How American Express is building loyalty in a digital world

This event report discusses how American Express is trying to build customer loyalty as the financial services industry is transformed by a range of new online and mobile tools.

How American Express is building loyalty in a digital world

Stephen WhitesideWarc

Only a few years ago, paying for products involved making a simple decision between using cash or a card. Today, by contrast, a consumer could just as easily remove a smartphone from their pocket and tap an in-store transmitter – or, indeed, not bother going to a store at all.

But for Ken Chenault, the CEO of financial-services giant American Express, how money ultimately changes hands does not alter the firm's fundamental mission – namely, to be the number one choice for shoppers, whether they are retrieving...

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