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Nike Stands Tall in Customer Relations
By: Cindy Wendland
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Most of the stories we write about are national news — Facebook mentions a "dislike" button or a company’s inappropriate tweeting or the Victoria’s Secret fashion show. The stories told less often are about one-to-one contact with a major company. Nike has such a story that took place this afternoon.

Our son is an avid tennis player. He wears Nike tennis shoes when he plays tennis. Sometimes those shoes wear out. In most cases, people go and buy another pair of shoes. If a person is very organized, saves paperwork and receipts, and buys quality shoes, the ending can be different. Nike offers a durability guarantee on the type of tennis shoes he bought — Air Max Cage.

Upon arriving home today, four size 12 tennis shoes were found waiting on the kitchen counter with a note explaining the Nike guarantee. Needless to say, it was a nice surprise — not the shoes on the counter, but all the rest. It’s nice to not have to buy two new pairs of shoes. It’s nice he is trying to reuse something. It’s nice he is so organized. Lots of nice.

The niceness continued. As is the case with most returns, a claim number is required. The consumer affairs rep from Nike was, you guessed it, nice. He offered me two options for completing the claim — on the phone with him or online. We chose with him. Sometimes it’s nice to have a little hand-holding. The Nike rep reviewed how the shoe would qualify for the program — if the outsole was worn through exposing the next layer in less than six months. Our shoes qualified. The email with shipping instructions arrived before the phone call ended. The rep was extremely nice and helpful and made the process simple. Kudos to Nike and their consumer affairs department.

So why are we exalting Nike when the tennis shoes wore out? Nike is still a great product. Nike is still a quality product. Remember, it was mentioned that our son is an avid tennis player. This durability guarantee program will help Nike understand how their shoes wear in a real environment and can use that for future product improvements. Do we mind? Not at all. They stand behind their products and made it simple to return. Very nice!

   

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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