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AmEx: Crafting Customer Conversations
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Re: agreed, but
  • 10/13/2014 9:06:41 AM
NO RATINGS

I have not had any relationships with AmEx but the idea of getting to a two way conversation between company and customer should work in the end. I spent many  years in the automobile sales business where traditionally it's the company "knows best" attitude. The customer has little real say in how he's treated by the marketing arm.  "It's not always about contacts any more; it's starting to become about a conversation," is a better way of looking at gaining and keeping satisfied customers.

Re: Big data
  • 10/10/2014 9:00:37 PM
NO RATINGS

@Beth. One thing I'd like to see is whether this is truly big data or just good use of data analytics. Is tracking and analyzing opt outs and clickthroughs really big data. Amex is keeping a lot of their findings in house while discussing how they approached the analysis. I don't think it has to be big data by the Gartner definition. I'm more interested in seeing how it all works.

 

Big data
  • 10/10/2014 3:31:25 PM
NO RATINGS

@Jim, I'm always interested in hearing about how different companies approach big challenges, and certainly when a company like Amex speaks out you want to listen. What I'd love to know more about now is what sort of data the company is analyzing as part of its efforts to better understand and engage with customers. What constitutes "big data" in its world?

agreed, but
  • 10/9/2014 2:01:38 PM
NO RATINGS

I agree with the AMEX approach and maybe it works with end users. I have been on the other side, as a merchant and have found AMEX very hard to work with and they won't even loisten to complaints. You don't need big data to tell you that is not a good approach. I have talked with many others having the same issues. As a card supplier, both merchants and end users are your customers.



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