I’ve just closed my Marriott American Express. It was opened as a Starwood Amex 25 years ago. Account longevity is one of the key attributes of American Express. Cards print your ‘member since’ date on the front. American Express Centurion lounges even used member since as their internet password for a long time (and the original Centurion lounge wifi password was ‘member of’).
Here’s my Platinum card:
I’ve always thought that American Express could make more of the long-term relationship aspect of cardmembership. They have customers who date to their first class of (paper) charge cards in 1958. To any executives reading, consider a big campaign around original members in 2028, who will have been with the company for 70 years. Offer them incredible surprise and delights, have them tell their stories, along with how they’ve used their American Express cards along the way and how American Express has supported them in these journeys.
Five years ago I received an email from American Express that celebrated my 20 years of cardmembership.
Thank you!
Gary, through life’s twists and turns, and every swipe, dip, and tap, we’ve loved being by your side for the last 20 years. We look forward to providing you with outstanding service for years to come.
That email promoted the card’s benefits and seemed perfunctory. Doesn’t 20 years deserve more than an email promoting the value of the card?
Apparently 25 years doesn’t even deserve that email. I heard nothing from American Express this year about our quarter century together.
For a 25th anniversary some points might have been nice – even “we’ve deposited 1000 points into your account” would have been a gesture if my business isn’t worth more than that to them.
But then it struck me: why do I expect something from American Express for a 25 year anniversary as a customer? After all, relationships are reciprocal. Why doesn’t American Express deserve something from me for our 25th anniversary?
American Express was an express mail business founded in 1850 in Buffalo, New York by the merger of three regional freight-forwarding companies run by Henry Wells, William Fargo, and John Butterfield (names you’ll also recognize from Wells Fargo). At the time, “express” meant secure and fast transport of parcels, gold, currency, and other valuables across the growing United States, particularly to the West.
By the late 19th century, Amex had expanded into money orders and traveler’s cheques (first issued in 1891), which became the foundation of its financial services identity. In the 1950s, American Express pivoted from being a shipping/financial instrument company to becoming a payments company – emphasizing prestige, service, and exclusivity.
The “Member Since” date embossed on cards is meant to brand Amex’s emphasis on loyalty, prestige, and continuity of relationship beyond mere card issuance. This became a staple of their cards in the 1960s, positioning the company as more than just a way to pay but as entry into a club of discerning travelers and professionals. (Today, Platinum literally gets you into most of their clubs.)
American Express has a huge opportunity with long-term relationships. I hear from cardmemebrs all the time who tell me how long they’ve been customers but more than that American Express promotes – and people internalize – cardmembership. Anniversaries are meaningful.
Member since 86 here. Don’t expect anything from them, unlike you, but do occasionally get a “thanks for almost 40 years of membership” when I speak with someone at Amex which is nice to be recognized.
In those 25 years, how often have you contacted them and thanked them for their covering your charges and protecting your account from fraud?
@Ray “why do I expect something from American Express for a 25 year anniversary as a customer? After all, relationships are reciprocal. Why doesn’t American Express deserve something from me for our 25th anniversary?”
Loyal? Should that word even be in the English language? I’m not sure exactly when loyalty meant nothing. I know that in my early young adult years, I was very loyal to the things I liked. At the same time, I felt that they were loyal to me. Even employers made me feel like I was a loyal asset, making me someone who wanted to stick around. But somewhere along the line, it all vanished. As for American Express. I stuck along a lot longer. Worked out in my mind that even with the annual fee increases, I could still make it work. And then they took one perk too many away. When I could no longer bring my significant other into the lounge without an additional fee, that was it. I travel. Not alone. I want a card that gives me excellent travel perks. I don’t need help with making reservations at high-end upscale establishments. If I like a place and visit it often, I usually have a way in without someone else’s help. Upgrades. I can take them or leave them. Upgrade me to a suite? I’m in that suite to sleep, shower, and dress. So the room I booked is probably okay. Free breakfast? Really. They’ve been going downhill for years. Free doesn’t mean good. I use my cards to earn points to use to purchase trips and hotels. Give me those. You can keep your discounts. It’s not actually that easy to spend $50 somewhere like SAKS for something you really think has value. And I already have a gym membership where I like to work out. So, American Express, and all you other cards, go back to being real travel cards instead of lifestyle and discount cards. I don’t need you to pay for my streaming service.
Been a member since 1988, was my first credit card. Over time, become gold then platinum. Used the points towards hotels and car rentals. Over time, the points lost a lot of value. The Centurion lounges became untenable. Then the fees skyrocketed. Most places don’t even accept it. So this year I went back down to plain old green, and I use it as an emergency backup card while traveling outside the US only. And for the first time, when I called to downgrade, I got zero pushback from the agent – he kind of sighed and said “I understand…” [shrug emoji]
Oh gosh Gary…the anniversary comment struck a nerve with me…maybe an aorta…because while it MIGHT be nice for Amex to do some of your suggestions, I just celebrated an anniversary yesterday….that was recognized by the Cleveland Clinic…and we used to have a beloved Captain Penny, here, aka Ron Penfound if I am remembering correctly. He hosted a kids show on our local ABC channel…Capt Penny would say you can fool some of the people all of the time, and all of the people some of the time, but you can’t fool mom….anyhow, I was not fooled by the recognition being the clinic, who I don’t believe is as wonderful as they’d have their PR claim. It was a not so subtle reminder if you hadn’t been seen in the past 5 years (since this email arrived, I’d almost swear if I was not so out of it and remembered to the hour of when I might have arrived in recovery) to the day of when I had the usually fatal dissection of the aorta. Believe me, you don’t need to be reminded of that or, since your expertise is in being airborne, of the $37K lifeflight to get to there. $37K….no movie, no snacks, no beverages…about 13 miles…but yes, here I am able to write about it.. And you know what…I just checked my own Amex card, the one I got when a devoted member of SPG, a topic for another day on how Marriott mishandled all of that loyalty, took away our numbers we had memorized and issued hideous cards when some of us loved our easy to spot purple ones….I have been a member THIRTY years if my math is accurate. So I’m with you…even a card of a different color might be nice….Points too, though I have not travelled in many years as I was caregiving for my elder parents that I have sadly lost. And my pup always came with me, since 9/11, and I lost her as well, and rescued a big boy who, well, some would prefer to wait for the next elevator if they saw him:-)
Even my local grocery store sends me a “Happy birthday” coupon each year which allows me to have a free cake or a half gallon of ice cream.
