Three years ago American Express set out on a mission to become "the most respected service brand in the world." CEO Kenneth Chenault launched a company-wide transformation toward delivering exceptional customer experiences, with the aim of being hailed in the service arena with the likes of Ritz-Carlton and FedEx. (1to1 Magazine featured American Express in its July/August 2008 issue, highlighting this journey.)

The initiative introduced Net Promoter Score, new employee training, and a voice-of-the-customer program that sent employee retention and customer satisfaction soaring. Today, the credit card giant recently ranked highest in consumer satisfaction among credit card companies for the third consecutive year from J.D. Power and Associates.