The other day I was listening to a This American Life podcast, episode #591: Get Your Money’s Worth. One of the segments talked about L.L. Bean’s satisfaction guarantee. Apparently, the company will take back any of their products and issue a store credit. The first person that was interviewed returned a pair of 15 year old hiking boots that were worn out. He was issued a store credit, and bought a new pair of boots. This person is a school principal. One customer returned a half-eaten cookie and another returned a few 40 year old shirts. Sure, maybe the cookie was legitimately, unsatisfying, and it took a few bites to figure it out; but is it worth the $5 to return it? The older gentleman, with the 40 year old shirts, would apparently only be satisfied if the shirts lasted FOREVER. As I was getting ready to type that there’s nothing in my closet from 40 years ago, I realized, if there was, it would have be made years before I was even born. So my oldest article of clothing, a long sleeve, threadbare, tennis shirt from high school is about 16 years old.
Anyways, can you imagine being the customer service person receiving these ridiculous returns?! Well, L.L. Bean realizes it’s a difficult job and is careful to make sure the individuals who fill these positions are able to put their personal beliefs and judgements aside. Their faces and tone must remain neutral while used sheets, dog collars, and worn slippers make their way into the return pile.
The company obviously established this guarantee to market the quality of their product, one of the traditional four Ps, this type of marketing worked, and they began to build a loyal customer base. However, due to the way the guarantee is being used, (or rather, taken advantage of) the company is now using one of the modern four Ps, people. The employees don’t shame the individual or place judgement upon them (at least not openly). Customers are treated like any other loyal L.L. Bean customer. After all, one individual said they were going to sell their store credit online so that they can buy oil to heat their house. We all have different needs…and wants.