An amazing customer feel is one of the biggest competitive advantages a party can have. alternatively of competing on monetary value, more than two-thirds of companies now compete by and large on the basis of customer experience .
But there are some companies that take it a step further and are wholly customer-centric in everything they do. last year I published the most customer-centric companies of 2018 and companies like Costco, Amazon, Zappos, Harley-Davidson, Trader Joes and Ritz-Carlton made the list. This class I took a slightly different approach, taking a more quantitate view looking at specific areas that might surprise you. Please note these are not the only customer-centric companies, nor is this list an accurate science. But I do my best to make it fair and consider all kinds of companies. I highlight many customer-centric companies in my column throughout the class, and this list does not take away from the many other companies that are besides doing incredible work .
But let ’ s draw to this class ’ second list. What does it take to top the number of most customer-centric companies ? A well-adjusted set about to four major principles : initiation, environmentalism and sustainability, employee experience and customer centricity. To be successful, companies can ’ t trust on one of these principles ; they need to excel in all four areas. The ten best-in-class companies on this list below excel in each area and have been recognized on lists including World ’ mho Best Workplaces 2019, 50 Most innovative Companies, America ’ sulfur Best Customer Service 2019 and Global 100 Most sustainable Corporations .
invention comes from companies that push the envelope and question the status quo. advanced companies are always looking for ways to better serve customers and improve their lives. They are problem solvers and never rest on their by bequest .
environmentalism matters because modern companies need to be sustainable, both in the products they offer and their inner fabrication systems. Customers want to do their partially to help the environment and are more probably to support companies that are responsible towards the world around them. modern companies can ’ t in truth focus on their customers while ignoring our planet ’ s many pressing challenges we can no long ignore .
Employees are the foundation garment of a potent customer experience, which means employee know and acculturation are crucial in customer-centric companies. successful organizations invest in empowering their employees and provide them with the right tools and culture to succeed. culture is the most under-appreciated instrument in impacting customer experience, and only 38 % of consumers say employees understand their needs .
Customer centricity is what this list is all about. Customer-centric companies are laser focused on their customers. alternatively of being driven by shareholders or tax income, these companies put customers at the center field of every decisiveness they make. They are customer focused over being product focused. That centricity is discernible in bang-up service and a cohesive customer experience .
With that in mind, here are the 10 most customer-centric companies of 2019 and how they excel in all four customer experience areas .
As America ’ s darling fast food chain, Chick-fil-A is known for its amaze customer service. It earned a 2019 ACSI score of 86, which tied for the best overall across all industries. Chick-fil-A besides scored a customer service mark of 9.11 from Newsweek, among its many other awards and recognitions. Chick-fil-A serves customers newly food cursorily and takes advantage of advanced engineering like a high-quality app for mobile order and in-person management of busy drive-throughs during rush times. Employees receive training on skills ranging from customer relations to team management and have the opportunity to receive scholarships to further their education and advance their careers. Chick-fil-A is besides committed to sustainability and recently announced plans to reduce construction godforsaken on its raw restaurants and remodels. It has besides made excellent progress on its goals to wholly source antibiotic-free chicken and cage-free eggs within the adjacent few years .
Financial services international relations and security network ’ metric ton typically known for its customer centricity, but USAA bucks the drift by offering personalize service to each customer. The company scored a Newsweek customer service score of 8.91 and is regularly recognized for its advanced approach to banking and indemnity. With a net Promoter Score four times the modal banking score, USAA has loyal customers because it treats them like people, not fair numbers. Employees are encouraged to take clock to get to know customers to provide the best advice and product recommendations. USAA besides appreciates employee feedback and has put hundreds of employee suggestions into practice. Innovation is encouraged and expected, specially when it helps customers. Each employee knows the value of the cultivate they ’ rhenium doing to serve military families. USAA ’ s advanced engineering includes a best-in-class mobile app with augment reality. Every groove is designed to be used how customers naturally use them. USAA is committed to sustainability through its efforts to cut newspaper usage, conserve energy, offer ride contribution programs and give back to the community, among other things .
The hotel chain was named the second- best place to work in the universe in 2019 due to its push to extend its “ Hospitality for All ” slogan to include front-line employees. All employees have entree to the like engineering as guests for a seamless experience. Employees besides can use a chatbot to ask common questions and even receive coach through VR. The cordial reception extends to customers with fabulously personalized servicing and a seamless connection between offline and on-line interactions. Hilton besides earned an ACSI score of 80, tied for the best among hotels. invention is separate of the basis at Hilton, including recently unveiling the ability to unlock hotel rooms via smartphone and Connected Room, which remembers a guest ’ s preferences like front-runner television receiver channels, room temperature and light settings and makes automatic adjustments each time they check into a Hilton hotel. Hilton made big sustainability strides in 2019 as it was named a global diligence leader for sustainability and aims to cut its footprint in half by 2030.
4. Kering SA
The french luxury sword was named the second most sustainable company in the world and has three pillars for its 2025 sustainability goals : worry about the affect on the planet ; collaborate for the dear of employees, distributors and customers and create initiate ideas for future generations. The luxury brands owned by the group include Gucci, Yves Saint Laurent, Balenciaga, Alexander McQueen, Bottega Veneta, Boucheron, Brioni and Pomellato. The company aims to craft tomorrow ’ mho lavishness with advanced practices that cut its environmental affect. Kering re-vamped its digital scheme at the end of 2018 to create a simplify and cohesive experience for customers, which paid off in 2019. The company now has a full view of customers so it can maintain near relationships and offer high levels of serve throughout the integral buy travel. Employees use an in-store app to check stock levels in real time and offer highly individualized service. The employee experience is bolstered by a stagger 98 % CEO approval military rank .
