12 Great Customer Service Examples That Raise the Bar (And How You Can, Too)

Delivering great customer service is the backbone of every memorable brand and every thriving business. Whether you’re running a small online shop or a global enterprise, the way you treat your customers—before, during, and after the sale—can make or break your reputation.

But what does great customer service actually look like? Is it just being polite on the phone, or does it go deeper? In this guide, we’ll break down the core ingredients of excellent service, then explore real-world stories and strategies from brands that have mastered the art (and science) of delighting customers. You’ll also see how companies like Pod are helping businesses deliver these same world-class experiences, at scale, with the help of AI and automation.

What Makes Customer Service Truly Excellent?

Great customer service isn’t about ticking boxes or following a script. It’s about creating moments—the kind customers remember, talk about, and share with friends. Over time, these moments build trust and loyalty that lasts far longer than any single transaction.

The Essential Ingredients of Great Service

Responsiveness. Customers want answers fast, whether it’s an urgent issue or a simple question. Quick, efficient responses show you value their time.

Example: Zappos once set a record with a 10-hour phone call, but more often, it’s about solving a problem on the first try—no endless hold music, no complicated menus.

Empathy and Personalization. The best service feels human, not robotic. Brands that remember customer preferences, celebrate milestones, and offer support in tough times turn casual buyers into loyal advocates.

Example: Chewy sends handwritten sympathy cards to customers who’ve lost pets—a small act with an outsized emotional impact.

Proactive Support. Anticipating needs is powerful. Reach out before a customer asks for help, flag potential issues, and check in after a purchase.

Example: Amazon notifies customers of delays or issues, often before they even realize something’s wrong.

Consistency and Reliability. Great service is predictable. Customers know what to expect, every time, across every channel—phone, chat, in-person, or online.

Empowered Employees. Companies that invest in training and give employees the freedom to solve problems (without needing endless approvals) consistently deliver better experiences.

Feedback Loops and Improvement. Brands that collect and act on feedback—making visible improvements—earn respect and repeat business.

12 Standout Examples of Great Customer Service

Let’s dig into real brand stories and the strategies behind them.

1. Chewy: Personal Touches That Build Emotional Loyalty

Chewy isn’t just a pet retailer; it’s built a cult following by going above and beyond. When a customer reached out to return an unopened bag of dog food after her pet passed away, Chewy refunded her and encouraged her to donate the food to a local shelter. Days later, she received a bouquet and a handwritten sympathy card.

But this isn’t a one-off. Chewy agents routinely send pet portraits, birthday cards, and even follow up after challenging moments. Employees are trained and empowered to create “surprise and delight” moments without waiting for a manager’s approval. The result? Viral social media stories and sky-high customer retention.

Takeaway: It’s not just about the product. Memorable, emotional gestures create a sense of community and turn customers into lifelong fans.

2. Trader Joe’s: Employee Empowerment and Customer-Driven Change

At Trader Joe’s, cheerful, knowledgeable employees are a signature part of the brand experience. That’s no accident. Trader Joe’s invests in employee well-being, from competitive pay to healthcare for part-timers, and actively solicits feedback from customers—making tangible changes based on what they hear.

When customers complained about excess plastic, Trader Joe’s swiftly reduced packaging and eliminated single-use bags. Want to try a product before buying? They’ll open it for you. Employees are encouraged to be helpful, creative, and connect with customers, which makes every visit feel personal.

Takeaway: When employees feel valued and heard, they pass that care on to customers—creating a feedback loop that elevates both service and brand loyalty.

3. Patagonia: Empowered Service, Tech-Driven Solutions

Patagonia isn’t just about outdoor gear; it’s about service with purpose. When their previous contact center struggled with outages and delays, they didn’t just patch the problem—they invested in Talkdesk CX Cloud, re-trained their entire team, and rebuilt workflows for speed and clarity. Now, employees are empowered to deliver quick resolutions and real communication—even using the system’s messaging to update customers about outages proactively.

Takeaway: Service isn’t just about answering questions—it’s about making the customer feel part of your brand’s mission. Investing in the right tools and training turns stressful moments into opportunities for loyalty.

4. Zappos: Going to Extremes for the Customer

Zappos built its entire brand around exceptional service. Free shipping on all returns, a full year to return products, and support agents who stay on the line as long as needed—even once for over 10 hours! Their team responds to every email (even those to the CEO), often with wit and creativity. They keep customer service in-house to ensure cultural consistency.

Takeaway: Service isn’t a cost center—it’s a marketing engine. When you surprise and delight, you win word-of-mouth, loyalty, and advocacy.

