Top Customer Experience Companies, 7 Top CX Companies

Top Customer Experience Companies, 7 Top CX Companies

7 Top Customer Experience Companies You Should Know

Customer experience (CX) is the sum of all the interactions and emotions that a customer has with a brand throughout their journey. It is not just about providing good service or products, but about creating memorable and meaningful experiences that build loyalty and trust.

Key Takeaways

Customer experience (CX) is the sum of all the interactions and emotions that a customer has with a brand throughout their journey.

CX is important because it influences customer satisfaction, loyalty, retention, advocacy, and profitability.

Brands can learn from the best CX companies, such as Amazon, Apple, Netflix, Starbucks, Zappos, Airbnb, and Disney.

Brands can improve their CX by understanding their customers’ needs, expectations, and feedback; personalizing their products and services; providing convenience and value; creating emotional connections; and delivering consistent and seamless experiences across channels.

Brands face some challenges in CX, such as managing customer expectations, delivering consistent quality, integrating data and technology, measuring CX outcomes, and fostering a customer-centric culture.

CX is becoming more important than ever, as customers have more choices and higher expectations than before. According to a report by PwC, 73% of customers say that CX is a key factor in their purchasing decisions, and 43% would pay more for greater convenience.

But how can brands deliver exceptional CX in a competitive and complex market? One way is to learn from the best. Here are seven top customer experience companies that you should know and what makes them stand out.

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1. Amazon

Amazon is the undisputed leader in e-commerce, with over 300 million active customers worldwide. The company has built its reputation on offering a vast selection of products, low prices, fast and free delivery, and easy returns. But beyond these features, Amazon also excels at personalizing the customer journey and providing convenience at every touchpoint.

For example, Amazon uses artificial intelligence (AI) to recommend products based on the customer’s browsing and purchase history, as well as their preferences and needs. It also offers features like Prime membership, which gives access to exclusive benefits like free shipping, video streaming, music, and more; Alexa, which enables voice-controlled shopping and entertainment; and Dash buttons, which allow customers to reorder their favorite products with one click.

Amazon’s CX strategy is based on its core value of customer obsession, which means putting the customer first in everything they do. As founder and CEO Jeff Bezos said, “We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”

2. Apple

Apple is one of the most valuable and influential brands in the world, with loyal fans across the globe. The company is known for its innovative and high-quality products, such as the iPhone, iPad, Mac, Apple Watch, AirPods, and more. But what makes Apple stand out from other tech companies is its focus on design and simplicity, both in its products and its CX.

Apple’s products are designed to be intuitive and easy to use, with minimalistic and elegant aesthetics. They also work seamlessly together, creating an ecosystem that enhances the customer’s experience. For instance, customers can use their iPhone to unlock their Mac, sync their photos and music across devices, or access their messages and calls on any device.

Apple also provides a consistent and seamless CX across its physical and digital channels. Its retail stores are designed to be inviting and engaging, with friendly and knowledgeable staff, interactive displays, and free workshops. Its online store and app store are easy to navigate and offer fast and secure checkout. Its support channels are accessible and responsive, with options like phone, chat, email, or Genius Bar appointments.

Apple’s CX strategy is based on its core value of innovation, which means creating products and services that solve problems and delight customers. As co-founder and former CEO Steve Jobs said, “You’ve got to start with the customer experience and work back toward the technology – not the other way around.”

3. Netflix

Netflix is the world’s leading streaming service, with over 200 million subscribers in more than 190 countries. The company offers a wide range of original and licensed content, including movies, TV shows, documentaries, anime, and more. But what makes Netflix stand out from other streaming services is its ability to deliver personalized and engaging CX.

Netflix uses data and AI to understand the customer’s preferences, behavior, and feedback, and then tailor the content accordingly. It also uses algorithms to create personalized recommendations based on the customer’s viewing history, ratings, genres, actors, directors, and more. It also offers features like profiles, which allow customers to create their own accounts within a household; downloads, which allow customers to watch offline; and interactive content, which allow customers to choose their own adventure.

Netflix’s CX strategy is based on its core value of freedom and responsibility, which means giving customers more choice and control over their entertainment. As co-founder and co-CEO Reed Hastings said, “Our core philosophy is people get incredible freedom to do amazing work.”

4. Starbucks

Starbucks is the world’s largest coffee chain, with over 30,000 stores in more than 80 countries. The company offers a variety of coffee drinks, tea beverages, pastries, sandwiches, and merchandise. But what makes Starbucks stand out from other coffee shops is its ability to create a community and a culture around its brand.

Starbucks treats its customers as guests, not transactions. It strives to provide a warm and welcoming atmosphere in its stores, where customers can relax, work, or socialize. It also empowers its employees, or partners, to deliver personalized and friendly service to each customer, and to recognize and reward loyal customers with perks and benefits.

