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Managing the customer experience isn’t new, Neiman-Marcus has been doing it for 100 years
By Joyce Dierschke | October 26, 2009
I decided to read Minding the Store
When it came to marketing and customer service, the Marcus family are nothing less than artists. The strength of their strategies in these areas however, did not come from a desire to make money but to be the best specialty store in the world. In order to do that, they made the customer their sole priority.
Records were kept of their customers likes, dislikes, birthdays, anniversaries, etc. Extreme efforts were made to surpass all expectations – and they usually succeeded. Who wouldn’t want to shop in a store that not only remembered your name, but also your favorite colors and styles? They hired thoughtfully, only considering salespersons and buyers with impeccable taste and of like-minds. In this way they could maintain the consistency of the store’s offerings.
They expected much from their employees – and on the flip-side, they treated their employees with much respect. They fostered a healthy give and take relationship, where their employees felt empowered but also knew who the boss was. Designers and vendors were treated with the same respect. Neiman-Marcus gave many European designers incredible opportunities to enter the American marketplace back in the 1930s, 40s and 50s.
The success achieved by Neiman-Marcus was always shared with the community. The Marcuses did so much to enhance the cultural climate of Dallas, Texas. They introduced Dallas to the rest of the world – and vice-versa.
Stanley Marcus seemed to instictively know what was best for the store and its customers. A fantastically creative mind, he initiated weekly fashion shows, the grand “Fortnight in Dallas” celebrations of other cultures, and the wonderful Neiman-Marcus Christmas catalogue in which he one-upped himself every year with unbelievable gifts.
His philosophy was simple: Never settle for less than the best. He expected the best and he got it. He never hestitated to pass the best on to his employees, customers and vendors. He commanded great respect – everyone wanted to be a part of his success. He worked hard, with a sense of urgency, and expected the same from his staff.
His marketing initiatives were remarkable and unheard of for the times. He was a true trailblazer. What is sad perhaps, is that we’ve somehow and for the most part, forgotten how to have Stanley Marcus’s sort of success. Forgotten that the customer should come first. Forgotten how to be truly creative and innovative marketers. Yes, there are a few companies out there that can do it. But they are few and far between.
Minding the Store
Topics: Integrated Marketing, Success in Business, Work Life, customer service, marketing | No Comments »
