American Express Treats “Service” as a Marketing Differentiator

I thought about the opportunity of capitalizing on every interaction and moving away from being a cost of doing business to being an investment in building relationships.

Jim Bush – Executive Vice President of World Service – American Express

Let’s give Jim Bush a “marketer of the day” award for his mindset on how to leverage the service function to impact the bottom line – via customer engagement and not simple transaction management.

As he declared in a recent Fortune interview:  “We let the customer determine how much time they want to engage. That engagement drives value. We serve customers, not transactions.”

Even if you don’t work in service, adopt an “outside:in” perspective and always consider what you can do to positively impact customers.  It may come as a surprise that the AMEX service team is focused on and considers what it does a company competitive advantage. Continue reading