I've been an American Express cardmember for 50 years; this is THE WRONG WAY to acknowledge it.
When it comes to loyalty I have few allegiances; there are a couple of restaurants to which I’m partial; there’s a clothing designer I like; and, needless to say, I’m very loyal to my wife of 30 years, Roberta. Other than these, I am easily swayed by alternatives.
Given the thousands of options available and numerous reasons to switch from one brand to another – lower cost, more attractive rewards, better service -- it makes the 50 years I have been an American Express cardmember especially significant, important enough to write about it:
“ I remember when I received my first American Express card – it was 1976 – and getting it in the mail was cause for celebration. I had arrived; it was as if American Express validated me as a responsible adult able to pay his own way.”
I confess that among other reasons I stayed with the company is I viewed it as “cheap prestige,” far less expensive than other touchstones of affluence, like a BMW or Mercedes. American Express is an upscale brand with a history of doing right by its members. I know better than most, having served them as a client for the better part of six years.
The other day there was a package waiting at my doorstep: an unsolicited gift from the company, commemorating 50 years of membership. So far, so good. It’s not every day you achieve such a milestone.
Expecting something special, I was disappointed with what I found: inside was what best can be described as dismissible, disposable, and – dare I say it – sadly cheap. Not at all like the American Express I used to know.
Instead of feeling rewarded and recognized, I felt dismissed, as if I were just another person with a checkbook, not someone the company knows and values. Over the years I’ve charged enough on the card to accumulate expenditures running to seven-figures; the company surely profited from them.
Before you conclude, “This guy should be grateful for ANYTHING he receives as a gift!” I want to suggest an alternative that is far simpler and vastly (at least to me) more meaningful. It requires a bit of time but only costs pennies, not dollars.
Instead of sending a gift that few will use or appreciate, have someone ghostwrite a letter on behalf of CEO Stephen Squeri. Use it to acknowledge and celebrate the value of the longstanding association between the company and me. Close with a note of gratitude and thanks. Have Squeri hand-sign it in a recognizable shade of blue.
A personal letter is a thoughtful act with an impact that far exceeds its cost, which is seventy-eight cents, the price of a first-class stamp.
This is something Squeri’s predecessor, my former client Ken Chenault, likely would have done. Chenault was a master when it came to building and sustaining relationships; the company he led for many years reflected this.
I doubt his successor understands or appreciates the value of loyalty the way Chenault does.
Will a lousy, throw-away gift cause me to cancel the card?
It won’t; in a letter to Chenault in the aftermath of 9/11, when companies abandoned New York City in droves but Chenault committed to stay, I pledged fealty to the card. I intend to honor that pledge. The color of the card might change; my behavior won’t.
It will, however, change my attitude about American Express; I used to view my association with the company as a relationship, with me as client; I now view it as transaction-based, with me as just another disposable customer.
