Customer Service

5 great customer service experience examples

Titilola Shittu
May 3, 2024

Hold on before you fire off that angry email! Hear us out. While negative experiences might seem like a surefire way to chase customers away, a study by Forbes revealed that 58% of customers are willing to pay more for a better customer experience

That's right, the business world is competitive, good customer service isn't a luxury, it's a strategic advantage. But what exactly makes a customer experience "great"? Is it friendly greetings or lightning-fast response times? The truth is, it's a combination of factors.

In this blog, we will take a look at 5 real-world examples of companies that nail the customer experience. Let’s dive into strategies you can adapt to boost your customer experience game.

Why is customer experience important?

Customer experience is important for businesses today because it impacts many aspects of a company's success. Positive experiences create happy customers who are more likely to return for future purchases.

The market is competitive, and keeping customers is essential since it's typically cheaper than acquiring new ones.

Delighted customers often recommend products or services to friends and family, which is free marketing for your business. 

Positive word-of-mouth can be incredibly powerful in driving sales. With so many choices available, a great customer experience can set your business apart from the competition.  If you provide a smooth and enjoyable experience, customers are more likely to choose you over a competitor.

Loyal customers tend to spend more money with a business over time.  They're also more likely to try new products or services you offer. Positive customer experiences contribute to a strong brand reputation. 

People are more likely to trust and do business with a company that's known for taking care of its customers. A great customer experience is about building relationships with your customers. 

5 examples of great customer experiences.


Uber stands out for its focus on solving common cab-hailing problems, creating a smoother experience.  They address key pain points: no more waiting by the curb unsure of when a cab will arrive. 

With Uber, you can track your ride's location and estimated arrival time.  The two-way rating system encourages both riders and drivers to provide quality service.  Friendly drivers can add to the experience, and in-app payment eliminates the need to carry cash.  

Hailing a ride from your phone eliminates the need to flag down a taxi or wait at a taxi stand. You can see upfront pricing estimates and track your driver's arrival in real-time. Uber provides information about your driver, car makes and models, and even their ratings from previous passengers. This can increase trust and comfort.

Depending on your needs and budget, you can choose from various ride options like UberX, UberXL, or Uber Black. No need to carry cash - payment is handled seamlessly through the app. Uber's focus on convenience, transparency, and multiple service options has transformed the way people get around. 

Different ride types that Uber offers


Netflix revolutionized entertainment with its focus on a great customer experience. Their subscriber base exploded, growing from 21.5 million in 2011 to over 158 million by 2019.  Personalized movie and show recommendations are a key feature and likely a core part of their customer experience strategy for keeping users engaged.

Netflix uses data and algorithms to personalize the experience for each subscriber. This means you see recommendations for shows and movies you're likely to enjoy, and the interface itself can be tailored to your preferences. Their focus on technological innovation helps ensure high-quality viewing with minimal buffering.

Users have a high degree of control over their experience. You can choose what to watch when to watch it, and on what device.  Pausing, rewinding, and fast-forwarding are all readily available, allowing you to watch at your own pace.  Plus, Netflix allows you to cancel your subscription at any time, offering flexibility for budget or content changes.

Netflix invests heavily in creating and acquiring high-quality content, offering a vast library of movies, documentaries, and original shows. This gives users a wide variety of choices to suit their tastes. The brand is known for its customer-centric approach.  They collect feedback from users and use it to constantly improve the platform.  Their focus is on making the experience enjoyable and user-friendly.

While there may always be room for improvement, Netflix's commitment to personalization, user control, and a quality content library has made it a frontrunner in the world of streaming and great customer experience.

Netflix user experience


Buffer goes beyond just being a social media management tool. They strive to be known for their great customer service experience. Their "Happiness Heroes" team reflects this focus.  As Buffer puts it, every customer interaction is a chance to learn and improve.  They aim to personalize each interaction and make it positive.

