I-US Bancorp ne-American Express Co. baqhudelana ngempi yokumaketha ezoqhutshwa ngezinhlelo zokuklomelisa kodwa ezinganqotshwa ngenxa yesithunzi.
Engcupheni ibhizinisi lezigidi zabanikazi bamakhadi abavamile. Lolu uhlobo lwekhasimende olufiswa ngabakhiphi: abachithi abakhulu abafanele ikhredithi abazimisele ukukhokha imali yonyaka ngamamayela.
Ngokokuhlakanipha okuvamile, i-US Bancorp kufanele ibe ngaphansi. Ilahlekelwe yinkontileka yeminyaka engu-14 ye-cobranding ne-Northwest Airlines Corp. ngemuva kokuthi inkampani yenethiwekhi itholwe yi-Delta Air Lines Inc., enozakwethu wesikhathi eside e-Amex.
Futhi uMsombuluko u-Amex uhlela ukwembula umkhankaso obanzi, wokukhangisa we-multimedia ukuze anxenxe abanikazi bamakhadi base-US Bancorp ukuthi bashintshele kumakhadi ayo e-Delta SkyMiles.
"Kuzoba nomsindo ogcwele, kuthelevishini, emsakazweni, ku-inthanethi, kumabhanela ezikhumulweni zezindiza," kusho uDavid Rabkin, iphini likamongameli weDelta Conbrands Cobrands for Amex, engxoxweni ngesonto eledlule. "Sizobe sinomsindo omkhulu kulo lonke ihlobo."
Kodwa ochwepheshe bezimboni bayanqikaza ukubala i-US Bancorp ngaphandle. Inkampani yaseMinneapolis iguqula ama-akhawunti ekhadi leNorthwest WorldPerks ngenyanga ezayo abe uhlelo lokuklomelisa lwezindiza eziningi. Izinhlelo ezinjalo ngokuvamile aziheheki kwabahamba ngamabhanoyi njalo, ngenxa yokuthi azikwazi ukuhlanganisa amamayela azuzwe ekhadini namamayela azuzwe inkampani yezindiza, kodwa i-US Bancorp ibeka uhlelo lwayo olusha lwe-“FlexPerks” njengempendulo ekukhungathekeni kwabathengi ngemiklomelo yendiza evamile - futhi endizayo jikelele. Isibonelo, ezindizeni ezithengwe ngamaphoyinti okuklomelisa, i-US Bancorp izoba nabanikazi bamakhadi esikweletu kuze kufike ku-$20 "ngezinkokhelo eziphazamisayo," ezifana nezindleko zomthwalo opakishwayo noma ukudla.
"Empeleni sesabalalisa kabusha imali ebingabiwa nenkampani yezindiza, futhi sitshala kabusha lawo madola ukuze amakhasimende ethu akwazi ukungena ezindizeni," kusho uJohn Owens, iphini likamongameli omkhulu wezixazululo zokukhokha kwezitolo. e-US Bank. “Ngabe sizolahlekelwa amakhasimende athile? Yebo, kodwa mhlawumbe sizothola amakhasimende amasha anobudlelwane nesiphakamiso senani esilibeka emakethe. "
Izingqapheli zithe izici ezinjalo zizoqinisa isithombe se-US Bancorp njengesikhungo esizwakalayo nesilungele abathengi ngesikhathi lapho izimali nedumela le-Amex liwohlokile, okungenani emehlweni omphakathi.
“Lolu uhlobo lomnotho we-austerity futhi ubuyela ezintweni eziyisisekelo, futhi ngendlela enhle, i-US Bank iyibhange elibuyela ezintweni eziyisisekelo. Futhi ngicabanga ukuthi abathengi bathola lokho ngomkhiqizo wabo,” kusho uCampbell Edlund, umongameli we-EMI Strategic Marketing Inc., oweluleka izikhungo zezezimali. "Cishe wonke amabhange namakhadi esikweletu ahlukumezekile, kodwa kulokhu kushaywa kwamanje, i-US Bank yenze kahle kakhulu."
Ngakolunye uhlangothi, i-American Express “iwuphawu oluwubukhazikhazi, futhi lokho kungase kube inselele okufanele basebenzisane nayo kule ndawo,” kusho u-Edlund.
