Customer service usually sucks. We’ve all been there, stuck in a "press 1 for frustration" loop while a robotic voice tells us our call is very important. It isn't. But then, once in a while, a brand does something so human it actually stops you in your tracks. These best customer service examples aren't just about being polite; they're about companies acting like actual people instead of faceless corporations.
Most businesses think good service is just "solving the ticket." They're wrong. Honestly, people don't remember the ticket being solved—they remember how they felt when it happened. In 2026, where AI handles 90% of our basic gripes, that human touch is the only thing left that creates real loyalty.
The Zappos Philosophy and the 10-Hour Phone Call
Zappos is basically the poster child for this stuff. They don't have scripts. They don't have "average handle time" metrics that punish employees for talking too long. There’s a famous story about a Zappos rep who stayed on a customer service call for 10 hours and 43 minutes. Think about that for a second. Most managers would fire an employee for that kind of "inefficiency." But at Zappos, they celebrated it.
The call wasn't even strictly about shoes for the whole time. They talked about life, moving to Las Vegas, and whatever else came up. It sounds like a waste of money on paper. It isn't. That one call generated more free PR and lifelong brand obsession than a million-dollar Super Bowl ad ever could.
Then there's the time a customer's mother passed away. When the customer tried to return a pair of shoes she'd bought for her mom, the Zappos rep didn't just process the return. They sent a flower arrangement and a note of condolence. That's not a "policy." That's a human being allowed to use the company's credit card to be a decent person.
Why Ritz-Carlton gives employees $2,000
The Ritz-Carlton has a legendary rule: every single employee, from the housekeepers to the front desk, has a $2,000 discretionary fund per guest, per incident. They don't need to ask a manager. If a guest is having a bad day or something went wrong with their stay, the staff can just fix it.
I remember reading about a family whose son left his stuffed giraffe, "Joshie," at a Ritz-Carlton in Florida. The kid couldn't sleep. The dad, desperate, told the kid Joshie was just staying on vacation a little longer. When the hotel found the giraffe, the dad called and explained his lie.
The staff didn't just mail the toy back. They took photos of Joshie lounging by the pool, getting a massage at the spa, and driving a golf cart. They sent a binder of these "vacation photos" back with the toy. It cost the hotel almost nothing—just some staff time and a bit of creativity—but it became one of the best customer service examples in hospitality history. It’s about empathy, not just logistics.
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Chewy and the Power of Handwritten Notes
If you own a pet, you probably know Chewy. They are dominating the pet supply space because they understand that people don't just "own" pets—they love them like children.
Chewy sends out thousands of handwritten holiday cards every year. Think about the logistics of that. It’s massive. But the real kicker is how they handle loss. When a customer contacts them to cancel a recurring food shipment because their pet has passed away, Chewy doesn't just stop the billing. They almost always send flowers.
- They refund the last bag of food.
- They tell the owner to donate the food to a local shelter instead of shipping it back.
- A real person writes a note of sympathy.
It’s a simple gesture. But in a world where most companies make it impossible to even find a "cancel" button, this kind of radical kindness stands out. It's why people post pictures of Chewy flowers on social media every single day.
Dealing with the "Best Customer Service Examples" Misconception
A lot of "experts" will tell you that great service is about technology. "Get a better CRM," they say. "Use predictive analytics."
That’s mostly nonsense.
The best service is usually low-tech. It’s about removing the friction that makes customers hate you. Look at Trader Joe’s. They don't have a loyalty program. They don't do delivery. Their stores are often cramped. But their staff is famously happy. During a massive snowstorm in Pennsylvania, an 89-year-old man was snowed in and his daughter was worried he wouldn't have food. She called several stores; no one would deliver. Trader Joe’s doesn’t deliver either.
But the employee at the Wayne, PA store told her, "Don't worry, we'll get it to him." They took the order over the phone (something they don't usually do), drove it to the man's house in the snow, and refused to take payment for the food or the delivery.
That’s the difference between a "policy-driven" company and a "purpose-driven" one.
The Morton’s Steakhouse Airport Delivery
This one sounds fake, but it’s 100% real. Peter Shankman, a consultant and frequent flier, tweeted a joke: "Hey @Mortons - can you meet me at Newark airport with a porterhouse when I land in two hours? K, thanks. :)"
He was kidding. He got off the plane, and there was a guy in a tuxedo holding a bag. It contained a 24-ounce porterhouse steak, shrimp cocktail, and bread. The server had driven 23 miles to the airport to meet a guy who made a joke on Twitter.
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What we can learn from the "Pizza Pause"
Sometimes, great service is just admitting you messed up before the customer even notices. Dominos did this with their "Pizza Tracker." If the tracker shows the pizza is late or the quality check fails, they often send an automated "we're sorry" coupon before the customer even has time to get hangry.
It's proactive. Most companies wait for you to complain, then they make you prove you're right. The best customer service examples involve the company taking the hit first.
Actionable Steps to Improve Your Service Game
If you're running a business, don't just copy the Ritz-Carlton. You probably don't have $2,000 per guest. But you can change your culture.
Empower your frontline. If your employees have to ask permission to give a $10 refund, your service will always be mediocre. Give them a "happiness budget" and let them use it. You'll be surprised how little they actually spend and how much goodwill they create.
Kill the scripts. People can tell when someone is reading from a PDF. Let your team talk like humans. If a customer mentions their dog, the employee should be able to ask what kind of dog it is without feeling like they're "wasting time."
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Be proactive about mistakes. If you know a shipment is going to be late, email the customer before they check the tracking link. Offer a small discount or a sincere apology. It defuses the anger before it starts.
Look for the "Un-scalable" moments. Sending a handwritten thank-you note doesn't scale well if you have a million customers, but for your top 100? It's the most valuable thing you can do. Focus on the small, high-impact gestures that AI can't replicate.
Great service isn't a department. It's an internal philosophy that says the customer's time and feelings are more important than the company's rigid rules. When you start treating people like neighbors instead of account numbers, you don't just get customers—you get advocates. That’s the real secret behind every famous customer service story you’ve ever heard.