Amex doing nicely on customer engagement

Consumers have ranked American Express highest in customer satisfaction among US credit card companies, according to the annual nationwide study by J.D. Power and Associates.

The '2012 Credit Card Satisfaction Study' study looked at six factors to determine overall satisfaction (those being Customer Interaction, Billing and Payment Process, Credit Card Terms, Rewards programmes, Benefits and Services, and Problem Resolution), and placed American Express highest in overall satisfaction among 11 of the largest card issuers in the US, for the sixth year running.

"While our goal is to satisfy our customers, and not to get awards, we are thrilled to have received this terrific recognition every year since 2007," said Kenneth I. Chenault, chairman and CEO for American Express.

During the past year alone, American Express has introduced a range of new offerings and enhancements, particularly to the online experience, which in many cases were in direct response to customer feedback. For example, the company has:

  • Enhanced the American Express website to provide an improved user experience, including simplifying the online Account Summary function and making it even easier to navigate.
  • Introduced 'tagging', which helps cardmembers create a customized view of their charges and simplifies the experience of managing their expenses.
  • Launched a new Account Manager feature, making it easier for cardmembers to list additional individuals (e.g. a spouse or a business partner) who are authorised to access and manage their card accounts.
  • Launched 'My Offers', a mobile offers engine that recommends and ranks merchant offers in real time for US cardmembers, based on their spending history and location.
  • Introduced a new 'sync' feature for US cardmembers using Twitter, which turns customised Twitter #hashtags into additional savings.
  • Created a new 'Online Financial Tools' website where consumers can educate themselves about credit-related issues, such as managing and protecting their credit profiles.

The study also found that American Express scored highest in both live and automated phone interaction, a performance level that is underpinned by 'Relationship Care' – the company's servicing approach that defines the way in which Customer Care Professionals (CCPs) must serve customers, emphasizing the resolution of queries upon first contact.
 

To see the secrets of Amex success see the feature in the current issue of Customer Engagement magazine at www.customerengagementnetwork.com