Customer Care

Service Champions: 6 Examples of Excellent Customer Care

By Kimberly Meyer - September 23, 2016

Everybody can tell a story about service. An extraordinary customer service experience, whether good or bad, sticks in people’s minds. Service is a key factor that can either make or break the overall brand experience. We have handpicked some of the most successful brands known for excellence in service – a cross-industry perspective.

There are companies that continuously manage to exceed the expectations of their customers. And there is one thing which all of them have in common: They know that superior customer service doesn’t just happen. Delivering an outstanding customer experience requires a carefully planned service strategy. We have selected six examples of companies that take customer service very serious.

1. JetBlue – Loved by Millions of Customers

The airline industry is not one of those industries traditionally known for outstanding customer service. It’s a tough business where many things can go wrong. But a few brands started to innovate the customer experience and JetBlue is one of them. The company has a customer service plan that touches on every important aspect of travelling. They not only offer the lowest fares but also strive to deliver the most excellent service. What makes JetBlue stand out is the personalized care they offer each customer such as the secretive “JetBlue People Officer” who randomly surprises customers on flights and in airports with rewards such as free tickets.

2. Nordstrom – The Global Benchmark in Retail

Nordstrom was established more than 100 years ago as a shoe retailer and is today among the highest ranked businesses with regards to customer satisfaction. Nordstrom relentlessly works on perfecting their customer service and the success attributes to two factors: Empowered personnel and a personalized customer experience. The number one rule on their employee manual: “Use your best judgment in all situations. There will be no additional rules.” As a result, employees help customers in a truly personal way, leaving customers deeply satisfied.

3. Starbucks – Selling Coffee as a Mean to an End

Starbucks attends to customers promptly. From the moment you enter any of their stores delivery will be done in less than three minutes. Every employee undergoes a thorough training program of more than 30 hours. Starbucks claims to serve over 87,000 varieties, and every barista can make each one without a hint of hesitation. Beyond selling coffee, Starbucks has disrupted the retail concept for what has been known as less comfortable takeaway stores. At Starbucks, customers are invited to stay which is encouraged by a cozy atmosphere and free services such as unlimited Wi-Fi and lounge areas.

4. Marriott – Great Service Through Respect and Integrity

Marriot is not a specifically fancy hotel brand but their core values speak volumes of how much they value their customers. “Take care of associates and they will take care of the customers.” Acting with the most integrity is always essential to winning customers over – something Marriott insists on. Our world keeps on changing, so does Marriot its best to keep up with it and embrace customer expectations over and over again.

5. Chick-fil-A – Speed and Quality is Everything

Chick-fil-A is sometimes quoted as one of the best fast food restaurants in the US. Their staff complete orders within 90 seconds thanks to advanced technologies used at the counter and the drive-through window. Employees are vetted through a strict process that can last up to a year. Chick-fil-A prides itself on being attentive to customer needs, being courteous and super-fast. Speed and quality are definitely something that every customer desires.

6. – The Most Trusted Online Brand

Amazon’s CEO Jeff Bezos is very clear about the number one priority of his company: Amazon puts customer satisfaction before profits. The company developed a long time ago an anticipatory shipping feature that gets stuff to warehouses before customers purchase them – juts one example that shows how deeply Amazon understands client needs. The online retailer offers a personalized service and prioritizes the needs of every single customer, resulting in trust. And building trust is what keeps customer coming back and the brand alive.


Great service isn’t a coincidence. Brands like Amazon, JetBlue or Nordstrom are known for delivering an outstanding customer experience. They have a carefully planned customer service strategy in place that drives customer loyalty unlike any other factor. This proven strategy can easily be adopted by mobile brands, as their customers constantly need help with smartphones and other electronic devices.


Customer Care

About the Author

Kimberly Meyer

Kimberly Meyer is Head of Global Marketing & Communication at B2X.