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  • Essay / Customer Relationship Marketing: American Express and...

    It identifies customers by name, needs and purchasing behavior. A business database marketing system must be able to take into account the customer's purchasing habits, needs and value proposition for this strategy to be implemented. (Best, 2013) American Express and United Airlines are two companies that have successfully implemented the mass customization strategy. . American Express' mission is to provide customers with access to products, information and experiences that enrich lives and drive business success globally. They developed a mass customization promotional program for its core segment in hopes of distinguishing customers from the high-potential sub-segment and succeeded. United Airlines developed its Frequent Flyer Mileage program that allowed customers to expand their involvement with the company. Their goal was to personalize customer interaction by extending different levels of