I would suggest that Nordstrom use several different customer insight methods in order to truly understand the needs and wants of their customers. A very good idea for them would be to tune in on social media listening. The web is constantly growing and social media has become a large accepted part. It can easily be used to gather information from customers quickly and the best part is that it's completely free. Nordstrom should provide customers with an easy way to leave feedback on their products and service and should also be prepared to deal with heavy criticisms. In studies it has shown that during service interactions, the most important thing to the customer is how much time and effort they have to invest in the whole process. Nordstrom could use customer effort reduction to give the customer a more desirable shopping experience. Nordstrom should also analyze the data they have on different customers and use it to create different groups of customers that have different needs. By doing so they can focus on pleasing certain areas of people by adding or enhancing products, services, or marketing. This insight method is called customer segmentation and is widely used. One of the most important things a company can utilize is feedback. Feedback provides information about reactions to a certain product or task and can easily be used as a basis for improvement. Feedback should be collected on a daily bases and organized so that it is easy to read and understand. Nordstrom could compile projects focused on increasing the amount of satisfaction from customers and basic improvements. This method of customer insight is called feedback analysis and I feel it is one of the most important customer insight methods and should always be used when trying to better understand the needs and wants of your customers.
Nordstrom's target customers seem to be middle to upper-class women. I feel also that middle to
upper-class women are also the core customers...
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