L.L.Bean has once again been identified by consumers for excellence in customer service across all formats. The fifth annual NRF Foundation/American Express Customers' Choice survey, conducted by BIGresearch, put the company at the top of a list filled with merchants that have built their reputations and business on service. Interestingly, most of the companies in the top 10 are built are consumer-direct models rather than brick and locations.
The top 10 identified in the survey included:
1. L.L.Bean
2. Overstock.com
3. Zappos.com
4. Amazon.com
5. QVC
6. Coldwater
Creek
7. HSN
8. Lands'
End
9. JCPenney
10. (tie): Kohl's
10. (tie): Nordstrom
HSN and Kohl's made the biggest jumps forward in this year's survey with HSN moving up seven spots and Kohl's eight.
Shane Berry, senior vice president and general manager, national client group, American Express Merchant Services, said in a press release, "In any economic environment, exceeding customer expectations is a critical component of managing a business. Given the challenges over the last year, these winners should be commended for continuing to distinguish themselves through ongoing service."
Discussion Questions: What stands out for you about the companies making this list for customer service? Considering the considerable differences between the various companies' customer bases, business models, etc., do you think there are basics that every retailer has to master to be identified by shoppers as providing superior service?