloyalty, what does customer
loyalty mean to you and toFirstTag?
Speaker 2 (07:44):
It's so interesting, even the words customer loyalty,
it somehow implied that that'ssort of a separate or other
thing, a distinct thing versusyour DNA, and I think part of
being a credit union.
It's a very unique experience,unique atmosphere is that it's
member first and it's alwaysbeen member first.
And I think First Tech,probably, like many other credit
(08:04):
unions, have that, and I thinkwe have it in spades, how
everyone talks, just chatting toeach other about what are we
going to do today and tomorrow.
It's always member first, andso I don't really see this
distinctly as a customer loyaltyprogram.
That's self-standing.
I see it as another way thatwe're bringing that value.
(08:25):
It's a more pragmatic, tangibleway to bring value to our
members and, yes, we hope thatin return, they will understand
our brand better, they'll have astronger and deeper
relationship with us becausewe're in their world and giving
them these great experiences andgreat products and services.
(08:46):
Of course, but it's prettyfundamental to having that
member in your lens first andforemost.
Speaker 1 (08:54):
Excellent.
How does your customer loyaltyprogram, the customer loyalty
processes you developed as anorganization, fit into the
vision of that larger customerloyalty approach?
Speaker 2 (09:05):
Yeah, well, I think there's a couple of layers there
.
One is just at its core do ourproducts and services actually
fulfill what we know our memberswant?
And understanding the data anddoing the research and the great
listening.
So we look and listen to a lotof our member feedback to ensure
that those core bankingproducts say our rewards,
(09:26):
checking and savings is builtspecifically to serve that and
what we see they need and whatthey tell us they need and want.
So there's that fundamentalpart.
And then this program, firstTech Beyond really now takes us
to a different place.
So with this program we'relooking at, beyond products and
services and experience, what isthe next level?
(09:47):
How can we say thank you andprovide access to experiences
that really are very unique andunusual for a credit union?
Speaker 1 (09:56):
Absolutely.
Firstech has announced recentlythat it's partnering with
Portland's four professionalsports teams the NBA, wnba, the
MLS and the NWSL.
Can you provide us some detailsaround this BEYOND program and
how it brings it all togetherthrough this very unique
partnership and sponsorship?
Speaker 2 (10:18):
It's been pretty amazing and it took a long time
to build this out, and I wouldsay I'm a strategist by training
.
We started with research, asone should, to understand what
is it our members want?
What do they care about, how dothey spend their time, what are
they passionate about?
And from that it was prettyclear that sports was one of
those highest interest hobbies,whether they're taking part in
(10:39):
it or watching it.
So, knowing that, we thenlooked at how could we fulfill
this and this idea of membershipas a product, membership as a
value add, not just the accessto our classic banking services.
What might that look like?
And then maybe because I'm not,I haven't done a lot of
(10:59):
sponsorship in my past I think Ilooked at it in a very
different light of not knowingwhat's normal.
You kind of open your eyes towhat's possible, and so we are
lucky in Portland that we have amid-level market.
We already had a relationshipwith the Trailblazers and we did
an RFP again untraditional insponsorship to set a strategy,
(11:22):
do an RFP and we invitedentities to respond and with
that we had great intention ofwe wanted to build a program
that was the same program andthe same kind of experiences, no
matter which team you areworking with or engaging with as
a fan.
So whether you're going to asoccer game or a basketball game
, it's still a related themedexperience and that's kind of an
(11:47):
unusual way.
Often companies are sponsoringand it's very much a logo on the
wall.
It can be can be passive as amechanism and we wanted to be
something very active and give alot of opportunity for
engagement.
So RFP, many, many rounds ofcontract negotiation and the
(12:08):
program launched two weeks ago,first Tech Beyond into the
Portland market and we are veryfortunate that Portland allowed
us access to four teams andwe're the exclusive credit union
partner for three of thoseteams.
So very exciting, very excitingto see our dedicated entrance
for First Tech members at thebasketball and the soccer
(12:29):
stadium for everyone to enjoy.
Speaker 1 (12:32):
Excellent.
You touched on some of the VIPaccess points and exclusive
benefits for members.
You know what specificexclusive access and special
perks are offered to the membersthrough this program.
Speaker 2 (12:43):
Yeah, well, that first one.
As I said, it's our ownentrance.
So whether you're going to asoccer game or a concert,
whether you're going to see theThorns or the Timbers, our
professional soccer team, or ourwomen's or men's basketball the
women's team, starting in abouta year, you'll be able to have
your own line, and when you'rein that line we have dedicated
First Tech reps who will bedelighting and surprising you
(13:07):
with all sorts of funexperiences.
Maybe it's an upgrade on yourtickets, or it's some free
popcorn that day, or it's thechance for you and your family
to take part in the game itselfthrough game ball delivery or
match delivery.
So that's just some really funthings.
But our sponsorship also extendsbeyond those four sports teams
(13:28):
into other areas.
So we have partnerships withthe Oregon International Air
Show.
We have partnerships with Hoodto Coast Relay and again, you
can be part of that experience.
If you go to the Hood to CoastRelay, you can have free
massages because you're a FirstStep member, and if you're a
runner, who, a walker, who'sjust 80, 90 miles, you're really
appreciative of that.
(13:48):
So a chance to use all of thesepartnerships in a way that's
very directed to bringingsomething a bit extra to the
member.
Speaker 1 (13:57):
Excellent, you touched on a little bit.
Partnerships are very importantto members of Loyalty360 and
those who run loyalty programsin general.
But setting them up in a waythat has reciprocity, kind of a
unique value proposition forboth brands if not all the
brands can be challenging.
You know, can you shareinsights to how you formed this
(14:20):
partnership?
I'm not sure, are they owned byall by the same umbrella
company, or you know, how wereyou able to pull this off
successfully in a way thatprovides value to everyone
involved?
Speaker 2 (14:27):
Yeah, I think part of it is one not having a
traditional background insponsorship opens your mind up
to what's possible.
And then a lot of relationshipbuilding and a lot of great
enthusiasm and willingness byall of the teams to actually
work together.
