American Express is one of the world’s most trusted financial brands, with the reputation of offering first-class service and support to their customers. When they were looking for new ways to connect with their customers they landed on creating their Amex bot for Messenger, giving their consumers a new and efficient way to communicate with the company and retrieve information on their accounts. We recently sat down with Amex to learn more.
In 100 words or less describe what your bot does.
The Amex bot for Messenger enables eligible U.S. Consumer and OPEN Card Members to receive automated real-time purchase notifications and related Card benefit reminders.
Card Members can also chat directly with the Amex bot to get on-demand answers to certain queries related to their account and Card information.
During the set up process, the Amex bot also allows Card Members to seamlessly add their Cards to their Facebook account for future purchases, such as donating to charitable organizations or buying items from the Shop Section of a Page.
Who are you trying to reach?
Partnering with Facebook and the Messenger team gives us the chance to deliver valuable information and experiences to Card Members who are already spending time on Facebook and Messenger. For these Card Members, we want to make it as easy as possible to communicate with us and get the most out of membership. It also allows us the opportunity to be a part of a Card Member’s journey every step of the way.
How did you go about designing your bot?
A dedicated team of American Express software developers worked closely with Messenger engineers to build the bot in a matter of weeks. A bot prototype was originally previewed at the Cannes-Lions Festival in June 2016, as an example of the type of experience American Express could build for its Card Members in Messenger. The Amex bot for Messenger was then launched for eligible U.S. Consumer and OPEN Card Members in August 2016. Throughout development, the team has taken a test-and-learn approach to determine the best features that resonate most with our Card Members.
What have you learned since launching? Any surprises or successes you want to share?
Since launching the bot we’ve learned how much our customers want to interact with us on Messenger – our Card Members enjoy the convenience of receiving and requesting information from us at relevant moments in time in a place where they are already spending time. With the messaging space and technology behind it evolving so rapidly, we’ve seen how important it is to continue testing and learning so that we can continue to provide new and valuable experiences to our Card Members.
What will you build next?
We’re looking to add new features to the bot that will help our customers take better advantage of Card membership, whether they’re looking for information about their account or the access and benefits associated with their Card.
At American Express, we strive to be where our Card Members are and to provide customers with a range of choices in how they interact with us. The scale and flexibility of the Messenger platform make it a powerful channel for Amex to explore new ways to connect with our Card Members.
There are a lot of possibilities in terms of what Amex can build within the Messenger platform, and the team is thinking through the opportunities and is excited to test out these new concepts with Card Members who engage with the Amex bot.
American Express has partnered with Facebook on a number of initiatives since 2012. From working to bring Amex Offers to life on Facebook, advertising across the platform and integrations with Small Business Saturday, Amex is always excited to continue to work with Facebook and the Messenger team to offer innovative experiences for its Card Members.
Click here or scan the code below to connect to the Amex bot for Messenger!
Our Building Bots for Messenger series highlights different experiences on the Messenger platform. These businesses and developers have approached building their bots in a unique and interesting way, and are seeing success on the Messenger platform. Look for more bot profiles right here on the Messenger blog.