Starbucks also leverages technology to enhance its CX. It offers features like mobile ordering and payment, which allow customers to skip the line and pick up their orders faster; delivery, which allows customers to order from their homes or offices; and loyalty program, which allows customers to earn stars and redeem rewards.

Starbucks’ CX strategy is based on its core value of social responsibility, which means making a positive impact on the people and the planet. As founder and chairman emeritus Howard Schultz said, “We’re not in the coffee business serving people. We’re in the people business serving coffee.”

5. Zappos

Zappos is an online retailer that sells shoes, clothing, accessories, and more. The company has over 20 million customers in the US and Canada. But what makes Zappos stand out from other online retailers is its obsession with customer service and customer happiness.

Zappos has a customer-centric culture that empowers its employees, or Zapponians, to go above and beyond to wow their customers. It offers free shipping, free returns, 365-day return policy, and 24/7 customer support. It also encourages its employees to create personal connections with their customers, and to surprise them with gifts, cards, flowers, or even pizza.

Zappos’ CX strategy is based on its core value of delivering wow through service, which means exceeding customer expectations every time. As CEO Tony Hsieh said, “We’re not an e-commerce company. We’re a service company that just happens to sell shoes.”

6. Airbnb

Airbnb is an online marketplace that connects travelers with hosts who offer unique accommodations and experiences around the world.
The company has over 4 million hosts and over 800 million guests in more than 220 countries and regions. But what makes Airbnb stand out from other travel platforms is its ability to create a sense of belonging and adventure for its customers.

Airbnb offers a diverse range of options for travelers, from apartments and houses to castles and treehouses. It also offers experiences, which are activities or tours led by local experts or hosts, such as cooking classes, hiking trips, or art workshops. It also offers adventures, which are multi-day trips that include accommodation, meals, and activities, such as safari tours, yoga retreats, or island hopping.

Airbnb’s CX strategy is based on its core value of belonging, which means creating a community of hosts and guests who share their passions and cultures. As co-founder and CEO Brian Chesky said, “Airbnb is not about renting houses. It’s about creating connections.”

7. Disney

Disney is one of the most iconic and beloved brands in the world, with a legacy of storytelling, creativity, and entertainment. The company operates in various segments, such as media networks, parks and resorts, studio entertainment, consumer products, and interactive media. But what makes Disney stand out from other entertainment companies is its ability to create magical and immersive CX.

Disney’s products and services are designed to appeal to customers of all ages, backgrounds, and interests. It offers a variety of content, such as movies, TV shows, books, games, music, and more. It also offers experiences, such as theme parks, cruises, hotels, tours, and more. It also offers merchandise, such as toys, clothing, accessories, and more.

Disney’s CX strategy is based on its core value of quality, which means delivering excellence in everything they do. As founder Walt Disney said, “Whatever you do, do it well. Do it so well that when people see you do it they will want to come back and see you do it again and they will want to bring others and show them how well you do what you do.”


  • To improve your CX, start by listening to your customers and understanding their pain points and desires.
  • To personalize your CX, segment your customers based on their behavior, preferences, and needs, and tailor your products and services accordingly.
  • To provide convenience and value, simplify your processes, reduce friction, and offer multiple options and channels for your customers.
  • To create emotional connections, tell stories, use humor, show empathy, and express gratitude to your customers.
  • To deliver consistent and seamless CX, align your brand identity, voice, and message across all touchpoints, and ensure that your employees are trained and empowered to deliver excellent service.

Top Customer Experience Companies: A Statistical Report

Customer experience (CX) is the sum of all the interactions and emotions that customers have with a brand throughout their journey. CX is a key driver of customer loyalty, retention, and satisfaction. In today’s competitive and digitalized market, CX can be a powerful differentiator for businesses that want to stand out and create lasting relationships with their customers. offers wholesale distributors and manufacturers a simple and economical way to grow their business online,

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In this report, we will look at some of the top customer experience companies in the world, based on various criteria such as customer satisfaction, customer-centric culture, innovation, and social impact. We will also analyze the global demand for CX services and solutions, and how it has changed over time.

Customer Satisfaction

One of the most common and straightforward ways to measure CX is by customer satisfaction (CSAT) scores, which indicate how happy customers are with a product or service. CSAT scores are usually calculated by asking customers to rate their experience on a scale of 1 to 5, where 5 is the highest.