And I think part of this is thefact that we are all in
(14:47):
Portland.
A lot of these teams who workthere.
They know each other.
Lot of these teams who workthere, they know each other, and
so there's there's an openness,I think, understanding that
because we're centering thisaround member benefit, as well
as parts of this program fitSTEM and support non-profit
community groups who supportSTEM, as well as our tech
partners, there's there's lotsof different components of it.
(15:08):
So I think all the teams couldsee that it was a really
beneficial experience for all.
And then just being veryauthentic and direct in what
we're trying to do, and all ofthe teams were willing to allow
us to talk about the programfirst.
First Step Beyond is how we'rebranding this in the stadiums
(15:31):
and in the experiences, and allfour teams logos even are
appearing in each other'sstadiums and and engagement
devices.
So that's very unusual too, andhats off to our team, uh, the
teams that they've been willingto go along this ride with us
and, uh, we're really excitedabout where this might take us.
I think everyone feels it'ssomething quite different, not
(15:52):
just in the experiences we'rebringing, but the range of the
program and the fact that it'svery coordinated, and we're
grateful for our teams forsupporting us in this.
Speaker 1 (16:01):
It's a very unique initiative.
Obviously, how you've pulled ittogether, you know what should
I say?
How does the First Tech Beyondinitiative tie into the overall
brand's customer loyalty,engagement, customer experience
efforts?
Speaker 2 (16:14):
Yeah Well, it's a proving ground.
Part of being tech focused isthat we feel innovation has no
off season and we've taken thatmentality out to the sponsorship
program to think of a verytangible way that we can express
that loyalty and our gratitudeto our members.
So, in effect, we're using thisas that mechanism and, because
(16:39):
it is an experiment, we'rereally going to try and learn a
lot of new things in this firstyear, with the hope that, as we
improve and learn and have amore personalized experience for
our members, that we can growthis beyond Portland and Oregon,
have a more personalizedexperience for our members, that
we can grow this beyondPortland and Oregon, southwest
Washington, into other parts ofthe country and just start to
build out this exclusive accessto either experiences or perks
(17:04):
or discounts, whatever it mightbe that typically folks wouldn't
have the chance to be part of.
Speaker 1 (17:10):
Corporate social responsibility continues to be a
focus for marketers throughtheir customer loyalty efforts
and programs.
Could you elaborate on thecommunity STEM initiatives that
are supported by the First TechBeyond program and how the First
Tech community supports theseCSR initiatives?
Speaker 2 (17:29):
Oh, they are hugely important and we already have a
very active and incrediblelegacy of supporting STEM from
First Tech already, and we havedone for many, many years.
So each team was really excitedabout being able to bring this
(17:55):
out.
And so, whether it's workingwith a math program that will
bring math and the fun of sportsinto math in the classroom and
for 4,000 kids in our area, orwe have a STEM community partner
, spotlight, where we'll use oursponsorship and our platform to
(18:15):
bring and elevate a localpartner into the stadium and
have that fun for them, and wedo so much already.
So we have grants for STEM, wework with local non-profits who
have a STEM focused.
We also work with more of thatgeneral education to give people
access to experiences andlearning opportunities they
(18:36):
might not have had.
So I'm we're just building onwhat's already there and it's
been a great partnership andcollaboration across the
organization.
In fact, to think of how we howare we building on that and
bringing it out, and that'sprobably one of my.
My tips on how to make thiswork and how to make it happen
is months not just of contractnegotiation, but months of
(18:58):
working with my peers here atFirst Tech to get everyone
involved and, frankly, it neverwould have happened if I didn't
have the support and enthusiasmof leaders across the company.
Speaker 1 (19:10):
That's great.
When you look at the overallprogram, it seems to be very
aligned to the organizationholistically.
You know, how are you definingand measuring the success of the
First Tech Beyond program?
You know, both in terms of fanengagement but also community
impact.
Speaker 2 (19:26):
Yeah, well, being a tech type credit union, we're
all about data, and I ampersonally too.
So we started with data, withinsights and research and,
really important, that we'vedefined what a success looked
like for this program, giventhat we are learning and we will
be responding and optimizingthe program as we go.
But we're looking at it in acouple of levels.
(19:47):
Yes, engagement that's one ofthe most obvious leading
indicators of success.
People are engaging with theprogramme.
They're using the entrance line, they're taking part in the
promotions.
Our seg partners, our techpartners, are interested and
excited and are bringing theirstaff into these experiences as
well.
And then there's the moreclassic brand affinity and is
(20:10):
the brand relationship changing?
So we are, as part of theagreement, we have independent
research that happens pre andpost season to make sure that
we've got benchmarks to say herehere's what it was like before,
here's what it's like after.
And, critically, are the fansand our members actually
understanding all the differentnuances and how we're bringing
(20:31):
this program to life?
So we're looking at on themicro and the macro level and
how we're bringing this programto life.
So we're looking at it on themicro and the macro level.
Ultimately, this is aboutimproving member retention,
increasing lifetime value andincreasing engagement with the
staff who are part of our techpartnerships.
Speaker 1 (20:45):
Excellent and how has the customer loyalty strategy
focus evolved during your timeat First Tech?
You know what methods are youusing to reward, engage members
differently and how do you seekind of your customer loyalty
focus going forward.
Speaker 2 (21:02):
Great question.
So, anna, and one of manynuances in effect, because
there's the everyday how do youbuild products and features that
really are very attuned to yourmembers and what they need?
So that's happening and thatwas already happening.
So our core banking productsthat they really fit, as I've
(21:23):
mentioned before, what ourmembers need and what they tell
us they need.
So that's already been in play.
And First Take Beyond is anextension where we are looking
at providing value beyond thetypical banking services and
banking experiences.
So I think that's where we'reheading, but it is a giant
experiment.
I mean, I don't want to beflippant about that, but this is
(21:45):
all about learning and makingthis a proving ground to be able
to look at the data as we gothrough this program and adjust
and react to it.
