The Eyelet.

Recently, American Express won the 2010 Forrester Research Voice of the Customer Award. Companies who win this award are recognized for the way they collect, interpret, and react to customer feedback. Simply, these companies listen. They take it seriously. They make internal changes to create an even better experience and a stronger relationship.

American Express describes this process as “Relationship Care.”

The “Relationship Care” servicing ethos centers on the idea that every customer interaction is not just a transaction but an opportunity to deepen the relationship and drive customer loyalty.

Forrester

In this way, every single person at American Express is empowered. They have a direct impact on the success of the company. And they have been successful. Relationship Care has resulted in a double-digit increase in “Recommend to a Friend” Scores as well as holding the highest customer satisfaction scores among Credit Card companies for 3 years in a row.

American Express understands customer experience. They treat the relationship between the brand and the customer like any valued relationship. In future posts, I’ll describe each of these in detail but for now keep these 5 rules in mind as you map your customer experience.

5 Rules of a Healthy Relationship

1)Know who you are

2)Listen

3)Be honest, be real

4)Show me you love me

5)Make it up to me (when you mess up)

We are pretty understanding of those brands who have gained our trust over time. And those who don’t follow these simple guidelines risk an ugly and public breakup. Like this one: