Award for Omni-Channel:

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1 Call Center FCR Best Practice Award Contact Center FCR Best Practice AwardWinner Winner Award for Omni-Channel: American Express published

2 Best Practice Success Story Company Description American Express in Canada operates as Amex Bank of Canada and Amex Canada Inc. Both are wholly owned subsidiaries of the New York based American Express Travel Related Services Company, Inc., the largest operating unit of the American Express Company. Amex Bank of Canada is the issuer of American Express charge and credit cards, with outstanding products like The SimplyCash Card from American Express, The American Express Gold Rewards Card, and the American Express AIR MILES * Credit Card. American Express opened its first offices in Toronto and Hamilton in For more information, visit AmericanExpress.ca, or connect with us at Facebook.com/AmericanExpressCanada and YouTube.com/AmericanExpressCAD. Amex Canada Inc. Contact Center Description Contact Channels Phone, IVR, mobile app, and website Operating Hours We operate in a global network 24/7, 365 days a year Contact Volume We handle approximately 1,000,000+ total customer contacts annually Impact of Omni-Channel Practice on Customer/Employee Experience American Express Canada has a rich 163-year heritage of service, which is at the core of the company s vision to become the world s most respected service brand. Every touch point we have with a customer is an opportunity to deepen our relationship with them, whether it is through Inbound Phone, IVR, Mobile and/or PC.

3 American Express takes a novel approach to customer care by investing in new resources, changing hiring standards and training practices, shifting employee compensation to align with customer feedback, and empowering employees with a service ethos, Relationship CareSM. This service ethos is the overall strategy to deepen customer relationships by providing tailored information and service that reinforces the value of products and services for individual customers, and to resolve inquiries upon first contact, regardless of channel. One of the ways American Express Canada gauges the level of customer care is through Recommend to a Friend (RTF) feedback, which not only measures general satisfaction, but also how likely it is that a customer would positively endorse American Express products and services to the people who matter most to them. Customers are also surveyed based on their level of satisfaction with the interaction and the ability to resolve their inquiry using their channel of choice. Additionally, we listen to our CMs through the verbatim they provide on the survey sharing insights on where and how they want to be serviced and more importantly when we have not been able to meet their omni-service expectations and why. In 2015, we received thousands of surveys back from our Customers based on their interactions across the various servicing channels we offer, each delivering positive OSAT (Top Box), RTF & FCR performance results year over year. With multiple channels available to customers to service their everyday requests, our Inbound Channel continues to experience improvements in customer satisfaction while handling more complex inquiries. This has enabled our CCPs the opportunity to deepen our relationship with our Customers using the power of their dialogue. From an employee perspective, our focus on empowering our CCPs through Relationship CareSM and investing in them through training and development allows us to drive higher VOC results. Our employees are the foundation of our innovation and process improvements that continue to help enhance our customer s experiences through the various channels we offer. Our annual employee survey results continue to echo our employee s voice as strong brand ambassadors. Key Differentiators Enabling Consistent Satisfaction Typically, in the contact center industry, there is a large impact to customer satisfaction when they have to use more than one channel to resolve the same inquiry or problem. However, our

4 VoC results have shown that we have been successful in bridging the gap between single and multi-channel customer experiences, with the most recent data showing no difference in customer satisfaction at all for those customers who used one or multiple channels. At American Express, we don t see service as an added expense it s our business. We are committed to ensuring that each of our Cardmembers receive a tailored customer service experience and feel valued. There are three Customer Care principles which are channel agnostic and shape each and every interaction with our Cardmembers: It should be as easy as possible for our Cardmembers to do business with us We want to resolve problems completely and in an efficient manner Finally, we want to recognize our Cardmembers. We know a lot about our Cardmembers and we treat them as individuals, not as numbers In everything we do, we put the customer first and make it our priority to recognize and acknowledge who they are, their relationship with us, and the value we have to offer through personalized treatment. We continue to keep a maniacal focus on driving Holistic Convergence delivering outstanding products with competitive value propositions, offering complementary digital solutions, all of which are underpinned by our unmatched competitive advantage, Relationship CareSM. Platforms Enabling an Omni-Channel Experience We use different platforms based on the servicing channel, all of which are focused on ensuring the information that is presented is consistent in look and feel to both our Customers and our Customer Care Professionals. Within the Inbound Phone channel, our Customer Care Professionals use an internal desktop interface as a servicing platform that tailors the customer s information in a way that enables them to provide the best service possible. Mobile has become the preferred service channel for some of our Cardmembers and we want to make sure we can offer them a seamless and integrated experience with the American Express App. In November 2015, American Express Canada announced recent usability enhancements to the American Express App. The American Express App allows users to keep track of their account, make a payment, view their Membership Rewards balance, and continue to receive the same

5 customer service they expect from American Express. These recent changes are another step in that direction and we will continue to invest and innovate in this area. Importance of Consistent Satisfaction Experience Across Channels Service is a top priority at American Express Canada. It s how we define who we are as an organization. We continue to strive to raise the bar for ourselves: developing ways to differentiate ourselves from our competitors and generating practices that they will aspire to have in their own operations. Our vision at American Express is to be recognized as the world s most respected service brand. And every day through every call, every , and every solution to a problem through any channel we strive to be leaders in this space. Through the insights of our Customers shared through Voice of the Customer surveys after each service interaction, we re able to hone in on the experience within each channel. Coupled with the Customer s verbatim, and the ability to listen to dialogues had via the Inbound Phone Channel using a NICE recording system, we re able to hear first-hand the Customer s omnichannel experience and opportunities that may exist to improve the level of performance within each. The criteria that define success for the customer experience in a multi-channel scenario are OSAT Excellent Top Box, First Contact Resolution & Recommend To A Friend scores. Future Plans We view service as an investment in building Cardmember relationships and are always looking for opportunities to elevate our customer s experience across all channels. Our goal is to make it easier for them to do business while continuing to deepen their relationship and value with us. Our customers will always be at the cornerstone of everything we do and we re continuing to invest in all our channels, especially in the mobile and digital innovation space to add value to the end-to-end customer experience.