This case focuses on the approach to customer service and customer relationship management taken by Nordstrom, an upscale retailer headquartered in Seattle, Washington. Nordstrom has operated with the same management philosophy for over 100 years: offer the customer the best possible service, selection, quality and value. Nordstrom is famous for its exceptional customer service, which appears to be very accommodative of customers’ needs and desires?apparently even if it means sacrificing Nordstrom’s own interests. However, an analysis of the case facts indicates that this is an illusory and deceptively simplistic view of Nordstrom’s approach to customer service and customer relationship management. To the contrary, Nordstrom seems to be very committed to a win-win situation with its customer service and customer relationship management. The case provides examples that reinforce this win-win perspective while also showing how the perception of an extremely accommodative perspective toward customers could arise.
1. Dealing with dissatisfied and disgruntled customers is, perhaps, one of the greatest sources of conflict for retailers. Is Nordstrom’s approach to customer service and customer relationship management an appropriate way to defuse or prevent potential conflict situations? Explain the reasoning behind your answer.
2. Using the assertiveness and cooperativeness dimensions that underlie the five conflict management styles, explain Nordstrom’s approach to customer service and customer relationship management.
3. Drawing on your answer to the preceding question, discuss the advantages and disadvantages of the conflict management approach that seems to characterize Nordstrom’s approach to customer relationship management