Do you ever wonder why American Express, with fewer merchant outlets and higher prices, continues to command a 17% share of all U.S. debit and credit card volume (see note 1)?
Sure, the company's powerful brand supported by vast and memorable advertising is a factor, but it's also the product it delivers, optimized for business users and other big spenders. And the company never rests on its laurels. Even though I'm a light user, in 11 years of card ownership, I've received on average one card, letter, or email message every week, for a total of more than 500. The company does not let you forget about them.
American Express also continually improves their product. For example, the latest innovation, announced in an email today (click on inset left), is a minor new twist in online delivery. Cardmembers can go online and easily print receipts, one page per transaction, to be used to match up with other paper records, invoices, expense-reimbursement requests, and the like.
Simple instructions in the email message explain how to use the new option, one of three choices in the Print Options box (see inset upper left) located in the upper-right corner of the main Summary of Accounts page, the default shown after login (click on screenshot below for a closeup of the Summary page).
Will handy, printable receipts win American Express any awards? Hardly. It barely rates a bullet point in a brochure. But these little things all add up when cardmembers make the decision as to which piece of plastic to pull out of their wallet or purse.
--JB
Note:
1. Market share of all purchase volume on MasterCard, Visa, Discover and American Express credit and debit cards during first half of 2005 (Source: The Nilson Report, Aug. 2005, #840)