As a former business school professor teaching on customer experience (CX), this is a classic instance of a vaunted consumer brand delivering a bad post-sale CX. I was a fan of HOKA, having bought its shoes online recently and especially a fan of its exchange policy, which covered the risks of buying running shoes online. In this interaction, I bought a pair of Speed Goat 6's that hurt my toe. I decided to return them for a pair of HOKA Clifton 10's which I already had a pair of and that fit fine.
HOKA cancelled my order via email saying there was a billing problem with authorizing a $33 charge to my credit card. I called the 866-491-3125 number to inquire why and try to fix the situation. I waited and then talked to an agent but I was disconnected as she was investigating the problem. I had asked the agent during my conversation with her for a return call in the event we were disconnected. Having not received one, I called again and waited until I talked with yet another HOKA "expert," Samora.
She explained that the Clifton 10 color I chose for the exchange was on sale and that I was owed a credit. But the authorization for the credit didn't go through because of a billing error. I asked if she could fix this. She said there was nothing she could do, that I had already been refunded for the full amount of the purchase of the Speed Goat 6 through my bank! I said that made no sense. How was HOKA able to authorize a refund for the full amount of the purchase, $155, but not for a $33 credit?
Moreover, even more puzzling was that HOKA had no problem in the past charging my account for the multiple pairs of shoes I bought off its website, each of which were over $150 a pair, but somehow now found it impossible to issue me a $33 refund in my exchange transaction even though the billing information hadn't changed. Now HOKA was saying that they had managed to issue me a full refund and that if I wanted to exchange the shoes I'd have to place a new order and start all over again!
I told the agent the refund had not been processed by my bank, which I'd quickly checked. She said it would take about 3 to 5 days for the refund to process. I said that I would take any color of Clifton 10's to avoid starting over, but that didn't help, and she said again there was nothing she could do. I asked for an email to send in a complaint, and after 3 minutes searching she gave me an invalid email that bounced. I found one on the web but it turned out to be for HOKA's customer service in Australia.
I got an email from HOKA customer service in Australia saying that I had to contact the U.S. for any assistance with this problem, but the customer service agent, Steven, said that he could find no email address and I must call or text, sending me back to my starting point. I finally found an email address for HOKA under a different website called Deckers Brands, customercare@hokaoneone.com. So I emailed my complaint to Customer Care at this email address and I received this nonsensical reply:
"Thank you for your interest in our products. To make sure all of our customers have the opportunity to purchase and enjoy our products, we limit the number of items that can be bought at once or over time. These limits are part of our company-wide policy and apply consistently to all customers. We appreciate your understanding and support." How HOKA's AI robots interpreted my email as wanting to exceed limits in the number of items purchased is beyond the realm of human comprehension.
The concept of giving customers a surprisingly easy journey to register a complaint with HOKA by email eluded HOKA's web design, bots and customer service team. Bottom line: HOKA's customer service agent was powerless to do anything to solve my problem because of internally driven, keep costs low by a under the radar email channel, and hopelessly customer-unfriendly policies. The agent gave the usual explanation this was someone else's department and there was nothing she could do.
This is the experience that customers are used to getting with brands from cable companies, public utilities, insurers and healthcare providers, not with a vaunted consumer brand like HOKA. Consider sending a different email than the one HOKA sent to me that lets customers try to fix the problem before HOKA cancels their entire order without giving them a chance to find out what's wrong, forcing them to start over again. It would be easy, just say instead, Please call or text us to fix this problem.
Instead, HOKA is apparently willing to risk losing a customer for life over this ridiculous protocol and run around, one that fails to empower the brand's customer service agents to solve problems for its loyal customers. So much for HOKA's vaunted exchange policy. In my case, instead of supporting the value proposition of making it easy and less risky to buy running shoes online, HOKA's exchange policy instead added time, cost, complexity and risk to the entire brand interaction with HOKA. read more