This is the third installment of my Nordstrom saga. Previously I wrote about their customer service and gave an example of how I was crushed by a negative experience, promising to never shop there again.
Well, of course I did . . . because I am nothing if not a sucker for convenience.
This time was meeting a dear friend and former coworker, who coincidentally works in the same building as I do, for lunch. We surveyed our options and ended up at Nordstrom Café, the quaint restaurant inside Nordstrom.
It was during the Great Tomato Ban of ’08 and everything that sounded good to me had tomatoes in it. My friend ended up with a salad sans tomatoes but I could not decide. For some reason I thought the ban was lifted, or that the particular type of tomato used on the margherita pizza was not included in the ban, so I ordered that. “No tomatoes,” the woman behind the counter said flatly. I let out a big sigh and stood there looking sad and probably a little dejected.
“Can I help you, ma’am?” said a kind-looking gentleman also behind the counter, who would become my knight in shining armor. I explained how I really wanted a margherita pizza but was told there were no tomatoes, so I was at a loss for what to order.
“I can make the pizza with roasted tomatoes for you, if you’d like,” he offered. I brightened immediately and took him up on his offer. He made out my ticket and I went and stood in the line to pay. As I stepped up to the cash register, my knight came around the corner. “I am so sorry, but we don’t have roasted tomatoes either,” he said sincerely. “Would you like a just cheese pizza?” I agreed to that solution and he instructed the cashier to charge me the price of a kid’s pizza, which was significantly cheaper than what I had planned on spending.
As my friend and I sat down, I relayed my order dilemma—how the nice guy tried so hard to find a solution and that I was happy with the cheese pizza and really appreciated his efforts. And then he appeared. “Excuse me ma’am,” he said. “We do have sun-dried tomatoes, would you like those?”
Now, I was blown away. He already sought two solutions; the most recent solution I gladly accepted. I was really impressed and flattered that he would continue looking. It feels cheesy to admit, but I felt special, valued. Like I mattered. I took him up on the sun-dried tomato offer, and it was a damn good pizza.
“Okay, Nordstrom,” I said to my friend. “I forgive you.”
August 29th, 2008 at 9:11 pm
Great blog and a great story.
I’ve had things like this happen as well. It’s curious how emotional they become — the betrayal or outrage on one hand, the gratitude or appreciation on the other.
And it seems like all the big things that stores and restaurants try to do to sculpt my idea about their brand can be changed in one or two encounters by the people who work there. I try not to make snap judgments and to look for *patterns* of behavior, not flukes. But it’s hard to do.
Why is that? Any thoughts?
September 8th, 2008 at 9:46 am
Thank you! I agree with you on both points - I try to look for patterns of behavior instead of isolated incidents, but also find it very hard to do.
There are probably several opinions on the matter, but I think it is because we have relationships with brands, similar to our people relationships. Over time, we form opinions about who this brand is, how it conducts itself and what to expect from it – and we end up putting our trust the brand as a result, by giving it money and our loyalty. When something happens outside of the image we’ve created for the brand, well, it’s like that friend that did something to let you down. It becomes less about the particulars of what she did and more about the overall trust that was broken. Do you forgive and move forward or don’t you? We make these same decisions with brands.
I think your point also beautifully illustrates the importance of employees when considering your brand identity. What is their role? What is expected of them? Why should they care? So often it seems that this “front line” is overlooked and yet they can make the biggest impression – positive or negative.
Are there other suggestions for why negative experiences make such a big impact?