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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Customer Service Champion Contd...

The ranking was done on the basis of consumers' overall assessment of customer service experienced across all formats of retailing – online, catalogue, mail-order, as well as in the stores and outlets of a retailer. L.L.Bean, the outdoor goods and apparel retailer, had retained the top spot for three consecutive years starting from 2007, a fact that testified to the company's continuous ability to provide superior customer service.

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

According to NRF Foundation VP Kathy Mance, "Retailers this past year had the extra challenge of offering their customers great service amidst turbulent economic conditions. Any company who secured a spot on the list this year should be commended for stellar customer service and continued level of excellence."7

In 2010, L.L.Bean also achieved the topmost ranking in Bloomberg BusinessWeek's8 fourth annual ranking of "Customer Service Champs"9 in which companies were ranked on the basis of customers' perception about their quality of staff and efficiency of customer service...

Excerpts >>

7] "LL Bean Again Number One for Customer Service,", January 14, 2009.
8] BusinessWeek is a weekly business magazine published by McGraw-Hill Companies from 1929-2009. The magazine name was changed to Bloomberg BusinessWeek after Bloomberg L.P. a US-based financial news reporting company acquired Businessweek in October 2009.
9] The "Customer Service Champs." survey conducted by Bloomberg BusinessWeek selected 25 companies from among 200 brands after assessing the techniques, strategies, and tools they had employed to deliver great customer service. The ranking calculated was a combined score obtained from a series of studies in J.D. Power and Associates' 2009 database for each brand.

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