Ep. 69: AMEX’s Evolution Is A Data-Filled Journey
Mindy Davidowski
SVP of Product, Digital Commerce, and Design
American Express
On This Episode
Mindy Davidowski, current SVP of Product, Digital Commerce, and Design, has worked with American Express for over 10 years. She shared some of the biggest evolutions and developments in product delivery and launching that have taken place in recent years.
Mindy emphasized how important customer feedback is to AMEX and how they try to incorporate this feedback into new products (like the recent rewards checking service AMEX launched). Ensuring customer satisfaction keeps AMEX members invested in the company, and when this feedback is utilized, they feel more heard and trusting of the company.
On top of direct feedback from clients, utilizing smart journeys backed by strong first and third-party data helps AMEX meet members’ digital behaviors when it matters most. As Mindy said, “There’s an entire segment of our prospect base that we are now able to much more helpfully serve and meet the needs of.” Data lives at the center of this service, but the creation of thoughtful journeys matters just as much. Just spend some time on American Express’ website to understand the enormous amount of thought that goes into how options are presented.
Another aspect of ensuring customer satisfaction is making sure that all customers feel safe providing information in a digital environment. Many FIs are scaling their digital capabilities, but providing financial information over a digital platform can be scary for any organization (and their customers/members alike). To make members feel more comfortable, Mindy ensured that AMEX asks for and utilizes information “in a way that is transparent to you and that you are comfortable with.”
In the coming years, Mindy is excited to see how else new data sources will help companies continue to effectively serve their members. Using real-time data, in ways that haven’t been previously possible, will continue to increase the number of ways companies like AMEX can elevate the customer experience. To keep customer satisfaction at the forefront, “high quality, robust and really well-monitored data” is essential.
Listen to this episode to hear more about how data is increasing AMEX's abilities to meet customers’ needs.
More About Mindy
Mindy is a senior product leader at American Express, overseeing the company’s services, products, and platforms that power customer acquisition globally. Mindy has been a key driver of American Express’ delivery transformation to Scaled Agile, harnessing the power of our product leaders, engineers, designers, and analysts to deliver better, more powerful customer-centered products and experiences. Prior to American Express, Mindy worked at McKinsey &Co., in both Chicago and London, as well as Barclaycard’s corporate strategy team.
Mindy received her MBA from Stanford and her undergraduate degree in Sociology from the University of Chicago.
