Page 75 - MASALA Magazine Vol.15 Issue 6 | August - September 2024

He spoke to Masala further about how he expectations, but to exceed them, and go line that we really care for them. Genuine
wants to position American Express as the above and beyond what they want. care matters a lot.
leader in Thailand’s premium segment by
going above and beyond for their customers, Some of those strategies include the events While customers prefer certain things to
and ways that they are implementing these that we hold, during which we try to engage be automated, they still want to talk to an
values on the ground, every single day. all five senses of all our customers who attend actual person; they want to rest assured that
these events. For example, when they get out someone is taking care of things for them.
American Express has positioned itself of the car, there’s someone waiting for them That’s the art of looking after the premium
as one of the most renowned brands in – what is the greeting word used? When they segment.

the world, and one that truly understands enter the space, what do they see, smell, and What notable trends in consumer behaviour
affluent customers, not the least through hear? We believe that when you touch on all have you observed in Thailand, and how is
the values you’ve mentioned above. What five senses, you build memories, and that’s American Express adapting its offerings to
does this look like in Thailand, and what how people recognise American Express. meet these evolving preferences?

are the unique and exclusive strategies that We’ve even designed our own scent! It’s the We always have a finger on the pulse to
have been implemented here? little touches that count. keep tabs on any shifts in customer trends.

When you’re in the premium segment, it’s In the payments industry, when you’re While we’re in the payment space, many of
very important to have eyes and ears on focused on the premium segment, it’s our product positionings are all about travel.
your customers, as their behaviour changes important to provide that personal touch to We’ve recently done a survey on how people
all the time. It’s important to have your differentiate yourself from the others. Part of travel in the premium sector,
pulse on what the customer is looking for, that is ensuring that every time we pick up
because our strategy is not just to meet those the phone, we show our customers on the

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