Upscale retailer Neiman Marcus focuses on the customer experience and customer satisfaction. At the forefront of that customer-centric focus is the mobile customer experience.
“For the past 16 months, all Neiman Marcus stores have had customer service scores at or above 80%,” Neiman Marcus spokesperson Ginger Reeder told Loyalty360. “Over half of our stores scored over 90%. Mobile is a top priority for us as customers are always on this device (Snap. Find. Shop, Mobile Wallet, and Christmas Book expanded fantasy gift experience within the mobile app, along with video and expanded content.”
What’s more, Reeder said that several years ago Neiman Marcus provided each of its associates with an iPhone and recently equipped each of those with an app called iSell.
“We have added Integrated data into iSell providing access to real-time inventory and customer information so we can continue to maintain the high level of service we are known for,” she explained. “Our associates need to know more information now than ever and have access to total company inventory right at their fingertips. Neiman Marcus has always placed listening to our customers as a top priority. We do this through ongoing customer service surveys, voice of the customer recaps, focus groups, research, and usability studies around specific initiatives.”
Neiman Marcus saw some positive customer behavioral changes during 2015, Reeder said.
“Adoption of our responsive design site for mobile, tremendous growth in traffic and conversion,” she explained. “High use and buzz around our Memory Mirrors allow us to roll out more mirrors in 10 additional doors. Buy online pick up in store−a customer buys an item on line, but has it shipped to the store rather than to their home or office.”
Neiman Marcus always stays on top of rapidly changing technologies, especially related to mobile.
“We are constantly monitoring our customers’ use of new technologies and our innovation lab has been cited for excellent work in a number of different magazines,” Reeder noted.