KPMG Nunwood

UK Customer Experience Excellence Analysis 2016

American Express

Financial Services

Although internationally-titled, American Express exudes values that are much closer to home, with a fervent desire to ‘make a difference’ to the world it operates in, and the lives of its customers.

As with a number of companies in the UK top 20, American Express has an initiative that ‘gives something back.’ Whilst Lush continues to oppose animal testing, and offers refurbishment services to disadvantaged families, American Express adheres to philanthropic principles by encouraging its customers to shop in small businesses. Dubbed the Shop Small Offer, users of its American Express card were rewarded with £5 of credit each time they spent £10 or more in participating small businesses between the 5th and 20th December 2015. Although a limited offer, that may reoccur in the future, it is one that highlights the company’s view of the economy, emphasising that it respects the value that small businesses bring.

In fact, the organisation’s CEO noted that small independent businesses are often family-run, and offer something individual and special whilst adding to the personality of the local area¹. He went on to explain how buoyant small business communities benefit the entire country, stating that such companies are major employers, and contribute to the growth of the national economy.

Inevitably, these values have contributed to the brand’s success in the pillar of Integrity, with American Express achieving a very impressive 7.73. Moreover, some of its customers have been vocal in their approval of the Shop Small campaign. “When Amex ran a Shop Small promotion one summer, I used my card a couple of times while on holiday in London to get affordable snacks,” they explained. “It was simple to do and the rewards came through quickly and efficiently.”

This comment highlights American Express’ strongest pillar performance, which is in that of Time and Effort, and the company scores an excellent 8.24. Its prowess in this area has also been observed by another customer, who noted: “Amex is efficient and reliable in the way it treats its cardholders. The staff are always easy to contact. Amex has a superior security system and is first-rate on detecting possible fraudulent use.”

American Express has risen 152 places in the rankings since 2013, making it one of the most-transformed brands in this year’s UK CEE.

Company Profile

Each day, American Express makes it easier, safer and more rewarding for consumers and businesses to purchase the things they need and for merchants to sell their goods and services. An engine of commerce, American Express provides innovative payment, travel and expense management solutions for individuals and businesses of all sizes. Most of all, we help our customers realise their dreams and aspirations through industry-leading benefits, access to unique experiences, business-building insights, and global customer care. We enable our customers to do more and achieve more.











Time and Effort