To achieve this, Buffer has a responsive team ("Heroes" and "Warriors") to address customer inquiries, alongside a proactive "Community Champion" who fosters a strong user community. Buffer emphasizes quick responses, thoughtful communication, and authenticity, ensuring they consistently deliver on their customer-centric values. 

Buffer prioritizes customer happiness. They have a dedicated team called "Happiness Heroes" who are known for their friendly, helpful, and prompt service.  This focus on going the extra mile creates more satisfied customers.

Buffer offers multiple ways for customers to get help,  including email, social media, and a comprehensive knowledge base. This allows users to choose the channel that best suits their needs and preferences.

Their representatives strive to provide personalized experience. They don't just answer questions; they take the time to understand the customer's situation and offer helpful advice or suggestions for using Buffer more effectively.

Overall, Buffer's commitment to providing great customer service experience through various communication channels, personalization, transparency, and self-serve options has made it a leader in customer experience within the social media management software industry.

Buffer customer service experience


FedEx, known for reliability and global reach, prioritizes clear communication to enhance satisfaction. They streamlined communications by sending one customer-focused newsletter instead of multiple departmental emails. This ensures accurate and timely information reaches customers.  They prioritize relevant information over overwhelming customers with frequent emails.

Collaboration is also key. FedEx works closely with external partners and shipping providers like PluginHive to create a smooth experience for online store owners who use their services.  They actively seek customer feedback to continually improve their practices.

Still, on core services, FedEx is known for its reliable and fast delivery services. They offer a variety of shipping options with guaranteed timeframes, which can be crucial for businesses and individuals who need their packages to arrive on time. They have a vast global network, allowing them to deliver packages to almost any location in the world. This can be a major advantage for businesses that operate internationally.

FedEx offers a variety of convenient services, such as online shipping tools, pickup and drop-off locations, and extended business hours at some locations. This can make the shipping process easier and more efficient for customers. 

FedEx delivery service app


Airbnb personalizes the customer experience by catering to two distinct user groups. They recognize that people use their platform for both finding unique places to stay (guests) and renting out their own spaces (hosts).  

Airbnb offers a wider variety of accommodations than traditional hotels, allowing guests to experience unique places and immerse themselves in local cultures. This can be a major draw for travellers seeking adventure and authenticity.

Their listings often cater to specific interests and needs.  You can find anything from cozy cabins to luxurious penthouses, pet-friendly stays, or rentals with amenities like pools or hot tubs.

The Airbnb platform is user-friendly and facilitates the booking process.  Guests can easily search for listings, communicate with hosts, and manage their reservations online. Staying in an Airbnb can connect you with the local community.

You might interact with your host, who can provide recommendations for restaurants, attractions, and hidden gems.

The key takeaway is to prioritize user needs.  Airbnb listened to its customers and understood they weren't confined to a single category (guest or host).  This approach can be applied broadly:  be on the lookout for additional use cases your company might be able to serve.

Airbnb app

9 ways to improve the customer experience.

1. Understand the needs of your customers.

Put yourself in your customers' shoes. What are their goals, challenges, and pain points? Conduct surveys, collect feedback, and use data to understand customers' expectations and needs. You can tailor your product or service, and interactions to better serve them, by understanding your customers better

A clear understanding of your customer's needs is the foundation of a great customer experience. Design surveys to gather customer feedback on specific aspects of your product, service, or customer journey.

You can distribute them electronically, through email, or even in person after interactions. Offer live chat support on your website to allow customers to ask questions and get immediate feedback. Collecting customer feedback is an essential jumping-off point in developing your overall customer experience strategy.

Use website analytics tools to track user behaviour on your website. Analyze metrics like time spent on pages, bounce rate, and popular content to understand what resonates with your customers and where they might be encountering difficulties.

Customer relationship management systems can store valuable customer data like purchases, support interactions, and preferences. Analyze this data to identify trends and personalize the customer experience.

2. Map their entire customer journey.

Customer journey mapping is a powerful tool for achieving remarkable customer experience by providing a visual representation of your customer's interactions with your brand.

