Amex 2021 年会继续更新信用卡福利,将着重于长期持有价值

在昨天早上(12月8日)的一次会议中,Amex CEO Steve Squeri 对讨论了很多 Amex 未来经营方面的话题(原文可参考 Seeking Alpha)。其中提到了一些和信用卡有关的话题,这当然是我们最感兴趣的。总体上来讲,Amex 2021年将继续更新信用卡福利,着重于客户 retention。从我的理解来看,已有客户如何不流失?最关键的无非是提供高价值的长期持有福利。

I think from a card existing cardholder perspective, we’re going to be very focused on retention. We’ve had retention levels that are you know probably better than we’ve ever had. Certainly, better than we’ve had in 2019. And we will continue to do that through you know product refreshes and what have you.

CEO 提到 2020 年客户关卡率比19年要好。今年 Amex 确实做了很大的努力维持客户不流失。除了提供各种临时福利,还在近期大力发送各类 retention offer(可以参考我们的dp收集贴),这是有目共睹的。希望明年能继续提供给力的 retention offer。

而当提到今年白金卡新加的临时福利时,Amex CEO 给出了以下回答:

75% of our customers that had platinum cards in the US took advantage of those credits. 60% of our small business customers, 40% of our co-brand customers, 90% of our international platinum card holders took advantage of value injection. And one of the statistic, as we looked at our platinum card holders, we had people — so 11% of our platinum card holders had not put wireless on their card and 9% had not put streaming on their card. And so we now have that from a recurring perspective and we feel really good about that. I think as you think about the value propositions overall, we’ve been on a journey to really refresh our value propositions on every two to three year basis. And when you look at the value propositions obviously defer from a consumer perspective and a small business perspective. And from a consumer perspective, we were really focused on extending all those lifestyle benefits, and we will continue to do that.

11%的白金卡用户没用过电话费报销,9%的没用过流媒体报销。看起来 Amex CEO 对这个使用率相当满意(估计是觉得取消报销很多人也会懒得改了?)。在这段回答的最后一句,他还特意强调这类 lifestyle benefits will be continued。这对我们这些持卡人来说至少是一个积极的信号。今年这些临时报销已经非常非常厚道了,白金卡通过福利值回年费是毫无疑问的。最好的情况当然是这类报销在明年得以继续,但人家也没说就会做一样的事情。如果要被其它福利取代的话,希望不要再是那类非常难用的 credit 了。

具体明年 Amex 各类卡都有会怎样的改进和福利,我们拭目以待吧,希望 Amex 不要食言~

H/T: DoC


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