Nordstrom Personal Shopper Services
An Old-fashion Remedy for Today’s Competitive Market
By: Amber A. Wright
Product development, variety and even quantity no longer seem to cut it for American consumers in today’s competitive marketplace. Competition is increasing across the spectrum and it is therefore up to businesses to make themselves distinct to stay afloat. Even if a consumer enjoys your product or service and what it offers, this alone may no longer guarantee their loyalty or referral to your business. Although competition has seemingly become the common-cold of business, many are also keen on an innovative antidote to combat these wheezes and sniffles before the next business flu season approaches.
Heaping tablespoons of customer service has become the popular antidote businesses are taking llarge doses of to combat competition. Many businesses, however,seemed to abuse the technological boom of the 1990’s by blindly replacing customer service with the convenience technology offers. Customers can now easily swipe their credit cards, make online payments and have automated phone services direct their calls. These are a few of many components that have minimized the employee to customer contact and made good old fashioned customer service appear out of reach.
Department stores such as Nordstrom, who have ranked number one in customer service, use technology to maintain brand integrity and make client contact obtainable for their customers. Their online shoppers receive customized services such as gift reminders and personal online shoppers who are available 24 hours a day. In addition, several of their department stores make it mandatory for employees to walk a customer 10 to 15 steps when asked where a particular destination is rather than gesturing to it with their hands. It is also procedure for sales-clerks to walk their customers’ purchases around to them rather than simply handing it over the register.
According to a survey conducted by BIGResearch,a company who monitors the spending habits and influences of consumers, 85% of consumers said they shop and spend more at retailers that deliver outstanding service. An additional 82% are more likely to refer such retailers to family and friends. When a consumer has a bad service experience, however, chances are they will tell ten other people. Technology may also compel them to complain online, which has the potential to reach hundreds.
Even very large corporations such as Verizon have managed to incorporate customer service to combat such potential business pains. With annual revenue exceeding $71 billion, Verizon Communications Inc. is one of the worlds top providers of communication services. In mid August, Verizon was reported to have the most loyal customers in the wireless industry. In addition, Verizon reportedly had the lowest turnover rate during the second quarter of 2007. Chief Operating Officer and Vice President for Verizon Wireless, Jack Plating is a strong advocate of customer service: “Verizon Wireless is focused on providing the best experience each and every time we interact with customers.” Several of their advertising campaigns further that notion by incorporating strong customer service with their familiar tagline “We never stop working for you.”
Whether it’s through an advertising campaign or employee training, research strongly conveys how responsive consumers are to outstanding and poor customer service. Using customer service to combat competition entails being attentive to the needs, ethics and expectations of consumers. Once these areas are identified, customer service can additionally help your business build brand integrity, distinction, overall expansion and attract and maintain loyal customers. Research also shows the consumer’s desire to feel apart of your business and as though they are dealing with an individual rather than a large corporation
or machine.
During this business flu season, if competition gives your business the sniffles, heaping tablespoons of customer service may be just the remedy in giving you the competitive edge.
Article provided by Making It! TV online Newsletter. Visit makingittv.com for more business advice, and insight for ways to improve and maintain your business.
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South Coast Plaza