Providing great customer service in 2024: 15 examples to emulate

In today’s increasingly competitive market, now saturated with online vendors and the expanding reach of global providers, outstanding customer service is no longer seen as going above and beyond the call of duty, but rather as a basic necessity to remain relevant in a dog-eat-dog environment. Consistently providing this level of support requires an unwavering commitment from customer service teams to provide attentive, personalized, and accurate assistance in every customer interaction.

After all, with so many options now available, it doesn’t take much for modern customers to consider switching to an alternative; 65% of individuals say they’ve moved to a different brand after just one poor customer care experience in the past.

So what exactly does it take to deliver excellent customer service? In this article, we’ll break down some best practices your business can employ to regularly provide great customer experiences (CXs) and examine some real-world examples of companies that have found success with their support approaches.

What is excellent customer service?

Excellent customer service is the consistent delivery of high-quality assistance to customers, meeting or exceeding their expectations. It typically involves actively listening to individuals’ needs, responding promptly, and providing effective solutions. Great customer service experiences are often characterized by professionalism, empathy, and a genuine desire to help, which creates positive and memorable interactions. 

The goal here is to resolve issues efficiently while making individuals feel valued, benefitting both customers and businesses alike.

Why is it important to provide good customer service?

When customers receive prompt, effective, and friendly service, they’re more likely to feel respected and appreciated. This satisfactory experience not only meets their immediate needs but also builds long-term trust in a brand. As a result, these individuals are more inclined to return for future purchases and recommend a business to others, which can significantly drive revenue growth.

Beyond customer retention and loyalty, great customer support plays a vital role in brand reputation. In today's digital age, where individuals can easily share their experiences online, both positive and negative interactions can quickly become public. Providing consistently high-quality service can lead to positive reviews and word-of-mouth marketing, which contribute to a stronger brand image. Conversely, poor customer service can result in negative publicity, damaging a company’s reputation and deterring potential customers.

Benefits of providing great customer service

In addition to resolving issues, excellent customer support plays a vital role in shaping the overall customer experience (CX), building brand loyalty, and driving long-term success. Companies that prioritize customer support not only enhance satisfaction levels, but can also improve their brand reputation, garner a stronger return on investment (ROI), and more.

Some of the key benefits experienced by organizations that regularly provide outstanding customer service include:

Improve brand image/customer acquisition

When customers receive exceptional service, they’re more likely to view a brand as trustworthy and customer-centric. This enhanced perception often leads to favorable reviews and testimonials which can amplify a brand's reputation. In a marketplace where consumers have myriad choices, a positive brand image can be a compelling factor in attracting new customers who are influenced by the experiences of others.

Increase customer satisfaction and loyalty

Great customer service directly enhances customer satisfaction by ensuring that individuals’ needs are addressed promptly and effectively. Customers who receive attentive and personalized support are more inclined to feel valued and understood, leading to a better overall experience. Satisfied customers are more likely to have a favorable view of a brand and feel confident in their decision to continue choosing that company.

In turn, customer satisfaction breeds customer loyalty. When individuals consistently experience excellent service, they develop a strong emotional connection with a brand, making them more likely to return for future purchases. This loyalty is built on trust, knowing that the business will consistently meet or exceed their expectations. By prioritizing customer support, organizations can cultivate a loyal customer base that drives repeat business and attracts new customers as well.

Increase CLV

Improved loyalty also contributes to enhanced customer lifetime values (CLVs), as each individual's lifecycle with a company is spread out over a longer period of time. This repeated engagement increases the total revenue generated from each customer throughout their relationship with the company. Additionally, satisfied customers are more likely to explore additional products or services offered by a brand, further boosting customer value.

Even more, as previously mentioned, superb customer service encourages individuals to become brand advocates, who not only continue to purchase from the company, but also refer others, indirectly increasing their lifetime value. These referrals can lead to new customers who might also become loyal patrons, creating a multiplier effect on CLV.

