What makes this story remarkable isn’t just the unusual circumstances, but how it has served as a north star for Nordstrom’s service philosophy for half a century. These legendary service moments don’t happen every day – Nordstrom had been in business for 75 years before this particular story emerged and became part of their identity.
Why Service Legends Matter
The real value of these stories isn’t publicity (though that’s a nice bonus) – it’s cultural. They become teaching tools that show employees exactly what exceptional service looks like in action. They transform abstract values into concrete examples that anyone can understand and aspire to replicate.
The Ritz-Carlton has mastered this approach. Their famous story about “Joshie the Giraffe” – where staff went to extraordinary lengths to return a child’s stuffed animal – demonstrates their commitment to creating memorable experiences. But there are countless other examples that reinforce their service standards daily.
During an interview with Horst Schulze, the first president and co-founder of Ritz-Carlton, he shared with me how they empower employees to take care of guests. The Ritz allows staff to spend up to $2,000 to resolve a guest issue without seeking manager approval. This policy led to an extraordinary situation where:
- A housekeeper found a guest’s computer after they had checked out
- The guest had already flown from California to Hawaii
- The housekeeper booked an airline ticket and personally delivered the laptop
- Rather than being reprimanded, she was applauded for her dedication
The housekeeper was simply coached that overnight shipping would be sufficient next time. The message was clear: there’s no risk in taking exceptional care of a guest. This story became a powerful teaching moment that reinforced the hotel’s commitment to empowered, guest-focused service.
Creating Your Own Service Legends
Not every company will have a $2,000 empowerment policy like Ritz-Carlton or a story like Nordstrom’s that defines their entire customer experience. But that doesn’t mean you can’t enjoy similar benefits from finding and sharing your own service legends.
Your company’s stories might be less dramatic but equally meaningful in your context. The key is to actively look for them. These moments of exceptional service are happening, but they often go unnoticed unless you intentionally seek them out.
Once you find these stories, use them everywhere:
- Incorporate them into training materials
- Share them during team meetings
- Highlight them in internal communications
- Recognize the employees who created these moments
Over time, these stories will become the DNA of your customer service culture. They’ll show employees what’s possible and inspire them to create their own legendary moments.
If you don’t yet have a legendary customer service story, start looking for those everyday moments where employees go above and beyond. Document them. Celebrate them. Share them widely. The more attention you give to exceptional service, the more it will become part of your company’s identity.
Who knows? Fifty years from now, someone might still be telling your company’s legendary service story. The question is: what will that story be, and are you capturing it today?
