How can a technology update be used to re-establish brand values?
Revitalizing enthusiasm for quality customer service. American Express has the ambition to be the world’s most respected service brand. As concierge to the company’s most valuable customers, operators at the call center for the Centurion card were keenly aware of company’s commitment to customer service. Charged with procuring the finest tables, the most sought-after tickets and access to the inaccessible – their job was to be responsive, knowledgeable, and courteous to some of the company’s most demanding customers. Technology, however had not been treating them kind. A dated system required the operator to scroll through pages of data in order to find relevant information, making it difficult to assist customers in a timely manner. To amend the situation, American Express planned to introduce a new application that would improve the process and simplify their ability to serve their customers. While learning how to use the new technology was comparatively intuitive, American Express r
