Organizational Behavior and Communication of Macy’s Kathryn Stockert BCOM/230 9/18/2012 Loressa Copeland Macy’s exists as an international brand of department stores known not only for its Thanksgiving Day Parade but also known for its diversity, charity, exquisite customer service, and top-quality merchandise. Macy’s espoused philosophy, vision, and mission statements seem to match with their enacted values. Macy’s culture is based on the philosophy of professionalism, building sales, diversity, and customer service.
From management to their associates, Macy’s continues their philosophy of professionalism and building sales by investing in their company, “‘and that means continual training,” said David Clark, Macy’s, Inc. executive vice president for human resources. “It’s part of our You Count value. There is a good return on our investment in that our associates feel valued and respected, feel capable in doing their jobs and want to stay with us” (Macy’s Inc. , 2012). All associates complete a program that introduces them to the company, the vision, the brand values, the core customer and the four business priorities, as well as a course on the company’s position on diversity and inclusion” (Macy’s Inc. , 2012). Macy’s proves to continue their philosophy of diversity through several means. Macy’s workforce is majority women “and more than 69 percent of management-level executives are women” (Macy’s Inc. , 2012). “Racial minorities represent more than” half of Macy’s associates and more than 30 percent of their management (Macy’s, 2012).
An employee of one of Macy’s cosmetic counters, has worked for Macy’s for over five years, and states, “Their culture is universal. Last summer we [Macy’s] did a Brazilian theme. The whole company did. So they try to capture each [and] every ethnic group. We have had African themes, Mexican. You name it. Macy’s will do it. It is called the ‘Magic of Macy’s’” (June Riggs, personal communication, September 22, 2012). Macy’s fulfills its customer-centric philosophy through this tale of a cocktail dress from a writer from Adweek. “So I went down to Macy’s at the mall…where a large sign lists departments by floor.
Before I could look it over, a manager was by my side. “Can I help you find something? ” he said. I told him what I was looking for, and he escorted me to the right department…Since the manager had pinpointed my needs and taken me directly to the appropriate spot, I found the perfect dress in my size and was checking out within minutes…That’s exceptional service–to both the customer and the community–and that’s the core reason Macy’s has not just endured for 150 years but risen to the status of American icon” (Whylly, 2008). Therefore, the culture of Macy’s revolves around customer service, professionalism, building sales, and diversity.
Macy’s Inc. communicates differently internally and externally. Internally, Macy’s communicates through various means. “They communicate by using telecommunications through videos or online and also [Macy’s is] very big on teleconferences. We also have an onsite and an online employee website to keep up with new trends” (June Riggs, personal communication, September 22, 2012). One way Macy’s communicates externally is through mobile marketing. “Macy’s is also utilizing location-based services — Foursquare, Facebook Places, Google Check-In and Shopkick — to understand which customers prefer which services” (Moin, 2011).
Macy’s also communicates with their customers through their Facebook page and website and through ads on television and through billboards. Therefore, Macy’s communicates in different ways both internally with their employees and externally with their customers. The type of communication Macy’s utilizes is definitely determined by Macy’s culture. Macy’s continues to grow and change with the times. Macy’s sought to use mobile marketing as a means of communication which works for them. Facebook is a website almost everyone uses in today’s world. Macy’s uses that website to communicate to their customers directly.
An organization whose culture seeks to hold to their past and fails to evolve with today’s world may resist the new ways of communicating such as Facebook. Therefore, the extent to which communication in an organization uses is determined by the organization’s culture. Many organizations place philosophies and value statements on a website or wall and may never follow them. However, this does not ring true for Macy’s. From the research observed, Macy’s philosophy of professionalism, building sales, diversity, and customer service definitely aligns with its enacted values.
The ‘Magic of Macy’s’ remains true. . References Macy’s Inc.. (2012). A Diverse and Inclusive Organization: Our Associates. Retrieved from http://www. macysinc. com/about-us/diverse-inclusive-organization/default. aspx Macy’s Inc.. (2012). Attracting and Developing Talent: Learning and Development. Retrieved from http://www. macysinc. com/about-us/attracting-developing-talent/default. aspx Moin, D. (2011). Macy’s Mobile Marketing. WWD: Women’s Wear Daily, 201(122), 10-1. Whylly, L. (2008). Macy’s an American Icon. Adweek, 49(31), M3.