Читать книгу The Nordstrom Way to Customer Experience Excellence - Reeves breAnne O. - Страница 5

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 cochairmen of the third generation – Bruce, John N., Jim, and Jack McMillan – for their cooperation and trust in the original book and for the use of three privately published family memoirs.

The leadership of the fourth generation – Blake, Pete, Erik, and Jamie – for continuing that cooperation and trust and for sharing their insights.

Special thanks to Brooke White, who selflessly ran Nordstrom's public relations department for many years, and who was an invaluable ally in helping me get what I needed in order to tell the Nordstrom story in the most accurate and up‐to‐date way. She never demurred at my inevitable “one more thing” requests. Without Brooke, these books would be incomplete.

Kellie Tormey, Brooke's predecessor, who was there for the original book and was also a great supporter and helper.

All the other people in Nordstrom's public relations department who helped us with requests over the years. Special thanks for this edition goes to Brenna Sussman.

David Marriott for his assistance in helping get this project off the ground.

Richard Narramore, our editor, for shepherding this project with the highest professionalism and for giving us the rare opportunity to revisit, reshape, revise, and expand this material – on more than one occasion.

Elizabeth Wales, a stalwart and supportive agent and friend, who has been there every step of the way.

Marybeth Spector, my wife and my friend, who has lived through every incarnation of The Nordstrom Way.

And breAnne O. Reeves, my business partner, cofounder of our company RSi, and coauthor, for helping to make me a better person and for making me laugh.

ROBERT SPECTOR

Bellingham, Washington

My Nordstrom adventure began in 2009, when I met Robert Spector. After a successful run in the corporate sales and marketing world, I decided to venture out and start my own business(es). I swore that I would never sit through another sales training, keynote, or “sales rally” again. I swore I would never sell anything to anyone that they did not need.

After a fateful meeting with Robert and after many happy‐hour conversations over glasses of wine, Robert hired my modest firm to support the launch of his newest book, The Mom & Pop Store. We were tasked with hosting the book's first launch party, to be held at Capers, a home‐furnishings store in West Seattle, where we were both living at the time. Most book launch events go a little like this: show up, schmooze with the author, get a book signed, have a paper cup full of coffee, tea, or wine, then leave.

Well, I had a different idea of what a book signing should look like. Maybe this is the Nordstrom in my blood. My team and I took it upon ourselves to get to know Robert and find out where he got his morning coffee, his afternoon sandwich, his happy hour, and oh so much more. How's that for getting to know a client?

We continued on our Nordstrom Way journey by having each of his favorite mom‐and‐pop establishments run a special the day of his book launch in West Seattle: His fave coffee beverage at Hotwire Coffee, his fave breakfast plate at Easy Street, his fave sandwich at Husky Deli, his fave cocktail at Fresh Bistro. You get the point. Additionally, we had Elliot Bay Brewing provide a keg of his fave Northwest beer, and Northwest wine as well. We packed the house. Everyone had a great time. And guess what? It had nothing to do with the book. Or Robert. It had to do with the customer experience. It had to do with partners and vendors. It had everything to do with caring about others.

Aha moment number one: I need to read The Nordstrom Way.

Aha moment number two: The Nordstrom Way is more than a book. It is more than a keynote. Let's create platforms to help companies around the world become better based on this knowledge.

During one of our many meetings, Robert asked me a life‐changing question: “Would you like to own half of The Nordstrom Way?” I said, uh, yes! The thought of leveraging the material from The Nordstrom Way in order to support the success of others was beyond provocative to me. From then on, my focus was on digging into the culture of Nordstrom and sorting out the values that make Nordstrom what it is.

As we identified the values that sustainably drive Nordstrom, I could not help but compare them to my family and upbringing. This was the moment when I knew for sure that I was in the right business.

Empower people to be good and do good. It is that simple.

I would like to thank:

The Nordstrom team that helped to make this happen.

Richard Narramore, our editor, for putting up with our persistence regarding design and marketing, amongst many other things.

My humble and amazing parents, Mark and Melodye Reeves. When people ask the question: “Who trains Nordstrom employees?” Nordstrom answers, “their parents.” My parents taught me “the way.”

Robert Spector, my business partner, and coauthor, for inviting me to participate in this project.

And, my husband and best friend, Silas Reynolds, who inspires me to be the best human on the planet every single day.

BREANNE O. REEVES

Bellingham, Washington