Examples of good customer service

Examples of Good Customer Service That Will Blow Your Mind

Whether it’s business to business or business to consumer, there’s one thing that never goes out of style: exceptional customer service. You might be wondering: Is it really that crucial? Yes, it is. Excellent customer service is the backbone of any successful business. It’s what keeps customers coming back and inspires them to spend more.

In the age of social media, negative feedback can often overshadow the positive. It’s easy to find stories of poor customer service, but examples of good customer service? Those can be harder to come by. That’s why we’ve decided to shine a spotlight on the positive.

Here we highlight 10 exceptional examples of good customer service from leading companies. These companies have not just met, but exceeded customer expectations, going above and beyond to deliver experiences that truly wow their customers. So, read on to learn about these, at times, shocking examples of good customer service and the future of customer-focused businesses.

What makes excellent customer service?

In the realm of business, the definition of “good” is a moving target. What constitutes “good” customer service today might not tomorrow.

  • The perception of customer service can be influenced by a myriad of factors:The industry in which the business operates
  • The cost of the product or service
  • The reputation of the brand

All these elements play a role in shaping the customer’s expectations and their perception of the service they receive.

For instance, customers of a high-end brand might value personalized attention, while customers of a budget brand might prioritize cost-effectiveness. Understanding these expectations is not just important, it’s essential. It’s about understanding what your customers value, what they expect, and what they need. This understanding allows businesses to provide personalized and memorable experiences that resonate with their customers.

In essence, excellent customer service is about meeting customers where they are, and then taking them where they want to go. It’s about creating a customer journey that’s as engaging and satisfying. And just as the best experiences leave customers eagerly awaiting their next interaction with the business.

Key elements of good customer service

Key elements of good customer service

Before we look into 10 stories that showcase mind-blowing examples of good customer service, let’s set the stage by understanding what makes customer service truly excellent. Just as a podcast needs a solid foundation of engaging content and a charismatic host to be successful, customer service requires certain key elements to truly shine. These elements are the building blocks that transform a simple customer interaction into a memorable experience, much like how the right mix of story, sound, and suspense can turn a podcast episode into an immersive journey. So, let’s tune in and explore these key elements of good customer service.

Responding quickly to customer inquiries and issues

The customer’s satisfaction with problems can often be a matter of how quickly a business addresses an issue. The speed with which a business can show its dedication to customer satisfaction directly addresses these concerns. When customers make contact, they seek not only solutions but also promptness. The importance of this demonstration of good customer service is comparable to the swift delivery of a punchline in a comedy show.

Actively acting on customer feedback and suggestions

Feedback is the lifeblood of improvement and all feedback should be considered a gift. It’s the raw, unfiltered voice of the customer, offering insights straight from the source. Just as a writer might pore over reader reviews to refine their next novel, businesses should actively act on customer feedback and suggestions. It’s not just about making the necessary changes to products or services, it’s about showing the customers that their voice matters, and that their opinions can make a difference. It’s about turning passive customers into active contributors to the business journey that is repeatable.

Showing empathy and understanding toward customer concerns

Empathy is not just a trait, it’s a tool to drive customer service. It’s the ability to step into the customer’s shoes, to see the world from their perspective, and to share in their emotions. When customers voice their concerns, they’re not just communicating a problem, they’re expressing a need for understanding. They want to feel that the business cares about their issues and is genuinely working to resolve them. It’s about turning a negative experience into a positive interaction, about turning a dissatisfied customer into a loyal advocate.

Providing customer self-service options to empower users

Having the ability to take control and make their own choices is a strong driving force for individuals. Similar to readers who relish the opportunity to determine their own path in a book, consumers greatly value the availability of self-assistance alternatives. This grants them the authority to discover remedies at their preferred rate, to gain knowledge about the item or service on their own terms, and to experience a sense of empowerment. The focus is on furnishing customers with the necessary tools to assist themselves, while still ensuring assistance is accessible if required.

Emphasizing omnichannel support to cater to diverse customer preferences

In 2023, customers are everywhere. They’re on social media, they’re using smartphone apps, they’re sending emails, they’re using texting apps and they’re still making phone calls. Just as how the US president might be broadcasted on multiple TV channels and social media at the same time to reach a wider audience, customer service should be available across multiple channels to cater to where your customers already spend their time and have existing accounts. It’s about being where the customers are, about offering support on the platform where they already are. It’s about coming to them, not asking them to come to you.