Map out the different touchpoints a customer has with your brand, from initial awareness to purchase and beyond. This helps identify areas for improvement and ensures a smooth and consistent experience across all channels.

It also helps to personalize your communication strategy. For example, you might send targeted welcome messages to new customers or provide troubleshooting guides to customers experiencing issues.

The customer journey often spans multiple touchpoints. Use the map to ensure your messaging is consistent across all channels (website, email, social media, phone support) to avoid confusing customers.

Use the journey map to identify areas with the biggest impact on satisfaction. Focus your efforts on addressing these pain points first. Once you've made improvements based on your journey map, track the impact on key customer experience metrics (e.g., NPS, CSAT). This helps you measure the success of your efforts and identify areas for further refinement.

3. Sort your customer journey and implement findings to your cx strategy.

Once you understand the journey, you can organize it to create a seamless experience. This might involve using technology to automate tasks, personalize interactions, and ensure a consistent flow throughout the journey.

Utilize technology to automate repetitive tasks, such as appointment reminders, order confirmations, or shipping updates. This frees up human customer service agents to handle more complex issues and provide personalized customer experiences.

Ensure a smooth experience across all channels. Customer journey organization tools can help manage interactions across channels and provide consistent information and support no matter how a customer chooses to interact with you.

Set up automated triggers based on customer behaviour or data. For example, a customer who abandons their shopping cart might receive a personalized email reminder with abandoned cart recovery offers. Technology and data help you create a seamless, efficient, and satisfying journey.

4. Regularly collect and make use of customer feedback data.

Analyze data collected throughout the journey to identify areas for improvement. This data can reveal pain points, highlight successful interactions, and help you measure the effectiveness of your customer experience efforts.

See how customers navigate your website or app, what content they engage with, and where they might drop off. This data reveals their preferences and pain points, allowing you to identify areas for improvement.

Customer journey can reveal areas where customers encounter difficulties, frustration, or delays. This might be a complex checkout process, confusing website navigation, or long wait times for customer support. Focus your efforts on addressing the pain points that have the biggest impact on satisfaction. 

Once you've made improvements based on journey analytics data, track key metrics (e.g., conversion rates, time spent on tasks, satisfaction scores) to measure the effectiveness of the changes. This helps you refine your approach continuously.

There are various customer journey analytics tools available. Choose one that integrates with your existing systems and provides the data and insights you need.

Journey analytics data is most powerful when combined with other data sources, such as customer demographics, purchase history, and customer service experience

customer feedack

5. Leverage personalization strategies for a better experience.

Personalization strategies help to improve customer experience by tailoring interactions to individual needs and preferences.

Gather customer data through various methods like surveys, website analytics, purchase history, and social media interactions. This data can include demographics, preferences, interests, and past behaviour.

Personalize website content, emails, and marketing materials based on customer data. This could involve showcasing products they might be interested in, highlighting features relevant to their needs, or providing content tailored to their stage in the customer journey.

Tailor calls to action (CTAs) on your website or marketing materials based on customer data. For example, a customer who has already purchased a product might see a CTA for related accessories, while a new customer might see a CTA to learn more about your brand.

While leveraging data to personalize the experience is important, avoid being overly intrusive or creepy. Focus on providing value and relevant information, and always be transparent about how you are using customer data.

6. Create a seamless omnichannel experience always.

Customers expect a consistent and positive experience across all channels they interact with your brand, whether it's your website, social media, phone support, or physical store. This is where creating a seamless omnichannel experience comes in. Customer service teams ensure a smooth transition between channels and provide consistent information and support wherever customers engage.

“We make it a top priority that all of our team understands how we talk to our customer base, so that any customer that reaches out to us, has a consistent experience regardless of who they speak to on the team. Our team are all bought into the success of our customers, and we are aligned internally on what's important, which means everyone (not just our customer support team) can jump in and help customers.” - Ella Cullen, Customer Success Lead at Embeddable.

