This is a guest post by Gregory Ciotti, a contributing Buffer Blog columnist. Read more about Greg at the bottom of the post, or read his latest piece on how to build customer loyalty.

Why are we, as consumers, so captivated by stories of great customer service? Perhaps it’s because they serve as a much needed reminder that there are still companies out there who care about their customers.

Every company says customers are their #1 priority, but stories show us which businesses are ready, willing, and able to go the extra mile for each and every one of their customers.

As Benjamin Franklin put it, “Well done is better than well said.”

Throughout this article, we’ll take a look at some memorable stories in an effort to highlight those businesses who walk-the-walk when it comes to delivering the kind of service that wins a customer over for life.

Along the way, you’ll find insights for your own business to consider and some exceptional inspiration to pass on to your support team. These stories have certainly inspired the team at Buffer to care even more deeply for each customer as we develop our social media management tools.


1.) Bungie Studios creates a holiday miracle

The belief that you should do your best to “make things right” with customers in tough situations is a recurring theme among those companies with legendary customer service. That said, even the greats of the customer service world will have a hard time topping this first story.

Bungie Studios, one of the most beloved game developers in the industry, has definitely raised the bar for their willingness to take care of their fans.

The story begins with a distraught father whose son had to receive liver transplant surgery around the holidays.


Since being in the hospital left his son unable to play the newest release of his favorite video game franchise, Halo, his dad reached out to Bungie. The response he received from the company went far beyond what anyone expected.

First, the entire Bungie team signed and sent a card with get-well wishes.


To make up for missing out on playing Halo, the team built him a custom helmet based off of the main character and sent it along with shirts, toys and custom art from the game’s designers.



His father later posted a thank you thread and a collection of images on Christmas day, which was when Bungie visited his son in the hospital and brought the gifts:

“He was absolutely shocked when he saw the custom helmet from Halo Reach! Bungie, you have played a huge part in making this smile! My family can’t thank you enough!”


2.) Sainsbury takes advice from a 3-year-old

A rigid attitude might just be the antithesis of great customer service. Proving that they’re a company that knows how to have a little fun, this next story from Sainsbury’s supermarket highlights how your support team should spot great opportunities to do things that are quirky and out of the ordinary.

Lily Robinson (who insists that she is three and a half years old) was quite confused by one of Sainsbury’s products called tiger bread. In her eyes, the bread didn’t resemble a tiger at all, and in fact looked very much like a giraffe.

It’s hard to disagree with her:


With a little assistance from mom and dad, she wrote a letter to Sainsbury’s customer service department. To her surprise, customer support manager Chris King (age 27 and one-third) told her that he couldn’t agree more.

He explained the origins of the name:

“I think renaming tiger bread giraffe bread is a brilliant idea – it looks much more like the blotches on a giraffe than the stripes on a tiger, doesn’t it? It is called tiger bread because the first baker who made it a loooong time ago thought it looked stripey like a tiger. Maybe they were a bit silly.”


Lily’s mom enjoyed the letters and ended up posting them on her blog. Before long, this cute correspondence was a viral hit, and the pressure was on for Sainsbury’s to change the name of the product to the much more appropriate giraffe bread.

Knowing the customer was certainly right in this instance—and spotting an unusual opportunity to do something fun—Sainsbury’s changed the name of the bread and put signs around their stores that give a humorous nod to Lily’s original idea.


3.) A Lego service rep saves the day

Losing a favorite toy feels devastating to a young child. Longtime Lego fan Luka Apps spent all of his Christmas money on a Ninjago (Lego ninja) named Jay XZ.


Against his dad’s advisement, he brought his Ninjago on a shopping trip … and lost it.

Luka wrote a letter to Lego explaining his loss and assuring the Lego staff that he would take extra-special care of his action figure if they sent him another one.

The response he received from a Lego customer support representative named Richard was nothing short of amazing. Richard told Luke that he had talked to Sensei Wu (a Ninjago character), writing:

He told me to tell you, “Luka, your father seems like a very wise man. You must always protect your Ninjago minifigures like the
dragons protect the Weapons of Spinjitzu!”

Sensei Wu also told me it was okay if I sent you a new Jay and told me it would be okay if I included something extra for you because anyone that saves their Christmas money to buy the Ultrasonic Raider must be a really big Ninjago fan.

So, I hope you enjoy your Jay minifigure with all his weapons. You will actually have the only Jay minifigure that combines 3 different Jays into one! I am also going to send you a bad guy for him to fight!

