Palak Khanna

Early Engagement

Designed the early engagement journey via email, SMS, and welcome kit, focused on influencing cardmember behavior and establishing positive habits right after a customer is approved for a card (Day 0) until (Day 365). I managed a crucial phase in creating a cardholder base that makes the American Express card the default choice for everyday spending. The initial experience on modes to activate your card via the American App, my card account, and IVR, welcome gift, card product features, 1st transaction confirmation, and card activation reminders.

Early engagement strategies aim to get customers to start using their card quickly and regularly, fostering a habit of utilizing the card for various purchases.

Established a welcome calling business process with the third-party team Globiva for onboarding newly acquired card members, both premium and non-premium, with a support staff of 13 agents and 1 team leader. Responsibilities included the interview and selection process of agents, preparing the welcome calling scripts for each product, monitoring call quality scores, identifying training needs, conducting call calibration sessions, identifying fatal errors, and performing monthly call audits.

Published early engagement dashboard metrics for both charge and lending cards: 37-Day Plastic or Spend active (in line with RBI master direction - Credit Card and Debit Card – Issuance and Conduct Directions, 2022), Spend actives 30, 60, & 90 days, 90-day billing per cardmember, overall attrition, transactions per product-wise M1, M2, M3. Cardmembers who were called for Welcome are more engaged with the product than those who were not called.

Identified call-selling opportunities, like insurance and supplementary cards, via the welcome call process.

Automated event-driven triggers.

• Overseas billings -

Driving overseas billings (offline) by creating an event-based trigger targeting those cardmembers who have booked an airline ticket with an American Express card on an online travel aggregator (OTA) and have international chip settings turned off. The email communication targets cardmembers 20 and 10 days prior, and 2 days after their travel, reminding them to enable international chip settings for their upcoming overseas trip and enjoy hassle-free shopping in-store, and earn 3X rewards on overseas spends.

Overseas billings generated (offline) - $3.17 million.

• Enhanced card security.

A monthly trigger identifies disabled setting types on a card to enable certain enhanced card features for transactions: online, physical, and contactless, for both domestic and international.

Card-on-file tokenization (COFT)

A daily event-driven trigger contributes to the recurring billings by deploying an email communication within 24 hours of a transaction done on online merchants like Amazon, Zomato, Big Basket, Flipkart, etc. Where the cardmember has not yet saved and secured (non-tokenized) their American Express card as their preferred card at the merchant’s checkout page.

• Spend decliners.

Target customers with more than a 20% spending decline in the last three months, year on year, in the same quarter. Spend decliner automation is to create an always-on approach to treating profitable, disengaged customers with the objective of restoring spend, reversing negative spend, and reducing attrition.

• Spend milestone trigger.

A Spend Nudge trigger reminding card members of achieving card feature value propositions, spend milestones at different stages of.

• Spend decliner.

An email communication about the value proposition benefits sent to card members who have not made any transactions in the last 40 days.

Enhanced Card Security.

Launched various campaigns through American Express-owned assets, the app and online account, social media, and SMS channels to get card members to enable transaction settings and reduce spend disruption due to enhanced card security declines, and monitored metrics like reach, impressions, clicks, CTR, and ad frequency.

Social Media (Facebook/Instagram)

A video appearing on the feed while logged into Facebook and Instagram on how to enable international in-store settings based on cardmembers' geo-location when traveling abroad.

A video targeting both early tenures and vintage, educating on ECS, steps to activate, and setting limits on your card is optional by sharing the accounts in force via campaign support management with Meta.

A video targeting card members who had overseas transaction declines and currently have their international chip settings off, or who have put a limit on international spending.

A video targeting card members who did not have international transaction declines; however, currently their settings are off, or they have put a limit.

Owned Channels (American Express App/Online account)

Launched an awareness campaign on enhanced card security settings via owned channels, like interstitials, login/logout banners, dashboard alerts, and mobile timeline, for both early tenures and vintage cardmembers.

