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American Express
by M.S. Krishnan
Description: This case is about American Express (AXP), a leading financial services and travel company. Jim Bush, Executive Vice President of AXP World Service, was confronted with a challenge in the mid 2000s: After working for AXP for 24 years, he began to worry that the company was focusing too much on cost reduction and 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. This case addresses how AXP thoughtfully managed technology to enable this initiative and ends by raising important questions about the challenges that the company might face in launching Relationship Care from a national to a global initiative.
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