Better customer experience

Outstanding customer service is a key component in enhancing the overall customer experience by ensuring that every interaction with a company is positive, efficient, and personalized. Whether it's resolving an issue or answering a question, exceptional service makes the customer journey smoother and more enjoyable. These positive interactions leave individuals with a lasting impression that a business isn’t only reliable, but also genuinely invested in their satisfaction.

Additionally, excellent customer support can turn potential frustrations into opportunities for delight. When challenges arise, an organization that handles them promptly and with empathy can turn a negative situation into a positive one, reinforcing customer trust. This proactive approach not only addresses immediate concerns, but also anticipates future needs, making the overall experience feel frictionless and personalized.

Better ROI

The improved customer retention and repeat business often driven by great customer service can significantly boost a company’s ROI over time, as keeping current customers is more cost-effective than attracting new ones. This loyalty reduces the need for expensive marketing and sales efforts to attract new audiences, as existing customers generate a steady stream of revenue. The cost savings from retaining customers, combined with the increased revenue from their repeat purchases, contribute to a higher ROI for businesses.

New customers can also be reeled in organically, as opposed to costly marketing or advertising campaigns, through natural word-of-mouth referrals. These new customers, brought in by friends, family members, or peers they already trust, are more likely to have confidence in a brand and become loyal customers themselves. By investing in excellent customer service, organizations can create a cycle of customer satisfaction, loyalty, and referrals that maximizes the return on their investments.

15 examples of excellent customer service in 2024

When formulating your own blueprint for excellent customer service, it can sometimes be helpful to look toward real-world examples of companies who have already forged their own path. Keep in mind that all of these businesses likely conducted thorough market research to identify which aspects of customer support their bases value the most, and you’ll still need to do the same.

1. JetBlue

JetBlue, a major US airline offering both domestic and overseas travel, emphasizes prompt social media responses, that often result in real-world action, as an integral component of its customer service approach. It's arguable that customer service is as important in the travel and hospitality sector as in any other space, and JetBlue treats its support approach accordingly. Its social media support team reacts quickly to any reported issues; if any individual shares an issue in the midst of their JetBlue experience, the team is oftentimes able to rectify the situation before they even land.

Furthermore, the team is often proactive in their approach – for instance, a social media user might mention they forgot to eat breakfast before boarding the plane, and the team might contact the flight attendants on that plane, instructing them to deliver something to eat to that passenger’s seat. It’s this type of thoughtfulness that keeps JetBlue’s customers coming back for more in the competitive airline industry.

2. Trader Joe’s

Trader Joe’s is a large grocery store chain that has become renowned for its dedication to exceptional customer service, both through word-of-mouth and viral videos over the years. Stories of Trader Joe’s customer service often are shared organically by individuals it went out of its way to serve, rather than the company itself, adding authenticity and reliability to these accounts.

Though not all businesses can rely on building a reputation for excellent customer service in this manner, providing great experiences on every occasion can increase the likelihood of it acting as a successful approach. Stories of Joe’s employees delivering groceries to customers in need (even though it doesn’t technically offer delivery) and videos of staff going out of their way to entertain a crying toddler have been shared over the years, contributing to the lore of the business’s relentless commitment to customer support.

3. Coca Cola

International soft drink manufacturer Coca-Cola has made giving to charities and supporting social causes a pillar of its customer service strategy. While this may not directly assist any individual customer, it contributes to attracting like-minded individuals who want to support a company that shares their values, while, even better, it’s also simply a good thing to do.

Coca-Cola has given over $1 billion dollars through its foundation, while specific manufacturing plants and headquarters often support local causes to help improve their immediate communities as well. Supporting these causes has shown to be particularly important for younger generations, setting Coca-Cola up for long-term success with both current and future potential customers.

4. Tesla

Multinational automotive company Tesla takes the “meet your customers where they’re at” mantra found in omnichannel messaging to a whole new level, often traveling to a customer’s specific location to rectify any issues with their vehicles. This type of commitment to customer satisfaction and success beyond their initial purchase has garnered Tesla a loyal following that not many other car manufacturers can match.

