American Express Offers Customer Loyalty Expertise

American Express Business CardsAmerican Express knows a thing or two about getting and rewarding customer loyalty, and wants to provide guidance to business partners and merchants on ways to attract and retain clientele.
AmEx today announced a new line of business, LoyaltyEdge, a day after the credit card giant reported it had nearly tripled net income in the fourth quarter, compared to the previous year.
In 2009, American Express was ranked highest in customer satisfaction among credit card companies by J.D. Power and Associates for the third consecutive year.
AmEx now wants to offer its expertise derived from rewards program successes and effective co-branding projects.
LoyaltyEdge will provide a “one-stop shop” that includes designing of a rewards program, providing redemptions options and fulfillment, and analyzing patterns that can enhance marketing strategies, AmEx said.
“We know that effective loyalty programs help drive customer loyalty and deepen customer relationships,” said Ralph Andretta, executive vice president, Cardmember Services, American Express. “Through the launch of LoyaltyEdge, we are helping business partners build and manage customized rewards programs that will resonate with their customers and give them an edge over the competition in an increasingly challenging and competitive marketplace.”
Leveraging its “vast network of partners, capabilities, and unique customer insights,” LoyaltyEdge will provide a “plug and play” solution for business partners, AmEx said.
AmEx said its “long-time strategic partner” Delta Air Lines, is the first to utilize LoyaltyEdge.
Companies interested in the service should email loyaltyedge@aexp.com for additional information, AmEx said.

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