When CarMax hired us in late 2010 to devise a cultural strategy, we focused on establishing the brand as an icon of customer-centric service. To do this, we decided to position CarMax against a historic shift that we call the American customer service freefall. The idea that a used car retailer would be a leader in customer-centric service seems incredible, but it is true. CarMax’s customer service not only leads the category, but also surpasses the norms of service in other industries.