December 18, 2025
USA Today Highlights America’s Best Customer Service Brands
Less an award and more a group hug, USA Today has published its roundup of best-performing customer experience brands, with some 600 companies recognised for delivering the best service.
The headline summary according to the study by USA Today is that these brands aren’t just solving problems; they’re earning trust, loyalty and long-term customer commitment.
In total, the study draws on 3.1 million customer reviews, including more than 2 million from this year’s survey, highlighting companies that offer standout service and consistent excellence year after year.
Brands like Chewy, Navy Federal Credit Union and Aldi get top billing with Amazon, Shien, Ghirardelli Chocolate and many others in various categories on the nice list. With some discounted, relegated to the naughty list for data protection and other failures.
USA Today Gives Turo An AI-Powered Satisfaction Nod
A timely example is Turo, recently named on the list. Like ridesharing unicorn Uber, Turo (nearing $1B in revenue) is built around personal vehicles, insurance, payments and identity.
In that environment, every automated decision carries real financial and legal consequences. Jeff Fettes, CEO of Laivly, began work with Turo to help redefine human-AI decision-making in customer service, a critical component of this consumer marketplace.
At first glance, Turo’s model seems counterintuitive for customer service. Legacy rental car companies rely on face-to-face support because travel is stressful and unfamiliar. Removing the rental counter should add friction, not reduce it.
The fact that Turo makes a fully mobile, peer-to-peer model work at scale, and lands on USA Today’s Best Customer Service list, suggests something deeper is happening behind the scenes.
“Turo’s inclusion on USA today’s America’s Best Customer Service list reflects what happens when a company treats every customer interaction as a signal, not just a ticket to close,” said Vasili Triant, CEO of UJET. “With Spiral by UJET, Turo can connect the dots across conversations to surface product gaps, service friction, and emerging issues that would otherwise stay hidden. The goal isn’t deflection. It’s using AI to deliver ‘decision-grade data’ so teams can fix the root cause before a customer ever feels the need to reach out again.”
We’ll have more on the inside view from Turo in the new year, but congratulations to all the well-reviewed brands on the list.
