Great Customer Service = More $$

April 19, 2017


In the wake of the United Airlines customer service debacle, rather than focus on companies with bad customer service reputations (that could take a while), I took a fresh look at companies widely known for outstanding customer service. Chick-fil-A uniquely stood out, and has proven Great Customer Service has a significant positive dollars and sense effect on their bottom line.


In looking at the great customer service companies, several others regularly make the annual Customer Service Hall-of-Fame list1 for their outstanding in-store, on-phone and online customer service, e.g. Amazon, Apple and Marriott. And several retailers are also legendary for their very liberal Returns Policy, e.g. L.L. Bean, Nordstrom and 


However, Chick-fil-A rose to the top of my list, for several bottom-line reasons. In the highly-competitive and customer-demanding QSR category (“fast food” in marketing speak), it’s safe to argue Chick-fil-A’s industry-leading customer service equates to industry-leading revenue (among top fast food chains). Let me break it down as simply as possible vs. KFC (the biggest chicken chain):


Customer Service Ranking2

(i.e. saying “Please, Thank You, Smiling and making Eye Contact)

Chick-fil-A: #1

KFC: #10


Average sales/unit3

Chick-fil-A: #1 ($3.9MM/unit @1,983 units)

KFC: #34 ($1MM/unit @4,270 units)


Total Sales3

Chick-fil-A: $6,827B (#8, among QSR Magazine’s top 50 chains)

KFC: $4.328B (#14 among QSR Magazine’s top 50 chains)


And if you’re a remedial math student (like me), I’ll break it down further—

Chick-fil-A out-sells KFC by a whopping +57.7%, with 53.6% fewer stores. Plus, Chick-fil-A is only open six days/week vs. KFC’s seven days/week. I’ll leave those advanced metrics to the A+ math students, but I hope you’re starting to see what I see.


Great Customer Service = More $$!


Of course, smiling and saying, “Please and Thank You” alone doesn’t necessarily equate to significantly destroying your competition in every important metric, a company also needs good products that people really enjoy, high-performing operations and savvy management. However, I’ll bet having well-trained employees and happy customers are BIG difference-makers.


When you invest in your employees, you’re also making an investment in your customers and your brand. I believe Chick-fil-A has proven companies can Scale Culture, and investing in employee training and great customer service can easily have an ROI of 3:1 — who wouldn’t do that?


Please tell me about your favorite customer service companies, and why?


1.    24/7 Wall St./Zogby Analytics annual customer service survey

2.    QSR Magazine’s 2016 annual drive-thru survey report

3.    QSR Magazine 2016 “QSR 50”

Share on Facebook
Share on Twitter
Please reload

Featured Posts

I'm busy working on my blog posts. Watch this space!

Please reload

Recent Posts

January 7, 2017

Please reload

Please reload

Search By Tags
Please reload

Follow Us
  • LinkedIn - Black Circle
  • Instagram - Black Circle
  • Twitter - Black Circle

© 2017 KCMG Consulting

  • LinkedIn - White Circle
  • Instagram - White Circle
  • Twitter - White Circle

Connect & Follow Us: