American Express: Inclusive Customer Experience

How do you ensure premium experiences are truly accessible to everyone?

American Express is known for delivering some of the UK’s most sought-after membership benefits and experiences. But creating exceptional experiences means ensuring every customer has the opportunity to access and enjoy them.

The Amex Experience Team partnered with us to help embed inclusion and accessibility into the heart of the customer journey, empowering both employees and customers alike.

The Challenge

They wanted to ensure its membership experiences and communications were inclusive and accessible for all customers.

The ambition went beyond individual campaigns. The goal was to equip internal teams with the confidence, knowledge and tools needed to engage disabled audiences authentically and embed inclusive thinking into everyday decision-making.

At the same time, Amex wanted to assess how accessible its customer communications were and ensure customers could seamlessly engage with the brand’s benefits and experiences.

What We Did

We worked collaboratively with the Experience Team to create a practical framework for disability inclusion and accessibility.

We developed a best practice playbook designed to give internal teams greater confidence in approaching disability engagement and inclusive customer experiences within their respective roles.

Alongside this, we conducted a comprehensive accessibility assessment of their newsletter, delivering a detailed report with recommendations to improve accessibility and ensure communications could be more easily accessed and enjoyed by all customers.

To further strengthen authentic representation across the customer journey, we created a bank of inclusive photography assets. These images enabled the Amex team to reflect the diversity of its customer base and ensure disabled communities could see themselves represented throughout the brand experience.

Why It Worked

The project focused on creating lasting change rather than isolated interventions.

By combining accessibility consultancy, employee education and inclusive creative assets, Amex was able to build confidence internally while delivering more accessible and authentic experiences externally.

The work helped embed inclusion into the customer journey itself, ensuring accessibility became part of how experiences were designed, communicated and represented.

Ultimately, the project demonstrated that inclusive customer experiences are not just about removing barriers — they are about helping more people feel seen, valued and able to participate fully.

Results

Through accessibility consultancy, communication audits and inclusive content development, Amex strengthened its approach to disability inclusion across multiple touchpoints.

The project equipped internal teams with practical tools and greater confidence, improved the accessibility of customer communications and created a foundation for more authentic representation throughout the customer experience.

By putting accessibility and inclusion at the centre of the customer journey, Amex took meaningful steps towards ensuring its membership benefits could be enjoyed by everyone.