Why These 15 Brands Are Winning at Customer Service in 2024

When I think of the best customer service brands of 2024, only a handful stand out.

And all of them have one thing in common: they prioritize creating experiences rather than pushing a product.

What does that mean? That’s precisely what I am going to dig into in this post. Let’s break it all down.

The Sources of Truth

There's no better “source of truth” than the customers themselves.

So, besides my personal experiences, I reviewed two key customer service and satisfaction ranking systems to identify some of the top-performing brands of 2024.

This includes:

• Newsweek’s America’s Best Customer Service 2024. These rankings are based on a survey of over 30,000 U.S. customers who have made purchases, used services, or gathered product information in the past three years.
• American Customer Satisfaction Index (ACSI®). This index measures and analyzes customer satisfaction across multiple industries. The scores are based on data collected from roughly 500,000 customer interviews conducted each year.

Now, let’s explore the 15 brands that came out on top this year. Of course, I’ll also be going over why they beat out the rest.

15 of the Best Customer Service Brands in 2024

1. Chewy

Chewy is an online retailer of pet supplies, including food, toys, treats, and other pet-related products.

Here's a snapshot of their most recent ratings:

Why Their Customer Service Shines

Chewy's approach to customer satisfaction is simple: They come before anything else.

For one, Chewy offers 24/7 support so new pet parents can speak to experts about what would work best for their furry companions. Second, they have an unconditional “return/replace” policy for every order placed. Pretty neat, if I’m being honest.

Yet, where the brand truly shines is the way it fosters a community among its customers.

For Chewy, each customer (and their pet) is a valued member, deserving of praise, celebration, and empathy when needed.

Here’s one example where Chewy’s team reached out to a customer after their dog had passed away.

Put together, I believe this humanizes the brand so that they aren’t just here to sell you something. Instead, they want to help you create memories (and hold on to the ones you already have) with your pet.

Get Inspired by Chewy

• Show customers that you care far beyond the buyer-business relationship.
• Nurture a community-driven environment so customers can freely ask questions.
• Offer buyers a seamless purchasing experience with no conditions attached.

2. Trader Joe's

Trader Joe's is a U.S.-based grocery chain known for their low prices on unique food items. This list has some of the best.

Here's a snapshot of their most recent ratings:

Why Their Customer Service Shines

Trader Joe's priority is “creating value for customers.” And they do it by offering an extensive range of high-quality products at affordable neighborhood prices.

The brand’s most noteworthy outreach effort, however, is the “Neighborhood Shares” program, which donates all unsold (but fit-to-be-eaten) products to communities seeking food assistance.

Beyond that, customer-facing employees at Trader Joe's are known for being extremely personable, relatable, and helpful.

One TikTok user even created a skit based on this very fact.

Sure, the clip pokes fun at the “TJ checkout experience” (as one user puts it). To me, though, it also shows how much the brand prioritizes creating a warm and welcoming environment for every buyer. That’s the hallmark of all companies with good customer service.

Get Inspired by Trader Joe’s

• Train your customer service/support staff to be respectful, helpful, and relaxed.
• Build a community outreach program that directly supports your core audience.
• Diversify your product categories and offer discounts on specific ranges.

3. Lush

Lush is a handmade cosmetics retailer specializing in ethically sourced and low-waste bath, body, skin, and hair products.

Here's a snapshot of their most recent ratings:

Why Their Customer Service Shines

Lush takes a straightforward approach to customer service with their “We Believe” framework. Here are some of the paraphrased highlights:

• “We believe in making effective products from fresh, organic ingredients.”
• “We believe in sourcing ingredients from vendors with cruelty-free practices.”
• “We believe that the customer is always right.”

Now, what puts Lush among the best customer service brands is its commitment to consumer transparency. Naturally, that makes the experiences it delivers feel wholesome, relaxed, and relatable.

Plus, it speaks volumes about Lush‘s product quality and inclusive work culture when former employees recommend the brand’s products.

You don't have to take my word for it. Take a look at this clip instead.

Get Inspired by Lush

• Highlight your core brand values in all published material (and the products you offer).
• Lead with transparency and honesty in all facets of brand-customer communications.
• Ensure your service staff is approachable and (very) knowledgeable about products.

4. Chick-fil-A

Chick-fil-A is an American fast-food restaurant chain that offers some of the best chicken sandwiches you’ll ever eat.

Here's a snapshot of their most recent ratings:

Why Their Customer Service Shines

I‘m going to be honest here. It’s challenging to make your customer service stand out when you're running a fast-food operation.

