To deal with new customer attrition American Express, a US based credit card issuer, set out to become better at meeting the needs of the customer. New customer data had revealed that defections increased sharply soon after customers signed up for a card, or on the one-year anniversary mainly because customers did not understand the card benefits or had chosen the wrong level of membership. To turn this around the company developed initiatives to teach new card members how to take advantage of t...

BPIR Categories

1.3.1 Build customer relationships
1.1.1 Customer performance/satisfaction measurement

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