BOA Fit System or the experience of impeccable customer service

You are undoubtedly familiar with the most renowned shoe adjustment system on the market, known as BOA. This time, we wanted to tell you about the quality of the brand’s after-sales service, which we contacted a few days ago. Because when it’s good, it absolutely must be highlighted.

By Jean-François Tatard – Photos: All rights reserved

If you are a bike brand, or really just any brand, have you ever asked yourself how your consumers perceive you? Can you say today that you have a good grasp of your image and, even more so, of your service quality? Because in the era of the all-powerful customer experience, product quality alone is no longer enough. Service quality seems more than ever to be one of the most decisive elements for long-term loyalty and thus for the sustainability of your business.

First, who is BOA? BOA was born in the Rocky Mountains in 2001 with a revolutionary adjustment system that transformed the way snowboarders “lace up” their boots. The BOA Fit System is a revolutionary and award-winning patented system integrated into the partner products of market-leading brands. BOA’s innovative solutions are designed to provide consumers with a precise, fast, and effortless fit for their footwear. Whether snowboarding in Colorado, alpine touring in Austria, competing in an ultra-running race, or, like us, cycling on asphalt, in the forest, or on trails, BOA offers us a micro-adjustable precision fit designed to perform in the toughest conditions.

In short, the quality and efficiency of the product are well-established, but that’s not the point. Indeed, what recently struck us is how much this brand places the customer at the center of its strategy, in every department, at every stage of the customer journey.

The customer is at the heart of the American brand’s system and concerns. Competitors focus on themselves, while they focus on their customers. That makes a big difference. Customer support before and after purchase offers us, the consumers, the best possible experience. They are not solely focused on selling their products or services. Their attention is directed towards the customer and their problems, to see how they can help solve them.

Speed and efficiency

The reason for this article is that we recently dealt with their after-sales service. A team that clearly understands the company and its values to respond to and anticipate customer needs. An after-sales service in direct contact with customers via an internet platform when they have complaints. A very responsive after-sales service team with excellent knowledge of the company, industry values, and all products in the range and services offered. A team trained in customer service skills. An efficient and attentive team.

During a fall in the forest, we broke a dial and a lace on a Specialized S-Works Recon mountain bike shoe. And we learned from a retailer that all BOA systems are guaranteed for life. So we wanted to check. The shoe was several years old, and we no longer had the invoice or proof of purchase. But they had what was needed. There are, however, a plethora of formats and models. But all it took was a photo and explaining to the advisor that the request was urgent due to an event we were registered for and which was fast approaching for us to be immediately taken care of and for the repair kit to be sent to us immediately. We paid nothing and received the laces and dials perfectly compatible with our system. In two days.

In conclusion, what we observe is that every time they make a decision at BOA Fit System, they consider the consequences of their choices for their customers. A customer service that is better than irreproachable. A “seamless” customer journey, meaning as smooth as possible, and without friction.

In short, if this strategy continues, it will certainly allow them to retain their customers for a long time and benefit from added value that will always make a difference against their competitors.

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