According to Forbes, the top 10 most customer-centric companies of 2022 based on CSAT scores are:

  • Trader Joe’s: 84.4
  • Rackspace: 82.6
  • Ritz-Carlton: 81.9
  • Wistia: 81.7
  • CVS: 80.8
  • Buffer: 80.6
  • JetBlue: 80.5
  • StudioPress: 80.4
  • Zappos: 80.3
  • Apple: 80.0

These companies have consistently delivered exceptional CX by focusing on customer needs, preferences, and feedback, as well as providing personalized, convenient, and reliable service.

Customer-Centric Culture

Another way to assess CX is by looking at the internal culture of a company, and how it aligns with its customer values and vision. A customer-centric culture is one that puts customers at the heart of everything, from strategy to operations to innovation. A customer-centric culture also empowers employees to act in the best interest of customers and fosters a sense of ownership and accountability for CX outcomes.

According to Omniconvert, some of the companies with great customer-centric cultures are:

  • Amazon: Amazon’s mission is to be Earth’s most customer-centric company, and it lives up to it by constantly innovating and improving its products and services based on customer feedback and data. Amazon also has a culture of experimentation and learning, where failures are seen as opportunities to grow and deliver better CX.
  • Netflix: Netflix has a culture of freedom and responsibility, where employees are given autonomy and flexibility to make decisions that benefit customers. Netflix also has a culture of transparency and honesty, where employees are encouraged to share their opinions and challenge the status quo. Netflix also invests heavily in customer research and analytics, to understand customer behavior and preferences.
  • Starbucks: Starbucks has a culture of warmth and belonging, where customers are treated as guests and friends, not just transactions. Starbucks also has a culture of social responsibility and community involvement, where it supports various causes and initiatives that align with its values and customers’ interests.


Innovation is another key factor that influences CX, as it allows companies to create new value propositions, solve customer problems, and enhance customer delight. Innovation can take many forms, such as introducing new products or features, improving existing processes or systems, or creating new business models or channels.

According to Fortune Business Insights, some of the top customer experience management companies by 2023 based on innovation are:

  • Adobe: Adobe is a leader in digital experience solutions, offering a comprehensive suite of products and services that enable businesses to create, manage, measure, and optimize CX across various touchpoints. Adobe also leverages artificial intelligence (AI) and machine learning (ML) to provide personalized and predictive CX.
  • Salesforce: Salesforce is a leader in cloud-based CRM solutions, offering a platform that connects businesses with their customers across sales, service, marketing, commerce, and more. Salesforce also harnesses the power of AI and ML to provide intelligent and automated CX.
  • Zendesk: Zendesk is a leader in customer service software, offering a platform that helps businesses provide fast, easy, and consistent support across multiple channels. Zendesk also integrates with various tools and applications to provide seamless and integrated CX.

Global Demand

The global demand for CX services and solutions has been growing steadily over the years, as more businesses recognize the importance and benefits of CX for their success and sustainability. According to MarketsandMarkets, the global CX management market size is expected to grow from USD 8.5 billion in 2020 to USD 14.9 billion by 2025, at a compound annual growth rate (CAGR) of 11.8%.

The main drivers of this growth are:

  • The increasing adoption of digital technologies and channels by customers and businesses, which creates new opportunities and challenges for CX delivery and measurement.
  • The rising customer expectations and competition, which requires businesses to differentiate themselves and create loyal and satisfied customers.
  • The growing awareness and demand for CX analytics and insights, which enables businesses to understand customer behavior and preferences, and optimize CX strategies and actions.

CX is a vital and strategic aspect of any business, as it affects customer loyalty, retention, satisfaction, and advocacy. CX is also a dynamic and evolving concept, as it depends on various factors such as customer needs, preferences, feedback, emotions, and context.

To deliver exceptional CX, businesses need to adopt a customer-centric culture, invest in customer satisfaction, innovate constantly, and leverage data and technology. By doing so, businesses can create lasting value for their customers and themselves.

Frequently Asked Questions

Q: What is customer experience (CX)?
A: Customer experience (CX) is the sum of all the interactions and emotions that a customer has with a brand throughout their journey.

Q: Why is CX important?
A: CX is important because it influences customer satisfaction, loyalty, retention, advocacy, and profitability.

Q: How can brands improve their CX?
A: Brands can improve their CX by understanding their customers’ needs, expectations, and feedback; personalizing their products and services; providing convenience and value; creating emotional connections; and delivering consistent and seamless experiences across channels.

Q: What are some examples of good CX?
A: Some examples of good CX are Amazon’s personalized recommendations; Apple’s intuitive design; Netflix’s engaging content; Starbucks’ welcoming atmosphere; Zappos’ wow service; Airbnb’s unique accommodations; and Disney’s magical experiences.

Q: What are some challenges of CX?
A: Some challenges of CX are managing customer expectations, delivering consistent quality, integrating data and technology, measuring CX outcomes, and fostering a customer-centric culture.


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