Overview:
American Express is a globally recognized financial services company known for its credit cards, charge cards, and travel-related offerings. With a commitment to empowering both individuals and businesses, American Express continues to lead in delivering unparalleled experiences and financial expertise to its diverse clientele worldwide.
Challenge
How might we develop a unified North Star experience vision for Marketing, Sales, and Account Development to drive American Express's next phase of growth and innovation?
Amex needed a vision that focused on optimizing cross-LOB
(Line of Business) connectivity, enabling actionable insights in real-time, driving automation, launching marketing campaigns faster, and improving the AmEx colleague experience and efficiency.
Human-Centered Design
Ideation workshops that engage stakeholder in generating new ideas. Executive alignment around
vision. Prioritizing experience based on business challenges and value.
Impact Storytelling
Ideation workshops that engage stakeholder in generating new ideas. Executive alignment around
vision. Prioritizing experience based on business challenges and value.
Solution
One Customer Story with 3 chapters
Ideation workshops that engage stakeholder in generating new ideas. Executive alignment around
vision. Prioritizing experience based on business challenges and value.
Video Demo
Ideation workshops that engage stakeholder in generating new ideas. Executive alignment around
vision. Prioritizing experience based on business challenges and value.
Reduced enquiry time from 30 minutes to 3 minutes.
Increased competitiveness of sales executives helping them ‘steal’ customers away from other providers in a busy dealership context.
Increased customer confidence in their financing decisions by providing complete information about the process and clear next steps.
Roadmap
Ideation workshops that engage stakeholder in generating new ideas. Executive alignment around
vision. Prioritizing experience based on business challenges and value.
Business Value Services
Ideation workshops that engage stakeholder in generating new ideas. Executive alignment around
vision. Prioritizing experience based on business challenges and value.
Outcome
Quote
Ideation workshops that engage stakeholder in generating new ideas. Executive alignment around
vision. Prioritizing experience based on business challenges and value.
Mobile demo prototype gify
Ideation workshops that engage stakeholder in generating new ideas. Executive alignment around
vision. Prioritizing experience based on business challenges and value.
Approach
The team conducted interviews with American Express stakeholders to define and shape a strategic vision, analyzing data to identify key insights and generating a list of achievements and opportunities for acceleration. By collaborating closely with Amex’s line of business teams, we advanced the company's standing against industry peers and transformed their role from xxx to trusted strategic partner. The Amex Executive Team and Board reviewed and discussed recommendations to accelerate their path to customer-centricity through a successful rollout, focusing on deeper alignment on success, simplification of architecture, and leveraging design principles.
Co-Creation Ideation workshops
Ideation workshops that engage stakeholder in generating new ideas. Executive alignment around
vision. Prioritizing experience based on business challenges and value.
Future Vision Validation Sessions
Ideation workshops that engage stakeholder in generating new ideas. Executive alignment around
vision. Prioritizing experience based on business challenges and value.