The Customer Service Hall of Fame through the years: And the winner is …

by Christopher Elliott on September 9, 2010

Trader Joe’s, with an honorable mention to Netflix. I’ve aggregated two years of MSN/Zogby surveys, and the specialty retailer snagged second place twice, which makes it the most consistently customer-pleasing company.

It’s been in the news lately, too.

I realize this is completely unscientific, and unlike yesterday’s Hall of Shame rankings, where we had four years of data to go on, we only have two here, for reasons that are unclear.

You’ll notice a few things about these lists. High-tech and retail businesses are well-represented. Amazon, Netflix and Apple are in the top four this year, although they aren’t as well represented in 2009. I also note the heavy presence of grocery stores like Trader Joe’s, Whole Foods and Publix.

Here’s the 2010 list:

1. Amazon
2. Trader Joe’s
3. Netflix
4. Apple
5. FedEx
6. Publix
7. Southwest Airlines
8. UPS
9. Nordstrom
10. Marriott

Readers were asking me about travel companies yesterday, since I write another travel blog. Well, two of them are here: Marriott and Southwest.

Here’s the 2009 ranking:

1. USAA
2. Trader Joe’s
3. Netflix
4. Amazon
5. Nordstrom
6. Publix
7. Whole Foods
8. Apple
9. Costco
10. Southwest Airlines

Does this mean you should stop doing business with your grocery store, technology company, airline or hotel? Not necessarily. As I mentioned yesterday, this may be a good time to evaluate your relationship with a company. If you’re getting good customer service, why leave?

There’s something else that’s worth pointing out, which is that these companies may not be the best at delivering customer service, but the best at promoting themselves. Corporations are relying on unconventional methods of swaying public opinion, like reputation management and search engine optimization, to persuade us they’re the best.

So it may be more a question of perception versus reality, when it comes to the top scorers.

(Photo: Thomas/Flickr Creative Commons)

Tagged as: Customer service, Hall of fame, Netflix, Trader Joe's

  • http://www.sanibel-rentals.net Sylvia

    Good going! Netflix would have been number 1 for me but Trader Joe’s is a great place to shop so I am happy to see it get recognition, too.

  • http://www.skoobadesign.com Michael Hess

    There’s a big one missing: zappos. In my opinion nobody does it better than they do right now.

    Michael Hess
    CEO, Skooba Design
    BNet Business Columnist

  • Ed

    I find it amazing that Amazon was able to come up fro 4th place to win the top position! And USAA which held that position is a no-show in the top ten! I’m sure that the banking/insurance scandal was partially to blame for that. Like most of the banking and insurance companies, when the going got tough, they screwed over their customers…talk about cr@pping where you eat!
    Amazon? well…their free shipping (over $25) and FAST shipping I’m sure had a lot to do with this ranking. Trader Joes? meh…there’s one within 20 miles of where I live, but it’s not worth the effort to drive out there to get some over-priced organic junk that I wouldn’t eat anyway…besides…the stores are too small and cramped…when you get more than a dozen pretentious holier than thou shoppers in the store, all the oxygen is sucked out leaving me gasping for air!

  • http://www.briggs-riley.com Pamela

    Briggs & Riley belongs on this list. The industry’s best lifetime warranty, amazing customer service and family-run culture that treats everyone with care and respect.

  • Nobody

    This blog may be monitored for quality assurance purposes.
    Amazon? Customer Service?
    Can someone give a toll free number, or even a long distance phone number, to Amazon’s Customer Service?
    (Hint: There is none.)
    Must be why Amazon is rated no.1. Customers don’t like speaking to people who made wrong choices in life to end up wearing a headset for low wages, especially when they are script readers in foreign countries (where are Internet providers on the list?)
    But, who am I?

  • Patricia Sheren

    What happened to Costco? I find that their service and return policy is as excellent this year as it was last year.

    And, of course, I must agree with the selection of Trader Joe’s and Nordstroms.

  • Ginger Stafford

    I have the same complaint about Amazon. I’m sure that no 800 number affects many things, including the bottom line, but I have a problem, I want to speak to someone.

    As far as the others, I’ve dealt with all of the companies over the past several years and I can say that USAA has the best customer service by far. They not only have 800 numbers you can call from within the US, but they also have numbers you can call when you are on the battlefield. Can any of those other companies say that? USAA goes above and beyond for their customers and not just from 9-5 Monday thru Friday either. That’s why I’ve been a loyal for over 25 years.

  • http://www.techherding.com Dick Carlson

    Well, my basic stats course calls this into question. I suspect that the data is skewed here because more people interact with these large companies. And I’m curious what the measurement of “good service” is.

  • http://twitter.com/bwalker92 bud walker

    I do believe you probably did an magnificent process sharing this input with regards to search engine optimization. Finally I just uncovered what I’ve been seeking for. Beneficial thing you’ve this specific post. It is good.

Previous post:

Next post: