American Express Reaches Out to Communicate with Customers
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In keeping with its goals of communicating more clearly with its customers, American Express came to us with two projects in mind.
First, together with the American Express project team, we tackled the task of creating a new Online Privacy Statement that people could easily read and understand. Seeing that the original statement was dense and complex, staff keenly recognized that with some dedicated effort, they could create a ground-breaking privacy statement that customers could understand.
American Express convened a team of marketing, privacy, customer service, and legal experts. To help staff visualize the process of communicating with customers, we mapped the key contact points that customers have with American Express and its partners. Doing so helped ensure that the team covered all of the important steps. Through a series of collaborative sessions, we completely rethought the content and developed a fresh, more concise online statement.
The final privacy statement is now online and is easier for customers to understand.
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In a second project, long before President Obama signed the Credit Card Act into law in May 2009, American Express recognized that people needed to understand their credit card agreements.
Staff agreed that overly dense and complex contracts must be simplified so that customers understood their financial commitments. To help undertake the big challenge of communicating more clearly with customers, they called us.
Working collaboratively with American Express’ legal experts through countless intense sessions, the team revamped, rewrote, and rethought dozens of pages of legal language. We discussed details of the contract terms, questioned the meanings behind legal language, clarified key concepts, cleaned up the organization so that it was more logical, and streamlined the flow of information.The result is a series of final contracts that are now easier for customers to understand.With its overhaul of its library of Cardmember Agreements, American Express fundamentally changed how it communicated with its nearly 92 million account holders.
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Center for Clear Communication ι 26 Hawthorn Court ι Rockville, MD 20850
(301) 340-1747 ι Clearly@aol.com
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