Develop clear brand guidelines that outline your brand voice, tone, visuals, and messaging. Ensure consistency across all channels, from your website and marketing materials to your social media presence and customer service experience.

Create a content strategy that delivers exceptional service and consistent message across all channels. Tailor the content format to each channel (e.g., short videos for social media, in-depth articles for your website), but ensure the core message remains consistent.

We are in a mobile-first world, so ensure your website and online presence are optimized for mobile devices to meet customer expectations. This includes fast loading times, responsive design, and easy navigation on smartphones and tablets. Empower customers to find answers and complete tasks independently.

Offer a robust self-service portal with FAQs, knowledge base articles, and troubleshooting guides.  Consider chatbots for simple inquiries.

7. Focus on employee training for your support team.

Your employees are on the front lines of a great customer experience. Invest in training them to provide excellent customer service experience, be knowledgeable about your product and service, and effectively address customer needs. A happy and engaged workforce translates to a better customer experience.

Train employees on effective communication skills, active listening, conflict resolution, and empathy. They should be able to build rapport with customers, understand their needs, and deliver superior customer experience consistently. Ensure employees are comfortable using technology relevant to their roles.

This could include CRM systems, self-service tools, or communication platforms used for interacting with customers. Offer competitive compensation and benefits packages to attract and retain a top team member.

A secure and valued workforce is more likely to be engaged and provide a great customer service experience. Promote a healthy work-life balance for your employees. Burnout and stress can negatively impact customer interactions. Offer flexible work arrangements, encourage breaks, and support good employee experience.

8. Utilize technology for enhanced support.

Technology can be a powerful tool to improve customer experience. Implement tools like chatbots, self-service options, and knowledge bases to empower customers to find answers independently. Additionally, leverage technology to streamline processes, reduce wait times and personalize interactions.

  • Knowledge base and FAQs: Develop a comprehensive knowledge base with articles, FAQs, and tutorials that address common customer questions and issues. Make it easily searchable for customers to find and own solutions independently.
  • Chatbots: Implement AI-powered chatbots to answer basic customer inquiries, troubleshoot common problems, and provide 24/7 support. This frees up human agents for more complex issues.
  • Automated ticketing systems: Utilize automated ticketing systems to streamline the support request process. Customers can submit requests easily, track their progress, and receive updates without needing to contact a representative every time.
  • Omnichannel support: Offer customer support across multiple channels (phone, email, social media, live chat) to cater to different customer preferences. Customers should be able to reach you on the platform they find most convenient.
  • Sentiment analysis: Utilize sentiment analysis tools to analyze customer interactions and identify frustrated or dissatisfied customers. Proactively reach out to them and address their concerns to prevent negative experiences.

Ensure your support channels and resources are mobile-friendly. Customers increasingly use smartphones and tablets to seek support, so a seamless mobile experience is crucial.

Technology should complement the human touch, not replace it. Strive to find the right balance between automation and personalized support.

9. Monitor and measure your customer satisfaction.

Regularly track satisfaction metrics like Net Promoter Score (NPS) and Customer Satisfaction (CSAT) scores. Use this data to identify areas for improvement and measure the effectiveness of your customer experience initiatives. Continuously monitor and adapt your approach to ensure you're delivering a great customer experience.

“The frequency of analyzing customer experience data can vary. In our case at Instrumentl, we conduct monthly deep dives but also maintain real-time dashboards for continuous monitoring. We use these insights to adapt our strategy, enhancing what's working well and taking action to resolve any identified problems. We believe this continuous learning and adaptation are vital in providing excellent customer experiences.” - Will Yang, Head of Growth & Marketing at Instrumentl.

Use website analytics tools like Google Analytics to track user behaviour on your website. Analyze metrics like bounce rate, time spent on pages, and conversion rates to identify areas where the customer journey might be dropping off.

Analyze data from your customer support channels to identify common customer issues and areas where support processes can be improved.

Tips for improving customer service

How to measure and analyze customer experience.

It is important for any business that wants to thrive to analyze and measure customer experience. It helps you understand how customers perceive your brand, identify areas for improvement, and drive customer loyalty and satisfaction. 

