Originally Posted by
krazykanuck
That is a good article. Though I'm perplexed by this line "About 90 percent of Serve customers are new or returning to AmEx, according to the company." So...what are the other 10%? Existing customers? Because returning would imply they aren't Amex customers at the time they signed up.
At first, I was confused with the wording too… but I interpret it as meaning: "90% of Serve customers were not current Amex customers when signing up." i.e., they're customers that Amex is either acquiring or re-acquiring.