Magazine article CRM Magazine

CRM in 'Pursuit of Shared Goals'

Magazine article CRM Magazine

CRM in 'Pursuit of Shared Goals'

Article excerpt

ONCE IN A WHILE, it's helpful to see how other CRM professionals spend their days, to get an up-close look at what's important to them, the projects they're working on, their interactions with colleagues, and their customer engagement strategies. So, when American Express offered CRM magazine the opportunity to shadow one of its customer service executives for an entire day, we jumped at the chance.

What's particularly interesting about the company--aside from its size and brand recognition--is its commitment to improving customer care. American Express recently funded a survey exploring attitudes and preferences toward customer service. The results were released in the American Express Global Customer Service Barometer in May. According to the survey, "Americans are placing an even greater premium on quality customer service this year. In a stronger economic environment, seven in 10 Americans (70 percent) are willing to spend an average of 13 percent more with companies they believe provide excellent customer service. That figure is up substantially from 2010, when [nearly] six in 10 Americans (58 percent) said they would spend an average of 9 percent more with companies that deliver great service." For more information on the survey findings, read the release "Good Service is Good Business" (http://bit.ly/qdjGxz).

Considering these survey results, we wanted to see what American Express is doing to deliver excellent customer service. So, News Editor Leonard Klie flew to Fort Lauderdale to shadow Doria Camaraza, corporate senior vice president and general manager of the company's Plantation, Fla., contact center. His cover story, "Customer Satisfaction: Don't Leave Work Without It" (page 20), reveals the projects that she and her colleagues are working on and some of the opportunities and challenges associated with them.

One of the projects Camaraza is spearheading is an experimental social media strategy that includes Facebook, Twitter, and a social community site. …

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