social buzz analysis report for american express
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SOCIAL MEDIA BUZZ ANALYSIS OF AMERICAN EXPRESS
American Express : A global overview
Period of analysis: April 27 to May 27, 2014
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
61%
39%
0%
10%
20%
30%
40%
50%
60%
70%
Male Female
27%
48%
18%
7%
0%
10%
20%
30%
40%
50%
60%
13-20years
21-30years
31-40years
40+ years
Men in the age group of 21 to 30 years talked the most about American Express
on Social media
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
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
• 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.
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
Wrongdeduction/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
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 backreceived as promised
Cant get through24/7 line
Not interested incalling 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
Technical issues
ISSUES WITH MOBILE APP
COMPATIBILITY ISSUES
ISSUES AROUND AUTHENTICATION
ISSUES WITH MOBILE APP
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
Other issues
CARD RELATED ISSUES
LONG PROCEDURE
ISSUES AROUND PRINTING PAPER FORMS LONG TIME TO PAY BUSINESS
British Airways American Express Card
Period of analysis: April 27 to May 27, 2014
• 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
Simplify360 Approach
• 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
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
Cus
tom
er
lifetim
e v
alu
e
Probability of switching
USING CUSTOMER ANALYTICS TO MITIGATE AND RETAIN CUSTOMERS
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?
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_Andre
w 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
@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
@NL_Andre
w 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
@grumpydi
p 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
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)
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