American Express rewards & perks key to retaining customer loyalty

MANILA, Philippines - The exceptional quality of its Membership Rewards Program has been a key factor in retaining the loyalty of affluent American Express card members, according to officers of the Consumer Lending Group of BDO, the exclusive issuer of American Express credit cards in the Philippines.

A card member interested in redeeming free accommodations, for instance, has a wide choice of well-known hotels aligned with Hilton HHonors, Priority Club, Starwood Preferred Guest or Sirius Jumeirah, as well as local hotel partners Diamond Hotel and Mandarin Oriental Manila. When redeeming air miles, American Express card members have also expressed appreciation over the fact that they have five frequent-flyer programs to choose from — the most comprehensive among loyalty programs. These include Asia Miles, Enrich, Kris Flyer, Royal Orchid and Mabuhay Miles.

Card members are further encouraged by the fact that American Express rewards points don’t expire, giving them the option to accumulate points for “indulgent rewards” like free accommodations at the Bulgari Resort in Bali, according to Agnes Aragon, American Express marketing head.

In the 2010 issue of Incentivo, the American Express Membership Rewards catalog, the epitome of luxury offered to The Platinum Card members is a stay at the Bali resort set on a plateau 150 meters above sea level. Bulgari Resort thus makes available unrivaled views of the Indian Ocean as well as opportunities to enjoy up close the collection of exquisite Balinese antiques around the villa complex. Should guests wish to go to the beach, they have access to a special funicular elevator.

However, Aragon notes that while card members like to occasionally indulge themselves, they are at the same time practical. Thus, shopping vouchers to upscale department stores and dining vouchers to well-established restaurants are among frequently redeemed items.

These are complemented by health and wellness items as well as home and kitchen products and gadgets not usually offered by other credit card rewards programs. Aragon reveals that the most redeemed items include gadgets for health and home, as well as Wii and PSP devices. “Because American Express offers meaningful rewards, card members tend to be loyal to the brand,” Aragon discloses.

Not only do American Express card members enjoy unique rewards through Incentivo, they also have access to special privileges and savings through the Selects program. This program is available in more than 70 countries in North America and the Caribbean, Central and South America, Europe and the Middle East, Asia, Oceania and South Pacific. In the Philippines alone, 271 merchant partners offer savings of up to 50 percent on some retail items as well as free dishes to American Express card members who use their credit cards in participating restaurant partners. American Express card members whose cards were issued in the Philippines are also able to enjoy the same privileges from more than 10,000 merchants worldwide as they travel to any country where Selects is available. 

Ma. Nanette Regala, head of marketing of BDO’s Consumer Lending Group, observes: “Most card members realize that American Express is a door to a world of privileges that can’t easily be replicated.” In fact, card members, who are mostly travelers are encouraged for their convenience to log on to the global website and to check out the Selects offers awaiting them in each country year-round.

With both the Incentivo and Selects Programs, American Express card members enjoy unparalleled rewards and values that they have come to expect from American Express to fulfill their affluent lifestyle and spending needs.

For more information on American Express Cards, call the 24-Hour Customer Service Hotline at 81-417 or log on to www.americanexpress.com.ph.