How Merrell Shoes Does Customer Service…and Generates WOM

October 1, 2012

A Shoe Story

I have wide feet. Finding comfortable shoes isn’t always easy.

A few years ago, a friend turned me on to Merrell and I bought 2 pairs of the World Legend (1 brown, 1 black) for work situations.image

Hands down, best shoes I’ve EVER had for business attire.

Meanwhile, last year, I had a failed experiment with the Vibram Five Fingers. I always loved running, but my frame size pounding on my knees led to issues, so I stopped.

However, when I signed up for the Tough Mudder, I had to get back on the road.

Again, Merrell provided a solution, with their Trail Glove shoes.

The first few times out is like learning to run again. You are in real pain. The sore kind because you are using muscles you haven’t used in a while.

After a while, though, you start to discover the joy of running.

Just great shoes.

The Moment of Customer Anxiety

Then, after 5 months, I noticed that the sole was coming slightly unglued from the shoe itself. Considering I have a friend who has been wearing his for 1.5 years and I’ve only been putting about 25 milclip_image001es/week on them, I was disappointed.

Worse, I was mentally arming myself for a fight or additional cost. Neither of which I wanted.

Turning the Anxiety into Elation

This is where the magic of Merrell’s customer service came in.

And that magic is what prompted me to sit down and tell you not just how much I love the shoes, but now I can tell you I am a Raving Fan of the company.

I emailed the company explaining the issue.

Within MINUTES, I received a response from Todd.

He offered a replacement pair, no questions asked.

But, there’s a catch (from me).

Thanks so much, Todd.  Here's my issue.

Like many of your Merrell customers, I am in the midst of some serious training right now. Doing the Tough Mudder in NJ on 10/21, so I NEED the shoes every day.

Would you be willing to send the replacement pair first? (I can give you my cc and you can bill me if I don't send the others back or something like that/)

Then Todd responds…

Thank you for the reply! If you can reply with a picture of the shoe, I can go ahead and send the new pair to you first. Then once you receive the new pair, you can go ahead and send the defective pair back to us at your earliest convenience. Let me know if you have any questions.

So, just like that,I get a new pair of shoes.

I can keep running and training so I don’t need to be without the shoes while I am waiting for the new ones.

Merrell shows me that they understand the mentality of their customers (we train hard and we expect durability) and the speed and ease and trust they have…this is the kind of behavior that generates real relationships, loyalty, value, and Word of Mouth.

Well done, Merrell!

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