In 2019, software caller Workday ranked 10th on the list of great places to work in the world ascribable to its collaborative polish and full-bodied train and upskilling programs. workday employees are encouraged to take risks and try newfangled things in the name of better service customers. The company besides boasts an amaze 98 % customer satisfaction score for listening to customer feedback and adjusting its products to best converge customers ’ needs. changeless invention is part of the foundation at Workday, and it benefits both customers and employees. Workday is besides committed to sustainability by lowering its carbon paper footprint and endow in renewable energy. Employees are encouraged to help in the community and take their own steps to sustainability .
Don ’ t write Apple off as a “ has-been. ” even after years of leading the technology world, Apple continues to impress. It was named one of the 50 most innovative companies in 2019 for pushing its processors for faster performance across its devices. Apple leads ACSI scores in both cell earphone and personal computers. even as cell phone sales dropped across the industry in 2019, Apple continued to innovate by listening to what customers want and proactively producing solutions, such as Apple Card, iPhone 11 and services including Apple TV+. Apple has a hard employee experience where all employees, from front-line retail workers to top managers, are treated like executives. The respect-based culture focuses on people over products and creates an environment of engaged and passionate employees doing their best to share their excitement with each customer. Since 2016, Apple has been working towards wholly renewable energy. The company uses recycle materials in its biggest technical school products, including recycled rare earth for the iPhone 11, and is on its direction to a 100 % closed provision chain with mindful fabricate .
The Brazilian-based cosmetics company was named the 15th most sustainable party in the world in 2019 because of its continue efforts to source sustainable ingredients from the Amazon without hurting the environment or the people. Natura provides more than 2,000 jobs to Amazon locals and champions fair barter. The caller has been wholly carbon paper neutral since 2007 and continually finds newfangled ways to cut waste. Natura continues to innovate with newly manufacture and packaging processes that extend its sustainable mission. In 2019, Natura was ranked # 22 on the list of great places to work in the world, with 98 % of employees saying they feel valued and included in the divers environment. Natura has an industry-leading digital strategy that relies heavily on mobile. The streamlined communication helps employees and customers get the data they need and place orders digitally from anywhere in the populace while besides providing Natura with valuable customer data it uses to personalize and improve the overall know .
Cloud-based communication ship’s company Slack ’ s forward-thinking customer experience scheme unites engineer with customer service. As the caller has grown quickly in late years, employees have become experts in certain areas alternatively of trying to understand the stallion intersection. The approach gives employees ownership and streamlines customer service. When a customer calls with a certain character of interview, they can be cursorily routed to an adept in that area. Customer service and engineer cultivate together to track customer concerns and feedback and make regular adjustments to the products to best meet customer needs. From its beginning, Slack has been open to customer feedback at even its highest levels. That same feedback extends to employees, who are given regular pulse surveys to track engagement. A collaborative environment and unique organizational structure create divers, flexible teams that can best get knead done. Slack ’ s innovative access to communication continues to grow as it adds newfangled features to its clamant message intersection, such as calendar integration and an better work flow builder. Slack ’ s sustainability efforts help its clients around the world limit their wallpaper use by improving electronic communication .
9. Alaska Airlines
Airlines aren ’ thyroxine typically known for being customer-centric, but Alaska breaks the shape with its 2019 ACSI score of 80 and its Newsweek customer overhaul score of 8.47, both the best of all airlines. Alaska Airlines puts customers at the center of the integral locomotion journey, from making a reservation to the in-flight know and post-flight servicing. Employees are trained to anticipate travelers ’ needs and produce memorable service with a smile. Each employee receives an “ authorization toolkit ” with vouchers and things they can use to help customers. In 2019, Alaska continued its path of invention by relying heavily on engineering in its in-flight have, including updating planes with pad integration, USB connections at each seat and high-speed internet. Alaska is even testing giving excellent passengers VR glasses. In holocene years, Alaska has made partnerships to use more eco-friendly air travel fuel and cut its carbon emissions. Alaska ’ sulfur finish is carbon-neutral increase from 2020 and beyond .
The wedding register service was ranked one of the 50 most advanced companies in the worldly concern in 2019 because of its unique access to e-commerce. The company helps couples plan their weddings and make websites and registries. Zola ships register items across its 600 brands directly from the manufacturers, which means it doesn ’ t hold any armory and customers can promptly get products from multiple brands. In 2019, Zola besides opened a pop-up book shop in New York to offer one-stop in-person wedding planning and updated its digital scheme to include social media market. Zola aims to address common trouble points of wedding planning by allowing customers to choose when gifts are delivered and even rally products online. alternatively of having to work through numerous apps and vendors, Zola simplifies wedding planning to a individual app, which it regularly updates. Zola ’ randomness employees are involved in every aspect of its emergence and are welcome to provide feedback and raw ideas. The party supports sustainability by eliminating waste with its largely digital products and encouraging customers to support sustainable brands for their weddings .
To be rightfully customer-centric, companies must be all-around and focus on the four key areas of customer experience : invention, environmentalism and sustainability, employee experience and customer centricity.
These companies come from all industries across the world, showing that any caller can be customer-centric with the right focus and a dedication to improving the earth and the lives of their customers, employees and they impact they make on their communities .
Blake Morgan is the bestselling author of the new book The Customer Of The future. She is a keynote speaker and customer know fantast. To learn more signal up for her hebdomadally newsletter hera .