After all, it’s fast food. Nobody’s there for the service. It’s the convenience that matters.

Chick-fil-A gets this. And their workaround for this is to highlight how facilitating customer convenience is just another form of customer service. Pretty creative, to say the least.

So, where other brands may forget your 4-piece order of nuggets, Chick-fil-A will ensure you've got everything you need. And that means everything — extra tissues, sauce packets, straws. Better yet, as the clip below demonstrates, they'll anticipate it.

Get Inspired by Chick-fil-A

• Train your service/support staff to cater to granular customer needs or expectations.
• Pinpoint overlooked areas in customer experiences to fine-tune your strategy.
• Consistently monitor ongoing efforts to gauge existing customer engagement levels.

5. Duolingo

Duolingo is a language learning app that provides educational programs with bite-sized lessons for over 30 languages.

Here's a snapshot of its most recent ratings:

Why Their Customer Service Shines

Duolingo is all about personalizing the way its customers learn foreign languages.

For instance, its machine learning algorithms adapt to create specialized material for each user. The app also recognizes that everybody learns differently.

Essentially, it meets customers where they are in their educational journey (and not the other way around). Each user is also presented with multiple formats and experiences to support interaction, conversation, and reading and listening comprehension.

Of course, I also can‘t pass up an opportunity to mention the brand’s mascot, Duo the Owl. Often coming off as unhinged — but always encouraging — Duo refuses to let you miss a day of learning. Because of this, many users, like the one below, get a laugh out of how strict Duo can be about maintaining your learning streak. (I'm at 223 days, btw.)

Get Inspired by Duolingo

• Design a customer experience that accommodates a wide range of user needs.
• Facilitate company-customer interaction at a granular level to build brand familiarity.
• Create a memorable brand persona that plays to your core demographic’s preferences.

6. Costco

Costco is a membership-only warehouse club offering a range of products including groceries, sporting goods, household appliances, and more.

Here's a snapshot of its most recent ratings:

Why Their Customer Service Shines

Costco’s customer service experience relies on providing high-quality branded merchandise at affordable prices.

Ironically, one of the ways it does this is by limiting its selection. Most big-box stores and supermarkets accommodate up to 30,000 item units. Costco holds just around 4,000.

That’s its way of saying: “We only stock the best for our customers.”

More importantly, the brand makes most of its revenue from membership fees. And like all companies with good customer service, it passes on the resulting benefits to its shoppers.

For example, members get a direct discount on all products since there are no middlemen. They also get access to specialty departments, exclusive perks and services, and the best possible selection of goods anywhere in the U.S.

Anyone who’s gone to Costco will tell you the same. One particular TikTok user couldn’t stop themselves from buying whatever they set their eyes on. (To be fair, I’d do the same if I was in their shoes.)

Get Inspired by Costco

• Consistently offer incentives, deals, and discounts to build customer goodwill.
• Develop a loyalty program that offers exclusive benefits/perks for members.
• Prioritize product quality over quantity to ensure buyer satisfaction.

7. Five Below

Five Below is a chain of specialty discount stores offering an extensive product range, including clothing, sporting goods, pet supplies, and electronic accessories.

Here's a snapshot of their most recent ratings:

Why Their Customer Service Shines

Five Below’s core customer base are teens. Unfortunately, most teenagers don't have a lot of money to spend. So, what does the company do? Price everything at $5 or less. Now, its typical customer doesn’t have to go to their parents for money. They can just walk in and get what they want.

That‘s the defining principle behind the brand’s customer service experience: Everything is accessible to everyone.

This is also reflected in how Five Below approaches its community. Since 2006, the company has raised over $40 million for kids and families in need. In 2023 alone, it donated approximately $8 million to charity.

That aside, like all the other best customer service brands, Five Below really understands how their shoppers think and behave. They recognize online trends and aren’t afraid to build around them. Here’s one such example.

Get Inspired by Five Below

• Offer a shopping experience that accounts for the customer's purchasing habits.
• Hop on online trends that resonate with your core audience.
• Direct your community outreach efforts to your primary customer group.

8. Ace Hardware

Ace Hardware is a hardware retailers’ cooperative that specializes in home improvement/decor tools and services.

Here's a snapshot of their most recent ratings:

Why Their Customer Service Shines

Unlike other well-established hardware retail chains, Ace is a cooperative that's exclusively owned and operated by local entrepreneurs.

Interestingly, this business model is at the forefront of the brand’s customer service approach. The way they put it is: A visit to Ace is like a visit to your neighbor.

