American Express 2013 Annual Report Download - page 10

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As for those newer ventures I mentioned earlier, we continued to build
the customer base for Bluebird, our checking and debit alternative
offered in partnership with Walmart; American Express Serve, our
full-service reloadable prepaid account that helps consumers move
and manage their money; and Loyalty Partner, our rewards coalition
business. I will take a closer look at these efforts just ahead in this letter.
(RE)IMAGINATION
Great ideas endure. Fifty years ago, we put the “Member Since” date on
the American Express Card. That feeling of membership, of belonging,
of receiving special treatment has meant a lot to our customers through
the years. Today, American Express is redefining what membership
means and reinventing the company in the process. It goes to show that
great ideas can always be made better.
With that in mind, we are taking stock of our assets and talents, retaining
what’s best and adding new twists. Here are four examples of how we
adapted our company and services during 2013 to create new
advantages for our customers and to become a more welcoming and
inclusive brand.
MAKING MEMBERSHIP MOBILE: I’ll start with how we’re making
membership mobile—from personalized offers based on your spend
graph to secure servicing via social tools. Here is how it could play out
in the day of an AmEx customer:
7:45 am Pauline is running late. With the subway snarled, she
takes a taxi to work in Brooklyn. She pays the fare using
Membership Rewards points.
10:30 am Pauline remembers to settle up with her sister for the
dinner bill last Saturday. She sends $50 from her Serve
mobile app.
1:15 pm With the AmEx Mobile app on her iPhone, Pauline gets a
$20-off offer for a fashion retailer where she loves to shop.
5:30 pm Time to go home. Pauline realizes she left her card in the
taxi this morning. She tweets @AskAmex and will have it
replaced within 24 hours.
AMERICAN EXPRESS COMPANY
8