*Trilogy Channels the Customer Experience
Lands' End will be among the first companies to use this new product. Trilogy said the software would allow Lands' End to fully integrate a customer's experience across multiple interaction channels.
Lands' End customers will be treated the same whether they order by phone, fax, mail or computer, said Rob Lilleness, vice president of product marketing at Trilogy, Austin, TX.
"We're pulling all of those channels together," he said. "Whether the sales come through the Web or call center or catalog, they will know that customer intimately."
The technology will give call center employees new flexibility when dealing with customers, such as the ability to provide consumers with alternate choices, Lilleness said. Perhaps one of the most important attributes of the Trilogy software is its ability for mass customization, Lilleness said.
"The world is moving from mass production to mass customization," he said. "Henry Ford once said, 'You can have any color Model T you want as long as it's black.' Now [they're] saying, 'Choose any color you want, any way you want it, and we'll price it out.' "