By offering this service, Tesla is sending the message that it values its customers’ time and convenience, taking it upon itself to go out of its way to ensure individuals are happy with their purchases over the long-term.

5. Adobe

Adobe, one of the world’s premier digital content software providers, is known for its transparent and personable customer service approach, always providing ample warning and alerts to notify customers of any upcoming changes or downtime. This ensures that individuals are never caught off-guard, reducing frustration and allowing Adobe to get out in front of any potential waves of support requests.

The company also provides its social media managers with the flexibility to engage with customers in a fun and engaging manner, giving its brand more personality and offering end-users a more interactive experience. Adobe’s social media team often includes entertaining multimedia in its posts, engaging individuals beyond simple text-based posts and allowing the brand to resonate with the various content preferences of social media users.

6. Walmart

Walmart, the well-known US-based supermarket chain, has cultivated a reputation for excellent customer service by creating a sense of community around its brand and offering a generous return policy. Business leaders at Walmart realize they play an integral role in the areas in which they operate, and, particularly in smaller locales, word travels fast on how they treat both customers and their employees. Thus, Walmart often gives to local causes and hosts local events, where customers and employees can interact, fostering an enhanced sense of community.

The company is also well-known for its lenient return policy, which allows individuals to return products within 90 days, no questions asked. This policy instills confidence in the minds of consumers, as they know that Walmart stands behind the quality of its products and values their future business.

7. Zappos

Zappos, an online clothing and accessories retailer, has honed in on personalization as the cornerstone of its customer support blueprint. While many companies of Zappos’ size simply can’t be bothered to reply to all customer messages, Zappos goes out of its way to do so, all while in a tailored and personable way.

They leverage this approach to respond to both customer service requests and general messages relating an individual’s unique experience with the brand, whether positive or negative. This commitment to responding to all communication helps enhance the sense of a personal connection with the brand, often resulting in enhanced loyalty over time.

8. Uber

Uber, the digital ride-sharing company, is highly regarded for always being aware of situations that may affect customers, both at a local and national level, and tailoring its services accordingly. For example, during the height of the COVID pandemic, the company made a focused effort to have its finger on the pulse of customer sentiment regarding their approach to health and safety, adapting its approach based on the data it collected.

Proactively gauging how customers felt about their handling of the situation allowed Uber’s rapid care response team to jump into action, addressing the concerns of specific individuals while also recommending changes to improve the experience of future riders. This commitment to remaining flexible in the face of unexpected disruptions has positioned Uber for both continued current success and long-term relevance.

9. Southwest Airlines

Southwest Airlines, a major American airline company, had a crucial realization that has helped to strengthen its customer service approach: Happy employees generally create happier customers. Studies have repeatedly shown that engaged employees who feel they’re empowered to develop both professionally and personally are more likely to go above and beyond to satisfy customers and serve as an exemplary brand ambassador.

Southwest has prioritized the experiences of both its employees and customers, ensuring that anyone associated with its brand, either internally or externally, is treated well. This is particularly valuable in the airline industry, as staff members are routinely tasked with attending to individuals who may be upset or tense due to factors out of their control. In these cases a genuinely positive attitude and commitment to customer satisfaction can be invaluable.

10. Starbucks

International coffee chain Starbucks has taken it upon itself to make it easier for both customers to offer feedback and for the company to collect it. To accomplish this, it offers an easy-to-navigate, grid-style survey that asks for multiple-choice responses to avoid the potential intimidation of long spaces for text-based answers that may scare away some individuals.

Additionally, if having their voices heard isn’t incentive enough, Starbucks also offers rewards for completing these surveys in the form of loyalty points that can be used toward future purchases. This effective combination of eliminating potential barriers to providing feedback and offering incentive for doing so has led to more customers giving their opinions, thus creating more opportunities for Starbucks to refine its offerings.

11. Sainsbury’s

Sainsbury’s, a supermarket chain based in the United Kingdom, has placed an increased importance on gathering customer feedback, and more importantly, swiftly acting on it to keep its base satisfied. The chain is well-known for regularly reviewing and responding to customer suggestions and complaints, as well as enacting changes accordingly in many cases.