Going the extra mile to exceed customer expectations and build loyalty

Going beyond the call of duty is what sets good customer service apart. It’s all about surpassing customer expectations and catching them off guard with the care and attention they receive. Similar to a chef slipping in a free dessert to make a diner’s day, businesses should push themselves to go the extra mile to bring joy to their customers. It’s these unsolicited acts of kindness that foster loyalty and transform customers into advocates. In the eyes of customers, it’s these instances of exceptional customer service that truly make a lasting impression.

The benefits of delivering excellent customer service

Benefits of good customer service

Good customer service is not just about solving problems; it’s about creating value, building relationships, and driving growth for your business. In this section, we’ll explore the benefits of delivering excellent customer service, highlighting the profound impact it can have on a business’s bottom line and reputation.

Increased customer spending and brand loyalty

Just as a captivating story can keep a reader hooked in a book or a movie, excellent customer service can keep customers hooked on a brand. It’s a simple equation: the better the service, the more customers are willing to spend. This leads to increased brand loyalty, turning customers into brand advocates.

Improved return on investment (ROI) and higher profitability

Delivering excellent customer service is an investment, and like any good investment, it yields incredible returns. Businesses that prioritize customer service often see an improved ROI and higher profitability. It’s the financial testament to the age-old adage: treat your customers well, and they’ll treat you well in return.

Enhanced customer forgiveness and willingness to give second chances

Everyone makes mistakes, but not everyone gets a second chance. Excellent customer service can be your ticket to that second chance with your customers. When businesses make an effort to resolve issues and make amends, customers are more likely to forgive missteps and continue to use them.

Boosted customer loyalty and higher customer lifetime value (CLV)

Customer loyalty isn’t just about repeat business, it’s about the entire lifespan of the customer’s relationship with the business. By delivering excellent customer service, businesses can increase the Customer Lifetime Value (CLV), turning one-time transactions into long-term and profitable relationships.

Positive word-of-mouth marketing and increased customer referrals

Word-of-mouth marketing hasn’t just survived the digital transformation of everything, it’s thrived. Happy customers are more likely to share their positive experiences with others on social media, leading to increased customer referrals. It’s the ripple effect of excellent customer service, spreading from one satisfied customer to potential new ones like a virus in cyberspace.

In essence, these benefits are the fruits of the labor that goes into delivering excellent customer service. They’re the tangible and intangible rewards that businesses reap when they prioritize their customers. They’re real-life examples of good customer service transforming businesses and driving success.

Ten exceptional customer service stories from leading companies

A small gesture that won a customer’s heart

Chewy social media

The loss of a pet is a deeply personal and painful experience. These loyal companions become an integral part of our families, offering unconditional love and companionship throughout their lives. When they pass on, it leaves a void that takes time to heal. Recognizing this profound sense of loss, Chewy.com, a pet retailer, has been extending a heartwarming gesture to its customers who are grieving the loss of their pets.

Chewy.com understands the heartache that accompanies such a loss. In response, they’ve been sending out sympathy flowers to customers who’ve recently lost their pets. A testament to this came to light when a Twitter user shared her experience with the company. After her dog passed away, she reached out to Chewy.com to return an unopened bag of dog food.

In her tweet, she shared, “I contacted @Chewy last week to see if I could return an unopened bag of my dog’s food after he died. They 1) gave me a full refund, 2) told me to donate the food to the shelter, and 3) had flowers delivered today with the gift note signed by the person I talked to.”

This small yet significant gesture by Chewy.com is a shining example of good customer service. It’s a reminder that businesses can, and should, go beyond transactions and truly connect with their customers on a human level. It’s these moments of genuine empathy and kindness that transform a company from a mere retailer into a trusted friend.

Meeting customers where they’re at, beyond expectations

Imagine this scenario: A man, recently liberated from the clutches of a root canal operation that had him subsisting on a liquid diet for days, was yearning for the comfort of diner food. His wife, equally excited to celebrate his return to the realm of solid food, decided to treat him to a meal out.

However, their dinner was met with an unusually long wait before they were finally seated, and not in the most ideal location—right next to a noisy blender at the end of the bar. The evening’s service, unfortunately, didn’t quite live up to their expectations when they first arrived.

Their waiter seemed to be in a rush. He quickly took their drink orders but didn’t inquire if they were ready to order their meals. When they finally managed to place their food order, the service hiccupped again. One of their side dishes arrived ahead of the main courses, and to add to the confusion, it wasn’t even the side dish they had actually ordered.

Despite the series of mishaps and a few apologies from the server, the couple managed to enjoy their meal, with the husband finding his burrito to be “divine”. Ready to wrap up the evening, they asked for the check, only to find a surprising total of $0.01. At first, they thought it was a mistake.


