The “service” moment of truth (American Express)

Alison Bain, VP Head of International Advertising, American Express: "The “service” moment of truth has always been the cornerstone of the American Express brand, and we believe this will become even more important over the next few years as consumers become more dependent on service brands for support in a number of areas of their lives.Providing superior customer service that goes above and beyond the norm is something we place considerable emphasis on within our organization."