Beyond Satisfaction: Elevating Customer Service to Extraordinary

In today’s competitive marketplace, providing exceptional customer service isn’t just nice to have; it’s a necessity. Businesses that prioritize customer satisfaction and go above and beyond foster intense brand loyalty, elevating them from a crowd of their peers. When a consumer experiences a level of service that stands out, they tell people, and that word-of-mouth advertising is marketing GOLD. While each individual has their own measurement of what they consider to be proper customer service, there are many ways to take your customer experience from good or acceptable to standout.

In recent years, we’ve been introduced to the constantly disappointed “Karen” (and more recently, her male counterpart, whose widely accepted name has been debated but let’s call “Kevin”), and I’m going to share easy tweaks that will make even those two happy. First, let’s start by talking about a few well-known companies who have developed a reputation for their high level of customer service, and take a look at what they do well. This is not meant to be an exhaustive or even a Top 5 list, so if your brand didn’t make this very brief case study, don’t come for me.

Nordstrom has long been known for its elevated service and clientele. Their associates wear business attire, and personal shoppers are on site to help you craft the perfect outfits for any occasion. They offer free shipping and hassle-free returns with no time limitations, and there is just a feeling of luxury when you enter their store. They also have 24/7 customer service, and will adjust the price of your merchandise if selected competitors offer the same item at a lower rate, up to 10 days after purchase. What sets Nordstrom apart though, is twofold: their attention to detail when it comes to the customer experience, and the level to which they empower their employees. 

Take this example from a blogger at Belief Agency: she purchased a blazer and noticed after wearing it to work that the sensor was still attached. She then tweeted at Nordstrom, and received a reply less than two minutes later. They exchanged info, and after a few calls with their service experience department, Nordstrom sent a concierge to her office that afternoon to remove the sensor. He apologized profusely and was on his way. Now THAT is unheard of. It is stories like these where Nordstrom makes it clear they are in the relationship business, not the retail business.

Apple has built a cult-like following for their products by making high quality computers, phones, tablets, and accessories, and by creating value for customers. Their customer service is also a large part of their brand. Apple offers worldwide customer support and trains their employees to maintain a positive, upbeat tonality when interacting with customers. They are told to be empathetic and to give every issue the same level of care. With Apple’s free 1-year warranty on all products, this tells customers that they stand behind their products and will repair or replace any defective item at no cost to them. 

Apple also has a great acronym for their employees to keep in mind when interacting with customers. They are to approach customers with a personalized, warm welcome, probe politely to understand all of the customer’s needs, present a solution, listen for and resolve any issues or concerns, and end with a fond farewell and an invitation to return. It seems simple, but when every one of your employees is following the same model, you have a tried and true method for success, without sounding scripted. Perhaps one of Apple’s biggest takeaways for any business wanting to up their own customer experience game can be found within their motto: Think Different.

Renowned online shoe retailer Zappos is known for going above and beyond to satisfy its customers. They do things like surprise customers with free overnight shipping, send flowers, gift free shoes, and more. Their Twitter support team actively engages with customers, their agents never use scripts, and they never upsell. The only thing important to Zappos is that the customer is happy, no matter what. 

This dedication to exceptional customer service has earned them a loyal customer base, and is one of the best case studies we’ll discuss today. That’s because there’s nothing inherently special about Zappos’ products or prices–it is their priority commitment to making customers happy that sets them apart, and clearly, it works. They bring in over $2 billion in revenue each year, and 75% of purchases come from returning customers.

Trader Joe’s is a neighborhood grocery chain known for their low prices, variety of specialty foods, and extremely friendly crew members. Many of their unique products are sold under their own brand, which undergo rigorous taste testing and quality control checks. They don’t have sales, offer coupons, or have any sort of loyalty program (which is actually a way for other retailers to extract data from you). They have a longstanding commitment to donating 100% of their unsold but still good to consume food to those in need, and donated more than 104 million pounds ($469 million worth) of food to nonprofit partners across the nation in 2023. 

While many grocery stores donate food and also have knowledgeable team members, there are two things in particular that set Trader Joe’s apart: when you ask about a product, they will walk you to it versus telling you where to find it, and they take the time to expressly label foods that are vegan, gluten free, have no dyes, etc. This makes shopping with a food allergy or dietary restriction very easy. In addition, you can ask a crew member to sample any product, they will take you around to shop if you ask for recommendations, and they will refund you for anything you don’t like.

