World's 25 most customer-centric companies that remain true to great CX in 2025

With the rise of social media and online reviews, customers have a louder voice than ever before and are quick to share their positive and negative experiences with the world. Understanding their sentiments through reviews and optimizing customer experience has now become crucial to increasing acquisition and reducing churn.

Source: Clootrack's 102 CX Expert report

In the past few years, several companies have struggled to grasp customer desires, yet a few have emerged as leaders in delivering exceptional customer experiences. These customer-centric companies leverage consumer insights and design principles to provide seamless experiences that delight their customers at every turn. By doing so, they have created a loyal customer base with the power of the latest AI-powered tech that you need to learn and implement.

In this article, you'll learn about the companies that are setting the bar for customer experience in 2025. These companies have implemented innovative strategies to enhance the customer journey at every touchpoint, from initial awareness to post-purchase support. Let’s dive into it!

Technology Industry

1) Apple

Apple continues to provide a seamless and personalized customer experience through its products, user-friendly interface, and excellent customer service. Recently, Apple launched an ultraportable iPad mini powered by the advanced A17 Pro chip and enhanced with Apple Intelligence, a sophisticated personal intelligence system to make customers’ lives easier. This innovative Apple device is designed to comprehend individual contexts, delivering relevant and helpful insights while prioritizing user privacy with its easy portability.

2) Amazon

Amazon's focus on customer experience is unparalleled, and in 2025, it has maintained its position as the go-to platform for shopping and e-commerce. Amazon recently announced a new fuel savings offer for Prime members, allowing them to save $0.10 per gallon at approximately 7,000 bp, Amoco, and ampm gas stations across the U.S. This initiative could lead to average savings of nearly $70 per year for members. In addition to this fuel discount, Amazon plans to introduce an electric vehicle charging savings offer with bp in 2025.

3) OpenAI

OpenAI's commitment to customer satisfaction is reflected in its continuous releases, which are designed to provide more power to users to accomplish their tasks. OpenAI will soon launch GPT-5, aka Orion, in 2025. GPT-5 is expected to feature improved reasoning, creativity, and contextual understanding, making it more adept at handling complex tasks. The release is anticipated to bring significant advancements in natural language understanding and generation, making it the most powerful language model to date and the closest to achieving artificial general intelligence (AGI).

4) Google

Google has remained true to its mission of making information accessible and easy to find for everyone. Its products, such as Google Search, Google Maps, NotebookLM, and Gemini, have made life easier for customers worldwide.

Google has continued to enhance its customer experience by introducing Imagen 3, the latest iteration of its text-to-image model within the Gemini platform, allowing users to create stunning images by simply describing their ideas. This new model enhances image generation quality, producing visuals with vivid details and realism in seconds.

5) Meta

Meta aims to simplify social networking, making it accessible and user-friendly for everyone. Its intuitive interface, personalized news feed, and seamless messaging system have made it the go-to platform for staying connected with friends and family.

Currently, Meta is testing new features aimed at combating scams and restoring compromised accounts on Facebook and Instagram. The company is leveraging facial recognition technology to identify and prevent celebrity-bait advertisements on its platforms to ensure the safety of its users.

6) Samsung

Samsung's dedication to customer experience is evident in its diverse range of high-quality products, including smartphones, TVs, and home appliances. Its products are designed with the latest technology, making them user-friendly and durable.

Recently, Samsung developed the industry's first 24-gigabit (Gb) GDDR7 DRAM, setting new standards for capacity and speed in the memory technology, which will be suitable for data centers and AI workstations. The use of GDDR7 will result in over 30% reduction in power consumption, and its commercial production will start in early 2025.

Hospitality Industry

7) Airbnb

Airbnb prioritizes customer experience through a diverse array of personalized accommodation options, an intuitive user interface, and a strong commitment to safety and security.

Airbnb has introduced over 50 upgrades to enhance the guest experience through personalized app features, including tailored listing highlights, recommended filters, and suggested destinations. Additionally, the company has launched the Co-Host Network, allowing hosts to hire local co-hosts for assistance in managing their Airbnb properties.

8) Marriott International

Marriott International is renowned for its exceptional customer service in the hospitality industry. The company consistently prioritizes guest satisfaction by offering personalized experiences, from tailored room preferences to diverse dining options.

Recently, Marriott announced the global launch of its "Connect Responsibly" initiative as part of the Marriott Bonvoy Events program. This innovative program aims to promote sustainable and responsible event planning by equipping meeting planners with resources and tools to create environmentally friendly events. Through features like detailed Meeting Impact Reports, which assess the environmental footprint of events, Marriott is setting a new standard for sustainability.

9) Hilton Hotels

Hilton Hotels is celebrated for its commitment to delivering a luxurious and personalized customer experience. The brand continues to innovate, exemplified by its Connected Room technology, which empowers guests to customize their room settings through a mobile app.