Just remember, what Sensei Wu said: keep your minifigures protected like the Weapons of Spinjitzu! And of course, always listen to your dad.

It’s so rare to see such a thoughtful, creative response to a distraught customer that this story went viral, which was well deserved.


4.) Jim Shukys’ Auto sweats the small stuff

Many of the memorable stories that we’ve covered so far focus on a company’s stellar response to an usual situation … but what about those day-to-day service stories?

Superb service is not limited to out of the ordinary circumstances. It can be incorporated into the very fabric of your business, showing up in even the most common of instances.

That’s why we love this next story shared by a customer in Streetsboro, Ohio. The story was posted on Reddit under the appropriately titled topic of “I have never in my life seen this level of customer service,” and included the genuine, thoughtful thank-you note below.


But the best part of this tale is that despite the fact that this image was shared on the internet, random commenters starting pointing out that they knew exactly which business this was:

“I used to live in Streetsboro and I know exactly who that is. He’s a good man, stay with him!”

That’s the definition of memorable service. The praise continued with non-customers, too, with one commenter saying:

“It’s little things like this that earn business. If I got this card I would never use another mechanic in my life.”

5.) Gaylord Opryland ‘WOWs’ a repeat customer

It doesn’t take a slew of consumer data (although we’ve shared plenty of it) to support the argument that your regular customers are your rock. As such, taking care of them is not just the right thing to do—it’s also good for business.

Consider the case of regular Gaylord Opryland hotel customer Christina McMenemy, who stayed at the resort three years in a row for the annual BlissDom conference.

During each stay McMenemy found herself entranced by one of the features in her hotel room—an alarm clock that played light music; as in, the kind that you’d experience in a high-end spa. McMenemy says, “You probably think I’m insane to obsess over a clock radio.” But, her rationale for her fondness for this item was that she had never slept better than she did while using it.

For three years McMenemy tried to find the exact model clock from her hotel room, but to no avail. McMenemy had nearly given up hope when she messaged the company’s Twitter page during her most recent trip to Opryland:



Resigned to her fate, she attended the conference and let the alarm clock hunt go. But upon returning to her room she was surprised to find not one but two spa clocks and a letter with her name on it.


Opryland recognized an opportunity to make sure a long-time customer had one of the best experiences ever. And they didn’t just win a customer for life; they also bought plenty of goodwill with folks at the conference (and beyond) who subsequently heard about the story.

“You reaffirmed that there are still companies out there focused on great service, and you’ve made a lifelong fan out of me.” – Christina McMenemy


6.) Morton’s Steakhouse is full of surprises

This is a fun one. It’s also a quirky reminder that many of the most fondly remembered service stories are the ones that come out of left field. This story certainly fits the bill, and it is bound to inspire you to take some extra time to surprise a valued customer every once in a while.

Peter Shankman knows a thing or two about customer service. As an author, consultant and speaker on the topic, it’s safe to say his standards are high. While at an airport, Shankman realized that if he didn’t grab a bite to eat he’d be stuck riding the plane back on an empty stomach. Not one for fast food, Shankman took a shot in the dark and jokingly tweeted to one of his favorite restaurants, Morton’s, asking them if they would deliver him a steak.


Even though he’s a longtime customer of the steakhouse, Shankman admits that he had no expectations when he sent out the tweet. After all, who ever heard of steak on wheels?

To Shankman’s utter disbelief, one of Morton’s staff drove 23 miles to the airport to greet him with a full meal:

“He proceeds to tell me that he’d heard I was hungry, and inside is a 24 oz. Porterhouse steak, an order of Colossal Shrimp, a side of potatoes, one of Morton’s famous round things of bread, two napkins, and silverware.”


One of the most interesting things about Shankman’s story is that he admits that this “stunt” was meant to be out of the ordinary … and that’s completely okay. Customer service, he says, isn’t about telling people how awesome you are, it’s about creating stories that do the talking for you.


This is a stellar example of doing exactly that, and Morton’s deserves all of the attention they received (and more) for making it happen.

7.) Ritz-Carlton helps with Joshie’s extended vacation

Ritz-Carlton is one of those few large companies that is held to high standards from their consumers. With an almost legendary reputation for service, one has to wonder: Do they really live up to the hype?

The story of Joshie the giraffe certainly presents a compelling case for “yes!” In case you’ve never come across this fantastic tale, the story begins when customer Chris Hurn’s son left his favorite stuffed giraffe, “Joshie,” in their hotel room after a recent stay.