SMS

Initiated an education campaign on enabling enhanced security settings via Karix, sent to card members with one or more transaction settings off.

Spend activation campaigns on disengaged customers.

Launched an activation campaign to drive incremental billings with targeting and segmentation of zero spenders from 3-6 months, 6-9 months, and 9-12 months. The campaign spanned across premium and non-premium products, with spend and transaction-based targets, and rewarding Gyftr vouchers from Amazon, Big Basket, Zomato, etc. On achieving targets.

Activation campaign '23 Jan Incremental Billings – $5.35 Mn. Billings to cost ratio -230.

Activation Campaign '23 Incremental Billings – $12.54 Mn, Billings to cost ratio - 461.

Regulatory - 12 Months+ Inactive CM Communications

As per the RBI Circular on Master Direction – Credit & Debit Cards – Issuance and Conduct Directions dated April 21, 2022, Clause 8 (b), if a credit card is not used for a period of more than one year, the card shall be closed by the bank 30 days after notice.

American Express Travel online Performance Dashboard: Card Member Engagement, Unique Visitors.

Visitor-to-user conversion, session time increment, search-to-convert ratio, and revenue enhancement.

Growth Strategy: Analyzing user behavior insights, understanding user concerns, needs, and aspirations.

Integrating card member feedback into product requirements.

Product Management: Work closely with Product and Tech teams for product enhancements, new features.

Automation and product roadmap.

Integrated Marketing Campaigns: End-to-End Ownership from Planning to Execution to Analysis – Spend.

Based, flash sale, value injection, and membership rewards (loyalty) campaigns.

Competition Mapping - Create positioning collateral (i.e., pitch, objection handling, case studies) by

understanding Amex strategic and competitive position.

Partner Management - Driving product and partner growth by Identifying, onboarding and managing

external partners like Expedia, Agoda , Mystifly and Cartrawler.

P&L management of the Europe and US markets – adoption of holiday packages and foreign independent products (FIT).

Sales targets across multiple channels: franchise, retail, call center, and holiday experts.

Delivered a 23% annual GPM growth for FY 18-19 (Europe) by revamping and optimizing the product lineup.

Segmentation and targeting of customers based on a self-developed model for life cycle management.

Improved order conversion by 18% through product training across sales channels.

Campaign execution, conceptualization, and re-launch of campaigns for lead generation and product adoption for new.

Repeat customers.

Improving customer experience through product flow optimization: app and desktop flow, 18% usage growth.

Achieved an annual revenue of INR 0.90 billion and a GPM of INR 105 million (Europe) for FY 2018-2019.

Collaborate with channels to improve business conversion, lead product-specific drives, training, and feedback.

Business targets are solely responsible for 60 to 100 crore. Of annual business sales and revenue targets.

Campaign Management: Leading all online and offline campaigns/promotions to generate demand across enterprise.

Retail channels.

Daily sales trend analysis with internal data, and monthly tracking with external data to highlight key issues and build.

Roadmap to increase revenue and market share.

Sales alignment, preparing capability presentations, and supporting key account managers with enablers to close deals.

Voice of Field Programs: Gathering consumer insights through periodic connections with the customers and channel partners.

by online and offline mechanisms.

Competitive Market Insights - Reviewing the category share and monitoring market penetration vis-à-vis competition in.

Enterprise and modern trade universe.

Retention designed national best practice Jio retention model for customers, improving churn from 1.8% to 1.4%.

Saving $0.5 million in monthly revenue.

Managed prepaid (voice) campaigns for 500 retailers, with a monthly revenue of 1 crore.

Increased revenue by 25% in one year through customer segmentation based on their ticket size and ARPU.

Coordinated with different media agencies (Group M, Water, and White Canvas) to roll out 360-degree campaigns for the promotions, and various project launches.

Post-launch analysis of the campaigns for improvements and iterations to achieve the best results.

Regular analysis, monitoring of revenue drivers, to find upsell, cross-sell, and best offer opportunities.