Featured Customer


“It’s not just about the data. It’s about the closed-loop feedback system that we use each and every day to improve customer experiences.”

Lynda Firey-Oldroyd
VP Consumer Insights


Nordstrom Continually Sets the Bar in Customer Experience

The customer-centric energy at Nordstrom is tangible: everyone in the organization—from the frontline to the executive level—strives to create the best possible experiences for shoppers. In fact, customer experience has been the foundation of Nordstrom’s core value and business strategy; since 1901, the company has been committed to providing customers with outstanding experiences, and to improving them every day. Nordstrom’s customer commitment has fueled its growth and success, taking the company from a small Seattle shoe shop to global retail leader.

Nordstrom has a desire for relentless improvement and an inherently customer-centric culture. That’s why Nordstrom partnered with Medallia to integrate real-time customer feedback into the daily operations of all Nordstrom and Nordstrom Rack stores. Employees gather at morning meetings to review customer feedback scores and daily goals, store leaders share Medallia insights at team alignment meetings, and corporate offices regularly share customer feedback and key metrics—all to ensure that excellent customer experience remains at the core of the business.

Drawing on this constant stream of data, the folks at Nordstrom continually take action to improve at the micro and macro levels—from a manager tweaking the checkout process in her department to corporate leadership testing and then launching national initiatives based on consumer insights. And closing the loop is central for the organization. Every single customer who requests follow up in her survey receives a call or email from a manager, whether the feedback was glowing or not-so-glowing. With this commitment to building relationships and creating outstanding experiences one at a time, Nordstrom’s inspiring culture continues to set the bar.