Geo zoning and corporate mapping understanding the scope of personal cards with the self employed professionals and understanding customer satisfaction levels of existing users of American express
Student name: Ms Noopur Tikku
Guide: Dr Sanpa Narula
Year of completion: 2012
Host Organisation: American Express Services India Pvt. Ltd.
Supervisor (Host Organisation): Mr Rohit Chhibbar
Abstract: While doing the project at American Express Services India Limited, I got the opportunity of gaining an insight
into the world of sales which according to me was the first step in my journey in the field of marketing and
management. The project I worked on was titled "Geo Zoning and Corporate Mapping in the Personal Cards
Segment" where in American Express was trying and figuring out the acceptability and prospective penetration
in the personal cards segment with the Corporate employees and Self employed professionals (with the main
target being Doctors). The job basically entailed Data development and collation, endorsing the product to the
clients and client relationship management. During the 10 week duration of my project with American Express,
I created a database on Self employed doctors in Delhi-NCR Region and worked on the understanding of the
business model of personal credit cards and charge cards used by the organization. Also, I prepared a list of
Target Corporates after which I was expected to fix meetings with the clients and speak to the key decision
makers in the senior/top management in order to endorse the personal cards to the employees through the
organizational channel (which could mean developing the product features as per the requirements of the
organization - i.e. product enhancement/development). Along with this, I tried to qualitatively analyze the
Customer Satisfaction and Loyalty levels with American Express through a qualitative research where in I
made telephonic conversations with the existing and prospective customers of American Express and asked
them their perception about American Express (if prospective customers) or their experience with American
Express (if existing customers).
While the main task assigned to me during this internship was - "Help increase the customer base in the
Corporates and Self Employed Professionals (mainly doctors)", which mainly consisted of making sales calls to
prospective clients and endorse the variety of product offerings, I added the qualitative research to enhance the
content and substance of my Major Project Report. As and when the project continued, I was required to
analyze the feasibility and workability of the personal cards model and give recommendations on an
organizational level as per my understanding of the scenario after completing the project, interacting with the
clients and understanding their requirements.
