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Nordstrom’s Mint Save

[disclaimer: the post below contains rampant personal advocacy for Nordstrom and Mint.com, which may not be – but hopefully is – shared by my employer]

As social media analysts, we sometimes struggle to balance our consumer relationships with brands online – on the one hand, we have clients and prospects we would not care to disparage; yet on the other hand, as consumers (and occasionally influential social media participants), we feel obligated to post about our experiences like many others.

Late last year, Nordstrom decided to terminate its relationship with Mint.com – my favorite personal finance tool – causing a fair uproar in social media. As you can see from my posts shortly following the change, I was not a happy camper…

tweet nordstrom mint.com

…and apparently, I was not the only one…

nordstrom mint.com

nordstrom mint.com

A quick search in the VI tool showed some revealing phrases used by consumers on that day – “disappointed,” “inconvenience,” “please reconsider,” and “why” were all words that came to mind for me as well.

word cloud

Earlier this month, however, I received a splendid e-mail from the team at Nordstrom about a reversal to this decision, following some excellent “listening” on the part of the brand.


Of course, as a faithful customer and Twitterer, I was ecstatic to hear this and quickly shared the good news online yet again.   We’ve seen good and bad reactions from brands facing a potential crisis or loss of consumer confidence online or otherwise; as social media analysts, we have great stories to tell with plenty of supporting metrics to back them up. Equally as consumers, though, we also have good social stories to tell, and this experience has reminded me that while mistakes will be made, brands that are active listeners and value the customer experience will win huge in the end, perhaps even beyond the metrics I see on a daily basis. In fact, I feel so valued and listened-to in this case that I wonder if I will be an even more faithful consumer than before any decisions were made???…  clearly, either way, it’s Nordstrom FTW.

Omri Duek is the Director of Insight Services for Visible Technologies, a leader in enterprise social intelligence solutions. Formerly the Insight Practice Leader for Cymfony, Omri leads a team of business analysts focused on social media consulting services for the Global 2000; including program design, content collection/categorization and system build, program execution, research and reporting. His experience spans the leading social intelligence platforms; NLP and machine-learning-based techniques; as well as architectures from SQL to Hadoop.  Prior to his work at Visible and Cymfony, Omri was an industry analyst with a particular focus on content management and collaboration technologies.

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