Over the course of  July, guest bloggers from around the world share their good, bad, or ugly customer service experiences. It’s a place to complain, rant, and highlight opportunities for companies to improve. But, this series is also a place to celebrate when companies do well, processes work effectively, service representatives are our advocates, and we leave a situation as stronger believers in the product or service than we started.  
Photo Credit: Lindsey Minerva at http://www.lindseygolightly.com/

Photo Credit: Lindsey Minerva http://www.lindseygolightly.com/

Today, I’m sharing my experience with Nike and how one company has renewed my faith in integrated marketing and customer service.

I can be pretty obsessive especially with things that are beneficial to my health, family, and general well-being.  When we purchased our home, one of my biggest fears wasn’t the paint color, or the dinged up walls that our friend-turned-movers-for-the-day accidentally created, or our racists neighbors (I’ll have to save that for another post). No, it was having to give up our gym membership and not being able to continue my recovery and progression into ‘normal’ life post car accident.

A good friend, Kristin, who is equally as obsessed with health and fitness told  me about Nike+ Fuelband. At first the skeptic in me was like, “$149 bucks for a bracelet?! No way.” But the more she shared the self motivation, competition with friends, and overall approach to your health, I was sold. Especially, if it would help me maintain a healthy lifestyle sans gym membership. Bonus points?  Their user experience, user interface, mobile app, and overall digital integration was phenomenal. In fact, it’s the best I’ve ever encountered.

[Sending *high-fives* to their digital team.]

In February, we headed to the Nike store in Seattle where I finally took the plunge. The gal who helped us answered all our questions, reassured me that if my clear band turned brown from use and couldn’t be cleaned we could exchange it with the receipt, and walked me through how to resize my bracelet if I needed to. Sold.

Nike+ Fuelband

Nike+ Fuelband in White Ice

For the next three glorious months, I was in fitness heaven. Not only was I able to re-evaluate the way I looked at health and working out, but it also challenged me to stop counting calories and to be active, even if it meant walking our stairs at 9pm or getting back into a 5:30am workout regiment. And then the unthinkable happened, my Nike+Fuelband stopped working. Devastated, gutted, depressed, horrified are all things that come to mind. Also, my dependence on this cute plastic band is also pretty evident….just ask my husband.

So like any normal, social media savvy, digital marketer would do, I took to Twitter.

First tweets out

First tweet out to Nike

And like any normal, impatient, obsessed health junkie, I went to the Nike Store (with my box and receipt) the next day to see if they could so something.  Besides, I needed as much time to earn fuel points to try to beat Kristin for that week. I was already behind by a day and half!

Their in-store staff was extremely helpful and empathetic. They did a series of tests to confirm my Nike+Fuelband wasn’t working and swapped me out for a brand new one. We were in and out within 15 minutes. Even though their in-store customer service was awesome, I wanted to thank and update Nike’s social media team that I was taken care of. They could officially cross me off the list of folks they needed to follow up on.

Let’s just say for the first time ever, I was speechless. Their social media team responded in a way that companies only wish and hope (and train) their staff to respond and engage their customers. Their social media team completes the full circle of Nike’s awesome  user experience, digital marketing and design teams.

[Sending *fist bumps* to their social media team.]

Great examples of how companies should be using Twitter

Great examples of how companies should be using Twitter

As one who lives, breathes, and gets paid to be on social media, I really appreciate Nike’s approach on Twitter.  Not just for their prompt response, but also for their overall personality, voice, tone, and consistency. This is something that is difficult to achieve especially for large companies. Anyone remember FTD Twitter snafu? There’s a lesson or two on how NOT to use Twitter, regardless if you’re a large company. It’s nice to know the person tweeting me back from @NikeSupport has all the personality, wit, and charm I expect and want. Gone are the robotic, formal, corporate responses. Companies, larger and small can learn a lesson or two from Nike and how their integration of social media comes full circle for their products.

Have you had a great or horrible experience with a company over social media? What was the problem and how did the company respond? I want to know.


There’s no exchange of moolah behind these blog pages, pro-deals, or freebies with this series. What you see is what you get; real stories from real people who are sharing their experiences to challenge the status quo, inspire companies to take action, and ultimately build a life long customer.  Be sure to check back for the next blog post.

July 3: How to Please the Queen by Katrina Taylor

July 1: Are you kidding me? by Evelyn Wolf