And I think what's reallyspecial is that, as I've
mentioned, it's been fullyembraced across the whole
organization and I think that'sone of the secrets to making
this work is not only do I havestaff members here at First Tech
(22:08):
who are great Timbers andThorns fans, who are thrilled
that we now have equity acrossour membership or across our
sponsorship I apologise with theteams, but members reaching out
and saying they're just lovingthe fact that they get to go
into their own line and we'llhave a member lounge and, within
the stadium, all thesedifferent experiences, so it's
(22:32):
exciting.
It took many months to get tothis point.
We launched it a few weeks ago,so we are ready to learn.
Speaker 1 (22:40):
Well, that's good.
That's great.
It sounds like you're doing agreat job.
Personalization is somethingthat seems to be a big focus for
you as well.
It's definitely a topic we hearconsistently about from our
members.
How does First Tech plan tofurther personalize customer
experience for your guests?
Speaker 2 (22:59):
So I have colleagues here at First Tech who would be
Very well placed to answer thatquestion more directly.
We, of course, are workingtowards a more personalised
experience, as many of our peersare in the industry, and I
think, when it comes tosponsorship and on First Tech
Beyond, specifically, because westarted with that research and
(23:22):
insight, it helped us get off toa good start, like we're basing
it on what we know to be truefor these, for our members, and
then, um, as we learn, uh, we'llbe able to refine that.
So one one element of firsttech beyond which is, um, very
intentional is that we haveassets and activations for
different types of members anddifferent types of relationships
(23:44):
.
So we have experiences for our,our tech partners.
They can bring their staff towork, they can go to a training
facility to watch the coachingsession, and we're going to be
offering financial literacy andrelocation services to players.
And how fun is that to be ableto take the learnings from that
back to our tech partners andsay, hey, as you think about
(24:06):
your relocation of yourinternational staff, here's some
other ways you can retool itbased on these experiences.
So there's a lot of elementswithin the program specific to
groups, whether it's a membertype group or whether it's a
partner, tech or communityotherwise.
So I think that helps us anddata is going to be our friend.
(24:28):
The more we know, the more wecan make it more personal.
I would say First Step Beyondis at its genesis, though, very
much about welcoming all the wayI've been talking about.
It is, you know, welcome to ourhouse.
It's a very open house, thedoors are open, we welcome you
and it's not about um creatingsmaller, unique, highly
(24:52):
exclusive and privileged typeexperiences.
This is about everybody, everymember of first tech gets to
experience these benefits.
Everybody gets to be in thatline and and have those surprise
and delight.
So that's that's very to us,that it feels very equal and
fair across our membership too.
Speaker 1 (25:11):
Well, that's awesome.
Emotional loyalty another bigfocus.
Many people are obviously veryemotive about their sports teams
.
So when you look at emotionalloyalty, what does it mean to
you and your brand?
Speaker 2 (25:27):
Well, I think people of tech have a sort of more
unique and special aspect tothem as well that they are, I
kind of think, sometimes you'reborn a tech person, you're super
inquisitive, you're veryanalytical, you're an amazing
problem solver, happen to bemarried to a software engineer,
so I get to see some of thatclose up.
But all the data and all ourexperiences working with tech
(25:50):
tell us the same that there arepeople who really they're
passionate about what they do,they're passionate about
innovation, and so I thinkstarting with that lens of what
they care about is helpful.
And then sure, you layer on themember part of it, the
nonprofit in your, yourcommunity, actively supporting
people in tech or coming throughto tech.
(26:12):
So those credentials are reallyimportant and that's very
authentic and true to who we areas a brand and that's that's
existed for the 70 years we'vebeen part of this, this industry
.
And then the emotion.
You're right, sports, we know,has a lot of excitement and that
was another intentional factorthat we wanted to meet people at
their passion point.
(26:32):
So we have the passion of techand we have the passion of
sports and I think comingtogether there is just so
interesting as we do our brandtracking, not just of this
program but across the country.
We're going to be able tocompare and contrast what
differences it make when weactually connect our brand into
more of that passion, and thatwill be very revealing to.
(26:55):
Are we leaning in the rightdirection here?
I think so, but that's reallywhat the data will serve us with
.
Speaker 1 (27:02):
Excellent.
What are two or three thingsyou are most proud of regarding
your customer loyalty efforts?
Speaker 2 (27:08):
goodness, that's a very big question.
Um, I well, as as a fair newbiehere I mean I've been here a
year, as I've said before I'mjust blown away how people truly
put the member into everyconversation, because I think
one can be glib about that, uh.
But when you see it close upand you see it, the
intentionality of it it's, it'sreally impressive.
(27:30):
And, um, I really love the factthat across the company people
are very, um, service oriented,and serving the member is part
of our performance goals.
It's part of how we judge oursuccess internally.
It's always the lens that weneed to look through.
So that's been remarkable and,as a newer person to credit
(27:53):
unions as well, that's been verycool.
Then you take that intosomething like this program,
where now we're even buildingout beyond the products and
services, experiences, access,fun, passion, just a whole
energetic experience with thebrand.
That's another way ofexpressing member focus.
(28:15):
So that's really thrilling tobe part of that.
Speaker 1 (28:20):
Absolutely so.
What's next for First Tech?
What's next regarding, maybe,your customer loyalty, customer
experience efforts?
What are you guys up to?
Speaker 2 (28:29):
Well, I'd say this is going to keep us busy for a
while.
As you can imagine, four teamswe just launched, so we're still
building out some of thosefundamentals and we have a lot
of fun activations planned forthe year.
This will keep us busy.
We've also, at the same time,launched a program called
Envision Future Finance, wherewe are serving that tech side of
the brain.
This will keep us busy.
We've we've also, at the sametime, launched a program called
envision future finance where weare serving that tech side of
(28:52):
the brain.
We've got the tech and thesports, and that is um again
acknowledging that people whowork in tech have a very
different career path and veryunique career path and unique
stresses and rewards.
So that program is bringingboth guidance and knowledge and
action to people of tech.
(29:14):
So the combination of these twois going to be keeping us busy
for a while.
But again, it's reallyimportant that we are learning
and evolving and innovation hasno off-season.
