Customer Service at L.L.Bean

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Case Details:

Case Code : MKTG250
Case Length : 18 Pages
Period : 1996-2010
Pub Date : 2010
Teaching Note :Not Available
Organization : L.L.Bean, Inc
Industry : Multichannel Outdoor Goods and Apparel Retailer
Countries : US

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"Superior customer service has always been and always will be the cornerstone of our brand and heritage and an attribute that differentiates us from the rest of the pack. It goes back to L.L.'s Golden Rule of treating customers like human beings." ¹

- Christopher J. McCormick, President, L.L.Bean.

"Retailers can look to L.L. Bean's success as an attainable goal. To be successful, companies should look to independent research firms that have the tools to gather well rounded metrics and offer program suggestions to conquer areas of improvement. L.L. Bean's success will reward the company in increased customer loyalty for years to come." ²

- ICC/Decision Services³ in 2009.

Customer Service Champion

In January 2010, L.L.Bean, Inc. (L.L.Bean) a US-based multichannel retailer, once again secured the topmost position in the fifth annual NRF Foundation⁴/American Express Customers' Choice survey⁵ conducted by BIGresearch, LLC.⁶

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1] "About L.L.Bean," www.llbean.com.
2] "L.L. Bean: Customer Experience Program Success," www.iccds.com, August 14, 2009.
3] Started in 1979, ICC/Decision Services is a US-based market research agency that conducts consumer surveys and applies qualitative analysis to provide consumer insights to business clients.
4] American Express is a global payment, network and travel company.
5] The NRF Foundation/American Express 2009 Customer Service survey was designed to gauge consumer attitudes toward retailers' customer service and to provide a listing of the top customer service retailers. The survey, which polled 8,600 consumers, was conducted by consumer marketing intelligence firm BIGresearch from September, 2009.
6] BIGresearch, LLC is a US-based consumer market intelligence firm providing consumer insights gathered online using very large sample sizes.

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