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This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.
Scorecard: Our framework is applied through a scorecard
• “Operating” Scorecard uses available tools to evaluates the customer experience online in two dimensions – Engagement and Integration
Integration
Involvement Influence
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This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.
Using the scorecard to compare hubs
1 1.2 1.4 1.6 1.8 2 2.2 2.4 2.6 2.8 31
1.5
2
2.5
3
Engagement
Inte
ract
ion
OPEN vs. Financial Services
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This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.
Scorecard: OPEN’s score
Involvement
Interation
IntimacyInfluence
Integration
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This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.
Inte
grat
ion
Engagement
Using the scorecard to place OPEN in a competitive landscape
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This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.
Appendix: Scoring System
Engagement Scoring Methodology• Sub-dimnesions are weighted 10% for Involvement, and 30% each for Interaction, Intimacy and Influence
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This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.
Developing a Scorecard
Dimension
Integration Scoring Methodology• Metrics are weighed equally to yield engagement score
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This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.
Appendix: OPEN’s score and notes
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This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.
Appendix: Indexes of Scored Companies
Engagement Scores
Company EngagementInvolvement (10%)
Interaction (30%)
Intimacy (30%)
Influence (30%)
Ford 2.8 2.5 2.5 3 3Starbucks 2.525 2 2.75 2 3Dell 2.475 3 2.25 2 3Samsung 2.45 2 2 2.5 3Blackberry 2.375 2 2.25 2 3Whole Foods 2.175 1.5 2.75 2 2Intuit 2.125 2.5 2.25 3 1ING DIRECT 2.1 1.5 2.5 3 1Pepsi 2 2 2 2 2Nordstrom 1.85 2 2.5 2 1H&M 1.85 2 1.5 3 1Xerox 1.8 1.5 2.5 2 1Capital One 1.7875 1 1.625 3 1PayPal 1.78125 1.5 1.9375 1.5 2Southwest 1.775 2 2.25 1 2Cisco 1.775 2 2.25 1 2AT&T 1.775 2 2.25 1 2Amex OPEN 1.7625 1.5 2.375 2 1Discover 1.725 1.5 2.25 2 1Four Seasons 1.575 1.5 1.75 2 1Wells Fargo 1.425 1.5 2.25 1 1Citi 1.35 1.5 2 1 1TD 1.225 1 1.75 1 1BofA 1 1 1 1 1
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This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.
Appendix: Indexes of Scored Companies
Integration Scores
Company Integration Consistency of Brand Social Feature Embeddedness
Prominence of Hub on Corporate Website
Samsung 3 3 3 3H&M 3 3 3 3Blackberry 3 3 3 3Pepsi 2.666666667 2 3 3Starbucks 2.666666667 3 3 2Discover 2.666666667 3 3 2Nordstrom 2.666666667 3 2 3PayPal 2.333333333 3 1 3Whole Foods 2.333333333 3 2 2Dell 2.333333333 3 2 2ING DIRECT 2.333333333 2 3 2Southwest 2.333333333 3 2 2Cisco 2.333333333 3 3 1Ford 2.333333333 3 3 1AT&T 2.333333333 3 3 1Xerox 2 3 1 2Intuit 2 3 1 2Wells Fargo 2 2 3 1BofA 1.666666667 3 1 1Four Seasons 1.666666667 3 1 1Amex OPEN 1.666666667 3 1 1Capital One 1.666666667 3 1 1TD 1.666666667 3 1 1Citi 1.333333333 2 1 1
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This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.
Index of Scored Hubs
Appendix: Indexes of Scored Companies
Company Social Hub URL
Amex OPEN http://about.americanexpress.com/sm/?inav=footer_connect
AT&T http://www.att.com/gen/press-room?pid=5000Blackberry http://my.blackberry.com/index.jspaBofA http://social.bankofamerica.com/Capital One http://www.capitalone.com/social-media/Cisco http://socialmedia.cisco.com/Citi http://new.citi.com/
Dellhttp://content.dell.com/us/en/corp/about-dell-social-media.aspx; http://en.community.dell.com/
Discover http://www.discovercard.com/community/Ford http://www.thefordstory.com/Four Seasons http://www.fourseasons.com/socialmedia/
H&Mhttp://www.hm.com/us/socialmediaroom__socialMediaRoom.nhtml
ING DIRECT http://www.wethesavers.com/Intuit http://community.intuit.com/Nordstrom http://shop.nordstrom.com/c/conversation?origin=topnav
PayPalhttps://www.paypal-community.com/t5/US-PayPal-Community/ct-p/US
Pepsi www.pepsi.comSamsung http://www.samsung.com/us/
Southwesthttp://travel.southwest.com/travel/community/exploreCommunity.html?int=GSUBNAV-TG-COMMUNITY
Starbuckswww.starbucks.com/communityhttp://www.starbucks.com/coffeehouse/community
TD http://www.td.com/mediaroom/social_media.jspWells Fargo http://blog.wellsfargo.com/Whole Foods http://blog.wholefoodsmarket.com/Xerox http://forum.support.xerox.com/