As I mentioned, it's part ofsports, it's part of who we are
and we're just going to keepstriving to just get that little
bit better that's awesome.
Speaker 1 (29:33):
Well, uh, now we have our wonderful quick fire
questions.
Uh, we like to keep these toone word or short phrase
responses.
Okay, we'll kick these off.
What?
What word or short phrase, uh,do you use to inspire others?
Curiosity excellent.
What is your least favoriteword that others use?
Do you use to inspire othersCuriosity Excellent.
Speaker 2 (29:52):
What is your least favorite word that others use
Too many?
To answer we all work inorganizations where we perhaps
lean on buzzwords a little bittoo much.
So yeah, too many.
Speaker 1 (30:04):
What is your favorite food?
Speaker 2 (30:07):
As a Scot I feel I should say haggis, but toast and
marmalade in the morning.
Speaker 1 (30:14):
Okay, what excites you at work?
Speaker 2 (30:17):
Oh, the strive to do better every day.
So much fun.
Speaker 1 (30:21):
Okay, excellent.
What do you find tiresome athome or work?
Speaker 2 (30:31):
Not enough time.
Not enough time Do all thethings you want.
Speaker 1 (30:39):
Absolutely.
Is there a book that you'veread?
Speaker 2 (30:40):
that you'd like to recommend to colleagues.
I would say read the research.
I don't really read businessbooks.
I read Gartner, I read McKinsey, I read this post.
So there's a lot of amazingresources and I every day just
try and a little bit gain alittle bit more knowledge, more
insight.
Speaker 1 (30:58):
OK, perfect.
What profession, other than theone you're currently in, would
you maybe like to try?
Speaker 2 (31:03):
I think I'd love to be an architect.
Speaker 1 (31:05):
Oh, ok, yeah.
Speaker 2 (31:06):
Strategy and detail so much fun.
Speaker 1 (31:09):
There you go.
Speaker 2 (31:15):
What do you enjoy doing that you often don't get
the time to do?
Reading, travel and reading.
I'm from Scotland, so I havefamily all over the world.
Speaker 1 (31:23):
It'd be great to spend more time with them.
It's always great to spend timewith family, especially
traveling, so it's a two forthere, yeah, who inspired you to
become the person you are today.
Mom and dad Excellent, and howdo you want to be remembered by
your friends and family?
Passionate.
There we go Well.
Marie, thank you very much fortaking the time to speak with us
(31:44):
today.
It was great getting to knowyou, great getting to know a
good deal about the First TechCustomer Loyalty Program and the
partnerships you just rolledout Very insightful, very
impactful and looking forward tohearing more as you progress
through the year.
So thank you.
Speaker 2 (31:58):
Well, thank you for the opportunity to talk about
our program today.
Speaker 1 (32:01):
Absolutely, and everyone.
Thank you very much for takingthe time to listen.
Make sure you join us everyThursday for additional episodes
of our Leaders in CustomerLoyalty series, the brand series
.
Until then, have a wonderfulday, Thank you.
Emotional loyalty is crucial for brands today, and
few things drive emotionalloyalty more effectively than a
customer's passions.
Professional sports, with theirdeeply emotional appeal,
resonate with fans and createpowerful connections.
Brands today must go beyondunderstanding their customers'
sports preferences and passionpoints.
(00:23):
They must also recognize theircustomer expectations from an
organizational perspective.
For example, if your customerbase includes professionals such
as doctors, nurses orinvestment bankers,
understanding their specificneeds is vital.
But when your target audienceis those within the technology
industry, particularly inregions such as California and
(00:45):
Oregon, the need to understandtheir drivers is more acute.
Today we're going to hear fromMari Burns.
She's the Vice President ofBrand Marketing at First Tech.
She'll discuss how the companyis focused on providing tailored
financial services to thetechnology industry and how they
developed unique partnershipswith four professional sports
(01:05):
teams in the Portland area.
Mari, thank you very much fortaking the time to speak with us
today.
How are you?
Speaker 2 (01:12):
I'm well, how are you ?
Speaker 1 (01:13):
Doing well, thank you .
Thank you for taking the timeto speak with us today.
First off, for those who maynot be familiar, can you give us
a short introduction to FirstTech?
You know what's the genesis ofthe company and what's its focus
.
Speaker 2 (01:26):
Sure thing?
Well, as I mentioned, I'm partof First Tech Federal Credit
Union.
We are a credit union based inCalifornia and Oregon, with our
members nationwide.
We serve people of tech, so wecome from tech and we still
serve them 70 years later.
We have about 700,000 membersall over the country and we work
(01:48):
with companies who are in techpeople like Intel, microsoft,
google, amazon and through theirsupport and partnership we
bring our products and servicesto people of tech through their
employers or directly in our SEGrelationships.
Speaker 1 (02:06):
When you work with people in the tech industry, do
they have unique requirementsand unique expectations, or
what's the focus with the techindustry?
Speaker 2 (02:16):
They certainly do, and part of understanding them
and being in their world isreally a recognition that it is
a unique and special place to be.
They think differently, theyare constantly innovating.
It's part of what drives thempersonally.
They love to seek mastery intheir skills Very creative
(02:36):
people and it's also just aunique industry in terms of, say
, even the compensation packages, how you're paid, what that
looks like, and the up and downof the tech industry is a
reality too.
So it's been important that webecause we work with these
people every day we reallyunderstand what does it feel
like in their world and thenwe're taking that information
(02:58):
back to ensure that product,services and service really fit
what they need.
And nothing ever stands stillin tech, and it's a mindset that
we have too.
We are just constantly lookingfor that evolution.
Speaker 1 (03:14):
Excellent.
Can you tell us a bit moreabout your role with the company
, maybe even how you got towhere you are today and what
positions led you up to thisvery interesting role?
Speaker 2 (03:23):
Well, that might take a while, but so I've been with
First Tech just over a year andit feels a bit like coming home.
So I started out in the UK I'mfrom Scotland in financial
services.
Out of college I had five yearsin marketing working for some
of the larger financial servicesinstitutions in Europe and then
I went into advertising agency,also serving financial services
(03:46):
, and from there moved toPortland Oregon in 2000.
