Amex CX Teams Take Customer Listening to Next Level

Customer experience professionals often turn to surveys to
measure customer feedback. But what are your surveys telling you?
Multiple-choice answers provide data, for sure, especially when
scaling feedback from hundreds of customers.


But do you know how customers truly feel when they leave an
interaction with your brand, no matter the channel? Luis
Angel-Lalanne, vice president, Customer Voice for the Global
Services Group at American Express, told CMSWire in the latest
episode of CMSWire's CX Decoded podcast that his teams are
undergoing a transformation in how they measure customer
sentiment.


The gist: They've gone from transactional surveys to driven by
modeled sentiment using Natural Language Processing and machine
learning. Angel-Lalanne said this now serves as the scorecard
metric for the financial giant’s front-line care professionals.


Angel-Lalanne discussed this and other insights on how his teams
at American Express view customer experience and Voice of the
Customer (VoC). He joined CMSWire Editor-in-Chief Rich Hein and
Managing Editor Dom Nicastro in this episode of CX Decoded.