True to its 'That Will Do Nicely' TV commercial, American Express is at the forefront of a Hong Kong- wide campaign to boost service and courtesy standards. The global credit and charge-card giant was not only major sponsor of this year's awards for the third year running but, in partnership with the Hong Kong Tourist Association, introduced a staff training programme called 'SuperHost to Asia'. It was customised for the SAR and re-named 'Hong Kong WonderHost'. More than 5,000 front-line service staff have been trained under the scheme since it was launched two years ago. 'We have also been working closely with our retail merchants to enhance service standards,' Sam Chan, American Express vice-president for North and East Asia and Russia, said. 'This includes regular training and workshops for staff, as well as sharing with retailers successful ways to build and manage brands.' Supporting the Hong Kong Retail Management Association's award scheme was a natural extension to the company's commitment to service standards, said Mr Chan, who was also one of the judges. As one of the world's major charge cards, American Express has a vested interest in the industry's service standards. 'One of the key attributes of the American Express brand is the quality service we provide to our customers. Our corporate mission is to become the world's most respected service brand - and our strategy to achieve this is to meet and exceed customers' expectations,' Mr Chan said. Recent American Express innovations have included credit cards with low interest rates, as well as a 'platinum' card offering 'unmatched personal service'. 'It's available in only a few select markets internationally and Hong Kong is the first market in Southeast Asia to offer this unique, service-oriented product,' he said. 'With its launch, we are confirming our confidence and commitment to the SAR.' Card-holders also benefit from a membership rewards programme offering more than 100 prizes and free flights. 'Our network is expanding rapidly worldwide, with a new establishment accepting American Express every two minutes. 'American Express is proud to be a sponsor of the HKRMA event. Through this sponsorship, we like to play our part in promoting service standards in the Hong Kong retail industry.'