Airport shuttles from Narita
 

Okay, another last minute question here... We're going to be flying into Narita in a few days, and because we don't want to haul our luggage on the trains/subways many people have told us that we should do an airport shuttle bus to our hotel (the Imperial).

Do we need reservations for the shuttles, or can we just show up at a counter when we get there? Is any one company better than the others?

Just show up at the counter. There won't be any choice you have to make.

the airport bus (limousine bus) is a great option from narita to tokyo esp if you have a lot a luggage. just go to the desk and tell them which hotel you are going to. they'll tell you which bus stop and what time. the bus leaves PROMPTLY so be waiting outside (unless its too too cold). the only thing you might want to check, i think they only accept cash (that might be the keisi skyliner though)

The airport webpage said that the bus counter accepts credit cards.

They definitely take credit cards. I used my Amex last time i did this.