American Express case study

Decision intelligence in cards.

Turning cardmember signals into the right next decision — the same decision-intelligence patterns we now extend with agentic systems that can actually execute the offer, the resolution, or the retention play.

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    Personalized offers delivered across channels.

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    Improved click through and conversion rates across channels.

Details, Numbers, and Highlights

The Challenge

How do you unlock a wealth of data on cardmembers and prospective cardmembers to personally connect the right products and services to the right customer?

What Enterprise platform should you implement to enable the high volume of personalized interactions?

What changes are required to the organization – people, tools, and resources

How do you rollout the personalization platform across business units, regions, countries, and products?

The Solution

  • Full advisory on Marketing Strategy leveraging Big Data to help achieve strategic objectives of Amex
  • RFP walkthrough and vendor selection
  • Platform implementation support and oversight
  • Full Change Management – staffing, process definition, governance implementation, and expansion and growth roadmap
  • Testing of solution from a business and technical perspective
  • End to end training and knowledge transfer

The Results

  • Successfully implemented Enterprise platform to enable Marketing Strategy
  • Advisory and implementation of phased rollout across business units, products and services, and markets.
  • Improved click through, and conversion rates across channels
  • Sustainable, internalized company capability including all staffing, resourcing and tools to allow Amex to have an ongoing new, capability