This time, Hilton has collaborated with Universal Pictures for its "Stay Like" program for the upcoming film Wicked. This collaboration offers guests a unique opportunity to enjoy Wicked-inspired themed suites at the New York Hilton Midtown, enhancing their stay with immersive experiences.

10) InterContinental Hotels Group

InterContinental Hotels Group (IHG) has a global presence and is known for its range of luxury hotels and resorts. IHG has continued to provide exceptional customer service by offering personalized experiences for each guest, including customized dining options and room preferences.

In an exciting development, IHG is partnering with Google Cloud to introduce a generative AI-powered travel planning capability. This innovative tool will enhance the customer experience by providing personalized travel planners that utilize AI to help guests discover new destinations and effectively plan their trips.

Airlines Industry

11) Emirates Airlines

Emirates Airlines is renowned for its luxurious customer experience, consistently raising the bar in the aviation industry. The airline's loyalty program, Emirates Skywards, rewards members with exclusive perks such as reward flights and upgrades, enhancing their overall travel experience.

Emirates has elevated its in-flight dining by introducing a luxurious culinary experience that pairs Moët & Chandon champagne with a selection of gourmet canapés. This initiative reflects Emirates' commitment to innovating its dining offerings, ensuring that passengers enjoy a taste of luxury while traveling. With such thoughtful enhancements, Emirates continues to prioritize customer satisfaction and redefine what it means to fly in style.

12) American Airlines

American Airlines is a major U.S.-based airline and a key player in the worldwide aviation industry. Its AAdvantage program is one of the oldest and most popular frequent flyer programs in the industry. Members can earn miles through flights, credit card spending, and various partnerships, allowing them to redeem rewards for flights, upgrades, and other benefits.

American Airlines announced a new partnership with the Transportation Security Administration (TSA) to provide AAdvantage members with streamlined security screening at select airports. This initiative aims to enhance the travel experience for frequent flyers by reducing wait times at security checkpoints. Members will benefit from expedited access to security lanes, making it easier and quicker to navigate through airport security. The program is set to launch soon, further improving the convenience and efficiency of travel for American Airlines' loyal customers.

13) Delta Air Lines

Delta Air Lines has solidified its reputation as a leader in customer satisfaction, recognized for its unwavering commitment to providing an exceptional travel experience. Renowned for its reliability in both domestic and international flights, this airline enhances the airport journey with a variety of exclusive services and tailored offerings designed to meet the needs of its passengers.

The airline has recently unveiled an innovative initiative to transform aircraft interiors, focusing on passenger comfort. This initiative includes improved seating, enhanced lighting, and upgraded in-flight entertainment systems, all designed to provide a more enjoyable travel experience. Delta's dedication to enhancing customer experience has earned it top marks, solidifying its reputation as a leader in the aviation industry.

14) Qatar Airways

Qatar Airways, based in Doha, is well-known for its exceptional customer experience and outstanding service. The airline has made a significant leap in in-flight connectivity by launching the world’s first Boeing 777 equipped with Starlink, a high-speed, low-latency internet service provided by SpaceX. This inaugural flight took place from Doha to London on October 22, 2024, marking a significant advancement in in-flight connectivity. Passengers on this flight can enjoy complimentary access to Starlink, enabling them to stream shows, play online games, and work seamlessly at 35,000 feet.

Banking Industry

15) Bank of America

Bank of America is a multinational investment bank and financial services company that offers customized financial solutions to each customer, including access to exclusive investment services for corporations, institutions, and individuals.

Bank of America is committed to leveraging innovative technology to enhance client and employee experiences. The bank has reported a 94% increase in its artificial intelligence (AI) and machine learning (ML) patents since 2022, bringing its total to nearly 1,100 patents and pending applications in these fields. In addition to AI and ML, the bank has also secured patents in areas such as information security, online banking, payments, data analytics, and augmented reality.

16) HSBC

HSBC is a global investment bank and financial services company that is known for its commitment to customers. The bank has continued to prioritize customer experience by offering customized financial solutions to each of its customers, including investing, online banking, loans, and access to exclusive services.

In a significant development, HSBC has launched a new joint venture, SemFi by HSBC, aimed at providing innovative embedded finance solutions for businesses. In collaboration with the B2B global trade network Tradeshift, SemFi will integrate HSBC's payment, trade, and financing services into various e-commerce and marketplace platforms.

17) Citibank

Citi, officially known as Citigroup Inc., is a international financial services company that provides a wide range of financial products and services to consumers, corporations, governments, and institutions. Citi's Treasury and Trade Solutions division is well-regarded for offering comprehensive cash management and trade finance services.

In the latest development, Citi announced that its Citi Token Services for Cash has transitioned from a pilot program to a live commercial solution, enabling multimillion-dollar transactions for institutional clients. This development marks a significant milestone in Citi's efforts to provide real-time, always-on transaction banking services to its global clientele. This innovative approach is expected to enhance liquidity management and transaction efficiency for institutional clients.