Mr. Hurn assured his distraught son that Joshie was just staying a few extra days on vacation. He then called the staff at the Ritz and relayed the story he had told his son.

In an all-star effort to make everything right for their customer, the staff at the Ritz created a series of photographs that included all of the activities Joshie had been involved in during his “extended vacation.”

First things first: They knew Joshie couldn’t just be aimlessly wandering around the Ritz without a staff card, so they made him one:


After that, Joshie headed over to the pool area to relax.


Not one to sit around and do nothing, Joshie helped out in the loss prevention department.


Joshie then decided to melt away some stress with a spa day.


To top it all off, the Ritz sent Hurn and his son a booklet filled with information about Joshie’s stay as well as a host of pictures showing what a good time he’d had.

8.) United Airlines delays flight for dying mother

It’s always heart-wrenching when a close family member passes. Sharing the final moments with a person we love can be a small respite in a truly difficult situation.

When Kerry Drake got on his United Airline flight, the mother he was en route to see was facing her final hours. To add an extra layer of distress, Drake knew that if he missed his connecting flight he would likely not see her before she passed.

After his first flight got delayed, Drake broke down into tears on the plane. The flight attendants soon noticed his state and quickly found out what was wrong. Within minutes, Drake’s dilemma was relayed to the captain, who radioed ahead to Drake’s next flight. The flight’s crew responded by delaying the flight’s departure to make sure he got on board. The result of many staff members working together to go above-and-beyond the call of duty to help this customer was that Drake made it to the hospital in time to see his mother.

“At one point she opened her eyes, and I think she recognized me,” said Drake, who spent the night at the hospital. “Around 4 a.m. she had a real moment of coherence, a last rally, although we didn’t know it at the time. It was the last time.”

Drake wrote the staff a heartfelt thank you letter expressing his immense gratitude for a team who was willing to pull together and pull out all the stops to assist in any way they could.


In the coverage of this story on CNN, consumer advocate Christopher Elliot said:

“Airline employees are evaluated based on their ability to keep a schedule. Airlines compete with each other on who has the best on-time departure record.

When the crew on this flight heard about this distraught passenger trying to make his connection, they must have said, ‘To hell with it’… and they made the right call.”

We think so, too.

9.) Trader Joe’s delivers (literally)

An elderly man, 89 years of age, was snowed in at his Pennsylvanian home around the holidays, and his daughter was worried that he wasn’t going to have access to enough food due to the impending storm and bad weather in the area.

Image from a Trader Joe’s store opening

After calling multiple stores in a desperate attempt to find anyone who would deliver to her father’s home, she finally got ahold of someone at Trader Joe’s, who told her that they also do not deliver … normally.

Given the extreme circumstance, they told her that they would gladly deliver directly to his home, and even suggested additional delivery items that would fit perfectly with his special low-sodium diet.

After the daughter placed the order for the food, the employee on the phone told her that she didn’t need to worry about the price; the food would be delivered free of charge. The employee then wished her a Merry Christmas.

Less than 30 minutes later the food was at the man’s doorstep—for free.

In refusing to let red tape get in the way of a customer in need, Trader Joe’s shows that customer service doesn’t need to be about the fanfare, it can simply be about doing the right thing.

10.) B. Dalton Bookseller calls the competition


While great customer service stories can be a dime a dozen if you’re looking for them, you can’t help but think that some of these tales seem especially calculated.

It makes good business sense to treat customers well, doesn’t it? Big companies probably aren’t hesitant to go above and beyond for customers if they suspect it could result in free press, especially around the holidays.

But when you hear a tale like this, you know a business is truly focused on customer happiness.

A B. Dalton customer (before the company was acquired by Barnes & Noble) was visiting the store to pick up a book requested by her son for Christmas. Although the store’s computer displayed that there were copies available, none were actually in the store, and the next delivery wasn’t scheduled to arrive for a few more days.

For the sake of not stopping the relentless pursuit of customer happiness, the B. Dalton representative actually called their competition (in this case, Borders) to reserve a book for the customer and printed out directions to where she could pick it up.

While the B. Dalton team may not have made the sale that day, their outstanding commitment to wowing customers won them a repeat shopper for life.

Your turn

Note: We loved these stories so much, we ended up creating a visual handbook called 10 Exceptional Customer Service Stories, which you can read or download for free.

Question for you: What’s your favorite example of unbelievably good customer service?

Looking for a better way to share on social media?

Schedule, publish & analyze your posts across the top social networks, all in one place.