Often, discounts are seen as a last resort to make up for a less-than-stellar experience. However, this story serves as a reminder of the proactive power of such gestures in mitigating customer dissatisfaction before it escalates into a negative experience that means a customer doesn’t return.

Proactively addressing potential customer service issues

Zappos customer service stories

There’s a story that Tony Hsieh, the founder of Zappos, often shared during his presentations before he passed away. It’s a personal story that he recounted with a certain fondness as the leader of the company and is a testament to the exceptional customer service Zappos is known for.

The story unfolds on a night out with clients. As the evening wound down and the bar had closed, the group of friends retreated to their hotel. One of Hsieh’s clients, however, had a craving for pizza, but the hotel’s room service had already closed for the evening.

In a stroke of genius, Hsieh suggested that the client call Zappos, a company known for selling shoes and fashion, not pizzas. Naturally, Zappos didn’t have pizzas to deliver. But the representative who answered the call at 2 AM didn’t let that stop them from helping the client. They found three pizza parlors that were still open near the hotel and placed the order for the client.

Helping those in times of need and making a difference

In 2020, when Sajani, the CEO and founder of Kola Goodies, launched her business, she had a clear vision. She wanted to weave her Sri Lankan heritage into a range of healthy and nutritious blends that everyone could enjoy. The small enterprise currently offers three teas–a super green latte, turmeric milk tea, and Sri Lankan milk tea – each one a nod to Sajani’s homeland. However, as Sri Lanka found itself in the throes of an economic and political crisis, Sajani felt compelled to lend her support. She chose to document this journey on Kola Goodies’ crisis relief page.

Sajani turned to the company’s Instagram and TikTok accounts to shine a light on the situation happening in Sri Lanka–a crisis that had largely been overlooked until that time. After sharing posts about the ongoing issues, Kola Goodies’ social media channels were flooded with inquiries from customers eager to help.

Leveraging social causes to connect with customers

TOMS weaves social responsibility into their corporate fabric, leveraging social causes to connect with their customers on a deeper level. TOMS, a popular footwear company, is a shining example of this approach as they invest ⅓ of profits for grassroots good, including cash grants and partnerships with community organizations, to drive sustainable change. As a Certified B Corporation™, TOMS meets the highest standards of social and environmental performance, transparency, and accountability.

Personalized and engaging responses to every customer

A few years back, an awesome event happened on Twitter that perfectly highlights the power of exceptional customer service and giving personalized responses. Peter Shankman playfully tweeted at Morton’s Steakhouse, asking if they could meet him at Newark Airport with a porterhouse steak upon his plane’s landing.

While Shankman’s tweet was clearly made in good fun, and it’s unlikely he would have held any grudges against Morton’s had they not fulfilled his s​omewhat outlandish request, what happened next was nothing short of extraordinary. Upon his arrival, a Morton’s server was waiting for him, steak in hand.

Providing exceptional event experiences and going beyond

Recently, fans of Taylor Swift gathered in droves at the SoFi Stadium in Los Angeles for a concert that held a special significance for the family of NBA legend Kobe Bryant. Vanessa Bryant, Kobe’s widow, brought their daughters to the concert as a tribute to her late husband and daughter, Gigi, who tragically lost their lives in a helicopter crash in 2020.

As part of her performance, Taylor Swift has a tradition during her “The Eras Tour”. While energetically performing her hit song “22”, she makes her way down the stage, and at the end of the number, she presents a young fan with her signature black top hat.

On this particular night, during her first of six performances at SoFi Stadium, it was Kobe Bryant’s young daughter, Bianka who was the lucky recipient of this special gesture. A video capturing this heartwarming exchange quickly went viral. Swift and Bianka shared a brief conversation before Swift placed the hat on Bianka’s head.

Embracing change and responding to customer feedback

Back in 2013, Microsoft made a big announcement about their plans for the Xbox One which the gaming community absolutely hated. They promised some exciting new features that would completely change how we play games. One of these features was the need for the console to always be connected to the internet. Additionally, they put some limits on the ability to play used games which is a major part of the industry. Gamers made their concerns known quite loudly and clearly. The request for an always-on internet connection was seen as a restriction, especially for those with unstable internet connections. Microsoft decided to prioritize listening to their users. As a result, they made the choice to reverse their policies, eliminating the mandatory always-on feature and lifting the limitations on used games.