By accepting suggestions from individuals, Sainsbury’s has made its customer base feel that it’s an integral part of its brand by playing a role in decision-making processes. This is a win-win for all parties, as customers are more likely to feel that they have an important voice in the brand community, while Sainsbury’s is able to continue refining its products over time based on user feedback.

12. Chick FIl A

Taking a cue from Coca-Cola and Walmart, Chick-fil-A has prioritized corporate social responsibility (CSR) to act as community leaders in the areas in which it sets up establishments. Chick-fil-A is well-known for giving to local causes and stepping up when its community faces unfortunate events; in the past it has supplied free food to the less fortunate and donated meals to survivors and first responders after natural disasters.

These types of actions are invaluable for enhancing brand reputation, as they show that the brand strives to be a part of the local community, rather than simply a cash-generating machine. Chick-fil-A has perfected the art of CSR, making sure that all of its franchises are making prudent efforts to connect with their communities, helping to drive home the company’s core values.

13. Ritz Carlton

Sometimes, believe it or not, quickly and accurately rectifying a customer issue can be more beneficial for businesses than if the problem had never occurred in the first place. Ritz-Carlton, an international luxury hotel chain, knows this and has tailored its customer support strategy accordingly. Ritz-Carlton provides its customer service team with the autonomy to spend up to $2,000 per guest to help resolve any issues that may arise, avoiding wait times associated with requiring approval from upper management. 

Operating in an industry where customer support is paramount, these expedited resolutions made possible by Ritz’s trust in its employees can often be the difference between keeping a customer long-term and losing them on the spot. While not every business will possess the funds to allot this amount of money to each individual’s support experience, it is vital to put all the resources you can afford into ensuring that customers remain satisfied.

14. Duolingo

Duolingo, a popular language learning platform, has embraced the future by leveraging artificial intelligence (AI) to create more effective services and enhance the CX. In addition to assisting its users with their immediate learning, AI’s machine learning (ML) capabilities also allow it to improve the more it’s used, simultaneously generating valuable insights that enable Duolingo to improve future experiences.

An openness to accepting and adjusting to new technologies bodes well for Duolingo’s future outlook, as it’s more likely to adapt to new powerful solutions as they become available. This approach can help ensure that the company remains an industry leader in CXs and isn’t leapfrogged by a competitor that leverages new technologies before it does.

15. Qualtrics

US-based online experience company Qualtrics focuses on creating memorable experiences at physical events, such as conferences and trade shows, by sending out a full team that’s solely focused on creating a great experience for individuals. Whatever customers or potential customers desire, whether its physical products, specific services, or food or drink, Qualtrics aims to supply them with, helping it stand out in a crowded marketplace.

Its aptly-named ‘Qualtrics Dream Team’ also emphasizes collecting any customer feedback that can help the business refine its offerings and experiences in the future. In a now digitally dominated world, this type of physical engagement has the potential to stick out in the minds of individuals far longer than an online exchange might.

Best practices for providing excellent customer service

Achieving excellence in customer service requires more than just a reactive approach; it demands a strategic focus on continuous improvement and exceptional practices. By adopting tried-and-true techniques, companies can not only address customer issues effectively, but also build stronger relationships and enhance overall satisfaction.

Some best practices you may choose to consider employing include:

Clear communication

Clear communication is essential in customer service to ensure that individuals feel understood and confident in the solutions provided. One best practice is to actively listen to a customer’s concerns before responding. This involves giving the individual full attention, acknowledging their issues, and asking clarifying questions if necessary. By understanding the customer’s needs thoroughly, support representatives can provide accurate and relevant information, reducing the chances of misunderstandings. 

It’s also paramount that customer service representatives maintain a positive and empathetic tone throughout all interactions. Even when delivering unfavorable news or addressing complaints, a calm and courteous tone can help diffuse tension and reassure individuals. Personalizing communication by using a customer’s name and referencing specific details from the conversation can also make the interaction feel more tailored and genuine.