Quick Service Restaurant (QSR) Industry

18) McDonald's

McDonald's is a QSR chain that has continued to prioritize customer experience by introducing new iconic menu items to a new generation. The company is set to launch the highly anticipated Chicken Big Mac in U.S. restaurants. The Chicken Big Mac has already been introduced in various international markets, generating excitement among U.S. fans. McDonald's is leveraging social media and influencer marketing, featuring internet star Kai Cenat to livestream reactions from fans trying the new sandwich to easily reach the customers.

19) Taco Bell

Taco Bell is an American fast-food chain that has served its customers with its creative menu items and limited-time offerings, appealing to a wide range of tastes. Taco Bell has partnered with emerging chefs to creatively reimagine its iconic Crunchwrap Supreme. This collaboration aims to introduce innovative flavors and culinary techniques while maintaining the essence of the beloved menu item. The initiative highlights Taco Bell's commitment to culinary creativity and engagement with both chefs and customers, showcasing how Crunchwrap can evolve while still appealing to its fanbase.

20) Domino's Pizza

Domino's Pizza is a pizza chain that has invested in customer experience to offer seamless Pizza ordering through its mobile app and website, keeping customers happy. For customer delight, Domino’s has reintroduced its Emergency Pizza Program, offering customers a free medium, two-topping pizza with qualifying online orders. This initiative, which gained popularity last year, aims to provide customers with pizza when they need it most. Further, Domino's is collaborating with Amazon's Twitch and Olive & June to enhance the program.

Sportswear Industry

21) Nike

Nike is a sportswear company that offers innovative athletic products, such as custom shoes, jerseys, shorts, cleats, baselayers, etc., to enhance the overall customer experience. Nike's Jordan Brand has launched the Heir Series, a new initiative aimed at empowering young athletes and fostering their development. The series focuses on mentorship, providing aspiring players with resources, training, and opportunities to enhance their skills both on and off the court. The brand aims to cultivate the next generation of basketball talent while promoting values of leadership, teamwork, and resilience.

22) Adidas

Adidas is another sportswear company offering personalized sports products. Adidas Basketball has launched the Jabbar OG collection in new colorways, celebrating the legacy of basketball legend Kareem Abdul-Jabbar. The collection features updated designs of the iconic Jabbar sneakers, maintaining their classic silhouette while introducing fresh color options. This release aims to honor Abdul-Jabbar's impact on the sport and culture, appealing to both sneaker enthusiasts and basketball fans alike. The new colorways are available for purchase on Adidas' official website

23) PUMA

PUMA is a leading sportswear brand specializing in the design and manufacture of athletic and casual footwear, apparel, and accessories. The brand has established itself as a significant player in football, cricket, basketball, and motorsport.

PUMA has unveiled the world's first clothing item made entirely from textile waste, a plain white T-shirt using innovative biorecycling technology developed by CARBIOS. PUMA aims for 100% of its polyester to come from textile waste, marking this announcement as a significant step towards a circular economy in the fashion industry.

Home Improvement Industry

24) Stanley Black & Decker

Stanley Black & Decker, Inc. is a prominent global manufacturer of industrial tools and household hardware, recognized for its extensive product range and commitment to innovation. The company heavily invests in research and development to create advanced tools that improve efficiency, enabling users to tackle various DIY projects and professional tasks.

Recently, Stanley Black & Decker's CRAFTSMAN brand has expanded its V20 BRUSHLESS RP line with new power tools designed for enhanced runtime and performance. The latest additions include a drill/driver, hammer drill, impact driver, screwdriver, a 2-tool combo kit, and a circular saw, all engineered to increase efficiency in driving fasteners and cutting materials.

25) Lowe's

Lowe's is a home improvement retailer in the United States, known for its extensive selection of products and services that cater to both DIY enthusiasts and professional contractors. The brand provides a wide array of products including power tools, hardware, home decor, garden supplies, and seasonal items for renovating homes or tackling small projects.

Lowe's has announced significant holiday savings for customers and members, introducing a range of must-have gifts and expanded seasonal decor options. The retailer is focused on making holiday shopping more accessible with discounts on popular items, including tools, appliances, and home improvement products. Additionally, Lowe's is enhancing its seasonal decor offerings to help customers create festive environments in their homes.

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To Wrap Up

The businesses that stand out in 2025 are those that have implemented a customer-centric approach and invested in the latest technologies to meet the changing expectations of consumers.

The above-listed customer-centric companies have demonstrated a strong commitment to providing personalized experiences, leveraging AI and the latest tech to gain insights into customer behavior, and creating seamless interactions across channels. They have also focused on building strong relationships with customers, fostering brand loyalty and advocacy.

By continually listening to their customers, being responsive to their needs, and delivering experiences that exceed expectations, these companies have positioned themselves as the world's most customer-centric companies. As we move forward, it will be interesting to see how other companies strive to emulate the success of these customer experience leaders.

World's 25 most customer-centric companies that remain true to great CX in 2025

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