Gary, whatchoo talkin’ ’bout, Willis? You got your mirror Amex Platinum ahead of most of us. That was their way of giving you a backhanded sense of gratitude! Or is that because of your coverage of their developments? Hmm… Keep up the great work nonetheless.
This is why luggage tags were invented. Amex has a surplus of metal and plastic rectangular cards. Put member since X date on them with your name. Punch a hole. Have different designs for 5/10/15/20/25 etc. Costs virtually nothing and promotes loyalty.
Member Since 1973. At 50 years, I was sent a nice throw blanket with a thank you letter. Frankly, I didn’t expect anything but another monthly bill. Given my age and loyalty, perhaps a annual fee discount would be a nice gesture?
Member since 2003. I don’t recall receiving anything in 2023. I care little for performative nonsense from credit card companies. American Express products and services speak for themselves, and I remain a happy customer, especially following these recent Platinum updates.
(Gary, aren’t there more pressing matters, like, yet another looming government shutdown that’ll disrupt air travel and our national parks, let alone, tens of thousands of peoples’ jobs, pay, all thanks to #47 wanting to take away folks healthcare, just to pay for tax cuts to the super-rich…hmm.)
Dont feel bad Gary, I have been a member 1959, never heard a word of thanks
@Gary funny enough, I am also a member since 2000, and that first card was also the SPG card. (When opened in 2000, it was actually branded as the Sheraton Starpoints card.) Though I closed that origins card 10+ years ago.
Member since 1999 thanks for 26 years that’s all Amex says.
I got my green Amex in 1975. Earlier this year I received a very nice greeting card with an Italian “throw” (lap blanket) (which Google told me had retail value of about $125, as I recall). Something I needed? No. But a very nice gesture and suggested I was valued, just as others here have appreciated having a phone representative always acknowledge the length of your business relationship.
I have since added a Gold but will keep the green for its historical contribution to my credit rating.
Member since ’81. Let’s see if 45 years means anything next year. I kind of doubt it.
I’ve been a member since 1974. For my 50th anniversary, AMEX sent me a quite lovely “throw” blanket. Nice touch.
@Retired
Still have my greenie that I got in 67. Just got back from Nam. It was my first cc. Accepted everywhere. Didn’t leave home without it. Only other card I saw was Diners Club.
On my 50th anny they sent me a pair of very good champagne glasses to toast our 50 years.
In 68 I got a Visa from NFCU and
A Mastercard from USA.
When finished my last job, and retired, there still wasn’t the craze about cc and rewards.Got plenty of free flights and bennies by flying CO and then UA. Always got upgraded. FC savers tix.
Now no need for $800 credit cards as Europe fixes interest rates, and establishments don’t have to keep paying higher rates to keep enabling CC companies to give away freebies.
Never had to kvetch that CC companies keep charging more. And I wouldn’t trade my greenie which says member since 67, for a mirrored finished card.
Now that we have lived in Malta for six years
I’ve been a member since 1986. After a rough divorce and a bankruptcy I got the green card to force me to pay off my balance every month. I have not paid one cent in CC interest charges since that time. I now have the Platinum and Gold. I use the latter card for groceries and restaurants, though with the new Plat perks, I will probably let the Gold expire.
Bottom line?
No one cares. It’s just a card.
@Retired
Still have my greenie that I got in 67. Just got back from Nam. It was my first cc. Accepted everywhere. Didn’t leave home without it. Only other card I saw was Diners Club.
On my 50th anny they sent me a pair of very good champagne glasses to toast our 50 years.
In 68 I got a Visa from NFCU and
A Mastercard from USA.
When finished my last job, and retired, there still wasn’t the craze about cc and rewards.Got plenty of free flights and bennies by flying CO and then UA. Always got upgraded. FC savers tix.
Now no need for $800 credit cards as Europe fixes interest rates, and establishments don’t have to keep paying higher rates to keep enabling CC companies to give away freebies.
Never had to kvetch that CC companies keep charging more. And I wouldn’t trade my greenie which says member since 67, for a mirrored finished card.
…I’ll have you know, @Tim Dunn, I’ve been a SkyMiles member since 1999!
@Robert Risberg — 1959! So far, you appear to be the winner on here.
Gary Leff writes, “After all, relationships are reciprocal. Why doesn’t American Express deserve something from me for our 25th anniversary?” Gary, AMEX listened. They expect their long time 25th anniversary cardmembers to pay a higher AMEX annual fee in exchange for your unquestioned loyalty.
I have a had 25-yr (DL, AS, Marriott, Hilton), 35-yr (USAA, one of my Visas) and even 40-yr (AAA) anniversaries. The only ones acknowledged at all were AAA 20th (got a Road Atlas) and USAA ‘Quarter Century Member’ foil sticker, for which you would be a target if you put it on your car.
Wait, Gary, is this all one big ‘honey pot’ for us credit-card geeks, collect our details… uh oh… It’s good our ‘Member Since’ info isn’t like our SSN, or anything important…