American Express retains customer loyalty by offering premium values

MANILA, Philippines - Winning affluent customers requires extraordinary efforts. Retaining their loyalty is even more competitive and challenging. To fulfill affluent customers’ sophisticated lifestyle and spending needs, card issuers must offer premium and superior values that appeal to them.

To ensure premium values and exclusivity for affluent American Express card members, BDO, issuer of both American Express Platinum charge and credit cards in the Philippines, carefully chooses high-end establishments to participate in the American Express Platinum Partners Program. According to Ma. Nannette Regala, first vice president of BDO’s Consumer Lending Group – Marketing, “The program has succeeded in building a loyal customer base for American Express. It takes great effort to understand the needs and lifestyle of the affluent customer.” 

American Express Platinum card members enjoy as high as 35 percent savings when they use their cards to settle bills in over 64 restaurants, shops and wellness centers in Metro Manila, Cebu and Boracay. The establishments include dining outlets of The Peninsula Manila, Hotel InterContinental Manila, Waterfront Cebu City Hotel, as well as Elizabeth Arden, Escada, Escada Sports, St. John, Lancome, Mandala Spa and Beverly Hills 6750 Cosmetic Surgery and Skin Institute.

“The program’s success hinges on the roster of establishments offered to our customers. We draw the list after long and careful study,” Regala discloses. “It involves tracking the places favored by our clients so we know where they are going and what they enjoy doing. And we update the list every year.”

Every year, card members receive a catalog announcing outlets that are part of the Platinum Partners program. But it is not unusual for a card member who pulls out his American Express Platinum card from his wallet to settle a bill in Jewelmer, Aranaz or Umu at Dusit Thani to enjoy savings or a special deal.

Other wellness centers participating in the program are The Spa, The Peninsula Manila-Spa, Neo Day Spa, and Advanced Aesthetics, Inc. The latter offers 50 percent savings on Ultrashape Treatments, among other privileges.

Shops include 101 New York, Atelier Avatar, Aum Jewels, Bonne Bouche, Fully Booked, Rockport, Sandwich, T. Florencio Jewelry, Theme, Trucco, Warehouse, and Vanafi.

Moreover, card members also enjoy other privileges and benefits at 65 hotel partners, 37 retail merchants, 146 dining outlets, and 23 wellness merchants in the Philippines participating in the American Express Selects program and over 5,000 Selects offers globally.

Platinum card members likewise enjoy a 24/7 concierge service for restaurant bookings, ticket reservations, and gift delivery within Asia Pacific countries, among other services for them. 

For more information on American Express and the Platinum Partners program, call the 24-Hour Customer Service Hotline at 81-417.