American Express Interactive Case Analysis

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American Express Interactive Case Analysis

American Express (AXI) is a global travel, financial, and network

services provider. Founded in 1850, the company provides individuals

with charge and credit cards, Travelers Cheques and other stored value

products. It also offers financial planning, brokerage services,

mutual funds, insurance and other investment products. Through its

family of Corporate Card services, American Express helps companies

and institutions manage their travel, entertainment and purchasing

expenses. It provides investment management services and administers

pension and other employee benefit plans.

As the world’s largest travel agency, American Express offers travel

and related consulting services to individuals and corporations around

the globe. In fact, American Express Travel Related Services is the

largest part of their business and generates around half of the

Company's profits. AXI has proved a successful, readily adaptable

corporation for over 150 years. In 2000, AXI was organized around

three segments: Travel Related Services, Financial Advisors, and the

American Express Bank. This case analysis focuses on the Travel

Related Services segment.

American Express Co. and Microsoft Corp. unveiled their jointly

developed corporate travel reservations system, called American

Express Interactive -AXI sm . The product, previously code-named

"ROME," is the result of a strategic relationship between the two

companies, announced last July, to create an intuitive corporate

solution for online air, hotel and car rental reservations. The system

will be marketed to companies that want to put travel...

... middle of paper ...

...were to spin these businesses

off, their initial value will not be as high.

AXI needs to continue to innovate in a rapidly changing business

environment. With AXI Travel, AXI was able to identify exactly what

the customer was looking for, listened to the recommendations of the

customer and implemented those recommendations, and worked with the

leading name in IT to develop an ASP superior to any of its

competitors. Leveraging the infrastructure already in place to

develop new e-businesses, while providing incentives to the consumer

to use all of the AXI e-businesses, solidified a customer base for

their internet offerings. If AXI wants to remain a leader in the

internet business corporate services industry, they need to continue

these best practices of sound customer service and rapid innovation in

the future.

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