Why multi-channel marketing = great customer service for L.L. Bean

With the rise of social networking, mobile access, and the persistence of email, it’s no secret that marketing is more multi-channel than ever. Many companies are heavily investing in multi-channel marketing and analytics, trying to figure out what channels work best for them and their customers.

An interesting take on being a multi-channel company comes from the service-oriented retailer L.L. Bean, whose legendary quality guarantee is part of how they keep people happy. In a recent interview about how L.L. Bean provides great customer service, company president Chris McCormick shares an interesting philosophy that multi-channel is simply part of providing great service.

“superior service is also accomplished by providing a pleasant shopping and service experience across all channels and communicating with customers in their preferred channel or medium.”

Notice that multi-channel is not seen here as an acquisition strategy…it’s not about being everywhere for everyone. It’s more of a reaction to the behavior their seeing from their customers, along with the realization that it makes life easier for people when you speak to them on their terms (in their preferred channel). This will make for happier customers in the long run.

Original Article