The Nordstrom Way to Customer Experience Excellence, 3rd Edition

Innovation and Adaptation

Customers increasingly expect a personalized experience that merges the richness of stores with the convenience of online.

—Blake Nordstrom

“Innovation is the act or process of introducing new ideas, devices, or methods. In Nordstrom's world, innovation is the value that guides the company to relentlessly seek processes and tools to better serve customers across all channels. Adaptation is the process of change by which an organism or species becomes better suited to its environment. No organization can sustain itself unless it is in a constant state of innovation and adaptation.

Most retailers view technology as the center point and are often enamored by the newest new thing. People get excited about the latest technology, but Nordstrom asks: “What problem is that technology solving for the customer?” At Nordstrom, technology is crucial to the business, but technology in and of itself is not the company's primary focus. Nordstrom believes that innovation is about solving customers' needs and enhancing every interaction the customers have with Nordstrom.

Customer Obsessed and Digitally Enabled

Innovation at Nordstrom is about being customer obsessed and digitally enabled—not the other way around. Again, technology is important, but Nordstrom wants customer obsession to drive all of its discussions.

“Customer obsession has been a thread all the way ...