Preferred Name on Credit Card

Overview

I played a significant part in overseeing the implementation of the preferred name feature on both the phone experience with client service representatives and on the digital experience, which allows cardholders to display a preferred name of their choosing on their American Express Consumer credit cards.

Business Why

The rationale behind implementing the preferred name feature is supported by a thorough analysis of existing American Express account data. Insights revealed that approximately 9% of approved applicants have a "Name on Card" that differs from their "Legal Name." This statistic highlights a significant portion of our customer base that values the ability to express their identity through a preferred name. By addressing this need, American Express not only enhances customer satisfaction but also strengthens brand loyalty and engagement.

User Experience

This feature is displayed on the right rail of the desktop view for all American Express Consumer credit card products. The initiative was designed to enhance user experience by providing cardholders with the flexibility to express their identity through a preferred name, while still maintaining the integrity of their legal name for official purposes. To utilize this feature, individuals are required to input their full legal name, which includes both their first and last names. However, they are afforded the opportunity to select a preferred name, which can be any nickname or variation they wish, subject to specific backend controls that ensure compliance with regulatory standards and operational integrity. These controls are crucial for maintaining a secure and respectful environment. They include some the following stipulations:

• Prevention of Derogatory Words: The system is designed to automatically filter out any derogatory or offensive language that could be used as a preferred name. This measure helps in promoting a positive brand image and ensuring that users feel safe and respected.

• Restrictions on Company Names: Users are prohibited from using names that correspond to existing companies or brands. This restriction is in place to avoid any potential legal issues or brand confusion that could arise from using corporate names as preferred names.

• Character Limitations: The system only allows certain special characters, specifically dashes, apostrophes, and blank spaces. This limitation ensures that the preferred names remain readable and professional while preventing the use of complex or inappropriate symbols.

• Character Count Limit: There is a character limit imposed on the preferred name to ensure that it fits well within the design parameters of the physical card. This limit is essential for maintaining a clean and aesthetically pleasing display.

• Repetition Restrictions: The system prevents users from entering more than three repeating characters in a row. This control helps to avoid names that may appear nonsensical or overly stylized, which could detract from the card’s overall presentation.

• Adjustments for Name Length: In cases where the last name exceeds the character limit, the system will automatically reduce the first name and any middle names to a single character. This ensures that the card remains compliant with the design specifications while allowing for some degree of personalization.

These backend controls are not merely for aesthetic or usability purposes but play a vital role in addressing anti-money laundering (AML) and regulatory concerns, particularly those associated with the "Know Your Customer" (KYC) guidelines. By ensuring that preferred names do not lead to ambiguity or confusion regarding a cardholder's identity, American Express can uphold its commitment to compliance and security in financial transactions.

Outcome

In conclusion, the preferred name feature is a thoughtful addition to American Express credit card offerings, reflecting the company's commitment to personalization while adhering to necessary regulatory standards. By allowing customers to choose a name that resonates with their identity, American Express is fostering a more inclusive environment that acknowledges and celebrates diversity among our cardholders.