The Nordstrom Way to Customer Experience Excellence. Reeves breAnne O.

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      Robert Spector

      The Nordstrom Way to Customer Experience Excellence

THE NORDSTROM WAY TO CUSTOMER EXPERIENCE EXCELLENCE

THIRD EDITION

CREATING A VALUES-DRIVEN SERVICE CULTURE

ROBERT SPECTOR & BREANNE O. REEVES

      Copyright © 2017 by Robert Spector and breAnne O. Reeves. All rights reserved

      Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

      Published simultaneously in Canada

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       Library of Congress Cataloging-in-Publication Data:

      Names: Spector, Robert, 1947– author. | Reeves, breAnne O., 1980– author.

      Title: Nordstrom way to customer experience excellence: creating a values-driven service culture / Robert Spector, breAnne O. Reeves.

      Other titles: Nordstrom way to customer service excellence

      Description: Third edition. | Hoboken, New Jersey: John Wiley & Sons, Inc., [2017] | Earlier edition published as: The Nordstrom way to customer service excellence: a handbook for implementing great service in your organization. | Includes bibliographical references and index. | Identifiers: LCCN 2017019609 (print) | LCCN 2017033173 (ebook) | ISBN 9781119375371 (pdf) | ISBN 9781119375388 (epub) | ISBN 9781119375357 (pbk.)

      Subjects: LCSH: Customer services – United States – Handbooks, manuals, etc. | Nordstrom (Firm) – Management. | Department stores – United States – Management.

      Classification: LCC HF5415.5 (ebook) | LCC HF5415.5 .S626785 2017 (print) | DDC 658.8/12 – dc23

      LC record available at https://lccn.loc.gov/2017019609

      Cover Design: RSi

In loving memory of my parents,

Fred and Florence Spector,

who taught me The Spector Way:

Work hard, be good, do well

– R.S.

Thank you, Clara June Reynolds,

for reminding me every single day,

to stay silly, be nice, put others first,

enjoy life, and most importantly, have fun!

– B.O.R.

      “Your beliefs become your thoughts,

      Your thoughts become your words,

      Your words become your actions,

      Your actions become your habits,

      Your habits become your values,

      Your values become your destiny.”

– Mahatma Gandhi

      Acknowledgments

      My Nordstrom journey began in 1982, when I became the regular freelance correspondent in Seattle for Women's Wear Daily and the other trade newspapers that then comprised Fairchild Publications.

      One of the first companies I wrote about was Nordstrom, which was then a strictly West Coast retail chain, but was beginning to gain a national reputation for its culture of customer service. As a native of New Jersey, whose first job out of college was writing retail advertising for Bamberger's department store (a division of Macy's), I was fascinated by the Nordstrom culture of taking care of the customer. I remain fascinated to this day.

      In 1990, I was contacted by Elizabeth Wales, a Seattle literary agent, whose next‐door neighbor was Patrick McCarthy, then Nordstrom's number one salesperson. Elizabeth asked me if I'd be interested in writing the book with Patrick. You know what my answer was. Five years later, John Wiley & Sons published The Nordstrom Way: The Inside Story of America's Number One Customer Service Company. It quickly became a bestseller, and it changed the course of my life.

      As a keynote speaker, I've had an opportunity to speak to every kind of business you can imagine (and some you can't imagine) throughout the United States as well as in 26 countries. It's been quite a ride!

      And as an author, I've had the unique opportunity to periodically revisit Nordstrom, both literally and figuratively (as we explain in greater detail in the Introduction). Each time I research and write a version of The Nordstrom Way, I learn something new. Each time I learn something new, I have something new to teach. Over the past few years, I have shifted some of my time to teaching business students at the University of Washington's Bothell campus, and at Western Washington University in Bellingham. I believe that it's essential for students to not only understand traditional business skills but also to understand what it means to operate a business or to be a stellar employee – viewed through the lens of these values that we have identified that are crucial to Nordstrom's success. I tell my students that regardless of whatever field they choose, the values of The Nordstrom Way will serve them well.

      I've also had the opportunity to be an adviser and thought leader to organizations large and small around the world. I particularly enjoy the breakout ideation sessions where people at every level of the organization are given the opportunity to brainstorm on how they can help their organization become the Nordstrom of their industry. After leading and observing these brainstorming sessions, where people talk about how they can do their jobs better, I've come away with what I call the Three Immutable Truths:

      1. Most people want to do a good job.

      2. Most people want to be a part of something bigger than themselves.

      3. It's up to management to make sure that people feel valued and appreciated so that they come to work every day with a desire to do a good job and to be a part of something bigger than themselves.

      With all of that as a backdrop, I want to acknowledge all the people who helped to make possible all the versions of The Nordstrom Way.

      Deep and heartfelt thanks to:

      Patrick McCarthy for his belief in The Nordstrom Way and for his shining example for generations of Nordstrom employees.

      The