American Express Canada

This case examines how a premium credit card company, American Express Canada (Amex Canada), is attempting to differentiate itself from its competition and to lure high-end customers through a focus on service elements and delivery. In April 2011, the president and chief executive officer of Amex Canada is examining his options in sustaining the company’s stance in the premium segment in the face of competition from credit card companies that previously targeted the Canadian mass market. The situation is compounded by the after-effects of the economic downturn that began in the United States in 2008. Amex Canada has to develop its vision of becoming “the most respected service brand,” an ambition that it tracks on the basis of what it calls the “Total Service Experience” it provides to its card members. The case looks at the history of the company, provides an overview of the Canadian payment card industry and explores the aspects and management of the total service experience that Amex Canada hopes will not only satisfy existing customers but will attract new customers to its card.