You may or may not agree with the choices, but you can’t argue with the numbers.
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We live in a world where 76% of customers say they will switch to a competitor if they know they will receive a better customer experience. Understanding which brands consistently win their customers’ hearts and wallets and why isn’t just interesting—it’s essential knowledge that will help you stay competitive.
Each year I survey more than 1,000 U.S. consumers for my annual customer service and CX research. The “audience” mirrors the U.S. population demographics for age, gender, ethnicity, geography and more. We learn about their likes, dislikes, expectations and more when it comes to customer service and customer experience (CX). One of my favorite questions to ask each year is, “When you think of customer service, what are your favorite companies?”
We ask each person to name their three favorites. Many of these brands you would expect to be on this list. For the research report, we listed the top 25 brands. For this article, I’m sharing the top 10. In addition to listing the brands, I’ve shared a few sentences about why these brands are loved by consumers. These lessons show us what our customers want, not just from these brands, but from any brand or company, including yours.
And here’s a disclaimer. This is a “people’s choice” list. You may or may not agree with the choices, but you can’t argue with the numbers. Furthermore, many of these brands have shown up on the list year after year.
So, with no further ado, let’s start with No. 10 and work our way to No. 1!
No. 10 – Home Depot
Customers appreciate the friendly service and help from employees who are knowledgeable about tools, paint and building supplies. Home Depot customers appreciate how employees guide them to the right solution and sometimes even share helpful tips. Here’s my tip, based on personal experience. When you have a project, look for an older employee. They often have the experience and wisdom you’re looking for. The lesson: Friendly employees empowered with knowledge create confidence for customers, and confidence builds loyalty.
No. 9 – AT&T
Customers value AT&T’s nationwide coverage, international packages and helpful support, whether in stores or over the phone. Many mention the responsiveness of employees who work to resolve issues quickly. The lesson: In a competitive industry, fast response and reducing friction can win over customers.
No. 8 – Verizon
“Can you hear me now?” Those five words have been part of Verizon’s marketing campaign since the early 2000s. It means Verizon customers can trust its products. In addition, it has reliable service and knowledgeable support teams. Its staff consistently provides clear answers and helps customers make sense of plans, devices and upgrades. The lesson: Reliability plus clarity equals trust, and trust creates the confidence that brings customers back.
No. 7 – Google
I did a Google search and asked, “How many Google searches are there per day? The answer is more than 13 billion! While Google is known for its search engine, it also has many products such as Gmail, YouTube, Google Maps and many others. While much of the experience is self-service, the technology itself delivers convenience that feels effortless. The lesson: Sometimes the best service is making things so easy that customers don’t even need to ask for help.
No. 6 – Costco
Customers love the value (low prices) and quality that Costco delivers through its membership program with generous return policies and an in-store experience that includes friendly and helpful employees. They’ve built a reputation for standing behind what they sell. The lesson: Customer-friendly policies send a powerful message: we’ve got your back.
No. 5 – Chick-fil-A
“It’s my pleasure!” is the phrase the brand’s founder, Truett Cathy, asked employees to use instead of “You’re welcome.” It symbolizes commitment to hospitality. Customers consistently rave about the friendliness of its employees. Even though it is considered to be a fast-food restaurant, it has proven that consistently friendly service—not to mention delicious chicken—wins the hearts of customers. The lesson: A smile and a genuine expression of “my pleasure” can transform ordinary transactions into extraordinary experiences.
No. 4 – Apple
Customers value not only the products but also the support, especially through the Genius Bar and the knowledgeable employees at its retail stores. Employees are trained to explain, teach and solve problems in a way that makes technology approachable. The lesson: Knowledgeable employees who can make the complicated simple remove customers’ fears and replace them with confidence.
No. 3 – Target
Customers want a clean shopping environment with employees who are helpful and approachable. The brand even refers to its customers as guests. That, combined with smooth checkouts and easy returns, is why Target ranks high. The recent news about the DEI rollback can’t be ignored, but Target recognizes this, and its new CEO has announced how they plan to win back customers. The lesson: Customers appreciate friendly employees, an easy shopping experience and convenience in the form of traditional shopping, curbside pickup and same-day delivery options.
No. 2 – Walmart
Customers love the convenience of thousands of locations and low prices. Approximately 90% of Americans live within 10 miles of a Walmart store. That’s convenience, and when you combine that with low prices, you have a winning combination. While you may not find an employee in every aisle (one of the ways Walmart keeps prices down), when you do interact with Walmart employees, they are friendly and helpful. The lesson: Low prices get customers in the door, but an overall positive customer experience that includes friendly employees helps bring customers back.
No. 1 – Amazon
It should not be a surprise that Amazon is ranked No. 1. Often, in my customer service keynote speech, I ask the audience to yell out their favorite company to do business with. I hear Amazon more than any other. Customers love its unmatched convenience. It is open 24/7, has fast delivery and easy returns. It is the ultimate company when it comes to removing friction from the buying experience. The lesson: Easy wins. Make doing business with your company simple, fast and reliable, and customers will reward you with repeat business and loyalty.
Final Words
You may or may not agree with the brands on this list. I was even surprised that a couple of them ended up in the top 10, but this wasn’t my list. It’s a people’s choice list. My comments about each of these brands are based on research, personal experience and informed opinion. Feel free to share your comments, as well as your opinion of other companies you would add to the list.
Source: https://www.forbes.com/sites/shephyken/2025/09/28/the-top-10-customer-service-brands-according-to-you/
