Communicate Your Success

Jonathan Richardson March 26th, 2007

Nike is known around the world for its sports equipment and apparel. It is also known for public relations fumbles on important issues like using child labor. Past problems aside, the company is now handling a product recall issue like a pro.

Recently, Nike issued a recall of the company’s Sumo2 drivers because they are actually too good. In tests the driver added 1-2 yards of distance, putting the club just out of acceptable USGA conformance standards. To ensure fair play, Nike is asking customers who purchased the Sumo2 to fill out a form to have the club replaced at no cost. The best part is, Nike will ship those customers the new USGA compliant club first, then ask that the old club be returned in the box used to ship the new club. The only thing worse than screwing up a product and releasing it to consumers is making said mistake then forcing consumers to jump through hoops to have the problem, your problem, fixed. By quickly and responsibly handling this recall, Nike may have actually boosted its image among those golfers who purchased the club.

I understand this isn’t a big issue in the grand scheme of things, but then maybe that’s the point. Consumers demand companies take action when their computer batteries explode or the local chemical plant spills a substance with skulls and crossbones on the container. But what if the problem is something small, like a club that gives someone an unfair advantage? To most, the slight advantage probably won’t matter. But to a few of the more serious golfers, Nike is proving their respect for their customers and the sport of golf. Instead of shrugging it off, Nike faced this issue head-on and turned a small glitch into a great opportunity to show its dedication to providing fair, quality equipment.

Public relations practitioners should take a page from Nike’s playbook and remember that correcting a problem, no matter how small, can actually increase customer loyalty and respect for your brand.

• Customer Relations , Sports , Business
• Comments(2)