By asking merchants what their needs are, what obstacles they face and other simple questions (“What do you wake up and think about? What keeps you up at night?” “Where do you like to spend your time?”), the company fills in some of the gaps in its data. As the year comes to a close, those seemingly minor tweaks to American Express’s small business marketing belie the significant time marketers spent on the phone and on the street in 2023 to make them happen.
“That humanizes the tone, the way in which we talk to customers, recognizing that these are passion areas,” Rauch said. “These are not just businesses, these are things that they’ve created, that they want to grow and thrive, and how can we help them with that is [with] a very different tone than you might take if you were to approach it as an entity.”
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