Put simply, all of the brand’s operational stores are stocked based on what the surrounding neighborhood needs. So, you won’t see a specific location selling commercial-grade steel pipes if it’s situated in a residential area.

This also extends to how Ace’s employees interact with customers. The moment someone walks in, one of the reps will always ask if they can help them locate something they need.

This has a two-fold purpose. First, it’s just basic customer service etiquette. Second, this makes the Ace the go-to solution for those who aren't too familiar with home improvement/renovation tools. One customer experienced this first-hand when they visited their local Ace store.

Get Inspired by Ace Hardware

• Simplify your product (when possible) to cater to a larger customer demographic.
• Provide an open line of communication for customer queries and concerns.
• Capitalize on local customer needs and preferences before diversifying your offerings.

9. Texas Roadhouse

Texas Roadhouse is a steakhouse chain specializing in the southwestern style of American cuisine.

Here's a snapshot of their most recent ratings:

Why Their Customer Service Shines

Texas Roadhouse has a simple motto: "Legendary Food, Legendary Service.”

Admittedly, that sounds pretty basic. But think about it. When do you crave steaks? When you want simple, clean, delicious food without any frills attached.

Yet, the average American steakhouse doesn’t offer that experience. In most cases, they’re exclusive, stiff establishments that run you a hefty bill (sometimes upwards of $150).

Texas Roadhouse gets that. And it capitalizes on that by offering customers similar quality food (if not the same) and pricing it affordably. In fact, take a look at this TikTok clip of a customer ordering a full family meal at just $40.

Of course, the entire point behind Texas Roadhouse is to cater to the average customer — someone who’d rather choose an ice-cold beer than a $42 glass of wine. Incidentally, the brand doesn’t shy away from this image. Instead, it celebrates it. Put simply, Texas Roadhouse is for you and me (well, me, at least).

Get Inspired by Texas Roadhouse

• Price and market your products based on customers’ expectations.
• Build a brand image that celebrates core customer motivations and preferences.
• Identify competitor/market gaps to build a unique buyer experience.

10. Lego

Lego is a Danish toy manufacturer focusing specifically on interlocking plastic brick sets.

Here's a snapshot of their most recent ratings:

Why Their Customer Service Shines

There are companies with good customer service — and then there’s Lego.

By now, everyone’s familiar with Lego’s iconic letter to 7-year-old Luka Apps. For context, Luka had lost his favorite figurine. Lego not only replaced it but also sent a heartwarming letter to Luka.

Still, that was over a decade ago. Let me point you to the brand's recent approach to creating wholesome customer experiences.

First, the Lego Ideas platform lets fans submit their designs for upcoming toysets. That gives customers a sense of brand ownership.

Second, the company has a dedicated app for kids to participate in challenges and interact with their peers in a moderated environment.

All this is to say is that Lego, as a brand, is entirely focused on improving how customers use its products. And, in doing so, it directly enhances engagement while influencing the satisfaction they get from it.

Get Inspired by Lego

• Highlight different use cases across your product categories and offerings.
• Build a community program that actively offers learning or development opportunities.
• Focus on building a brand image that blends social responsibility with your core values.

11. Apple

Apple is a U.S.-based brand that offers a range of electronic accessories, software, and hardware products.

Here's a snapshot of their most recent ratings:

Why Their Customer Service Shines

As one of the best customer service brands in the market, Apple’s defining feature is the product ecosystem it offers. The watch connects to the iPhone. The iPhone pairs with the Mac. And the Mac connects back to the watch.

In other words, using Apple products can feel cohesive and seamless. However, they also come with a definitive sense of exclusivity — they don’t pair with competitors like a Windows OS or an Android mobile device.

That’s a masterclass in how customer service and product experience can be inclusive and yet distinct (read: elite) at the same time.

Another interesting thing that Apple does is reduce purchasing anxiety with the help of its Genius Bar program. This is essentially top-of-the-line, concierge-style customer support for all its products (in addition to a standard warranty).

As a matter of fact, plenty of the brand's customers, like this particular user, have already grown attached to this service.

Get Inspired by Apple

• Look beyond mere product features to create unique customer experiences.
• Minimize purchasing anxiety with the help of customer education.
• Offer distinct and streamlined support services to resolve customer issues.

12. Amazon Prime

Amazon Prime Video is a subscription-based streaming service that offers on-demand movies, TV shows, and videos

Here's a snapshot of its most recent ratings:

Why Their Customer Service Shines

Streaming services have become increasingly popular over the years. Their primary draw lies in the vast selection of shows, movies, and videos they offer. However, in trying to cater to everyone's tastes, such services often have to compromise on the quality of the content they offer.