And in a way it's opened up awhole new market, not just in
geography but just inunderstanding the culture and
the experiences and theexpectations.
So after many years in agencyworking in strategy, brand
(04:08):
strategy, response strategy,digital I moved into First Tech.
They are a highly respectedbrand.
I live in Portland, oregon andthey have one of their
headquarters here in Oregon andit's been such a privilege to be
part of this company.
It feels very different andabsorbing.
That culture has been a bigpart of the mindset that we've
(04:32):
brought to developing thisprogram.
Speaker 1 (04:34):
In fact, Okay, you talked about it a little bit
before.
Obviously a very uniqueaudience in the tech industry.
Expectations kind of talkingabout how they're paid and just
being from tech and being ableto understand them is very
important.
So, when you look at some ofthe challenges and opportunities
you face in your position, whatkeeps you up at night?
Speaker 2 (04:55):
Oh, so many things.
I'd say that First Tech as anorganization is waking up more
to the value of brand, that wehave an incredible pedigree and
an incredible brand reputationand members are very passionate
about being part of our familyand as a non-profit, you know,
credit union members are first.
(05:16):
They are, they are everythingthat we do, and so making sure
that we are always putting themfirst and being so intentional
in the programs we bring or theexperiences or benefits we bring
them, and, at the same time,appreciating that nothing ever
stays the same.
Change is constant.
Our members live and work ininnovation type industry, so how
are we responding to that?
(05:38):
Are we ahead of that change?
Do we understand it?
And, of course, there'sbuilding the practice of being a
brand first organization, whichis very much the everyday part
of it.
But after about a year or soworking with an amazing team,
we're at a place where we'restarting to roll out those
programs that are based on theresearch and insights we've
gained from our members of tech.
Speaker 1 (06:00):
Excellent, okay, so when you look at the financial
services industry very much kindof an area of disruption with
all the fintechs out there, kindof adding value to the whole
financial services equation whenyou look at your industry, how
are your customers changing,maybe with First Tech
specifically or moreholistically in the financial
(06:21):
services industry, what are youseeing with regard to your
customers and how they'reevolving?
Speaker 2 (06:26):
Well, I think we are seeing, as many of our fellow
banks and credit unions are,just the pace of change and the
expectations are rising everysingle day.
And I would say that'sparticularly so with people of
tech.
Given the nature of what theydo, their expectations are high.
They are solving problems everyday, so they fully expect us
and their banking partners tosolve those problems as well,
(06:47):
and do it smartly and simply.
So there's just a practicalreality.
Are we in fact serving them andare we representing that best
of truly, as a brand?
Are we positioned uniquely?
Do we have an authentic anddifferent experience?
And, as a brand person, back towhat keeps me up at night, it's
(07:11):
back to that too.
Are we unique?
Are we differentiated?
Are we authentic?
And, rather than look ahead, inthe next month, the next year,
what's the three to five-yearplan and are we moving in that
right direction?
Speaker 1 (07:25):
Okay, when you look at customer loyalty very
important in marketing todaymany brands have a great focus
on customer loyalty.
Some are kind of building thatout.
But when you look at customerloyalty, what does customer
loyalty mean to you and toFirstTag?
Speaker 2 (07:44):
It's so interesting, even the words customer loyalty,
it somehow implied that that'ssort of a separate or other
thing, a distinct thing versusyour DNA, and I think part of
being a credit union.
It's a very unique experience,unique atmosphere is that it's
member first and it's alwaysbeen member first.
And I think First Tech,probably, like many other credit
(08:04):
unions, have that, and I thinkwe have it in spades, how
everyone talks, just chatting toeach other about what are we
going to do today and tomorrow.
It's always member first, andso I don't really see this
distinctly as a customer loyaltyprogram.
That's self-standing.
I see it as another way thatwe're bringing that value.
(08:25):
It's a more pragmatic, tangibleway to bring value to our
members and, yes, we hope thatin return, they will understand
our brand better, they'll have astronger and deeper
relationship with us becausewe're in their world and giving
them these great experiences andgreat products and services.
(08:46):
Of course, but it's prettyfundamental to having that
member in your lens first andforemost.
Speaker 1 (08:54):
Excellent.
How does your customer loyaltyprogram, the customer loyalty
processes you developed as anorganization, fit into the
vision of that larger customerloyalty approach?
Speaker 2 (09:05):
Yeah, well, I think there's a couple of layers there
.
One is just at its core do ourproducts and services actually
fulfill what we know our memberswant?
And understanding the data anddoing the research and the great
listening.
So we look and listen to a lotof our member feedback to ensure
that those core bankingproducts say our rewards,
(09:26):
checking and savings is builtspecifically to serve that and
what we see they need and whatthey tell us they need and want.
So there's that fundamentalpart.
And then this program, firstTech Beyond really now takes us
to a different place.
So with this program we'relooking at, beyond products and
services and experience, what isthe next level?
(09:47):
How can we say thank you andprovide access to experiences
that really are very unique andunusual for a credit union?
Speaker 1 (09:56):
Absolutely.
Firstech has announced recentlythat it's partnering with
Portland's four professionalsports teams the NBA, wnba, the
MLS and the NWSL.
Can you provide us some detailsaround this BEYOND program and
how it brings it all togetherthrough this very unique
partnership and sponsorship?
Speaker 2 (10:18):
It's been pretty amazing and it took a long time
to build this out, and I wouldsay I'm a strategist by training
.
We started with research, asone should, to understand what
is it our members want?
What do they care about, how dothey spend their time, what are
they passionate about?
And from that it was prettyclear that sports was one of
those highest interest hobbies,whether they're taking part in
(10:39):
it or watching it.
So, knowing that, we thenlooked at how could we fulfill
this and this idea of membershipas a product, membership as a
value add, not just the accessto our classic banking services.
What might that look like?
And then maybe because I'm not,I haven't done a lot of
(10:59):
sponsorship in my past I think Ilooked at it in a very
different light of not knowingwhat's normal.
You kind of open your eyes towhat's possible, and so we are
lucky in Portland that we have amid-level market.
