Company: Macy's, Cincinnati, OH
Company Description: Macy's, Inc., with corporate offices in Cincinnati and New York, is one of the nation's premier retailers, with fiscal 2008 sales of $24.9 billion. The company operates about 850 department stores in 45 states, the District of Columbia, Guam and Puerto Rico under the names of Macy's and Bloomingdale's.
Nomination Category: Customer Service Department Categories
Nomination Sub Category: Customer Service Department of the Year - Retail

Nomination Title: Macy's

1. Tell the story about what this nominated department achieved since the beginning of July last year (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

At Macy’s, our long-term success depends on consistently delivering excellent
service to our customers.; Customer input plays a crucial role in assessing the
level of service provided in each of our stores.; We solicit feedback from our
customers through two channels: Customer Response Letters (CRLs) and the Tell Us
What You Think (TUWYT) Web site.; Each provides a forum for customers’ feedback
in three facets of the shopping experience:

• Overall Shopping Experience
•Clean, neat, easy-to-shop store
•Courteous and respectful associates

Customer Response Letters;

Each month, we mail Customer Response Letters (CRLs) on behalf of every store,
asking customers to evaluate their experience on a 100-point scale from an
“Outstanding” rating equaling 100 points to “Disappointing” at zero.

The responses regarding Overall Shopping Experience are our key metric for
assessing individual stores, districts, regions and overall corporate
performance.; Currently we average an 82 overall rating for department stores
and an 83 for furniture stores.

The remaining two elements provide us with a benchmark for evaluation and
improvement.; Our expectation for these questions is a 90 rating or better.

CRLs also provide the opportunity to recognize specific associates for
outstanding service.; This helps store management reinforce positive behavior by
rewarding the associates who effectively connect with customers.;

Verbatim transcriptions of additional comments along with the customer’s contact
information ensure that issues can be addressed and resolved within our 24-72
hour standard.;

Tell Us What You Think Web Site

Customers who prefer the convenience of online interaction can visit
www.macys.com/tellus , which allows them to access a digital version of the CRL
and evaluate the issues on an identical scale.; Achieving the 24-72 hour
response time standard with these customers is even more essential since their
comments are unsolicited and often describe an extreme experience - positive or
negative.

Capitalizing on the Power of Customer Feedback

Out of the 1.2 million pieces of feedback we receive on an annual basis,
customers provided more than 780,000 compliments for fiscal 2009, allowing us to
recognize high achieving associates as Service Champions.;

This dynamic feedback process also allows our Senior Leadership Team to identify
opportunities and address them quickly and strategically.; The process helps
prioritize our key initiatives such as “My Macy’s,” which addresses merchandise
selection and assortments at the store level based on customer input – which
varies dramatically by location and market.

Other business areas use this feedback tool to understand customers’ needs in
terms of staff quality and quantity as well as special services and operational
functions.;

The customer feedback process has given us tremendous insight so we can continue
meeting expectations as well as address concerns.; In an ever-changing and
evolving retail environment, our customer is our #1 priority.

Our commitment to continuing to enhance customer feedback is reflected in our
new robust online survey tool, which encourages customers to provide us more
specific details on their experience.; Currently in the pilot stage, this tool
will be available to all Macy’s customers later this year.

2. List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:

Examples of customer testimonials

Our Macy’s approach to improving sales and service is evident in the randomly
selected testimonials from our customers:

Michelle – Laguna Niguel, California said:
“I have noticed a dramatic change for the better in the customer service at all
Macy's stores. I appreciate this change. I had been starting to drift away from
Macy's stores due to the lack of customer service. Macy's is certainly winning
back my loyalty.”

Jean – Seattle, Washington said:
“I sent a message on Sunday regarding the security tags that were left on the
sweaters I bought. An employee came out to my house today to remove the tags.
Many thanks for your prompt attention to this matter. I appreciate your efforts!”

Andrew – Dallas, Texas said:
“I previously wrote about a bad experience at this store, I was contacted by
your 2nd floor manager (Angela) who invited my wife and me to return and resolve
the situation. We feel that Angela was extremely courteous, understanding, and
professional in handling our complaint and I am happy to say that we are once
again loyal Macy's Customers!”

Kelly – Lexington, Kentucky said:
“I was surprised to have such a personal level of service. I came in to go bra
shopping and was dreading it and feeling it was going to be a chore. However,
thanks to the excellent service it was much less overwhelming and more relaxing
than stressful.”

Conrad – New York City, New York said:
“We found the shopping experience to be unforgettable. Gwenyth's service and
helpfulness was something you don’t experience often if ever. Thank you!”

Sandra – Vero Beach, Florida said:
“I was at the Clarin counter and Kathy from Orlando was there doing facials. She
was terrific. I had a problem with a scar on my nose and she made me feel very
secure.; She was very worried about me because she felt that my scar was more
than that. She advised me to see a dermatologist. When I saw a dermatologist,
they found that I had basil cell cancer. I had to have my whole left side of my
nose removed and am going through reconstructive surgery right now. I wish to
thank her because if I hadn't listened to her I would have eventually lost my
whole nose if not worse. I owe her a lot and I just wanted you to know as far as
I'm concerned she saved my life. She is one of the greatest assets to your
company and deserves a metal if not a raise.”

3. Provide a brief (up to 100 words) biography about the leader(s) of the nominated customer service organization:

Mary Lou Benjamin, Director of Customer Feedback