Lauren Liss, Head of Premium Products, Marketing and Rewards at Capital One

Capital One’s Strategy for Customer-Centric Success


Capital One distinguishes itself in the financial sector by centering its strategy on customer needs, utilizing advanced technology, accessible customer service, and empowering financial tools to enhance individual financial management.

Lauren Liss, the Head of Premium Products, Marketing and Rewards at Capital One, emphasizes the importance of a customer-focused culture and the pivotal role rewards programs play in forging memorable customer experiences. She advocates for impactful customer-centric actions, emphasizing that attentive listening and strategic focus on impactful areas can lead to significant outcomes and foster customer loyalty.

Key insights from Lauren’s perspective include:

  • Prioritizing the customer in every business decision fosters a culture that enhances the customer experience.
  • Active listening to customer feedback and empowering employees to make customer-oriented decisions are crucial for memorable interactions.
  • Flexibility and simplicity in rewards programs allow customers to benefit significantly, using rewards in meaningful ways.
  • A balanced approach using both qualitative and quantitative data is essential for understanding customer needs and preferences comprehensively.
  • Adapting rewards programs to align with evolving customer expectations and needs is vital for future success.

In essence, by emphasizing customer centricity and empowering employees to make informed decisions, Capital One is setting a standard for building trust, loyalty, and sustained relationships with its customers. This approach not only benefits the customers but also positions the bank as a leader in customer satisfaction and loyalty in the financial industry.

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Blake Morgan is a customer experience futurist and the bestselling author of The Customer of the FutureFor regular updates on customer experience, sign up for her weekly newsletter here

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