Few brands have used good customer service as a differentiator like L.L. Bean.
Indeed, if you've ever been to a contact center conference or webinar, you'll likely have seen quotes from the company leaders laying out the value of good, old-fashioned customer service.
The following example from the founder himself is perhaps the most widely spread:
Sell good merchandise at a reasonable profit, treat your customers like human beings, and they’ll always come back for more.
Moreover, Leon Gorman, former CEO of L.L. Bean and grandson of the founder himself, is often attributed with the popular quote:
Customer service is just a day-in, day-out, ongoing, never-ending, unremitting, persevering, compassionate type of activity.
Yet, L.L. Bean’s customer service has unfortunately now relented, shrinking its call center hours and laying off many of its staff earlier this week.
Starting in July, the outdoor retailer will staff its contact center from 8am to 8pm, when most of its demand comes in.
Meanwhile, all employees impacted by the announcement will receive severance packages.
In making the announcement, a company spokesperson said: "As more of our customers choose self-service and shop through our digital and retail channels, customer contacts have declined over the last four years.
Simply put, L.L. Bean customers shop differently today than in the past, and we must adapt.
These latest layoffs follow the 2021 shutdown of its contact center in Lewiston and its 2020 job cuts, which impacted its customer service team.
A Sign of the Times?
With such an announcement, many would assume L.L. Bean to be struggling. But it's not; revenues are rising.
From 2017-2020, revenues sat in the $1.6BN range. However, in 2021, they surged to $1.8BN, and the retailer has maintained this level despite the pandemic-fueled flux in outdoor activities.
In a Forbes article, L.L. Bean credited this growth with a shift in its omnichannel commerce strategy - switching from retail focus to brand-building – and an expansion beyond traditional retail avenues.