Lets Get To Know Each Other

In a world of various newsletters about entertainment, sports, finance, politics, business, food, travel, and even dogs, we felt there was something missing.

Most importantly, a newsletter about you, the customer.

This newsletter is inspired by the journey of experiences—those deeply personal, often transformative moments that define our interactions with the world. We’re not just talking about customer service; we're delving into the entirety of the customer experience, encompassing every touchpoint that shapes how we feel, think, and remember.

We aim to bring you stories from the heart of experience creation, insights from those who craft these moments, and reflections from those who enjoy them. Whether it's the ambiance of your favorite cafe, the intuitive design of a much-loved app, or the reassuring voice at the end of a customer support line, we're here to explore what makes these experiences resonate with us.

Welcome to a space where every narrative is valued, where every reader is both a storyteller and an audience, in our collective journey through the world of experiences.

You Are Who We See

Statistic: 70%

That’s how many people say they see a direct connection between customer service and performance according to a Forbes report on interesting statistics in the world of customer experience.

This compelling figure opens a window into the pivotal role of front-line employees in shaping a company's image and, ultimately, its success. It's a clear indicator that, in the eyes of the consumer, the quality of customer service is not just a department but a reflection of the entire business.

The people we place at the forefront of our business operations—whether greeting customers in a store, assisting them on a website, or addressing concerns over a call—are the living embodiments of our brand's values and essence. They are the first, and sometimes the only, representatives of our brand that customers interact with. Their approach, demeanor, and efficiency don't just resolve queries; they forge the entire perception customers hold about us.

In an ideal world, these front-line staff mirror the care, enthusiasm, and positive attitude that a business cherishes towards its clientele and staff alike. When this happens, it's a harmonious cycle of mutual respect and satisfaction, enhancing brand loyalty and customer retention. Why would someone choose to shop at a place where they feel undervalued or misunderstood? The answer is simple: they wouldn't.

However, not all businesses get this right. Sometimes, there's a disconnect, where the individuals placed in these critical roles may not fully resonate with the company's persona or fail to effectively address diverse customer needs, from the straightforward to the intricate. This misalignment can be subtle or glaringly obvious, but it nonetheless impacts customer perception.

Moreover, customer service can be a barometer for change within a company. A positive shift in customer service quality can signal a company’s dedication to overcoming past shortcomings or adapting to new market dynamics. Conversely, persisting issues in customer service might reflect deeper operational or cultural challenges within the organization.

Preconceived notions about a brand can also heavily influence customer service interactions. In some cases, no amount of excellent service can override entrenched beliefs, but consistently positive experiences can chip away at these biases over time.

The bottom line is clear: companies need to invest in their front-line staff as they would in any critical aspect of their business. Training, selecting the right personnel, and fostering an environment that aligns with the company’s core values are not just optional strategies but essential components of success. After all, in the customer’s journey, the face of the business is the face of the future.

2023 Year In Review

Every year, various media outlets and company blogs announce their picks for the best customer service in the United States. Each one has its own way of deciding which companies are the best, based on what they think is important.

At XLA, we decided to do something different. We looked at what people were saying on social media about the companies and brands they use and tried to see if any other companies had made improvements to their service this past year.

While many surveys tend to use a general survey, compile a list, and assign scores, we decided to rank companies by specific categories of the customer experience and highlight those who really stood out in 2023.

Tech Support: Amazon

Amazon stands as a paragon of customer service, excelling with a team of knowledgeable and friendly representatives and customer-centric practices like free shipping and automatic refunds. They stand in a world of their own when it comes to how pleasing their process is through the app or over the phone.

This approach reflects a deep understanding of customer needs and desires, creating a shopping experience that's both effortless and satisfying. Their success lies in a simple yet powerful philosophy: understand and meet customer needs with an easy-to-use platform. Amazon revolutionizes e-commerce by offering an extensive range of products in one convenient location, continuously adapting to customer feedback and evolving market trends.

Retail Experience: Costco

At the heart of Costco's success is a unique bulk-selling model that delivers outstanding value, a customer-friendly return policy that enriches the shopping experience, and an unwavering commitment to product quality. This approach not only builds trust but also fosters deep, lasting customer loyalty.

Even greater than that, they have an extremely passionate fanbase that you can hear singing their gospel all over social media, ranging from Gen Z to Baby Boomers. This year, the company started offering gold bars for the first time and has consistently sold out for every restock due to market sentiment that cash is losing value. Their dedication to offering top-tier products, from daily necessities to current necessities, ensures every purchase meets stringent quality standards.

Food: Chick Fil A

Chick-fil-A reigns supreme in customer satisfaction, topping this year’s American Customer Satisfaction Index for the ninth consecutive year. Scoring an impressive 85, the brand outshines others in both quick-service and full-service categories, underscoring its commitment to excellence.

