This document analyzes social media conversations about American Express from April 27th to May 27th, 2014. It finds that the United States accounted for over 30% of conversations, while men aged 21-30 talked about the brand the most. Customer service issues were the most common complaints. Specifically for American Express UK, customers disliked being charged extra fees when using the British Airways American Express card to book flights. The document advocates using social listening and customer analytics to identify at-risk customers, prioritize complaints, and improve customer satisfaction.

1. SOCIAL MEDIA BUZZ ANALYSIS OF AMERICAN EXPRESS

2. American Express : A global overview
Period of analysis: April 27 to May 27, 2014

3. 1
5
6
10
2
3
United States
United Kingdom
Venezuala
Mexico
India
Ecuador
Romania
4
Canada
7
8
Germany
9
Brazil
32.92%
4.50%
3.02%
2.87%
1.74%
1.65%
1.62%
1.51%
1.26%
1.15%
1.14%
1.08%
0.97%
0.92%
0.78%
0.75%
0.55%
0.53%
0.50%
0.49%
0.39%
0.36%
0.34%
0.30%
0.28%
United States
United Kingdom
Mexico
Canada
India
Venezuela
Romania
Germany
Brazil
Ecuador
India
Australia
Singapore
Argentina
Netherlands
Japan
China
Russia
France
Spain
Italy
Greece
Colombia
Malaysia
Indonesia
46,920
Conversations analyzed globally
15,513
Conversations from United States
2,113
Conversations from United Kingdom
Global Overview
TOP 25 COUNTRIES
Talking about American express

4. 61%
39%
0%
10%
20%
30%
40%
50%
60%
70%
Male
Female
27%
48%
18%
7%
0%
10%
20%
30%
40%
50%
60%
13-20
years
21-30
years
31-40
years
40+ years
Men in the age group of 21 to 30 years talked the most about American Express on Social media

5. What could possibly
be more important
than what your
consumers say
about you?”
Mary O’Connell
Director of Global Digital Marketing, Clorox Brands
“
Customer Analytics : Amex UK
Period of analysis: April 27 to May 27, 2014

6. 0
50
100
150
200
250
27-Apr-14
30-Apr-14
03-May-14
06-May-14
09-May-14
12-May-14
15-May-14
18-May-14
21-May-14
24-May-14
27-May-14
Mentions
IN APRIL, BUZZ AROUND THE BRAND WERE LOWER COMPARED TO PREVIOUS MONTH
77
MENTIONS PER DAY
17.02 Million
POTENTIAL REACH
"American Express Wants to Shift Online Ad Budget to Programmatic Technologies” and “American Express expands Corporate Card benefits to improve business travel” were the key stories of the month. Deals/Offers also contributed to most of the buzz.
Trend analysis : American Express UK
2,113
TOTAL MENTIONS
American Express says they're going 100% programmatic.
Live Stream invitation - American Express UNSTAGED w/ Pharrell Williams

7. •American Express expands Corporate Card benefits to improve business travel
•Among general and existing customers the acceptance of American Express by retail outlets and payment gatways is appreciated.
•Customers were impressed by the customer service team. “@AmexUK Consistently impressed by your telephone based customer service team. Thanks AMEX :D” wrote happy customers.
What are customers talking?
ASSOCIATION CLOUD - RAW CONVERSATION
KEY STORIES OF THE MONTH
POSITIVE STORIES
•Existing customers facing delay in resolution of their complaints
•US Judge denies request by American Express AMEX to toss government antitrust suit over payment card rules
•Customers were unhappy when American Express is not accepted in retail outlets while major credit cards were accepted. For example, “#YouWereCuteUntil your Amex Card was declined in Selfridges”. “@Starbucks don't accept American Express in N Ireland. Ridonkulous”
NEGATIVE STORIES
Word cloud based on key conversations drivers. Size indicates prominence while colours indicate the sentiment.

8. Most complained areas
51.0%
14.3%
12.2%
8.2%
6.1%
2.0%
8.2%
Customer Service
Techincal issues
Amex not accepted
Card issues
Wrong
deduction/structure
Account closure
Others
More granular analysis is carried at each type of concern to ensure all the issues faced by customers of AMEX are addressed
Sample size (N) = 49
Exhibit: Most common types of complaints
The objective is to understand the concern areas for American express from consumers and address them.
Business need
We identify the concern areas and people who are disappointed with the AMEX service and alert them to stakeholders
Our approach

9. Analysis of customer service complains
32.0%
16.0%
16.0%
8.0%
8.0%
4.0%
4.0%
12.0%
Long resolution time
No response received
Poor service
No call back
received as promised
Cant get through
24/7 line
Not interested in
calling amex
Long time to respond
Others
A granular analysis of concerns and customer service alerts lets AMEX to increase the customer satisfaction
Long resolution time
24/7 line not working
CUSTOMER SERVICE ISSUES

