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Agenda & Speakers

Bank of America’s Customer Loyalty Investments Pay Off

Monday, May 8, 2023 - 3:45 PM - 4:25 PM

Since the program’s launch in 2014, Bank of America has continued to grow and expand its loyalty strategy while remaining true to its initial mission of recognizing customers’ entire relationship with the brand, from checking, savings, investment accounts, and more. As such, Bank of America rewards clients for their loyalty through its Preferred Rewards program, Preferred Rewards for Business, as well as discounts from BankAmeriDeals and Partner Rewards. The program has seen great success – but the team thought, what’s next?

With the recent addition of two new tiers to its Preferred Rewards program, the Bank of America team went to work, understanding how to best engage customers through a variety of new technologies including personalized video, AI-supported chat, and improved mobile app capabilities, but also the exact rewards, offers, and experiences its vast member base would value the most.

Not only did the team effectively restructure the program with the addition of its high-net and ultra-high-net worth tiers, but it also managed to balance innovation and “money can’t buy” experiences to successfully engage customers and broaden its reach.

During this presentation, John Sellers, Head of Rewards for Bank of America will share insights and best practices on program transformation, innovation, and customer engagement that will benefit any brand’s customer loyalty strategy. 

Key Takeaways:

  • Building, expanding, and improving a tiered loyalty strategy
  • Determining the right rewards mix for your audience – and finding out what they truly value.
  • Levering new technologies to engage and retain your best customers


John Sellers, Head of Rewards, Bank of America

John Sellers is the digital executive in charge of Rewards at BofA. In this role, John oversees all reward programs; including consumer, wealth management and small business relationship rewards programs and credit card rewards redemption. In 2022, Preferred Rewards was named ‘America’s Best Loyalty Program’ by Newsweek and ‘Best Bank Customer Loyalty Program’ by Motley Fool. 

Prior to his current role, John had worked with other products including; Vehicle Lending, Investments, and Credit Card.  While in Card, John was the Director of Preferred Products and New Account Acquisition where he was responsible for all mass affluent BofA and Merrill branded products. John is the architect of the award winning Travel Rewards Card and led the effort to bring Chip technology to BofA cards.

Before his product roles, John spent the first half of his career in Credit Risk, where he was the Director of Risk Strategies. In this role, John oversaw existing account management strategies which included; line management, balance stimulation (cash and retail), authorizations (overlimit and delinquent) and other payment related strategies.

John began his career with BofA via the MBNA acquisition. He has an undergraduate degree from the University of Delaware where he was a Finance major. He also has an MBA from Penn State’s Smeal College of Business where he graduated with distinction and is a member of the Beta Gamma Sigma academic honor society.

John is involved in several community organizations. He is a lifesaver for the Blood Bank of DE and coaches several youth sport teams in Kennett Square, PA where he resides with his wife and three kids.

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