“The perception of service is that it's all about problems. Problems are actually a very small percentage of why customers interact with American Express. What we've learned is that the power of that interaction gives us an opportunity to expand the perception of the brand in a very positive way.
There's a tendency to see service as a sunk cost -- the customer is reaching out to you. So people say, "It's a cost. Let's look to eliminate it." And over time we can eliminate friction points, which eliminates the need for some customers to interact with us. But the reality is, it's a very powerful opportunity to build a relationship.”