I-Amex ihehe izinga eliphezulu lokugxekwa onyakeni odlule ngokunqamula imigqa yezikweletu, ukukhuphula inzalo futhi, kwelinye icala elasakazwa kakhulu, inikeze abanye abanikazi bamakhadi u-$300 ukuze bavale ama-akhawunti abo.
“Sinakwe kulo nyaka ngezinye zezenzo esizenzile,” kusho uRabkin. "Sifuna amakhasimende ethu aqhubeke nokusiphushela kulelo zinga eliphezulu."
U-Amex "usebenzisa" amaqhinga akhe okuthengisa ukubhekana nokukhathazeka kwabathengi mayelana nokusetshenziswa kwemali ngesikhathi sokwehla komnotho, okuthinta ngisho namakhasimende acebile enkampani, esho.
"Nakanjani sigcizelela ukuhluzeka komzwelo ngezinga elikhulu kulo nyaka kunangesikhathi esidlule," kusho uRabkin. “Akubuzwa ukuthi umuntu ohola kakhulu noma osebenzisa imali eningi. Ngicabanga ukuthi abantu abafuni ukusebenzisa imali abayibona njengento engenamsebenzi. Ngakho-ke, esikhundleni sokukhuluma ngendawo enhle yokunethezeka abangaya kuyo, sifuna ukukhuluma ngenani lalezo zindawo kanye nokusebenziseka kwezindawo kanye nemvamisa yezindiza nokuhamba.”
Ubengeke asho ukuthi u-Amex uchitha malini emkhankasweni omusha, ngaphandle kokuwubiza ngokuthi utshalomali olubalulekile, naphezu kwesinqumo sokuhoxisa imali esetshenziswe ekukhangiseni kulo nyaka.
“Kusobala ukuthi lo mnotho awulula, kodwa lokhu kumayelana nobudlelwano besikhathi eside,” usho kanje. "Lesi yisikhathi esibucayi ngempela."
Ingcindezi ku-Amex ikhuliswa ukuthi ayizange ithenge iphothifoliyo ye-WorldPerks, ngakho-ke kufanele inxuse abanikazi bamakhadi baseNyakatho-ntshonalanga ukuthi bafake isicelo sekhadi elisha esikhundleni sokusebenzisa ikhadi le-FlexPerks i-US Bancorp ezobathumelela lona ngokuzenzakalelayo.
I-Delta ithumele ama-e-mail ahamba njalo e-Northwest iwaxwayisa ukuthi "angasebenzisi ikhadi lesikweletu lokuhamba elijwayelekile ukuze lingene esikhundleni sekhadi lesikweletu le-WorldPerks." Futhi ezinye zezikhangiso zokuphrinta kumkhankaso omusha we-Amex zibuswa igama elithi “SHINTSHA,” eduze kwesithombe sekhadi legolide le-Delta SkyMiles.
Abaphathi e-US Bancorp bazwakalise ukukhathazeka okuncane ngale imeyili.
“Abathengi bahlakaniphile. Bazobheka umkhiqizo wethu baqhathanisa nalokho okunikezwa umncintiswano, futhi sikhululekile kakhulu ukuthi umkhiqizo wethu unqwabelanisa kahle kakhulu futhi uphakeme kunezinye izimakethe ezimakethe,” kusho u-Owens. "Lokhu kumayelana nokukhethwa kwamakhasimende, futhi sikholelwa ukuthi sibekwe ngokuqinile ukuthi singagcini nje ngokugcina isisekelo samakhasimende esikhona se-WorldPerks Visa, kodwa nokuheha amakhasimende amasha."
Inkampani yakhe isebenzisa ngokugcwele inzuzo yayo yasenkantolo yasekhaya. Kusukela ngenyanga ezayo i-US Bancorp izothumela amakhadi e-FlexPerks kuwo wonke amakhasimende amanje e-WorldPerks asekumeni okuhle. (U-Owens ngeke asho ukuthi bangaki abanikazi bamakhadi.)
Izinombolo ze-akhawunti zamakhasimende ngeke zishintshe, ngakho-ke azokwazi ukuqhubeka esebenzisa amakhadi ukuze akhokhe ngokuzenzekelayo. Ngenguqulo Yesiginesha ye-Visa yekhadi le-FlexPerks, i-US Bancorp izohoxisa inkokhiso yonyaka wokuqala engu-$49. (I-Amex iphinde yekela imali yokuqala yonyaka yamakhadi ayo e-Delta SkyMiles.)
