American Express 2012 Annual Report Download - page 13

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Partner got its start in Germany, expanded to India where it’s growing rapidly,
and launched in Mexico in 2012. It’s bringing engaged customers to American
Express in key international markets.
Performance marketing is a promising opportunity for our company, and
Loyalty Partner is one way we are expanding those services. Merchants pay fees
to Loyalty Partner to improve the e ectiveness of their marketing investments,
acquire more customers and gain greater revenue from existing customers.
In Germany, for example, Loyalty Partner used its targeted o er channel to
put over 250 million merchant o ers in front of consumers last year, achieving
redemption rates far higher than traditional marketing channels.
Serve, Bluebird, Loyalty Partner and other early-stage ventures are helping us
redefi ne the scope and relevance of our company.
CUSTOMER FOCUS
Going from the very new to the very old, our decades-long commitment to
service is another advantage that serves us well today. As long as there has been
an American Express, we’ve aspired to go above and beyond for customers by
providing uncommon care.
Today, we’re widely recognized as a leader in customer satisfaction. Our sixth
straight J.D. Power and Associates award, an honor that I mentioned earlier,
is a terrifi c example. We’ve won many other awards for service and product
excellence as well, from the United Kingdom to Mexico to India. Our good
reputation spans continents.
We’re proud of our industry awards, but we pay even closer attention to what our
customers tell us directly. Our “recommend to a friend” scores have improved by
more than 30 percent over the last three years. We’ve also improved customer
retention by about 40 percent over the last fi ve years. This says a lot about the
added value and high-quality service we provide to our customers.
It also made the news we received last October all the more di cult to experience.
To Our Shareholders
2012 Financial
Results
Marketplace Moves
Shareholder Returns
Foundational
Changes
Advantages in a
Digital Economy
A Broad Footprint
Customer Focus
Board of Directors
Change and Tradition
AMERICAN EXPRESS COMPANY
11