Offering global benefits and experiences for customers

International travel with cell phone plans is historically known to be a pain. T-Mobile breaks that mold, though. T-Mobile’s international roaming options are built to keep you in touch no matter where you go. With 5GB of fast and free data available in over 215 countries and places, T-Mobile’s goal is to make sure you can stay connected with your loved ones, keep up with work, or share your adventures on social media without blowing your bill up.

Transforming customer errors into opportunities

Mistakes happen, and customers realize that no company is perfect. A few years back, Zappos sent a customer the wrong pair of shoes. They gave the customer a $50 gift card to apologize for the mistake along with a free return of the shoes.

How to provide great customer service—tips for businesses

Just as an author needs a solid plan to write a great story, forward-thinking and customer-obsessed businesses need a strategic approach to deliver great customer service. It’s about understanding the customer, tracking your progress on delivery, and constantly striving for improvement. In this section of our blog, we’ll explore some key strategies that can help businesses elevate their customer service game in simple, but effective ways.

Gathering feedback and setting metrics for customer experience (CX) improvement

The first step in delivering great customer service is understanding what your customers want and need. This can be achieved by gathering feedback and setting metrics for Customer Experience (CX) improvement. It’s not just about making the initial sale. It’s about listening to your customers, understanding their pain points, and setting measurable goals to improve their interactions with. It’s about turning feedback into actionable insights that can drive CX improvement. Remember, all feedback, good or bad, is a gift.

Using customer service benchmark reports to track progress

Once you’ve set your CX improvement goals, it’s important to track your progress. This can be done using customer service benchmark reports. These reports provide a snapshot of your customer service performance and how your team is doing. These reportings can help you understand where you’re excelling and where there’s room for improvement.

Utilizing omnichannel feedback and multiple support options

To deliver great customer service, businesses need to be where their customers are. This means utilizing omnichannel feedback and offering multiple support options. It’s about ensuring that no matter where your customers are or how they choose to reach out, you’re there to assist them. Don’t require a complicated support portal for customers to ask questions. Give them an email, a phone number, or even a place to text to get help.

Focusing on unique experiences to delight customers at every touchpoint

Finally, great customer service is about more than just solving problems – it’s about delighting customers at every touchpoint with your team and products. This means focusing on creating unique experiences that leave a lasting impression on the customer. Whether it’s a personalized email, a thoughtful customer anniversary, or a surprise discount, these unique and personalized experiences can turn a mundane interaction into a memorable moment that drives future sales. It’s about going the extra mile not just to meet, but exceed customer expectations.

To sum it up, delivering great customer service is a strategic process that doesn’t happen by accident. It requires understanding your customers, tracking your progress, being open to feedback, and focusing on delight. It’s about turning every customer interaction into an opportunity to impress, delight, and build lasting relationships.

Wrap up on examples of good customer service

Exceptional customer service, as we’ve discovered, is not just a nice-to-have, it’s a must-have. It’s the centerpiece of any successful business, the driving force behind customer loyalty, and the key to long-term business health.

Throughout this blog, we’ve seen how positive customer service stories can shape a brand’s reputation in a very positive manner. Just as a well-told tale can captivate an audience, a well-delivered service can captivate a customer. These examples of exceptional customer service are not just examples of good customer service, they’re the building blocks of a brand’s reputation. They’re the narratives that customers share, the experiences that set a brand apart, and the moments that turn customers into brand ambassadors.

The message is clear: businesses, no matter B2B or B2C, must prioritize the customer experience and provide legendary service. It’s about more than just solving problems, it’s about creating memorable moments that your customers will remember. It’s about going the extra mile not just to meet but exceed your customer’s expectations.

FAQ about good customer service examples

Q: What are some examples of good customer service for a job interview?

A: When it comes to job interviews, highlighting your customer service skills can be as important as presenting a well-written resume or CV. You might discuss a time when you went above and beyond to help a customer by resolving a complex problem or providing a personalized solution/service. You could share a time when you turned a negative customer experience into a positive one through proactive work that was beyond the call of duty.

Q: What are examples of good customer service skills?

A: Good customer service skills are as varied as the customers you serve and the industries you operate in. They include the ability to listen actively and understand customer needs, the capacity to solve problems effectively while communicating clearly and empathetically. They also involve being patient under pressure when customers are upset, showing genuine care and concern, and being able to adapt to different customer personalities and situations.

Q: What are some examples of good customer feedback?

A: Good customer feedback can come in many forms. It might be a positive review on Amazon or Google that praises your product or service, a constructive feedback item that offers a new perspective, or a heartfelt thank-you note that highlights their appreciation for your team’s exceptional service. It could also be a customer referral, where a satisfied customer recommends your business to others.