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Feedback from CSRs Spawns Relationship Care
For the rest of the October 2011 issue of CRM magazine please click here
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Relationship Care has been the driving force behind some recently launched servicing capabilities at American Express for both customers and CSRs. These include the following:

• Extraordinary Customer Care Online: ECCO is a knowledge database that enables CSRs to more quickly and easily find detailed information on products, benefits, and services. As a result, CSRs could spend more time understanding customer needs and less time tracking down detailed information.  

• Web Co-Browse: Enables CSRs to "co-browse" simultaneously with card members who need help while navigating their accounts online. CSRs can see what customers see, coaching them through their transactions in real time. 

• Mobile Apps: Allows card members to use their smartphones to access and manage their accounts, including bill pay, payment history, recent transactions, and Membership Rewards point balances.

• A financial tools Web site: As a centralized hub, it provides access for features like alerts and online bill pay; enhanced electronic statements to allow customers to see pending charges before merchants process those charges; and improvements to the main Web site through a simplified navigation bar and enhanced search capabilities.

Relationship Care started a few years ago, when American Express spoke to its customer service representatives, and, based on feedback the company received, developed a professional career development path, new training programs, and a performance-based compensation structure. Flexibility also was built into the schedule to allow agents occasionally to work from home or to trade shifts to accommodate a personal need. 

“We revamped our internal rewards programs. People now know that when they work here and they do well, they will be rewarded,” says Doria Camaraza, senior vice president and general manager of American Express' World Service Center in Plantation, Fla.

A more engaged workforce has led to greater productivity, single-digit employee attrition, and higher customer satisfaction—all in a day’s work for Camaraza.


 

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