hat does it take to build a career at one of the world's leading payment companies? Diane Vogt, a 30-year payments industry veteran, long-time First Data Corp. executive and Immediate Past President of the Electronic Transactions Association (ETA), attributes her success to building strong relationships with customers.

"No one is going to sign a deal with you unless they feel comfortable and trust you," Vogt said.

"I believe [customers] are buying from you first and the company second. ... I truly believe that you are a spokesperson and the ambassador for the company, and once they believe in you, they believe in the company."

Another key factor she credits her success to is her longevity with one company. Vogt has been an integral member of First Data's executive team for 21 years.

First Data, a leading provider of electronic commerce and payment solutions, now serves 4.1 million merchant locations, 1,400 card issuers and millions of consumers around the world.

In the early 1980s, she was working with NaBANCO as Vice President of Operations. She became part of First Data in the mid 1990s, when it acquired NaBANCO, and has remained with the company since.

"They [First Data] have allowed me the ability to grow and do different things," Vogt said. "I've always believed in honesty and integrity, and I believe if the company that I am employed with is the right company, to transfer into a similar company that does the same thing, that's just not my answer."

Many Hats, Many Roles

"I did not know anything about the payments business when I first started," Vogt said.

She developed her knowledge base and experience over the years by serving in a number of different roles.

As Vice President of Operations at NaBANCO, she ran customer service operations, ensured chargeback retrieval services were in compliance with card Association rules, and managed the implementation of new interchange requirements.

She also headed First Data's T&E division. In this role, she managed sales, customer service and product development for airlines, cruise lines, hotels and restaurants. Under her leadership, the division expanded internationally into Mexico and Canada.

In 1997, First Data appointed as Vogt Chief Executive Officer of the Chase Merchant Services Alliance, a joint venture between First Data and Chase Manhattan Bank. Vogt said this alliance was and still is the largest acquiring business in the world.

Currently, she serves as First Data's President of Enterprise Customer Development. "I wouldn't be in my current role if it wasn't for all of the learning that I have had in the past and the knowledge and the people I know within this industry," Vogt said.

"I have the ability to look at building strategic partnerships with key customers in particular vertical markets."

These vertical markets include quick service restaurants, supermarkets and other retail businesses. Her current role focuses on how to "accelerate the electronification of payments with targeted enterprise customers," she said.

Vogt is interested in finding innovative solutions for these types of merchants based on their needs, market trends and long-term competitive threats. She said this is done by "building true business partnerships with these customers," and by asking "how do we look at developing strategic direction?"

A Career That Fits

Although payments was nowhere near her thought process when she graduated from college and began making career-oriented decisions, Vogt did know the criteria that any career had to meet. "A career has to be fulfilling, exciting and challenging. ... Those qualifications are important to me, and I knew that I always wanted to be in the business field."

She also knew she is someone "who is determined, who is in some ways a perfectionist," she said.

The payments business has more than met her criteria and expectations. "What other business do you know that has moved as rapidly as this?" she said. In the beginning, "You had two separate banks to do each of the cards; duality did not exist. You had a Visa bank and a MasterCard bank," she said.

"The electronic point of sale was still a thought process. Think about where we are today. Technology continues to change and allow biometrics and radio frequency identification (RFID), to be developed and piloted.

There is so much innovation in this industry, and we're still not there. There is so much more to happen in the payments industry."

She predicts more consolidation between financial institutions and ISOs, savvier merchants and consumers who will demand more choice, a continued increase in PIN-based debit transactions, and more opportunities for loyalty programs.

A People Person

Vogt said working with people is both exciting and challenging for her. "I deal with senior people in major retail establishments, and I find that an interesting role in helping them find alternatives for efficiencies in their operations. That's a challenge, trying to improve through innovation and building that relationship."

Her relationships with other professionals in the industry are a highlight of her career and very important to her. "Getting to know various people across the country and dealing with people ... in senior positions within these organizations ... how do you build that relationship and trust with them?" she said. "It's a challenge to get them to trust you, [to] build the relationship and work with you as a partner because you've gained that trust."

Vogt's knack for attracting and keeping solid relationships adds considerable depth to her company. "I hire talented people," she said. "I always say, 'I've worked with the best, and it's working with the people ... as a team that can collectively fulfill what needs to be fulfilled.'

"I allow people autonomy, I allow them to grow [and give them] the ability to think and to look at things differently.

"I am more the optimist; it comes back to people, working with talented people, and developing those people with the skill sets to do what we need to do to be successful in our business."

Building a Career Through ETA

Vogt brings her three decades of experience and insight to her work with ETA, the payments industry's largest trade organization. She has been an integral member of ETA for seven years.

In her first two years with the organization, she served on the Board of Directors. She later became part of the Executive Committee, first as Secretary and then as Treasurer. She was chosen as President-Elect in 2003 - 2004 and served as ETA's President for the 2004 - 2005 term, which ended June 30. She now contributes as Immediate Past President.

Vogt initially became interested in ETA in order to learn more about the ISO community and how to better serve it. "The membership has been a great opportunity to build relationships and meet new people," she said.

She believes that ETA has made important contributions and the payments industry has benefited tremendously from the organization. For example, the educational and networking opportunities it offers are now an integral part of working in the industry.

The organization has given its members "the ability to talk to other savvy business people and understand the expectations of the marketplace. It allows them to ensure that they are in compliance with Association rules," Vogt said.

Making a Commitment

A key factor for achieving success in the payments business "is not just working for a company, it's working for the entire industry and knowing people, including competitors," she said.

Vogt said when she became involved with ETA she liked how it served its members through these networking and education efforts.

"ETA offered the opportunity to be an active, outgoing member of the business, especially as part of the Executive Committee," she said.

"You are part of an organization making changes on behalf of the membership, and you're not just there for a year and you come and go. You are part of it [for your entire career]."

Working in an executive role at a company the size of First Data, which requires a long workweek on many occasions, as well as in a leadership position in the industry's largest trade group, have meant Vogt's schedule is busy to say the least.

"I can't tell you ... how many hours I spend a week with the ETA Board, with the membership, with the Executive Management team that we have in Washington," she said.

However, Vogt takes it all in stride. "When you join something, you're either committed or you're not committed, " she said. "To me you can't join something and say, 'I'll help you when I can.' You have to be part of this."