We already had a relationshipwith the Trailblazers and we did
an RFP again untraditional insponsorship to set a strategy,
(11:22):
do an RFP and we invitedentities to respond and with
that we had great intention ofwe wanted to build a program
that was the same program andthe same kind of experiences, no
matter which team you areworking with or engaging with as
a fan.
So whether you're going to asoccer game or a basketball game
, it's still a related themedexperience and that's kind of an
(11:47):
unusual way.
Often companies are sponsoringand it's very much a logo on the
wall.
It can be can be passive as amechanism and we wanted to be
something very active and give alot of opportunity for
engagement.
So RFP, many, many rounds ofcontract negotiation and the
(12:08):
program launched two weeks ago,first Tech Beyond into the
Portland market and we are veryfortunate that Portland allowed
us access to four teams andwe're the exclusive credit union
partner for three of thoseteams.
So very exciting, very excitingto see our dedicated entrance
for First Tech members at thebasketball and the soccer
(12:29):
stadium for everyone to enjoy.
Speaker 1 (12:32):
Excellent.
You touched on some of the VIPaccess points and exclusive
benefits for members.
You know what specificexclusive access and special
perks are offered to the membersthrough this program.
Speaker 2 (12:43):
Yeah, well, that first one.
As I said, it's our ownentrance.
So whether you're going to asoccer game or a concert,
whether you're going to see theThorns or the Timbers, our
professional soccer team, or ourwomen's or men's basketball the
women's team, starting in abouta year, you'll be able to have
your own line, and when you'rein that line we have dedicated
First Tech reps who will bedelighting and surprising you
(13:07):
with all sorts of funexperiences.
Maybe it's an upgrade on yourtickets, or it's some free
popcorn that day, or it's thechance for you and your family
to take part in the game itselfthrough game ball delivery or
match delivery.
So that's just some really funthings.
But our sponsorship also extendsbeyond those four sports teams
(13:28):
into other areas.
So we have partnerships withthe Oregon International Air
Show.
We have partnerships with Hoodto Coast Relay and again, you
can be part of that experience.
If you go to the Hood to CoastRelay, you can have free
massages because you're a FirstStep member, and if you're a
runner, who, a walker, who'sjust 80, 90 miles, you're really
appreciative of that.
(13:48):
So a chance to use all of thesepartnerships in a way that's
very directed to bringingsomething a bit extra to the
member.
Speaker 1 (13:57):
Excellent, you touched on a little bit.
Partnerships are very importantto members of Loyalty360 and
those who run loyalty programsin general.
But setting them up in a waythat has reciprocity, kind of a
unique value proposition forboth brands if not all the
brands can be challenging.
You know, can you shareinsights to how you formed this
(14:20):
partnership?
I'm not sure, are they owned byall by the same umbrella
company, or you know, how wereyou able to pull this off
successfully in a way thatprovides value to everyone
involved?
Speaker 2 (14:27):
Yeah, I think part of it is one not having a
traditional background insponsorship opens your mind up
to what's possible.
And then a lot of relationshipbuilding and a lot of great
enthusiasm and willingness byall of the teams to actually
work together.
And I think part of this is thefact that we are all in
(14:47):
Portland.
A lot of these teams who workthere.
They know each other.
Lot of these teams who workthere, they know each other, and
so there's there's an openness,I think, understanding that
because we're centering thisaround member benefit, as well
as parts of this program fitSTEM and support non-profit
community groups who supportSTEM, as well as our tech
partners, there's there's lotsof different components of it.
(15:08):
So I think all the teams couldsee that it was a really
beneficial experience for all.
And then just being veryauthentic and direct in what
we're trying to do, and all ofthe teams were willing to allow
us to talk about the programfirst.
First Step Beyond is how we'rebranding this in the stadiums
(15:31):
and in the experiences, and allfour teams logos even are
appearing in each other'sstadiums and and engagement
devices.
So that's very unusual too, andhats off to our team, uh, the
teams that they've been willingto go along this ride with us
and, uh, we're really excitedabout where this might take us.
I think everyone feels it'ssomething quite different, not
(15:52):
just in the experiences we'rebringing, but the range of the
program and the fact that it'svery coordinated, and we're
grateful for our teams forsupporting us in this.
Speaker 1 (16:01):
It's a very unique initiative.
Obviously, how you've pulled ittogether, you know what should
I say?
How does the First Tech Beyondinitiative tie into the overall
brand's customer loyalty,engagement, customer experience
efforts?
Speaker 2 (16:14):
Yeah Well, it's a proving ground.
Part of being tech focused isthat we feel innovation has no
off season and we've taken thatmentality out to the sponsorship
program to think of a verytangible way that we can express
that loyalty and our gratitudeto our members.
So, in effect, we're using thisas that mechanism and, because
(16:39):
it is an experiment, we'rereally going to try and learn a
lot of new things in this firstyear, with the hope that, as we
improve and learn and have amore personalized experience for
our members, that we can growthis beyond Portland and Oregon,
have a more personalizedexperience for our members, that
we can grow this beyondPortland and Oregon, southwest
Washington, into other parts ofthe country and just start to
build out this exclusive accessto either experiences or perks
(17:04):
or discounts, whatever it mightbe that typically folks wouldn't
have the chance to be part of.
Speaker 1 (17:10):
Corporate social responsibility continues to be a
focus for marketers throughtheir customer loyalty efforts
and programs.
Could you elaborate on thecommunity STEM initiatives that
are supported by the First TechBeyond program and how the First
Tech community supports theseCSR initiatives?
Speaker 2 (17:29):
Oh, they are hugely important and we already have a
very active and incrediblelegacy of supporting STEM from
First Tech already, and we havedone for many, many years.
So each team was really excitedabout being able to bring this
(17:55):
out.
And so, whether it's workingwith a math program that will
bring math and the fun of sportsinto math in the classroom and
for 4,000 kids in our area, orwe have a STEM community partner
, spotlight, where we'll use oursponsorship and our platform to
(18:15):
bring and elevate a localpartner into the stadium and
have that fun for them, and wedo so much already.
