Marketing Analysis : American Express

In this paper we will look at outrageous customer services and three principals of customer service. We will also cover intergrading principals of customer service personally and professionally. Often in this paper we will use Costco as a model to explore the concepts of customer services. The goal of this paper is to get a clear understanding of what outrageous customer service is and what it looks like in action through the Costco experience.

Customer service is the most important aspect of any business. Without an adequate relationship with its consumer base, a company is at an enormous disadvantage.

Customer service is the most important aspect of any business. Without an adequate relationship with its consumer base, a company is at an enormous disadvantage.

In its efforts to maintain optimal customer service, it uses an innovative strategy to meet customer needs. The company’s

American Express strives to create an environment where the employees are respected, feel fulfilled personally and professionally and look forward to going to work. This is achieved by the following practices:

American Express is an American multinational financial services corporation that was founded in Buffalo, New York by by Henry Wells, William G. Fargo and John Warren Butterfield on March 28, 1850. The company is headquartered in Manhattan's Three World Financial Center in New York City, United States. American Express Co. is a global payments and travel company. American Express Co., offers products and services, including charge and credit payment card products and travel-related services to consumers and businesses around the world. Most people know American Express as just a bank, but it is much more than that. Based on American Express’s history, I decided to research this company and find out more about their mission, current strategic

Question 1: “What does exceptional customer service look like to me, and what are its central tenets?”

American express is a global services company that provides customers with access to products, insights and experiences that enrich lives and build business success. The company has a Total Asset of $158.9 billion and Net Income of $5.4 billion as of December, 2016 (www.americanexpress.com).

There are many factors that contribute to the success of a company and customer service is one of the more important elements that determine this. A company’s customer service reputation is not built nor fixed overnight; yet it can be a company’s greatest attribute, or attribute greatly to its downfall. Southwest Airlines is known for its world class customer service; this is just the opposite of Sprint Telecommunications which is often noted for its lack of customer service. While exploring the customer service reputation of these two different companies we will discover the

In service selection, customer satisfaction is always the prime factor. The customer should be guaranteed a 5 star service. The provider must be honest and reliable. In addition, the best communication means should be maintained at all times. All inquiries should also be responded to in the least time possible.

American Express, also know as AMEX, is a global financial services company headquartered in New York City and founded in 1850. With 54,000 employees and a revenue of over 35 billion dollars American Express stands tall on the New York Stock Exchange (Sec.gov). American Express is best known for it’s credit cards, which make up about twenty-five percent of total dollar volume in credit card transactions in The United States of America (Reviews.greatplacetowork.com). American Express’ goal is to maintain a leading and almost elite reputation with as many qualified card holders as possible. American Express does this by concentrating on the customer’s experience and branding that experience. American Express’ key components in maintaining and further exceling into this goal includes focusing on their human recourses, social responsibility, and marketing techniques.

Not only are there current rivals in every industry, there is always the threat and opportunity for potential entrants to come to the industry. But not just anyone can enter an industry easily, as there are barriers to entry that will prevent some competitors to entering a market. American Express has worked hard to set itself apart from its competitors and create a product differentiation. Because American Express is in the closed-loop network, being the issuer and acquirer, they attract more of an affluent customer base who are more likely to spend more on their transactions. Unlike other card companies, American Express relies on their primary source of revenue being the discount fee that they charge the companies that accept its cards. “These fees are charged as a percentage of the charge amount processed for the merchant” (Forbes, 2014). With that being said, this means American Express relies on its affluent customers

American Express is known worldwide for its charge cards, travelers’ services, and financial services. It is one of the best-known and most-respected global brands. As it grew from a 19th Centurynineteenth- express company into a travel services expert by the mid-1900s, American Express (AMEXAMEX) became associated in the minds of consumers with prestige, security, service, international acceptability, and leisure. Advertising for the company, which began in earnest in the 1960s, reinforced these associations. For example, the now-famous taglinetag line “Don’t leave home without it” was created to convey the essentiality of owning an American Express cardAmerican

is a marketing tem that how product or services provide by a company ,it is an act of taking care of customer demand and need by providing and high quality service and assistance before customer avail it and after service as well. It’s all about that we required to make sure that we meet the customer`s desire and needs. Customer service is all about interaction between a customer and service provider and Service is defined as activities whose output is not a physical product, it is added value in form of as convince, comfort that are essentially intangible concerns.

Service Quality as described by (William G. Zikmund, 1993) “is the degree to which the performance of service provider’s matches customer expectations. It can also be defined as those essential characteristics of a service that measures its excellence”.