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ulture :- Quality, cleanliness, service and price.“ The paramount idiom in American Express is total customer satisfaction”.There is no job pressure and since the employees are highly satisfied and motivated sothey service they provide to the customer is also very satisfactory.

Strategies for Internal Marketing Adopted By American Express Bank Ltd.

FAIR PRACTICES CODE FOR CREDIT CARD OPERATIONS

American Express Bank Ltd. (hereinafter referred to ‘the Bank’) has a reputation for customer service and sound compliance. The Bank has various policies and procedures that govern its business activities and operations. Further, the Bank has compliance and other internal programs designed to ensure compliance with laws and regulations of countries where it does business. This Fair Practice Code (hereinafter referred to as ‘the Code’) for credit card operations is designed to guide and demonstrate the Bank’s commitment to fair and ethical management of its business activities operations related to issuance of cards, customer service and other related activities.

BANK’S VISION AND OPERATINGPRINCIPLES

Vision:

To become the world's most respected service brand.

Operating Principles:

We must provide a superior value proposition to Everything we do should?We must achieve Best-in-Class Economics?customers?our Brand?support the American Express

BUSINESS ETHICS AND COMPLIANCE WITH THE LAW

The Bank and its employees shall ensure that ethical conduct shall permeate all our business dealings and relationships.

In a rapidly evolving credit card business, the Bank and its employees shall ensure ethical conduct in offering products and services, business activities, operations and customer services.

The Bank shall conduct its business in accordance with applicable laws and regulations

The Bank has competent individuals managing regulatory affairs and advising business leaders about compliance requirements. The Bank has a sound compliance program to ensure high level of compliance to applicable laws and regulations.

CARDS – SALES AND MARKETING

The Bank shall provide full and complete disclosure of products and services, their features and costs to enable a prospective customer to make an informed decision / choice

The Bank shall provide information on:

Applicable fees§Key features of our products and services§ particulars,§Documents required with regard to identity, contact§and other charges How a customer’s personal information§employment, financial standing, etc. Terms§Details of Bank contact for seeking additional information§shall be used billing and payment,§and conditions related to fees and interest charges, other aspects related to maintenance and§renewal, termination procedures and card accounts.§management of

The Bank’s advertising and marketing campaigns shall use truthful and whole statements about Bank’s products and services

The Bank shall ensure that the whole of an advertisement is truthful, shall inform customers of costs and obligations as well as benefits and features. The advertisements may not mislead by using tricky or clever wording.

The Bank shall have a Code of Conduct for its agents and others who sell, distribute or otherwise market Bank’s card pro