Don’t believe it? Sign into Netflix and see if you can find 15 shows/movies that you’d like to watch right now.

Amazon Prime works around this by offering a “rent” feature. So, if you don‘t like what’s already available on the platform, you could simply rent a movie or show that you want to watch.

Granted, that comes at a small premium. But consider what matters to your most dedicated customers. Freedom of choice or getting stuck with a product that they don't really care for?

Get Inspired by Amazon Prime

• Offer customers a choice across product ranges (even if it comes at a premium).
• Strive for product/content quality rather than quantity for better engagement levels.
• Provide alternate access options to products/services to draw a larger demographic.

13. Spotify

Spotify is a Swedish audio streaming service offering a massive catalog of songs and podcasts.

Here's a snapshot of its most recent ratings:

Why Their Customer Service Shines

Spotify is primarily focused on creating a user-driven product experience. The app reviews your listening habits and creates customized playlists and recommendations based on the genres/artists you regularly engage with.

Another neat little trick is how the platform lets you browse through your friends’ track collection (favorites/likes/playlists) to discover what they’re listening to.

That's not all. The app expands on this by allowing premium subscribers to listen to music with others in real time. In short, Spotify builds a shared space to boost user engagement.

There’s also the annual Spotify Wrapped feature. You know it and I know it. It’s a really simple concept but one that manages to create a ton of user-generated content every single year.

Get Inspired by Spotify

• Offer scope for product customization based on user/customer preferences.
• Highlight individual brand-customer stories to boost social media/online engagement.
• Create a shared space for customers to share product opinions/tips.

14. Nordstrom

Nordstrom is your quintessential luxury clothing and apparel brand based in Seattle, Washington.

Here's a snapshot of their most recent ratings:

Why Their Customer Service Shines

I want to be fair to the other brands mentioned here: Nordstrom is over 100 years old. That means it has had considerable time to evaluate and refine its customer service strategy. As a result, the brand's core philosophy is a little more complex.

To Nordstrom, their primary product isn’t apparel or clothing. They don’t just sell fashion. Rather, they’re in the business of facilitating convenience and self-expression.

One way that manifests is in their styling services for in-store shoppers. In short, customers get one-on-one assistance from experts to find products that best fit their personal style and body type. More importantly, if they aren’t happy with a purchase, Nordstrom has a flexible return policy that even comes with curbside pick-up.

The brand’s greatest customer service achievement, though, is how seamlessly it blends the in-store and digital shopping experience for its buyers. Shoppers can check current inventory, receive customized “fit” recommendations, and even reserve in-demand items.

For a century-old company, I’d say that’s beyond impressive.

Get Inspired by Nordstrom

• Create a digital experience that incorporates the best bits of the in-store experience.
• Structure your return/cancellation/refund policies to be customer-friendly.
• Adopt emerging technology to optimize internal workflows and augment your staff.

15. Bath and Body Works

Bath and Body Works is an American retail chain offering products across categories such as fragrances, scented candles, and grooming essentials.

Here's a snapshot of their most recent ratings:

Why Their Customer Service Shines

Bath and Body Works makes it clear right off the bat: they just want to deliver products that their customers love.

The way they implement this is simple enough. The company’s official site has a Get Inspired section. And, no, it’s not a product catalog page or a recommendation widget. Rather, it‘s a blog that educates shoppers on the best ways to use their products. That said, not all the articles directly relate to the brand’s offerings. Most are just listicles discussing skin care tips, exfoliating routines, etc.

In short, Bath and Body Works’ primary approach to customer service lies in addressing potential queries shoppers may have. That, in turn, generates interest, especially for first-time buyers who are a little hesitant to take the plunge.

Incidentally, the brand's user-generated social media content follows a similar vein. Most clips and videos prioritize explaining the product, how it works, and, most importantly, what shoppers can expect.

Get Inspired by Bath and Body Works

• Preemptively address potential customer queries to remove purchasing obstacles.
• Develop a content strategy to highlight what customers can expect from your brand.
• Capitalize on user-generated content to create social media engagement and buzz.

The Results Are In

While these are just a few examples of best customer service brands this year, it's clear that there are more ways than one to provide value for your audience. Use them as inspiration to really wow your customers in 2024. After all, the possibilities are endless.

Editor's note: This article was originally published in June 2023 and has been updated for comprehensiveness.

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