Nordstrom: Following, Bending & Breaking the Rules

As we passed the jewelry department of Nordstrom, I spied a ring in the window that seemed right for my wife, Peggy. We went inside and were greeted by a sales clerk named Janice, who sold me the ring. Later that day I presented the ring to Peggy, who was happy with it.

End of story? Not quite. For a full two years following my purchase, I periodically received hand-signed notes from Janice alerting me to special sales or events or just wishing me well. All the attention she showered on me made me feel guilty. At one point I felt I should really go out to Minneapolis just so I could buy something from Janice. It was textbook-correct customer relationship management. Nordstrom does things right.