Start a 14-Day Free Trial
Written by Gregory Ciotti

Gregory Ciotti is a content marketing manager at Help Scout, the customer support software for businesses who insist on delivering a delightful experience. Get more from Greg on the Help Scout blog.

  • Excellent article, Gregory, thank you!

    A few months ago, I was on the verge of throwing my Dell laptop to the trash. It was my third one in a couple of years and I thought I was cursed.

    Well, that was until I hit Dell Care on Twitter. The next thing you know, a tech was knocking on my door to change the video card. And the service was free, even though my warranty had expired about a year before.

    Dell continued going the extra mile to help in subsequent weeks, even for issues that had nothing with my laptop.

    I can’t think of a computer company that does a better job of caring for customers.

    • LucidGal

      Read the customer comments on Dell’s Facebook page.

      • Ok, and?

        • LucidGal

          If you read Posts by Others on their page, then you know. I have had nothing but terrible experiences with Dell lately. I am not alone.

          • Their going private may be the reason…

          • LucidGal

            Their focus is on enterprise solutions, so I don’t think they give too much of a hoot about stand-alone users. Just had another bad experience with them. Toshiba, here I come.

          • Barbara Palazuelos

            As have I. First, they sent me the wrong computer. Then, it literally started falling apart. The frame was coming away from the screen which completely destroyed my vid camera. I called the company and they berated me for not calling sooner and told me my service warranty had recently expired and there was nothing they could do. To top it all off, it was the slowest computer ever and less than 1 year old. Ugh. Awful. Never again.

      • For what it’s worth, the one (and only) time I contacted Dell’s support department, I was impressed.

        Maybe it’s a case of them only “kinda sorta” having their act together, unlike a place like Amazon, where I’ve *always* had a good experience with their service department.

        • I had to contact Dell quite a few times. They delivered every time.

          Their computers are a hit or a miss, but they care about customers.

  • Mel

    That was awesome. I’m sure there are many more!

    • Indeed, it was very hard to narrow it down even to 10 examples!

  • Michael O’Neal

    I was recently hit by a car (hit and run) on my bike, and it completely ruined my favorite Timex watch. I sent a tweet to see the best way to get it repaired, to which Timex responded “@inmikeswords Consider this tweet your personal “get well soon” card from all of us at Timex :)”, and they replaced it for free! Customer for life.

  • Jayden Chu

    Excellent article. This simply shows that customer service is very much alive today. We have seen others do it, now it is our turn to provide excellent service.

  • Wendy Del Monte

    In 2004, my mom was spending her last weeks in a Hospice care facility. I lived an hour away in another state, with 2 small children,so I could only be there on weekend and odd days when my husband could be home early. I left my Mom my cell phone so she could call me and whomever she wanted at this time. When I got the bill, i was SHOCKED it was over $420- I called T-mobil to find out it was apparently “roaming” and not on my plan- so i asked to make payment arrangements and explained the situation. The CSA put me on hold, and then, came back to tell me that they had taken care of the bill, to leave the phone with my Mom, and to enjoy the time I had with her.

    What a fantastic thing to do.

    • Rajan Perunna

      Great concern. Great story. tks

    • T-Mobile does have great customer service. I had run into problems with my early termination reimbursement and one of their CSR’s was able to get me a credit onto my account for the cost of it rather than having to go through the terrible process of trying to contact their overseas ETF reimbursement department.

      Had to go through a bit of a bad time to have T-Mobile come through in the end and find a truly great CSR.

      Not the incredible story you wrote about, but an example of T-Mobile making a customer very happy.

  • Oh I just love these stories! Customer service the biggest thing that can make or break a business. This is the kind of service that I hope I can give to others. I still can’t get over the giraffe bread! I just love that they are willing to do something for a 3 year old! There aren’t a lot of people that would even care, and probably would have just tossed her letter in the garbage. Stories like these give me hope for humanity!

  • Shorouk Hassan

    After Reading your amazing article I figured out that countries where they respect humnity they do delight and respect their countries while countries where they don’t even believe in their people they don’t think in their customers that way such as developing countries

  • Shorouk Hassan

    After Reading your amazing article I figured out that countries where they respect humnity they do delight and respect their customers while countries where they don’t even believe in their people they don’t think in their customers that way such as developing countries

  • Joel of this social media app called Buffer. May be you’ve heard of it. I was one of the earlier paying customers and one day a hand written envelope arrived from Hong Kong. I don’t know anyone in Hong Kong. Inside was a handwritten note completely covered with writing saying thank you for supporting Buffer. My mouth literally dropped open, which was very amusing for my partner as I am quite a talker. I made a few enquiries and heard from someone who’s known him since he was a young teen that this Joel lad is known for doing ‘nice things like that’.

