15,702 $m
American Express
American Express has spent the past year launching a host of enhanced online services designed to improve customer experience, simplify account management and provide members with personalized offers from its favorite merchants via social media platforms. Customers could not be more satisfied, which is why American Express has ranked as the top US credit card company in customer service by J.D. Power and Associates since 2007. Offering various types of charge cards for small businesses to manage their expenses, and currently the largest provider of corporate cards, American Express has launched the Open Forum to provide additional support for this key market segment. A virtual space for small business owners to make connections and share insights, American Express Open Works provides small businesses with the knowledge they need to power their own success. The site offer numerous resources and educational tools for members, which keeps the community active and engaged, and solidifies American Express’ role as not just a credit card company, but also an advisor, a friend, and the beneficent presider over a vast tribe of small businesses. Promoting events like the Big Break contest, which awards the lucky winners USD $25,000 to implement marketing makeovers; and Small Business Saturday, which helps drive sales to small businesses on one of the busiest holiday shopping weekends of the year, American Express shows, through so many offerings and gestures, that it is committed to supporting small businesses. Clearly a leader in digital and social media marketing, American Express none the less needs to work to ensure that its multiple online platforms, seeming a bit like islands unto themselves, are more coordinated, connected, and easy to access.