Best customer service brands 2024: Ignore CX at your own peril
Find out which brands are getting customer service right and what you can do to improve yours.
Customer service has always been a fundamental part of business, but it’s more important than ever now. Consumers expect a lot from brands – and have several to choose from. Customer satisfaction needs to be part of each step of their journey, from initial interaction through post-purchase and beyond.
Simply put: Brands need to step up with great service that provides the experience customers expect or risk losing them to the competition.
Let’s take a deep dive into the types of modern customer service, why it’s important, what good service looks like, customer service strategy, examples of brands providing outstanding service, and much more.
Customer service is the assistance and guidance a company provides to people before, during, and after they buy a product or service. There’s a direct correlation between satisfied customers, brand loyalty, and revenue growth.
In the simplest terms, customer service is the ongoing action taken to support customers throughout their journey and interaction with a brand’s product or service.
The days of customer service being a number that you call to get help are gone. Today, service is a crucial element of any product, service, or business, and needs to be baked into all platforms and channels of your brand, including via:
Time and again, research shows that service excellence is essential to building customer loyalty and driving business growth. But service has changed dramatically over the years, expanding far beyond phone calls and email. There’s a lot to know and keep up with.
More than pricing, and even the product itself, service can be the biggest driver of customer loyalty.
In a digital-first economy, customer service is at the heart of the customer experience, which is critical to customer loyalty. To avoid churn, sales and service must be able to work together in real-time – and efficiently (and securely) share information about each customer to gain insights and understand what’s expected from consumers.
Other terms often used interchangeably with customer service include:
There’s quite a lot of overlap with what these terms mean. All are essential to customer experience, but it’s important to know the differences.
Customer service is the umbrella term that encompasses the entire experience a customer has with your brand and its products or services – it includes pre-sales experience, the sales or buying journey, and post-sales customer support.
Customer support generally means providing technical help to a customer after a purchase, like installation help and troubleshooting. It’s ultimately about making certain that customers are successful in solving whatever issues they came to your business to help solve.
Customer aftercare, or customer care, also takes place after a sale, but is broader than technical support. As the term implies, it means taking care of the customer. It goes beyond a one-time fix to a series of communications and actions designed to keep your customers satisfied.
Find out which brands are getting customer service right and what you can do to improve yours.
Customer service has come a long way from the days when a phone call or a visit to the store were the only options a customer had for reaching a brand.
Today, the explosion of e-commerce, mobile devices, and social media has created a multitude of ways for customers to connect.
Here are some of the types of customer service: Success! A top utility provider implemented self-service + AI chatbots to boost customer service, improve efficiency, and reduce costs.
Being customer service oriented means prioritizing the needs of the customer ahead of the needs of the business. A service oriented business understands that customer experience takes priority over profit.
A customer service oriented business recognizes that it won’t thrive unless it consistently improves customer focus and satisfaction at every stage in the customer’s journey or interaction with its products or services.
Being service oriented involves being friendly, helpful, empathetic, and effective in resolving customer issues. For customer service agents, being customer-orientated means having a positive attitude and being eager to help when working with a customer. It also means demonstrating a willingness to provide the customer with the best service possible.
Service is a core element of business, and can help companies thrive, or be their demise if service isn’t up to par.
Here are the top considerations for a customer service strategy:
If you support your customers when times are difficult, it’s highly likely they’ll stick with you for the long term.
Many organizations today are turning to service cloud technology to help them deliver the stellar service experiences customers expect. They’re modernizing service by leveraging cloud software to boost efficiency, increase customer satisfaction, and drive business growth.
A survey shows that complaints about products and services are on the rise and frustrated customers are becoming more aggressive.
As members of the Gen Z generation enter the workforce and become customers, brands must consider their service expectations.
A business benefits in many ways when it provides excellent service:
Be the food truck: Modern service requires that you go to the people, where and when they want, serving up the best that you can offer. If you do this, folks will begin flocking to you wherever you go. It’s a virtuous circle.
Still doubting the importance of great customer service? Let’s explore hard data regarding how the modern consumer prefers to shop and do business.
Omnichannel service is the name of the game for business success. Companies need to engage with customers on their terms, anywhere at anytime, but they also need to provide consistent, seamless experiences.
If a customer contacts a company via one channel – say a chatbot – but also calls about the same issue, the conversation should carry across channels.
The service rep should have the history of the customer’s communication, so the customer doesn’t have to repeat themselves and the rep can provide better, more personalized service.
While many companies provide multi-channel service by offering customers a variety of communication channels, omnichannel service is different. It goes beyond siloed service channels via integration that provides agents with a single desktop with contextual information about the customer and recommended solutions to speed resolutions.
Newsweek and Statista published a list of companies with the best customer service in 2024. Social media also provides insight into businesses with a reputation for delivering sparkling service. Here’s what we found:
Chewy: The online pet products retailer has won over pet parents with its personalized service. Agents are trained to answer all kinds of pet questions, new customers receive handwritten notes, and all customers get holiday cards. Chewy even surprises customers with oil paintings of their pets.
Costco: The membership-only, big-box retail giant is known for its high-quality goods, warehouse prices, and generous return policy. Low employee turnover and high morale help drive great CX and service.
USAA: The banking and insurance services company, which serves those who served in the US armed forces and their families, scored nearly a perfect 10 in Newsweek’s list.
Trader Joes: The quirky grocery store chain known for its low-priced specialty food items and employees dressed in Hawaiian shirts topped ACSI’s list for 2023. Workers have a reputation for going out of their way to help.
Waldorf-Astoria: The Hilton-owned luxury hotel chain placed seventh on the Newsweek-Statista list of companies with the best customer service in 2024. Customers enjoy the personalized service and swanky accommodations.
Ritz-Carlton is another luxury hotel chain is well-known for a culture focused on service excellence. The brand adheres to its Gold Standards, which includes three steps of service: a warm and sincere greeting by name, anticipating and fulfilling each guest’s needs, and a fond farewell.