Banking
American Express
American Express (AmEx) is a major American financial services company, founded in 1850, known for its credit and charge cards, as well as travelers' checks. Operating in New York City, the company offers a wide range of services, including insurance, investments, corporate and financial financial solutions.
American Express
Problem
Long-term clients were turning to cheap/lower-quality providers for travel services.
Sources
Classification Modeling, Social Listening, Depth Interviews
The Insight
A type of decision maker called the “Caregiver” sought the higher level of attention and service provided by American Express.
The Fix
Digital campaigns targeting the Caregiver.
Result
Bookings and fees from corporate clients rose 19% after two years of the digital campaigns.
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