Observed Signal · Mar 14, 2022 · Strategy Update · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
American Express Shifts Voice of Customer to NLP Sentiment Model
American Express has replaced its traditional transactional Voice of the Customer (VoC) surveys with an internal sentiment model powered by Natural Language Processing and machine learning. Luis Angel-Lalanne, Vice President of Customer Voice for the Global Services Group, led the initiative after questioning whether average transaction scores captured the moments that truly shape customer feelings. The new model is designed to identify significant events within a customer interaction and is now being rolled out across American Express's servicing network. Early results show the sentiment model agrees with existing survey data about 70% of the time. The article also cites industry insights from TTEC Engage's Sean Erickson, who noted that quick resolution is the most valued customer experience factor, and references HubSpot's Voice of the Prospect program as an example of cross-functional VoC collaboration.
Case study of American Express moving VoC from transactional surveys to ML-based sentiment modeling; shows enterprise adoption of AI in CX but is not a major industry announcement.
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Key Takeaways & Evidence Grounding
- American Express shifted its Voice of the Customer model from transactional surveys to modeled sentiment using NLP and machine learning.
- Luis Angel-Lalanne, VP Customer Voice for the Global Services Group at American Express, led the internal sentiment model effort.
- The sentiment model and American Express's existing surveys agree approximately 70% of the time.
- A CMSWire State of Digital Customer Experience 2021 report found 37% of CX professionals use customer satisfaction metrics to measure digital CX improvement.
- A TTEC LinkedIn poll found 50% of respondents value quick resolution most in a good customer experience.
Connected Companies & Entities
3 Entities mapped“American Express shifted its Voice of the Customer paradigm, once defined by a transactional survey program, to one driven by modeled sentim...”
“Customers want easy, omnichannel options that are often digital-first and quick, seamless resolutions, according to Sean Erickson, global he...”
“Allison Tinnius, who runs HubSpot's Voice of the Prospect program, told CMSWire researchers in the State of Digital Customer Experience 2021...”
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