Customer Service = The New Marketing; How Chick-Fil-A Earned 1st Place | SalesJunction|Web based CRM for Small Business

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou


On June 30th, 2015, an American Customer Satisfaction Index (ACSI) survey ranked Chick-fil-A the top fast food chain for customer service in America. If you’ve ever patronized a Chick-fil-a store, it’s not difficult to see why it took home the gold. With a score of 86/100, the inventor of the Chicken sandwich was followed by Chipotle Mexican Grill, who ranked a respectable 83/100, and Panera Bread Co in 3rd with a score of 80/100. In case you’re curious, last place was reserved for McDonalds, with a low score of 67/100.

Keep in mind that this (Chick-fil-A) is the same restaurant who, just three years ago, was on the receiving end of a gay-rights protest, all because of one comment made by Dan Cathy, the company’s President and COO; “We are very much supportive of the family — the biblical definition of the family unit. We are a family-owned business, a family-led business, and we are married to our first wives. We give God thanks for that.” Yet, in early 2015, the chain was still rated the top restaurant in America for customer service. Surprising? Not really.

Derek Sivers, CEO of CD Baby, once said wisely, ”Customer service is the new marketing.” The reason Chick-fil-A has attained such lofty status among its patrons’ lips, is because of the company’s consistency in serving ridiculously good food fast, and its readiness to go above and beyond (or provide “second mile service,” as they refer to it) for each and every customer; nationwide. It isn’t because they retracted their freedom of speech, or underwent a rebranding process. They did not. It isn’t because America was finally won over by Chick-fil-A’s spunky cow mascots and given up beef. It has not. From every transaction ending with “my pleasure;” to the cleanliness of its stores (playgrounds included); to the implementation of “The Core Four” – eye contact, speaking enthusiastically, smiling, and engaging the customer; the chicken chain continually communicates care for its customers that is experienced as genuine.

In the world of social media, that grade of customer service is, hands down, the most effective marketing money can’t buy. It’s more than just marketing. It’s an experience, and, as many know, there’s nothing more effective (or destructive) to a brand than one person sharing his or her experience with it.

If you own your own business, I highly suggest taking a look at #chickfila on Instagram, then visiting one of its many free standing stores with a handy dandy notepad and a fountain pen in your pocket. We at, offering an affordable Customer Relationship Management software, certainly take note. If you’d like to experience our above and beyond customer service, as well as demo our software helping you build better, longer lasting, customer relationships with ease, please visit With features such as automated follow-up emails, custom contact fields, embeddable ticket capture forms, phone/email tech support, automated sales reports, and endless ways of categorizing your customers, all for $15/mo., you are guaranteed capable of rewarding your customers with an experience worth raving about.

– 7/2/15 by Will Taylor, CRM Support Specialist



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