So we have grants for STEM, wework with local non-profits who
have a STEM focused.
We also work with more of thatgeneral education to give people
access to experiences andlearning opportunities they
(18:36):
might not have had.
So I'm we're just building onwhat's already there and it's
been a great partnership andcollaboration across the
organization.
In fact, to think of how we howare we building on that and
bringing it out, and that'sprobably one of my.
My tips on how to make thiswork and how to make it happen
is months not just of contractnegotiation, but months of
(18:58):
working with my peers here atFirst Tech to get everyone
involved and, frankly, it neverwould have happened if I didn't
have the support and enthusiasmof leaders across the company.
Speaker 1 (19:10):
That's great.
When you look at the overallprogram, it seems to be very
aligned to the organizationholistically.
You know, how are you definingand measuring the success of the
First Tech Beyond program?
You know, both in terms of fanengagement but also community
impact.
Speaker 2 (19:26):
Yeah, well, being a tech type credit union, we're
all about data, and I ampersonally too.
So we started with data, withinsights and research and,
really important, that we'vedefined what a success looked
like for this program, giventhat we are learning and we will
be responding and optimizingthe program as we go.
But we're looking at it in acouple of levels.
(19:47):
Yes, engagement that's one ofthe most obvious leading
indicators of success.
People are engaging with theprogramme.
They're using the entrance line, they're taking part in the
promotions.
Our seg partners, our techpartners, are interested and
excited and are bringing theirstaff into these experiences as
well.
And then there's the moreclassic brand affinity and is
(20:10):
the brand relationship changing?
So we are, as part of theagreement, we have independent
research that happens pre andpost season to make sure that
we've got benchmarks to say herehere's what it was like before,
here's what it's like after.
And, critically, are the fansand our members actually
understanding all the differentnuances and how we're bringing
(20:31):
this program to life?
So we're looking at on themicro and the macro level and
how we're bringing this programto life.
So we're looking at it on themicro and the macro level.
Ultimately, this is aboutimproving member retention,
increasing lifetime value andincreasing engagement with the
staff who are part of our techpartnerships.
Speaker 1 (20:45):
Excellent and how has the customer loyalty strategy
focus evolved during your timeat First Tech?
You know what methods are youusing to reward, engage members
differently and how do you seekind of your customer loyalty
focus going forward.
Speaker 2 (21:02):
Great question.
So, anna, and one of manynuances in effect, because
there's the everyday how do youbuild products and features that
really are very attuned to yourmembers and what they need?
So that's happening and thatwas already happening.
So our core banking productsthat they really fit, as I've
(21:23):
mentioned before, what ourmembers need and what they tell
us they need.
So that's already been in play.
And First Take Beyond is anextension where we are looking
at providing value beyond thetypical banking services and
banking experiences.
So I think that's where we'reheading, but it is a giant
experiment.
I mean, I don't want to beflippant about that, but this is
(21:45):
all about learning and makingthis a proving ground to be able
to look at the data as we gothrough this program and adjust
and react to it.
And I think what's reallyspecial is that, as I've
mentioned, it's been fullyembraced across the whole
organization and I think that'sone of the secrets to making
this work is not only do I havestaff members here at First Tech
(22:08):
who are great Timbers andThorns fans, who are thrilled
that we now have equity acrossour membership or across our
sponsorship I apologise with theteams, but members reaching out
and saying they're just lovingthe fact that they get to go
into their own line and we'llhave a member lounge and, within
the stadium, all thesedifferent experiences, so it's
(22:32):
exciting.
It took many months to get tothis point.
We launched it a few weeks ago,so we are ready to learn.
Speaker 1 (22:40):
Well, that's good.
That's great.
It sounds like you're doing agreat job.
Personalization is somethingthat seems to be a big focus for
you as well.
It's definitely a topic we hearconsistently about from our
members.
How does First Tech plan tofurther personalize customer
experience for your guests?
Speaker 2 (22:59):
So I have colleagues here at First Tech who would be
Very well placed to answer thatquestion more directly.
We, of course, are workingtowards a more personalised
experience, as many of our peersare in the industry, and I
think, when it comes tosponsorship and on First Tech
Beyond, specifically, because westarted with that research and
(23:22):
insight, it helped us get off toa good start, like we're basing
it on what we know to be truefor these, for our members, and
then, um, as we learn, uh, we'llbe able to refine that.
So one one element of firsttech beyond which is, um, very
intentional is that we haveassets and activations for
different types of members anddifferent types of relationships
(23:44):
.
So we have experiences for our,our tech partners.
They can bring their staff towork, they can go to a training
facility to watch the coachingsession, and we're going to be
offering financial literacy andrelocation services to players.
And how fun is that to be ableto take the learnings from that
back to our tech partners andsay, hey, as you think about
(24:06):
your relocation of yourinternational staff, here's some
other ways you can retool itbased on these experiences.
So there's a lot of elementswithin the program specific to
groups, whether it's a membertype group or whether it's a
partner, tech or communityotherwise.
So I think that helps us anddata is going to be our friend.
(24:28):
The more we know, the more wecan make it more personal.
I would say First Step Beyondis at its genesis, though, very
much about welcoming all the wayI've been talking about.
It is, you know, welcome to ourhouse.
It's a very open house, thedoors are open, we welcome you
and it's not about um creatingsmaller, unique, highly
(24:52):
exclusive and privileged typeexperiences.
This is about everybody, everymember of first tech gets to
experience these benefits.
Everybody gets to be in thatline and and have those surprise
and delight.
So that's that's very to us,that it feels very equal and
fair across our membership too.
Speaker 1 (25:11):
Well, that's awesome.
Emotional loyalty another bigfocus.
Many people are obviously veryemotive about their sports teams
.
So when you look at emotionalloyalty, what does it mean to
you and your brand?
Speaker 2 (25:27):
Well, I think people of tech have a sort of more
unique and special aspect tothem as well that they are, I
kind of think, sometimes you'reborn a tech person, you're super
inquisitive, you're veryanalytical, you're an amazing
problem solver, happen to bemarried to a software engineer,
so I get to see some of thatclose up.
