These are the secrets to excellent customer service

BI Intelligence

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L.L. Bean topped the list for excellent customer service in the latest “Customer Service Champions” report from Prosper Insights & Analytics, which surveyed 6,500 consumers in September 2016.

This is the third time the apparel retailer has led in the annual ranking, which weights consumers’ responses by each retailer’s annual revenue and “fan base,” according to Forbes. Amazon, Land’s End, Fingerhut, and Kohl’s joined L.L. Bean in the top five this year.

Here are the key factors behind these companies' superior customer experiences:

• A customer-focused returns policy. Both L.L Bean and Land’s End feature policies that allow returns to be made at anytime for a refund or product exchange, if a consumer deems it necessary.
• Free shipping. Amazon has brought free shipping to the fore, and many other retailers now provide the perk. It's highly demanded by consumers, and can lead to more purchases and a fonder view of a retailer.
• Credit and payment installment plans. Fingerhut offers monthly payments as well as credit plans to make expensive purchases more accessible to consumers. Such plans can make consumers feel taken care of by a retailer, while creating more purchase opportunities.
• Quality sales and coupon programs. Many retailers offer sales promotions, but they do not always resonate with shoppers. Kohl’s provides sales and coupons that appear to connect particularly well, possibly because there are so many deals available, and shoppers can use coupons on top of other sales discounts.

Generations describe excellent customer service differently, so retailers should make sure to tailor experiences to their target demographic’s values. Millennials, defined as those born between 1983 and 1998 by the study, were the generation most likely to describe quality customer service as “quick," meaning they likely value speed more than their older counterparts. Meanwhile, Boomers, defined as those born between 1946 and 1964 by the study, were by far the most likely to mention “returns,” which likely means Boomers care most about the ease and quality of the returns experience. As retailers work to improve their customer experience and service policies, they should keep their customer base’s preferences in mind to create the best experience possible.

Stephanie Pandolph, research analyst for BI Intelligence, Business Insider's premium research service, has compiled a detailed report on free shipping that:

• Provides an overview of how consumers' demand for free shipping is shaping the retail and logistics industries.
• Examines the technologies that may be implemented as a result of  companies seeking to lower shipping costs.
• Discusses various strategies to implement with free shipping for small and large retailers.

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