Due to this massive explosion of easy access to content creation, everybody is jumping on this content creation wagon. But the challenge is to create truly authentic content that can resonate with the customers. And if you want authentic content then the brand has to do authentic work to bring out that emotions in people. Some brands have been doing this for years. One such example is ‘Nordy Stories’
American fashion retailer Nordstrom began collecting examples of great customer service from its employees. They called them Nordy stories.
For example, a customer comes into the store, laden with items already purchased from rival store Macy’s. The customer shops in Nordstrom, comes to the till and takes advantage of Nordtrom’s free gift-wrap service. The Nordstrom employee obliges and then, to the surprise and delight of the customer, offers to wrap the Macy’s gifts too for no extra charge.
In another example a man went into the Nordstrom in Anchorage, Alaska, to return a set of tires. Nordstrom is an upscale retailer that sells mostly apparel, shoes and accessories and does not sell tires. The customer bought the tires at the store that occupied the same space prior to Nordstrom moving in. After some discussion, the Nordstrom store manager decided to allow the customer to return the tires. That employee knew very well that the Nordstrom customer has an average lifetime spend of $8,000. What’s $17 compared to that?
Another example is about a member of the housekeeping staff at a store in Connecticut who discovered a customer’s bags, along with her receipt and a flight itinerary, in the parking lot. Noticing that the customer had likely left directly from the store to catch her flight at John F. Kennedy International Airport in New York, he looked up her phone number in the company’s system and tried to call her several times. Then he drove to the airport with her bags. When she didn’t answer her phone after he got to the airport, the employee had the airport page her to let her know he had her bags.
Nordstrom started publishing these stories which not only started strengthening the brand in the minds of the consumers but also reinforced the work culture and attitude of the brand in the minds of the employees.
For every brand there is a story in your backyard, look for them.