Customers receive rewards for ordinary banking relationships through a new MasterCard program.

• Position: New Products

A new type of incentive program that allows banks to reward their customers for all of their ordinary banking relationships has been rolled out by MasterCardWorldwide.

The rewards program enables banks to build loyalty programs unique to their own brands and to cross-sell retail bank and credit products more effectively, according to MasterCard. The program uses sophisticated technology to enable the processing of multiple products for seamless scoring, tracking and fulfillment of rewards.

"By offering relationship-based rewards, MasterCard helps our customers develop programs that are more relevant to the varied interests and preferences of their customers, and expand upon their share of financial services," says Patricia Preston, Group Head, Debit Product Management Americas, MasterCard Worldwide. Preston mid the company's internal research shows that consumers prefer to be recognized and rewarded for their entire relationship with a financial institution, and that MasterCard is working to help Financial institutions broaden the entire banking relationship.

Banks will have the ability to customize programs to any degree desired. Rewards can be earned on...