One of the most popular and frequently cited customer experience stories is the tale of the Nordstrom tyre return. Nordstrom is a high-end department store known for its outstanding customer service. The store sells clothing, shoes, accessories, and other fashion-related items. According to the tale, a customer once returned a set of tyres to a Nordstrom store and received a refund, even though Nordstrom has never sold tyres. The customer reportedly explained that they had purchased the tyres at the location when it was a different store that did sell tyres, before Nordstrom took over the space.
This story has become legendary in customer service circles and is often used to illustrate the importance of exceptional customer service. Pete Nordstrom of the Nordstrom family tells us what happened (we quote from the blog on the Nordstrom site):
“The story starts almost 40 years ago at a Nordstrom store in Fairbanks, Alaska, where Craig Trounce was a store associate. One day, Craig noticed a customer rolling a pair of tyres into the store. When Craig asked how he could help, the customer asked to return the tyres, insisting that they bought them at that very location with a guarantee that they could bring them back to the store at any time.
Of course, Nordstrom never sold tyres. But in 1975, it purchased three stores from a company that did –Northern Commercial of Alaska. The Northern Commercial Company offered an eclectic mix of goods– everything from towels and linens to automotive supplies. When Nordstrom took over the locations, it narrowed the merchandise mix to apparel and shoes.
Instead of turning the tyres away, Craig wanted to do right by the customer, who had driven more than 50 miles with the intention of returning these tyres. Knowing little about how tyres are priced, Craig called a tyre company to get their thoughts on how much the tyres were worth. He then gave the customer the estimated amount, took the tyres, and sent them on their way.
Lost over the years is the exact dollar amount the customer received in exchange for those tyres, but no doubt it's been earned back a thousand times over when you consider the scope and resonance of the story today. In fact, the tyre story has become so important to our culture, we even hang tyres in some of our stores and break rooms as a reminder of our commitment to our customers.”
Key Takeaways:
Customer-Centric Culture: Nordstrom’s commitment to customer satisfaction is deeply ingrained in its culture. Employees are encouraged to use their judgment and prioritize customer happiness.
Empowerment: Nordstrom empowers its employees to make decisions that benefit the customer, even if those decisions seem unconventional or outside normal company policies.
Long-Term Loyalty: Stories like the tyre return create a powerful brand narrative that attracts and retains customers. They build trust and loyalty, ensuring customers feel valued and respected.
The impact of this story is undeniable. It is one of the most cited stories in customer experience. It illustrates the lengths to which a company might go to ensure exceptional customer service and the enduring power of such stories in building a strong, customer-focused brand reputation.
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