The Legendary Nordstrom Tire Story: Craig Trounce & Customer Care

23 May, 2025

Can a simple act of customer service become a legendary tale, etched in the annals of retail history? The Nordstrom tire story, a seemingly unbelievable event from Fairbanks, Alaska, proves that extraordinary service can indeed create enduring legends.

The narrative begins in Fairbanks, Alaska, over four decades ago, at a Nordstrom store. A customer, weathered by time and the harsh Alaskan climate, wheeled in a pair of used car tires. He insisted, with unwavering conviction, that he had purchased them from that very establishment. The twist? Nordstrom had never, in its history, sold tires. However, the retailer's commitment to customer satisfaction, a cornerstone of its brand, would soon be put to the test.

The incident, a testament to Nordstrom's unwavering dedication to its customers, is rooted in the experience of Craig Trounce, a former sales associate. He was working in the Fairbanks store when an "old miner" walked in, carrying the worn and dirty tires. What unfolded next has since become a retail legend, a story of unparalleled customer service that continues to inspire.

Trounce, the man at the heart of this remarkable story, recently shared his experience on a Nordstrom podcast. The tale, almost too extraordinary to believe, has resonated throughout the retail world, highlighting the importance of going above and beyond to meet customer needs. It underscores a key principle: in business, the customer is always right, even when they are demonstrably wrong.

The story begins almost 40 years ago at a Nordstrom store in Fairbanks, Alaska, where Craig Trounce was a store associate. One day, Craig noticed a customer rolling a pair of tires into the store. The show included an interview with Craig Trounce, the sales associate behind the story. One day, at a store in Fairbanks, Alaska, Craig Trounce, a store associate at the time, noticed a customer rolling a pair of tires into the store.

Attribute	Details
Full Name	Craig Trounce
Age	61 years old (as of 2024)
Current Residence	Phoenix, Arizona
Past Residences	Ewa Beach, HI; Aiea, HI
Current Occupation	Manager, Guest Care Services, Contact Center (Phoenix) at Alaska Airlines
Years at Alaska Airlines	40 years
Employer Industry	Airlines, Airports & Air Services
Education	(Information not available in the provided context)
Notable Experience	Sales Associate at Nordstrom (Fairbanks, Alaska, ~1979); Manager, Guest Care Services, Contact Center at Alaska Airlines (Phoenix)
LinkedIn Profile	View Profile (Example) (Note: Replace 'xxxxxxx' with the actual LinkedIn ID, if available)
Other Interests	(Information not available in the provided context)

Despite the obvious confusion, Trounce, adhering to the Nordstrom ethos, did not hesitate. He understood the critical importance of upholding Nordstrom's reputation for exceptional customer care. He contacted a tire manufacturer to ascertain an estimated refund amount and, without hesitation, handed the money over to the customer. No questions were asked; the customer's satisfaction was paramount.

The principle at play was simple yet profound: customer satisfaction reigns supreme. This is a philosophy deeply ingrained in Nordstrom's culture, one that sets it apart in the retail landscape. The incident highlights a key tenet of exceptional customer service: empower employees to make decisions that prioritize the customer's experience, even when it seems illogical. The unwavering commitment to the customer, even when faced with an unusual request, became the essence of the legendary tire story.

This tale isnt just about a single transaction; its a symbol of Nordstroms dedication to its customers. It is a story of trust, empowerment, and a commitment to going above and beyond to ensure customer satisfaction. It emphasizes that a company's reputation is built on the small, everyday interactions. And the legend of Craig Trounce, and the tires, continues to resonate.

The story, as told on the podcast, brings to light a powerful business principle: customer care above all else. It wasn't about profits or policies but about ensuring the customer felt valued and heard. This dedication helped create a loyalty that continues to this day.

This principle, which Trounce embodied, remains a key ingredient in Nordstrom's ongoing success. The story of the tires serves as a constant reminder of the importance of building strong customer relationships and giving employees the agency to make the right choices.

In the retail world, where competitors constantly vie for market share, Nordstrom's unwavering commitment to customer care serves as a powerful differentiator. The tire story, repeated and retold, has become a valuable element of the company's brand identity, underscoring its dedication to the customer experience.

The impact of this simple act, a refund for a pair of tires, extends far beyond the initial transaction. It fostered customer loyalty and helped to create a positive reputation. The anecdote lives on as an example of what good customer service can achieve.

The narrative also highlights the power of employee empowerment. Trounce, in making the decision to refund the tires, was empowered by Nordstrom's culture. This ability to resolve issues quickly and effectively is a crucial ingredient in fostering customer loyalty.

This is a testament to Nordstrom's policy that emphasizes the customer's needs. It speaks to the commitment that Nordstrom has made throughout the years. The policy has been instrumental in creating customer loyalty.

The storys longevity speaks volumes about Nordstrom's brand identity. Its a constant reminder of the value the company places on customer experience and the power of employee empowerment. It's a symbol of the lengths to which the company is willing to go to satisfy its customers.

The tale underscores the importance of making the customer feel like they are the top priority. And this is a key aspect of the Nordstrom success model. The company's commitment to its customers is clearly represented in the tire story.

The story, though simple, is a testament to the impact of exceptional customer service. It shows that taking care of the customer, even in an unusual situation, can have a lasting impact. It is a classic example of customer service done right.

It is a remarkable demonstration of the Nordstrom brand values and what sets Nordstrom apart from its competitors. It continues to be a powerful reminder to all employees that customer care is paramount. It exemplifies the dedication to the customer that continues to define the company today.

The story of Craig Trounce and the tires is more than a simple anecdote. It is a symbol of what can be achieved through exceptional customer service. It is a reminder that the customer should always be a top priority.

The narrative also illustrates the importance of employee empowerment. It is essential that employees are given the autonomy to resolve customer issues. It reinforces the importance of creating a culture where employees feel empowered to make decisions that align with the company's values.

This story encapsulates a key tenet of customer service: going the extra mile. It is a reflection of the values that Nordstrom holds dear, building trust, and fostering customer loyalty. It is a reminder that sometimes the best business decisions are rooted in simple human kindness.

R. Taylor Acton on LinkedIn Thank you Alaska Airlines and Craig

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