5. Ritz-Carlton: The Gold Standard in Personalization

At Ritz-Carlton, each guest is treated as an individual. Their “Mystique” database tracks preferences down to room temperature and favorite snacks. Every employee can spend up to $2,000 to resolve any guest issue on the spot—no approval needed. When a guest left a charger behind, they mailed it back with a second charger and a handwritten note.

Takeaway: Personalization isn’t a buzzword—it’s the daily practice of noticing, remembering, and acting on what matters to each customer.

6. Apple: Empowering Staff for Memorable Experiences

Apple’s commitment to world-class customer care isn’t just about slick stores—it’s about rigorous employee training that balances technical skills with human connection. Genius Bar appointments, personalized support, and a robust ecosystem of self-service options (from support forums to video walkthroughs) help Apple turn every problem into a brand moment.

Takeaway: Invest in your people and in making support accessible. Customers value expertise, yes—but they remember empathy.

7. Amazon: Scale with Empathy

Despite its massive scale, Amazon resolves millions of inquiries efficiently and, when possible, with minimal friction. Policies like “no-questions-asked” returns and free shipping on qualifying orders put customer happiness ahead of short-term cost. They use automation to proactively notify customers of delays and issues, making the process as smooth as possible.

Takeaway: Even the largest organizations can act with speed and care—if they invest in smart automation and policies that put customers first.

8. Ace Hardware: Omnichannel Care, Everywhere

Ace Hardware stands out by meeting customers where they are—online, in-app, or in-store. Their “Service So Good It’s Guaranteed” promise is backed by staff who remember names, offer personalized recommendations, and create a local, welcoming vibe—even in a big chain. Integration of digital and physical service makes for seamless experiences.

Takeaway: Consistency and accessibility across channels build trust and encourage repeat business.

9. ServiceTitan: Technology That Empowers Agents

ServiceTitan uses advanced call center tools integrated with Salesforce to route calls based on customer history and likely needs. This ensures seasoned agents handle complex issues, boosting first-call resolution and reducing wait times. The result: more satisfied customers and more efficient teams.

Takeaway: Smart tech isn’t about replacing people, but helping them shine—getting the right call to the right person, faster.

10. UPS: Personal Touch at Scale

Even as a global company, UPS cultivates a “small town” vibe. Franchise staff build personal relationships, greet customers by name, and go out of their way to help—whether it’s tracking a package or offering last-minute solutions.

Takeaway: Big brands can feel local when they empower staff to care like neighbors.

11. Farfetch: Scaling Luxury Service Globally

Farfetch connects luxury brands to customers worldwide. To support growth, they adopted Talkdesk CX Cloud and Copilot, which helped them boost efficiency, keep agents engaged, and deliver personalized, high-touch service—even as call volume soared. Cost savings and happier customers followed.

Takeaway: Seamless service, supported by automation and AI, can help companies scale without losing their special touch.

12. Justworks: Effortless Service with Modern Tools

Justworks, an HR technology platform, ditched their clunky phone systems for a modern, cloud-based contact center. Integration with Zendesk and intelligent call routing means faster response times and empowered remote agents—creating a smoother experience for customers and staff alike.

Takeaway: Modern platforms remove friction for both customers and employees, unlocking better outcomes for everyone.

The Role of AI, Automation, and Pod in Great Service

Today’s best customer service doesn’t just rely on great people—it’s powered by smart technology. AI-driven platforms like Pod give small and medium businesses access to the same service tools as the world’s largest brands. With Pod, you can:

• Automate routine support: Free up staff to focus on complex, high-value interactions.
• Route calls intelligently: Get the right customer to the right person or solution, every time.
• Deliver 24/7 service: Let customers get help whenever they need it, not just during office hours.
• Collect and act on feedback: Use analytics to spot trends, fix recurring problems, and continuously improve.

Pod helps businesses of any size punch above their weight, delivering the kind of responsive, empathetic, and memorable service that drives customer loyalty and growth.

How to Implement Great Customer Service In Your Business

• Start with culture: Make service everyone’s job, not just support teams.
• Empower your staff: Give them the training, authority, and tools to solve problems.
• Embrace technology: Use automation and AI to remove friction, not to replace human connection.
• Listen and adapt: Collect feedback and act on it, visibly.
• Celebrate wins: Share stories internally and externally—recognize what “great” looks like.

Final Thoughts

Great customer service isn’t a luxury. It’s the key to sustainable growth, loyal customers, and brand love. Whether you’re sending sympathy cards like Chewy, building local connections like UPS, or scaling support with AI tools like Pod, the core principle is the same: treat every customer like they matter, because they do.

Ready to level up your customer service? Explore how Pod’s AI voice solutions can help your business deliver world-class support, 24/7.