American Express conducted a Global Study called the 2012 Global Customer Service Barometer. The Global Customer Service Barometer Study is conducted in 11 countries and explores public attitudes towards customer service. 10 key findings are reviewed along with the impact of consumers who use Social Media versus those who do not. .

Customers who are unhappy tell their friends about it. With social media, that information spreads faster than ever before.

We also know that some customers who are happy tell their friends, write reviews and spread the word using traditional new internet techniques as well.

The real challenge is how to turn satisfied customers into these ‘advocates’ or ‘promoters’. An advocate actively spreads positive word of mouth about their experiences. An advocate can help your organization obtain new customers and prospects.

American Express has been focused on improving the number of customers who are ‘promoters’ and would recommend them to family and friends. Here is how they changed their culture to accomplish this mission.

The real challenge is how to turn satisfied customers into these ‘advocates’ or ‘promoters’.

Case Study: Amex loses a customer

Monday, July 18th, 2011

Jeff Jarvis, author of What Would Google Do, one of my favorite books and Dell Hell, has posted a story called An Amex Member no more about his recent experience with his American Express credit card and why he is no longer is a member. This is a classic case of misalignment between management and the service organization. This is a classic case of an organization that forgot what made it great and why customers were attracted to it.

In a Bloomberg Busnessweek article titled Good Service is Good Business: American Consumers Willing to Spend More With Companies That Get Service Right, According to American Express Survey, an American Express® Global Customer Service Barometer study found that many customers are willing to spend between 7 – 22% more for excellent customer service.

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