If you want a good example of a 360-degree customer experience, check out Bonobos.  I’ve seen these guys advertise in Wired and on Facebook and finally gave them a try.

Bonobos specializes in selling men’s pants online.  Why would I ever buy dress pants online?  Because in their ads they feature two things quite prominently:  an iron-clad guarantee of satisfaction and a shot of the pants that makes the not-so-subtle promise “We’ll make your butt look good in dress pants.” [at least that's what I perceived from the print campaign]  The latter is something that most brick and mortar retailers can’t guarantee because they don’t know their customer – they’re playing to all customers.  This makes for a very clear differentiator for Bonobos.

I went to their site and within ten minutes was able to pick out a pair to try.  I think this is record time for online shopping and this is where the Bonobos customer experience starts to  reveal itself.  They do four things exceptionally well.  First, they entertain you.  The production descriptions of the pants have copy you actually want to read and there are even a few shots of the models doing random things like holding a beer.  Kind of reminds of the J. Peterman catalogue from “Seinfeld.”  Second, they inform.  The detail of the pant’s sizing – waist, rise, thigh, finish, fabric, color – gives you all of the info you need to make a good decision.  Honestly, did anyone even know there were so many parameters to consider in pants shopping?  Third, they assure.  Their “size meter” tells you how true to size their waist measurements are, even after the pants have been washed.  And, finally, they demonstrate the benefit.  They show the pants from multiple angles, always making sure to show you how they’ll make your butt look.  I ordered a pair of these light, grey wool trousers (see above).  [note: I don't think the Wired promo code for 10 or 15% took, but that's my only complaint]

Last week, the FedEx guy showed up and phase two of the Bonobos customer experience really took off.

I opened my front door to find a distinctive, blue box leaning against the wall.  It wasn’t over-packaged, so I didn’t have to feel guilty about the waste.  I opened the box to find an impeccably wrapped “gift.”  Yes, it felt like a gift even though I’d bought it for myself.  Inside the lid was the Bonobos mission statement disguised as narrative.  They even encourage alternative uses for the packaging.  Underneath the tissue was another reminder of the Bonobos brand, as well as a form letter with useful care instructions and a reminder of their return and customer service policy.  And beneath that lay a very cool pair of pants indeed.

I would have added a shot of me wearing the pants to compare to the promise made on the website, but they are being hemmed and the pockets are being sewn shut so it doesn’t look like there are eyes on the back of my ass.

I thought that the journey to the seamstress was the final step in my pants odyssey but, alas, it was not.  The final step in the Bonobos customer experience was Marshall Roy of Bonobos calling me to make sure that I was satisfied with my purchase.

Why, yes I am, Marshall.  Thanks for asking.