Core Disciplines: Developed Markets / Advanced Economies; Information - Technology & Management; International Business; Strategy & Management
DESCRIPTION: Jim Bush, Executive Vice President of American Express World Service, was confronted with a challenge in the mid 2000s: After working for Amex for 24 years, he began to worry that the company was focusing too much on cost reduction. Customer service was eroding as the company strove to stay competitive during hard economic times. In response, he led the organization in a large-scale reinvention of its customer service strategy with an initiative called Relationship Care. By empowering employees with technology and information, Amex greatly improved its customer service and profits. Moving forward, students must help Amex address the challenges of taking "Relationship Care" global.
TEACHING POINTS: No teaching points at this time
Secondary Tags: Change Management; Customer Relationship Management; Financial Services; Globalization; Innovation
Sales Rank: #42