The study aimed to test hypotheses about how providing and receiving great service affects people psychologically and physiologically. It had two phases: phase one used Neurosense's BrainLink software to measure non-conscious emotions and attitudes of Canada, UK, Mexico, and Australia participants. Phase two measured heart rate, breathing, and skin response of UK participants viewing service videos. The results supported all hypotheses: great service feels good; is good for your health; feels as good to provide as receive; and people have a desire to pass on the good feeling. The implications are that great service improves health and American Express should continue focusing on excellent customer service.

1. Neurosense & Ogilvy PR
The American Express Service
Study

3. Objectives of the study
To research and where possible support the following
hypotheses:
• Providing and receiving great service feels good
• Providing and receiving great service can be good for you
• Providing great service feels as good as receiving it
• Great service feels so good there is an innate, human desire
to pass that feeling on

4. Methodology
The study was structured in two complementary phases :
1. Phase one: Canada, UK, Mexico, Australia. Tackled the
psychological response to great service, capturing participants’ nonconscious emotions and attitudes using Neurosense’s proprietary
online BrainLink™ software.
2. Phase two: measured the physiological reactions (heart rate,
breathing rate and galvanic skin response) participants had to great
service. Phase two was conducted using N-RAM™ processes and
biometric equipment in the labs at the University of West of England
in Bristol.
• The study took place during April and May 2013

5. How implicit works
The brain stores information based on closeness of association or shared
meaning between concepts
WATER
WET
FLOOD
RAIN THAMES
Safari
PLEASE NOT ME!

6. How we did it…
Phase
Sample
Measure
Input
Prime Words
Semantic
Priming
Phase 1:
BrainLink
(e.g. happy,
content)
Target Words
Four Brand
Markets
(e.g. feeling
relieved, being
helpful)
THE AMERICAN
EXPRESS
SERVICE STUDY
RESULTS
Semantic
Priming
Phase 2: NRAM
Video Stimuli
UK Based
Physiological
Measures

7. The American Express Service Study: The Results
A healthy dose of service is just what the doctor
ordered: how great service can improve your health
Nicki Akers
Account Director At Ogilvy PR
Physiologically
Psychologically
Emotionally

8. Conclusion: Was the study able to
support the initial hypotheses
• Providing and receiving great service feels good…
Yes
• Providing and receiving great service can be good for you…
Yes
• Providing great service feels as good as receiving it…
Yes
• Great service feels so good there is an innate, human desire to
pass that feeling on…
Yes

9. The Implications for American Express
Nicki Akers
Account Director At Ogilvy PR

10. Thank you