Customer Experience Around The World: 25 Examples Of Best Practices You Haven’t Heard Of

Customer experience is a global principle. It doesn’t matter where they live or what language they speak, all customers want to feel valued and be provided with convenient solutions. These 25 global experiences showcase customer-centric companies from around the world.


John Lewis. Named the top multichannel retailer for customer experience in the U.K., department store John Lewis puts customers at the center of everything it does. The store offers a variety of options for customers, ranging from same-day delivery to in-store pickup. Employees are empowered with technology that keeps them up to date on in-stock items and customer data for personalized interactions and recommendations.

Yves Rocher. Cosmetics company Yves Rocher earns top marks in France, with the highest percentage of customers who report having easy experiences. The brand recently transformed to become more customer centric and create a consistent, customer-first strategy across all channels. Yves Rocher uses social media to educate customers on products with tutorials to take out much of the guesswork of cosmetics.

Lloyds Bank. Lloyds Bank is named a top U.K. bank for customer experience because it invests heavily in employee experience. It keeps employees up to date on financial news and regulations and provides tools to help them best serve customers. Lloyds Bank has one of the best financial apps in Europe and also leverages other technology, include integration with Amazon Alexa for easy access to bank information.

DPD. The German arm of the delivery company recently earned the Top Service Germany award for its focus on transparency and technology. The company leverages a mobile app to offer live tracking of packages and even allows customers to change the delivery with just a few clicks. In an industry that can be frustrating for customers, DPD simplifies the experience and puts power back in customers’ hands.

Boggi Milano. The 80-year-old fashion brand is recognized as France’s best in-store and omni-channel experience for its innovative approach to retail. The store relies on huge amounts of customer data to get a complete picture of what each customer is looking for. In store, customers can view the entire collection on tablets and receive personalized recommendations from associates.


E.Sun Bank. Based in Taiwan, E.Sun Bank focuses on providing banking services that are easy and enjoyable for customers. It was the first bank in Taiwan to use a chatbot to guide customers through complicated lending issues and answer financial questions. The bank also uses technology to simplify international payments and has a strong online banking platform.

Singapore Airlines. Regularly rated the best airline in the world, Singapore Airlines goes above and beyond to serve customers. Employees are trained for four months when they start and are encouraged to anticipate customer needs. From high-quality food and wine to sleeping accommodations on the plane, the airline considers every need to make travel enjoyable and comfortable.

DBS Bank. Singapore-based DBS Bank is regularly named a top bank for customer satisfaction. Part of that is its CEO-led Customer Experience Council, which listens to customers and puts their suggestions into action. DBS Bank also prioritizes convenient, digital solutions with a robust banking app.

Celcom Axiata. The Malaysian wireless company listens to customers to provide an amazing in-store experience in addition to its digital offerings. After learning customers prefer to shop in store, Celcom prioritized its brick-and-mortar locations and updated them with simplified kiosks to get information and new phones. Employees also receive continual training to stay up to date on new technology and wireless plans.

SK-II. The popular Asian skincare company is now expanding around the world due to its creative applications of technology. SK-II merges physical and digital experiences to allow customers to learn about their skin through AI-powered facial recognition machines that analyze the skin and provide product recommendations. Product containers are even connected to an app that gives customers personalized use instructions.


Qantas. By leveraging data and providing complimentary services that most other airlines charge for, Qantas has created a loyal band of customers. Qantas provides passengers with free Wi-Fi on domestic flights and uses innovative baggage tags to streamline the check-in and boarding processes.

Bunnings. Rated the top hardware store in Australia as well as one of the country’s most trusted brands, Bunnings hardware store relies on strong customer relationships to compete with online retailers. Employees at all levels are empowered to provide amazing service and give personalized recommendations and DIY tutorials to customers.

Bendigo Bank. The values-driven bank gives back to local communities by using a portion of its profits to fund local projects in areas where customers live. So far, the bank has donated more than $205 million. Bendigo Bank focuses on customer relationships and invests in its digital platform to provide convenient financial solutions to customers on the go.

NRMA Insurance. The insurance company came in as the second most trusted company in Australia and is known for providing consistently high-quality service. NRMA works with customers and is involved in the community instead of being just a large, faceless insurance company.

Grill’d. The burger chain continually finds innovative ways to serve customers, including its new loyalty program. Grill’d relies heavily on digital solutions for customers, including a powerful app that alerts the restaurant when customers are on their way to pick up to-go orders. With sustainable ingredients and fast service, Grill’d is a hit with diners.

South America

Santander. One of the largest banks in South America, Santander is also one of the most customer-centric. Each region is customized to match the culture and needs of the clients, and the bank even runs Work Cafes in Chile that combine a bank and a coffee shop in a relaxed and convenient atmosphere.

Magazine Luiza. Brazilian furniture brand Magazine Luiza takes a technology-driven approach to customer experience. Customers can test products in store and then order them online to have delivered straight to their door. Virtual stores allow for a wider range of inventory and make it convenient for customers to get items home.

Avianca. Colombian airline Avianca uses data to create a profile for each customer with information about their past trips and interactions with the company, as well as their demographics and preferences. Employees have access to customer information to provide personalized service when a customer checks in or calls with a question.

Mapfre. The largest insurance company in Latin America is also considered one of the best places to work. Engaged employees build real relationships with customers as they work through insurance issues and give back to the community.

Titan Company. Everything at India’s largest jewelry store is done with customers in mind. Stores are designed to highlight popular products and make customers feel comfortable, and employees are encouraged to connect with customers over important moments in their lives and provide personalized VIP service to everyone.


MultiChoice Group. The South Africa entertainment company earned the award for top customer experience in the country for its customer centricity that starts with the CEO and impacts every employee. MCG uses AI to create self-service solutions and listens to customer through feedback loops.

Clicks Pharmacy. Named a top company for customer experience, Clicks Pharmacy aims to remove as much of the inconvenience of waiting for a prescription as possible. The retailer cut down on waiting times with a streamlined customer management system and offers customers great values and perks from its loyalty program.

The Foschini Group. The South African lifestyle and fashion retailer regularly adopts new technology to automate its supply chain and improve customer interactions. Customers can see exactly how many of an item are in stock, which also allows employees to recommend the right items.

MTN Nigeria. The large wireless provider uses data analytics to proactively identify customer issues, which increases satisfaction and lowers churn. The company also uses new technology to operate as efficiently as possible, which provides timely service to customers.

Swiss Spirit Alisa. The hotel took the top spot for hospitality customer service in Ghana because of its friendly staff who anticipates guests’ needs. The hotel goes above and beyond to make sure each customer has a relaxing and enjoyable trip by learning their preferences and including extra touches.

Customer experience happens all over the world. These 25 global experiences showcase that listening to and valuing customers is a worldwide principle.

Blake Morgan is a customer experience futurist, keynote speaker and the author of two books including The Customer Of The Future. Sign up for her weekly customer experience newsletter here.

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