Despite having one of the slower drive-thrus in the industry, Chick-fil-A's focus on accuracy, quality, and friendliness compensates for the wait. Ranking first in order accuracy with a 92% rate and leading in food quality and service satisfaction, Chick-fil-A demonstrates that exceptional service and product consistency are key to customer loyalty and brand growth.

SaaS: Hubspot

HubSpot stands out in the marketing world for its exceptional customer service, renowned for its accessible service team and a comprehensive knowledge base that enables swift and effective customer assistance.

There are very few large software enterprises that excel on a large scale at effectively catering to their clients. And in the B2B world, its more about providing not just post-purchase support but also education and implementation. No one does it better in this regard than HubSpot.

Travel/Hospitality: Delta

Delta clearly stands out as the number one favorite airline of millennials and everyone else’s number 2. But only slightly being edged out by either Southwest, United, or American, depending on the group.

Good customer service—either at airports or on flights—was also seen as a critical brand attribute, particularly among Gen Xers and baby boomers. Delta ranks highest in customer satisfaction, specifically when it comes to the premium economy segment, the fastest-growing segment in the aviation industry globally.

What Others Have to Say

Quote: “Customer service is one of those areas that has historically been viewed as a cost, but our data shows that there’s an opportunity to view it as an edge,” says Rob Pace, founder and CEO of HundredX.

Companies achieve brand loyalty through exceptional customer service, which includes convenience, speed, and positive interactions. Forbes, in partnership with data analytics firm HundredX, surveyed over 201,000 people in the U.S., gathering 4.2 million ratings on 3,000+ brands to create their Best Customer Service list.

The top company list can be found here and as well as their full methodology. The data and analytics firm looks at

Some interesting callouts we saw were from Trader Joe’s at #5, Valvoline Instant Oil Change at #11, and In-N-Out at #45. Shocking for the burger joint.

Consumer Benefit Of The Month

Google has reached a $700 million antitrust settlement, promising significant benefits for its customers and fostering a more competitive environment in its Play app store. This settlement addresses long-standing concerns about Google's dominance in app distribution and its impact on competition and pricing.

From a consumer perspective, this is a substantial win. Approximately 102 million U.S. consumers will receive a share of $630 million in compensation. This settlement not only acknowledges the rights of consumers but also actively compensates them for past practices.

Beyond financial compensation, the settlement mandates several changes in Google's app store practices, which are set to enhance the user experience and choices. Google has agreed to a five-year expansion of a program allowing users to choose their preferred payment method for in-app purchases, either through Google's system or a third-party channel. This user-choice billing not only offers flexibility but could also lead to cost savings for consumers.

These changes signal a shift towards a more open, flexible, and consumer-friendly app marketplace. The settlement underlines the importance of fair competition and consumer choice in the digital ecosystem. For Google customers, this settlement represents a significant step towards more equitable and diverse app options, potentially better prices, and enhanced transparency in app transactions.

Consumer Story Spotlight

Seoul, South Korea - The city of Incheon Airport, home to the world’s best customer service, as reported by CNBC International. CEO Lee Hag-jae shares with the media outlet that “we approach customer service from customers’ perspectives..airports need to become destinations themselves.”

With not a single US international airport making this year’s Top 10 List done by SkyTrax, there’s definitely a lot that can be learned from how our Korean aviation friends treat travelers.

Customer Care Community Picks

Here are some new interesting listens and reads around the customer experience to keep you cozy through the holidays and get you thinking about what type of customer experience you want in 2024.

The Role of Retail with Martin Newman - Matin with four decades of experience guiding consumer-facing giants like Harrods, Burberry, and Ted Baker shares that prioritizing cost reduction over the emotional and human aspects of the customer journey is unsustainable.

SaaS Startup to Automate Customer Support Operations - This company offers AI-enabled customer relationship management (CRM) software, enabling companies to reach their customers at the point of contact of their choice.

Unique Customer Experience Priority For Retailers - Consumers in Australia say the biggest changes they want are knowledgeable and attentive staff before cheaper prices.

People Over Profits: The Way It Should Be - “Keeping customers happy is now becoming the job of everyone in the company, not just [the customer service department].”

Chevrolet’s Customer Service Used ChatGPT - A company dealership learned that AI is not always on your side.

Thank You, Come Again

Thank you for reading our launch edition of XLA (Experience Level Agreement)!

We hope you enjoyed it or learned something new at the very least, and if neither, then we would love to hear from you. Whether you work in customer success, experience, support, or operation, or whether you’re just a customer yourself, please share your thoughts, insights, or any news stories you would love others to see as well.

Lastly we would appreciate it if you shared this newsletter and subscribed as well. This is just a preview and we have a lot more in store for 2024.