Chewy is an online retailer of pet products whose customer-first philosophy boasts pet experts on demand for a phone, email, chat, or social media conversation 24/7, and their 100% satisfaction guarantee policy provides peace of mind to customers who are trying new items for their beloved pets. This is already a great example of how you go above and beyond for your customers, but what REALLY sets Chewy apart is their genuine care for their clients. This can be seen in how they react upon learning of a pet loss. Chewy’s customer care team has been known to send flowers, cards, or even personalized portraits to their grieving customers. They also provide refunds for products that are no longer needed. I myself have contacted them about a return, only to be told to donate the items to a shelter, nonprofit or other dog in need, and a refund immediately processed. These types of actions make customers feel valued as people, and not just another number toward a sales goal. 

You don’t have to look to global companies as the only example of extraordinary service. The everyday small businesses you frequent can be just the inspiration you need to level up the experience your business provides. What do YOU value? What makes you want to tell everyone about your interaction(s)? How does a brand earn YOUR repeat business? Here are some small, simple ways to go from good to great customer service.

1. Come up with a pleasant greeting or unique catchphrase to brand your business. Consider Chick-Fil-A or The Ritz-Carlton in this instance. Both brands focus on a consistent customer advocacy language. By weaving the term “my pleasure” throughout the customer’s interactions with their team members, Chick-Fil-A and The Ritz-Carlton evoke a positive feeling that the customer is cherished and that the employee is genuinely happy to serve. 
2. Step away from the task at hand to provide full attention to the customer. What I mean by this is when a customer enters your store or logs on to chat with your online service, stop what you are doing and focus on their needs. The absence of warmth and care is just as bad as being actively rude. If a person walks into your business and is made to feel like they are bothering you with their questions or needs, that will put a poor taste in their mouth and stick with them long after the interaction ends. 
3. Take excellent care of your employees. Employees who deliver top-rate service work for top-rate employers. If a business takes care of its employees, employees will always take care of its customers. When workplace morale is high, it shows. There is no hiding happiness in a person who feels valued for their contributions to the company. You can do this by cultivating a culture where employees are allowed to speak up, are given opportunities for growth, and are entrusted to do the jobs for which they were hired.
4. Check in with your customers, with no agenda. People can tell when you’re being disingenuous or are just trying to make a sale. If you have information on them such as their birthday or address, you can use that data to reach out with a happy birthday message (or my personal favorite, a happy HALF birthday message!) or check in with an anecdote or with concern, in regards to their location. For example, let’s say there was a destructive weather event. You could send an email or text to your customers that reside within that geographic area, letting them know you’re thinking of them and hope they’re ok.
5. Treat your customers like guests in your home. No one does this better than Disney. Their cast members actively look for ways to deliver happiness. Granted, doing this may seem easier in a theme park than at any other type of business, but that isn’t true. Something as simple and inexpensive as offering your customer a bottle of water will set you apart. If you’re an online retailer, you can deliver this experience through your customer service team. 
6. Seek feedback like your business’s longevity depends on it. You will learn more from unhappy customers than happy ones, but all input from your clients will be invaluable in shaping your future policies. Ask them to tell you what you’re doing right (so you can do more of that) and where you can improve (and then actually do that) and have a plan in place for following up. This is where many, many companies can go from good to great. Taking action based on your surveys means very little if you don’t tell your customers.

It’s important businesses align their actions with their stated mission and core values. Positive customer experiences fuel sustainable business growth. Seven out of 10 U.S. consumers say they’ve spent more money to do business with a company that delivers great service. This is where companies like Publix and Southwest Airlines come in. 

Publix is a higher-priced grocer than Kroger or Walmart, but studies show people are willing to spend 17% more to do business with companies that deliver excellent customer service. Publix knows how to elevate the shopping experience in their stores, as evidenced by being named the 2023 most trusted grocery store by a Newsweek and Statista poll. They were also ranked among the 100 Best Companies to Work For in 2022 by Fortune. This is not a coincidence, and goes back to what I mentioned above about the correlation between the care of employees and for customers.

Similarly, though Southwest used to be known as a budget airline (and to some extent they still are), they now rival bigger airlines like Delta or United by having flexible booking policies and exceptional customer care teams. They are rarely among the least expensive options now, but they outshine in several key areas. Southwest is known for their legendary hospitality, and their culture is woven into all aspects of their business. It is a source of pride among employees, and why they have ranked #1 in the Department of Transportation’s Customer Service metrics 26 times during the past 33 years.

Perhaps a startling statistic, it can cost a business five times more to acquire a new customer than to retain an existing one. American Express found that 33% of customers consider switching brands or companies after just one negative customer service interaction. Increasing retention by a mere 5% can increase profits more than 25%. With stakes this high, you must ask yourself what more you can do to elevate your company’s customer service to extraordinary. It may be one of the most important brainstorming sessions you can hold.