    So Joel, you’ve been busted, and I think Buffer should be number 11.

  • Omar Hasan Khan

    Hi, great share, will be sharing a story or two with my sales force hoping to inspire them!

  • those are really memorable stories that customer service representatives should keep in mind

  • Mark Dickinson

    Brilliant… well done… a wonderful collection!

  • Rajan Perunna

    I am writing a book on Customer Relations Management (in Malayalam language). I thought I could mention some of the stories in my book. I like all stories. Tks Gregory

  • Michael Bian

    Wow. So good! thanks for sharing!

  • sansmagicc

    Awesome article here! Thanks for sharing, Gregory!

    I particularly agree with Lily Robinson about giraffe bread! There is nothing tiger-ish about that bread.

    In all seriousness, the stories are great and they are proof that customer service is *the* place to WOW the clients. I think this is something that every business owner has to take care of, on a regular basis. And great customer service doesn’t even have to be related to buying gifts to your customers. People appreciate it when you are thoughtful, understanding, helpful and calm. For example, in the software industry I’m in, customers often complain about problems that are not related to our product. But even if I’m not the one that should resolve the problem, I don’t just say “sorry, none of my business”. I always try to do something extra for them—give them a helpful link, tell them how they could possibly solve the problem, who they should turn to and so on. All of this saves their time, even though it doesn’t solve the problem directly. This is just one example how you can provide more value, even if you’re a small company.

    Shazam! You can have happy customers without even spending a dime.

    So, great point here! Customer service must be at the heart of every company, no matter if it’s small or large.

  • Abhishek Verma

    excellently pleasing…. wow… what an amazing write up this is !!
    Very inspiring …..

  • Michael Bian

    Great article…

    Thank you for sharing this one..

  • Some times small things do better in customer service like giraffe bread and if we do these small things, customers feel that their queries are accepted and refer our business in to their friends, relatives and whatever people they care, thus we not only get in to more business, but over all we can get whole customers trust.

  • Elayne Wylie

    In Seattle, a place called Pagliacci Pizza has been serving up pies and slices and so much more since 1979. I was privileged to work on a team led by managers who understood what it meant to take the high road and do the right thing for the customer. We knew that we were the voice of the company, there in the call center, and that our interaction with them could make or break the customer’s experience.

    Over 6+ years, I was able to provide superior customer service to thousands of customers, sometimes sending a loyal customer a free pizza “just because”, or making a less than stellar experience right by adding a little extra pepperoni, or a bottle of soda. Whatever it took.

    My time there remains one of the best jobs I’ve ever had.

  • Kirk Rogers

    Great article. I am an Amazon Seller KR Ideas and I am crazy about customer service, whenever I get an order it goes the same or I drive it to a USPS carrier, I know where they are and they route. If I can’t find one I drive it to the Post Office. MOst of my 35-50 orders are a picked up by USPS daily.

  • johnson

    Yahoo tech support @ 18009350537

  • AustinDJudge

    When someone writes an article he/she retains the idea of a user in his/her mind that how a user can know it.
    Thus that’s why I like this post. i really enjoyed it.

    Customer serve

  • Mandy

    Loved it to the core.

  • Paul

    This is some great tips, the only issue with some small companies is they can be hard to contact sometimes hiding there phone numbers etc, Go Groupie is a great example of this. There is however some free online services such as href=”http://toughtofind”Tough to find customer service numbers that can be a very useful resource for finding customer service contact info

  • thanks for share info.

    If you want Pogo Technical Customer Support Number- 844-237-9635

    you can go here

    They are a Pogo Games Customer Support Company providing quality Pogo Games help with Pogo Support
    Number- 844-237-9635.

    Pogo Customer Support
    – 844-237-9635

    Pogo Support Number –

    Pogo Games Help –

    Pogo Support Number –

  • Anitra

    Dear Author,
    I have stumbled upon your excellent article. As I represent the Latvian entertainment website as a moderator, I’d very much like to give our readers / guests the possibility to enjoy your creation as well.
    Would you be so generous as to give me permission to translate your article 1:1 to Latvian language, repost it with all photos and related references, as well as a direct link to this original article website?

    I would be very grateful, and I would, of course, send you a link to my Post as it is ready, so that you can see all references to your work.

    I look forward to your response. Best regards, Anitra from Riga, Latvia.