Take an empathy approach to listening

Employing an empathetic approach to listening begins with actively focusing on the customer’s emotions and concerns. This requires customer service reps to attentively listen without interrupting, allowing individuals to fully express their thoughts and feelings. Additionally, acknowledging a customer’s frustration, disappointment, or concerns can validate their feelings and demonstrate that their experience is valued.

Another best practice is to always respond thoughtfully and with compassion. Once an individual has finished speaking, support agents should take a moment to consider their response, ensuring it addresses both the emotional and practical aspects of the situation. Offering solutions that prioritize a customer’s needs, while also reassuring them that their concerns are being taken seriously, serves to build trust and reduce any tension.

Attempt to have a proactive approach

Leveraging a proactive approach in customer service necessitates anticipating customer needs before they escalate into problems. By analyzing trends, companies can implement preventive measures to processes and policies that reduce the likelihood of recurring issues. For example, if a particular issue frequently arises, the company might update its FAQ section or create instructional content to help individuals resolve similar problems on their own.

Organizations may also prioritize engaging with customers before they reach out with concerns. This can be achieved through proactive communication such as follow-up messages after a purchase, service completion, or potential issue. Checking in on an individual’s satisfaction level demonstrates attentiveness and can preemptively address any issues they may have. 

Personalize service to each customer

By accessing information such as previous purchases, past interactions, and preferences, representatives can provide solutions that are specifically relevant to each unique individual. For instance, referring to a customer’s past orders when discussing new products or addressing issues can make the interaction feel more tailored and attentive. Additionally, something as simple as using an individual’s name can help to build a more personal connection while showing that a support agent is fully engaged.

Customer service teams may even choose to go a step further by adapting their communication style to match a customer's preferences and behavior. This requires being attentive to the customer’s communication cues and adjusting the approach accordingly, whether they prefer formal or informal language, or require detailed explanations versus brief summaries.

Apologize and attempt to make things right when problems arise

When problems arise in customer support, apologizing sincerely and making amends is crucial for restoring customer trust. It’s essential that representatives deliver a clear and genuine apology that acknowledges the issue and takes responsibility. Avoiding vague language and shifting blame is important; instead, directly address the problem with statements like, “I’m sorry for the inconvenience caused by [specific issue].” This approach demonstrates accountability and empathy, making the customer feel heard and respected.

It’s just as important that customer service agents offer a concrete solution and/or compensation to rectify the situation. This could involve providing a refund, replacement, or discount, depending on the nature of the problem and company policies. Also, be sure to clearly communicate the steps being taken to resolve the issue and prevent future occurrences, so that the customer understands how their concern is being addressed.

Prioritize your customer experience and optimize your customer service today with Freshdesk!

Interested in ensuring that all your customer support interactions are excellent? Freshworks’ Freshdesk acts as the market’s premier customer service platform, allowing businesses to optimize the CX for each unique individual, no matter which communication channel they prefer.

Freshdesk offers a comprehensive array of powerful tools that can be used to personalize conversations, broaden an organization’s reach, and ensure quick and accurate resolutions to customer issues. Standout features include:

• Omnichannel messaging: Allows companies to engage with customers through their website, email, live chat, social media, and more to help them meet individuals wherever they may be,

• Self-service options: Resources like Freddy AI-powered chatbots, knowledge bases, automatic suggestions, and more empower customers to resolve common issues on their own.

• Ticketing system: Robust ticketing abilities enable individuals to submit detailed requests which are then prioritized and automatically routed to the most appropriate available agent.

• SLA management: Sets deadlines for ticket response and resolution based on different business hours or categories, ensuring agreed-upon service levels are always met.

• Reporting and analytics: Provides real-time feedback on the performance of agents and technology through custom reports and visual dashboards, allowing businesses to refine their approaches over time.

Any features your company requires that Freshdesk doesn’t offer? No sweat! Simply browse our extensive Marketplace for access to hundreds to third-party applications that can significantly expand the scope of the platform.