1. Net promoter score (NPS).

Measures likelihood to recommend (0-10 scale), categorized into Promoters (9-10), Passives (7-8), and Detractors (0-6). A higher NPS indicates a more positive experience.

“We sent an NPS survey to customers within 24 hours of their support interaction. This helped us connect satisfaction ratings directly to specific support experiences while they were fresh in the customer's mind. We saw our NPS improve over 2 years as we used the customer feedback to improve training and adjust policies that had been frustrating customers. The NPS provided a simple yet insightful metric to measure and improve customer satisfaction with support.” - Dmitriy Bobriakov, Marketing Manager at RealEstateU.

2. Customer satisfaction score (CSAT).

Gauges satisfaction with a specific interaction (purchase, service call) on a Likert scale (Very Satisfied to Very Dissatisfied).

“For us, high NPS and CSAT scores can influence the purchase decisions of potential customers. They also help in identifying dissatisfied customers, allowing us to take corrective action promptly. For example, a low NPS score could indicate that customers are not likely to recommend our services, prompting us to improve our offerings.

Similarly, low CSAT scores could suggest that customers are not satisfied with our services, requiring immediate action to address their concerns.” - Laia Quintana, Head of Marketing and Sales at TeamUp.

3. Customer effort score (CES).

Measures perceived effort required to resolve an issue or complete a task. A lower customer effort score indicates a smoother experience.

“Over my years of experience in customer service leadership roles, I have found that the key metric to focus on for measuring satisfaction is the customer effort score (CES). The CES measures the level of effort a customer has to put in to get their issue resolved or question answered. The lower the effort, the higher the satisfaction. 

An example of how we tracked this at a previous company was through post-interaction surveys. We would ask the customer to rate on a scale of 1 to 5 how much effort it took to get their issue handled, with 1 being very low effort and 5 being very high effort.

We aimed for an average CES of less than 2.0, meaning most customers perceived the interaction as low-effort. If scores started creeping up, that was a sign we needed to review our processes and tools to identify points of unnecessary effort and frustration.” - Daniel Nyquist, Chief Marketing Officer at Crosslist.

4. Customer churn rate.

Measures the percentage of customers who stop using your service within a period. A high churn indicates a negative experience.

“My approach is to conduct customer surveys to understand the reasons behind the churn and to provide value-added services. This helps in retaining existing customers and attracting new ones. By understanding the reasons for churn, we can address these issues and improve our services. Value-added services, on the other hand, can enhance satisfaction and brand loyalty, thereby reducing churn.” - Laia Quintana, Head of Marketing and Sales at TeamUp.

5. Customer lifetime value (CLTV).

Estimates the total revenue a customer generates over their relationship with your business. A high CLTV indicates a strong customer experience.

“In my 15 years of experience optimizing customer journeys, the most crucial metric I analyze is the customer lifetime value (LTV). Understanding LTV allows me to segment users, identify high-value customers to nurture, and pinpoint areas of churn across the journey.

For example, one client had a seemingly healthy 30% conversion rate from free trials to paid plans. However, when I analyzed LTV, I realized most customers left within 3 months of converting. This insight allowed me to overhaul the onboarding process to set proper usage expectations, improving retention by 200%.” - Daniel Nyquist, Chief Marketing Officer at

A positive customer experience isn't just about one touchpoint; it's the entire journey. By focusing on these elements – understanding customer needs, personalizing interactions, creating a seamless omnichannel experience, and prioritizing employee engagement – you can craft an experience that creates repeat customers.

An all-in-one customer communication platform provides the tools you need to gather valuable customer feedback, analyze journey data, and personalize interactions at every touchpoint.

Titilola Shittu

Content Writer
Titilola enjoys writing content that resonates with a target audience. With an interest in product marketing, she understands the importance of using data to provide actionable insights that help with informed decisions. You can find her listening to music or reading African literature when she's not doing anything marketing-related.

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