CX Analytics at Nordstrom Improves Retail

Stratifyd used its AI-powered analytics platform, Signals, to assess 10,500 reviews left by Nordstrom customers on Yelp.com. By looking at how sales associates interacted with customers, what customers felt about the stores appearance, and what they felt about the merchandise the store had to offer, we could get a better picture of their overall customer experience and provide actionable insight to effect change.

Stratifyd analyzed the unstructured data, looking at the sentiment behind and frequency of different word pairs in order to create a clear view of customer satisfaction. There were three areas in particular that were most important to the results.

 
 

The Three Key Areas:

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Sales Associates: We looked at how friendly they were, if they were knowledgeable about the store and the products, and if they were too busy to help, or had a bad attitude,

Store Appearance: We focused on aspects such as whether the store was clean and organized, and if customers were able to easily find what they were looking for.

Merchandise: We looked at whether items were put away neatly, whether customers were easily able to find the price, and the quality of the products on offer.

With these three main areas and the associated data, Stratifyd was able to clearly see the customer voice and analyze the areas where Nordstom was excelling and where they were falling short.

On a rating of 1–5 stars, Store Appearance ranked highest as contributing to customer satisfaction, with 4.07 out of 5 stars. Merchandise ranked next in the factors contributing to customer satisfaction with 3.77 out of 5 stars. How customers were treated by Sales Associates ranked next out of the top three things with 3.32 out of 5 stars.

From these three major factors, we generated an Overall Customer Satisfaction score of 3.54 out of 5 stars.

Signals is also able to add additional layers to the data, including the ability to break it down by region. From the Yelp data collected, Nordstrom shoppers in the East were more satisfied with their experience, conversely, shoppers out West were either neutral or dissatisfied with their shopping experience.

 

 

Looking at multiple angles for each set of data, Stratifyd Signals could provide Nordstrom with actionable intelligence regarding customer experience and allow them to make adjustments in those areas or regions where they were deficient. With a single platform, our clients can aggregate data from multiple sources both structured and unstructured, as well as visualize the data in such a way that any member of the team can move quickly from raw data to valuable insight.


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Tim Roberson