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The Executive Summary of The Nordstrom Way: The Inside Story of Americas # 1 Customer Service Company The Nordstrom Way: The Inside Story of Americas # 1 Customer Service Company is a brilliant attempt to examine the way how the company became the national standard of customer service. The author of the book wrote it with help of sales personnel and top of Nordstrom management. Robert Spector provides the readers with close-up look at Nordstrom secrets. Everybody knows that Nordstrom and outstanding customer service are synonymous. The company managed to find out completely new approach that allowed them discovering what their customers want. The book is evidently written to help companies improving their customer service.
So, lets look inside the book. The structure is quite simple. The book consists of eight chapters. Each chapter is written in easy language and explains the main stages of companys development. By example of Nordstrom Robert Spector explains key factors of success for perfect customer service. Author claims that customer service is crucial to success of the company.
Marketing is the integral part of the business and, therefore, it should be conductive to growth of profitability. It should be able to measure and demonstrate its contribution to the companys development. Companies that are proud of the highest levels of customer loyalty are based not on loyalty to various customer programs or novelties, but on loyalty to reliable, sound basic offer able to influence their customers. These companies know what can attract their customers and use every opportunity to improve customer service. These companies treat customers as extended family. Thats why they are unbeatable.
When we speak about characteristics of such companies, the only name that comes first to mind is Nordstrom, the company that knows their customers demands and knows how to satisfy their clients. The author focuses attention on practical lessons that explain you how to meet the customers demands and explains how to value the greatness of perfect customer service, how to find new customers and how to get along with customers so they will keep coming back and using your service, how serve the customers and to help people making correct decisions. Robert Spector reminds that market changes drastically: consumers become more demanding and competition becomes stricter. It is very difficult to find difference between two companies operating at the same market. Technology proposes its solution to problem, but each solution involves more and more alternatives and necessary decisions concerning customer service. By the example of Nordstrom Spector places high emphasis on basic management principles used in Nordstrom.
Robert Spector claims: The more choices you offer your customers, the more likely they will do business with you, rather than your competition. To prove this idea, Spector compared Nordstrom's customer choices with other companies. The next step is to create an inviting place for the customers. In order to attract new customers and to provide them with best possible service, Nordstrom made unique changes in its in-store service and invented plenty of ways to make itself customer friendly. One of the companys strategies is to hire nice and motivated people. Bruce Nordstrom claims that they can hire nice people and teach them to sell, but they cannot hire salespeople and teach them to be nice.
Although the company has no special formalized training programs and courses for its employees, the employees have lots of opportunities to learn how to be more customer-friendly. In such a way, Nordstrom Company confirms the belief that hiring the right people is the key to success. The next key point is selling the relationships along with the services and goods. What does it mean?
Nordstrom employees do all their best to make the customers trust them. Maintaining good relationships helps to provide the customers with the best service. Employees always pay attention to what the customer want and in such a way, the company is a step ahead all its competitors. Another interesting Nordstrom's innovation is an inverted organizational pyramid.
What does it mean? Customers occupy the top position. Further follow sales and support personnel, department managers, store managers, and so on. The company introduces innovative and creative approaches in order to avoid unnecessary and boring bureaucracy. It has no organizational charts and the only thing they have going for them is the way Nordstrom takes care of its customers.
Jim Nordstrom considers that people will work hard when they are given the freedom to do the job the way they think it should be done, when they treat customers the way they like to be treated. He says that when the company takes away the workers incentive and start giving rules, the company kills their creativity. The managers have feeling of ownership about their departments. It is their responsibility to coach, to hire or fire workers. Managers begin their career as salespeople in order to learn customer care skills. Nordstrom also fosters friendly competition between its employees and rewards them for giving a good service to clients, for good sales performance or interesting suggestions and ideas.
Nordstrom often initiates various sales-contests and hands five individual $ 2, 500 cash prizes every two weeks. Such programs encourage loyalty and inspire motivation. By the example of Nordstrom the readers get acquainted with basic guidelines of good loyalty customer program. The book dwells on enhancing customer service, techniques and marketing strategies that will help businessmen improving their performance. Finally, it gives a recipe of success and helps to understand what the customers want and how to make them continue using your services.
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Research essay sample on The Executive Summary Of Nordstrom Way Inside Story
