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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Background Note

The history of L.L.Bean started in 1911 in Freeport, Maine, US, when Leon Leonwood Bean began selling a special kind of water-resistant boot known as the 'Maine Hunting Shoe' that could be worn by hunters for their outdoor activities...

L.L.Bean's Customer-Centric Policies

Since its inception, L.L.Bean's business strategy had been to deliver best quality products at reasonable prices and to offer excellent customer service to customers.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Its customer-centric policies were based on the ideology pursued by the founder of the organization, Bean, who opined that "I do not consider a sale complete until goods are worn out and the customer still is satisfied. We will thank anyone to return goods that are not perfectly satisfactory… Above all things, we wish to avoid having a dissatisfied customer"...

'Logistics and Order Fulfillment' at the Heart of the Business

As a major part of L.L.Bean's retail business came from orders placed over the phone, the Internet, or via mail, the company strove hard to improve the logistics facility to ensure quick order fulfillment and enhance customer satisfaction. "We invest in making sure our turnaround time in our delivery center is super quick and that definitely helps with the overall experience – you order it and you get it fast" said Sutton...

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