But all the data and all ourexperiences working with tech
(25:50):
tell us the same that there arepeople who really they're
passionate about what they do,they're passionate about
innovation, and so I thinkstarting with that lens of what
they care about is helpful.
And then sure, you layer on themember part of it, the
nonprofit in your, yourcommunity, actively supporting
people in tech or coming throughto tech.
(26:12):
So those credentials are reallyimportant and that's very
authentic and true to who we areas a brand and that's that's
existed for the 70 years we'vebeen part of this, this industry
.
And then the emotion.
You're right, sports, we know,has a lot of excitement and that
was another intentional factorthat we wanted to meet people at
their passion point.
(26:32):
So we have the passion of techand we have the passion of
sports and I think comingtogether there is just so
interesting as we do our brandtracking, not just of this
program but across the country.
We're going to be able tocompare and contrast what
differences it make when weactually connect our brand into
more of that passion, and thatwill be very revealing to.
(26:55):
Are we leaning in the rightdirection here?
I think so, but that's reallywhat the data will serve us with
.
Speaker 1 (27:02):
Excellent.
What are two or three thingsyou are most proud of regarding
your customer loyalty efforts?
Speaker 2 (27:08):
goodness, that's a very big question.
Um, I well, as as a fair newbiehere I mean I've been here a
year, as I've said before I'mjust blown away how people truly
put the member into everyconversation, because I think
one can be glib about that, uh.
But when you see it close upand you see it, the
intentionality of it it's, it'sreally impressive.
(27:30):
And, um, I really love the factthat across the company people
are very, um, service oriented,and serving the member is part
of our performance goals.
It's part of how we judge oursuccess internally.
It's always the lens that weneed to look through.
So that's been remarkable and,as a newer person to credit
(27:53):
unions as well, that's been verycool.
Then you take that intosomething like this program,
where now we're even buildingout beyond the products and
services, experiences, access,fun, passion, just a whole
energetic experience with thebrand.
That's another way ofexpressing member focus.
(28:15):
So that's really thrilling tobe part of that.
Speaker 1 (28:20):
Absolutely so.
What's next for First Tech?
What's next regarding, maybe,your customer loyalty, customer
experience efforts?
What are you guys up to?
Speaker 2 (28:29):
Well, I'd say this is going to keep us busy for a
while.
As you can imagine, four teamswe just launched, so we're still
building out some of thosefundamentals and we have a lot
of fun activations planned forthe year.
This will keep us busy.
We've also, at the same time,launched a program called
Envision Future Finance, wherewe are serving that tech side of
the brain.
This will keep us busy.
We've we've also, at the sametime, launched a program called
envision future finance where weare serving that tech side of
(28:52):
the brain.
We've got the tech and thesports, and that is um again
acknowledging that people whowork in tech have a very
different career path and veryunique career path and unique
stresses and rewards.
So that program is bringingboth guidance and knowledge and
action to people of tech.
(29:14):
So the combination of these twois going to be keeping us busy
for a while.
But again, it's reallyimportant that we are learning
and evolving and innovation hasno off-season.
As I mentioned, it's part ofsports, it's part of who we are
and we're just going to keepstriving to just get that little
bit better that's awesome.
Speaker 1 (29:33):
Well, uh, now we have our wonderful quick fire
questions.
Uh, we like to keep these toone word or short phrase
responses.
Okay, we'll kick these off.
What?
What word or short phrase, uh,do you use to inspire others?
Curiosity excellent.
What is your least favoriteword that others use?
Do you use to inspire othersCuriosity Excellent.
Speaker 2 (29:52):
What is your least favorite word that others use
Too many?
To answer we all work inorganizations where we perhaps
lean on buzzwords a little bittoo much.
So yeah, too many.
Speaker 1 (30:04):
What is your favorite food?
Speaker 2 (30:07):
As a Scot I feel I should say haggis, but toast and
marmalade in the morning.
Speaker 1 (30:14):
Okay, what excites you at work?
Speaker 2 (30:17):
Oh, the strive to do better every day.
So much fun.
Speaker 1 (30:21):
Okay, excellent.
What do you find tiresome athome or work?
Speaker 2 (30:31):
Not enough time.
Not enough time Do all thethings you want.
Speaker 1 (30:39):
Absolutely.
Is there a book that you'veread?
Speaker 2 (30:40):
that you'd like to recommend to colleagues.
I would say read the research.
I don't really read businessbooks.
I read Gartner, I read McKinsey, I read this post.
So there's a lot of amazingresources and I every day just
try and a little bit gain alittle bit more knowledge, more
insight.
Speaker 1 (30:58):
OK, perfect.
What profession, other than theone you're currently in, would
you maybe like to try?
Speaker 2 (31:03):
I think I'd love to be an architect.
Speaker 1 (31:05):
Oh, ok, yeah.
Speaker 2 (31:06):
Strategy and detail so much fun.
Speaker 1 (31:09):
There you go.
Speaker 2 (31:15):
What do you enjoy doing that you often don't get
the time to do?
Reading, travel and reading.
I'm from Scotland, so I havefamily all over the world.
Speaker 1 (31:23):
It'd be great to spend more time with them.
It's always great to spend timewith family, especially
traveling, so it's a two forthere, yeah, who inspired you to
become the person you are today.
Mom and dad Excellent, and howdo you want to be remembered by
your friends and family?
Passionate.
There we go Well.
Marie, thank you very much fortaking the time to speak with us
(31:44):
today.
It was great getting to knowyou, great getting to know a
good deal about the First TechCustomer Loyalty Program and the
partnerships you just rolledout Very insightful, very
impactful and looking forward tohearing more as you progress
through the year.
So thank you.
Speaker 2 (31:58):
Well, thank you for the opportunity to talk about
our program today.
Speaker 1 (32:01):
Absolutely, and everyone.
Thank you very much for takingthe time to listen.
Make sure you join us everyThursday for additional episodes
of our Leaders in CustomerLoyalty series, the brand series
.
Until then, have a wonderfulday, Thank you.
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