10. Technical issues
ISSUES WITH MOBILE APP
COMPATIBILITY ISSUES
ISSUES AROUND AUTHENTICATION
ISSUES WITH MOBILE APP

11. Places where Amex card was not accepted
Inability to use Amex Card in retail outlets did not go down well with customers. Places like IKEA for instance do not accept Amex cards

12. Other issues
CARD RELATED ISSUES
LONG PROCEDURE
ISSUES AROUND PRINTING PAPER FORMS
LONG TIME TO PAY BUSINESS

13. British Airways American Express Card
Period of analysis: April 27 to May 27, 2014

14. •Ability to transfer Amex points to British Airways travel points is liked. Customers regarded as a temptation
•Good for frequent fliers
•Customers were made to pay extra to use BA Amex for booking British airways flight. It appears that they feel that there is no advantage of having BA Amex card. For Instance, “Why do you charge people to book flights more with an AMEX? I have to pay extra use to BA Amex - makes no sense” wrote a customer. 4 out of 5 customers who complains on British Airways Amex card complained on the extra price charged for using BA Amex card for booking British Airways. Example: The website cannot tell that it's a BA Amex though... Only that it's an Amex and that it has a higher fee
•Avios points not received while using BA Amex card.
WHAT IS LIKED
WHAT IS DISLIKED

15. Simplify360 Approach

16. •Based on the parameters like severity of negativity, Virality of complaint etc, alerts are prioritized and sent to the concerned stakeholders.
CUSTOMER ANALYTICS: GENERATE ALERTS AND ASSESS SWITCHING RATE
•Granular analysis of complaints gives much better insights on complaints and concerns.
GRANULAR ANALYSIS OF COMPLAINTS
•Social media conversations of Amex were tracked across the channels. This buzz is used for assessing the brand health on week on week basis
SOCIAL MEDIA LISTENING
Human Filtering of Noise
•Semantic analysis used to stack up the consumer conversations across the complaint categories.
CONSUMER INSIGHTS: ANALYSIS OF COMPLAINTS
OUR 4 STEP APPROACH TO ENABLE AMEX IN EXCELLING IN CUSTOMER SATISFACTION

17. Responding to the most important cases can help retain those high value customers
Respond to complaints based on priority of Customers value
CUSTOMER PROFILING
CONTACT CENTRE
SOCIAL MEDIA DATA
Medium
Low
Medium
Complaints
& Issues
High value customers
Customer lifetime value
Probability of switching
USING CUSTOMER ANALYTICS TO MITIGATE AND RETAIN CUSTOMERS

18. The Case Severity Score at theme level for the various social media buzz can be used to prioritize and sort out the complaints. Based on complaint types and customer profile, the complaints can be further analyzed and a Customer Vulnerability Score can be associated at a customer profile level
Virality
Negativity
Case Severity Score (CSS) (Complaint Type Level)
Complaints & Issues posted on Social media
CORRELATE & REGRESS
Virality
Negativity
Frequency
Customer Vulnerability Score (CVS)
(Customer Level)
Proactive monitoring to identify
•lead indicators
•potential risk profiles
Customer profiling for highly correlated issues
One time model building
Lifetime value
Probability of churn
HOW CAN SOCIAL MEDIA HELP IN PREDICTING AND RETAINING CUSTOMERS?

19. Negativity Alerts: Critical Issues
AREA
DATE
MESSAGE
ISSUES
MEDIA OUTLET
CUSTOMER
CVS
REASONS
Greater London
25th May 2014
It's a fact @AmexUK are one of the most incompetent organisations I have dealt with. 7 weeks later still not sorted my refund #idiots
Long resolution time
Twitter
@NL_Andrew
3.6
N/A
15th May 2014
@AmexUK @AskAmexUK No, no one picked up after more than 48 minutes on the phone so we will not be using Amex service.
Customer Service
Twitter
@Woojung
4.2
High probability of switching
Greater London
15th May 2014
Hey @AmexUK its been 5 weeks and issue still not resolved despite contact being made umpteen times! You are about to lose a customer.
Long resolution time
Twitter
@NL_Andrew
4.6
High probability of switching
Greater London
14th May 2014
@MartinSLewis was burgled recently and insured by @amexuk who have been awful. 2 months on still waiting to replace laptop
Long resolution time
Twitter
@grumpydip
3.8
ALERTS WILL BE GENERATED FOR CRITICAL ISSUES WHICH ARE OVER THE TIPPING POINT SO THAT THEY CAN BE ENGAGED WITH THE CUSTOMER AND RESOLVE THEM

20. THERE WERE MANY POSTS BY FRAUDSTERS AROUND SELLING OF AMEX CVV DUMPS
Using social media to identify the hackers activity and the hackers details. (Based on the availability of information)

21. About Simplify360

22. Simplify360 – The Leader of Social Business Intelligence
Most admired brand for Social Media Research on Slideshare
Top 10 Product Technology Company by TechSparks 2010
Listed amongst TOP 10 SMM tools by PR2020 and SocialMedia8

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