Shell Polymers

Shell Polymers Customer Experience Culture & Capabilities Manager Nicole Buimer talks about what we can learn from Nordstrom

To be omnichannel means using multiple channels to create a single user experience, but it’s really just a different way of saying that customers should have options for how they do business with you—and all those options should be connected. Kind of like starting a Netflix show on your TV, resuming it on your iPad and finishing it up on your phone.

By Shell Polymers on Dec 08, 2021

This kind of omnichannel service is key to a great customer experience—and it’s what customers have come to expect today based on their personal interactions.

One company that has figured this out is Nordstrom—no big surprise considering the retailer is known for its above-and-beyond customer service. A big key to their success comes from empowered employees. In fact, the Nordstrom employee handbook has only one rule when it comes to providing outstanding customer service: “Use good judgment in all situations.”

The retailer is legendary for the lengths it will go to make customers happy. There’s a famous story from a few decades back about a man who wanted to return some tires, but the tire shop had closed and he walked into the Nordstrom that was in its place. Instead of explaining the department store concept and the lack of a tire department, they simply said “OK” and took back the tires anyway.

These days Nordstrom is leading the way in omnichannel, offering seamless experiences across devices and channels. From bill pay to ecommerce to free style advice in-store, on the website or in the app, the retailer maintains its focus on making things easy for their customers. And customers reward them with repeat sales and resounding loyalty.

As a CX leader, I believe there are three main pillars of any omnichannel strategy: personalization, fulfillment, and follow-up. These apply no matter what you sell and who you sell to, be it B2C or B2B.

How Shell Polymers can take inspiration from Nordstrom

A key part of Nordstrom’s success is their commitment to building hyper-personalized experiences—and that’s the part that really inspires us at Shell Polymers. We want to build real, trusted relationships with converters from first contact to every reorder.

As we prepare to enter the polyethylene space, Shell Polymers’ goal is to truly deliver a new experience for the polyethylene industry—taking advantage of innovation and technology to deliver an omnichannel experience unmatched by others in the industry.

Personalization

At Shell Polymers, the hyper-personalized experience means account managers and customer relationship coordinators team up to help your business succeed.

Every interaction from then on is personalized to the converter, not unlike Nordstrom’s Trunk Club with dedicated reps who learn more about your likes and needs over time. Our account team members monitor the customer’s account and can act on their behalf.

Nordstrom provides support in a myriad of ways to let the customer choose what works best for them. In the same vein, we have account team members available to meet with customers but also make it a point to work with the customer to establish their communication preferences, including cadence of communications and the tools used to communicate. For example, as a customer, you might prefer to only be contacted by email, via phone call or during scheduled meetings. This allows for more tailored support that meets your communication preferences.

Our account team members aren’t the only ones armed with information. Every Shell Polymers customer has access to our customer hub and other tech tools designed to simplify sometimes complicated processes, such as onboarding and reordering. Our future plans include utilizing even more modern technologies, like AI, to offer predictive analytics to help converters run their business.

We may not have a shoe department like Nordstrom (who does, really?), but we do make sure the people in our departments can offer the same type of expertise to converters. Our personalized service includes access to Shell Polymers’ many experts, who are ready to assist customers who need it—like in our application hall, where tech experts will collaborate with converters of all sizes to raise operational performance, solve challenges, conduct product trials or experiments and troubleshoot issues. And we can connect converters to experts throughout the larger Royal Dutch Shell network and tap into sustainability expertise across the company.

Fulfillment

Fulfillment is just as important in the omnichannel experience, and that’s why Shell Polymers chose to locate our polyethylene plant in Monaca, PA, within 700 miles of the majority of North American polyethylene buyers to help combat rail congestion and deliver when promised.

Once you place an order, your dedicated account team begins following its journey, monitoring not just the location of the railcars, but also the weather and other data to make sure problems don’t pop up on the way to the converter.

Follow-up

We’re not a polymer supplier who will gladly take your order, fulfill it and move on. After monitoring shipment and delivery, the Shell Polymers account team stays in touch—according to the customer’s preferences, of course—to help converters use and succeed with our products.

We have spent a lot of time talking to converters about what they need in a supplier, and we found that they mostly want to feel like they matter, regardless of their business size or location. That means streamlining processes, following up and valuing every interaction, no matter the medium.

Nordstrom is legendary for putting the customer first, no matter what. At Shell Polymers, we’re striving for that same important focus on customer experience, because we believe that our success stems from the success of every customer we do business with.

 

Note: Shell Polymers does not endorse, sponsor, or evaluate the services provided by any third-party companies mentioned in this advertisement. Shell Polymers does not have a business relationship with such third-party companies and any mention of third-party companies is done on an opinion-only basis.