Nike is a customer-oriented brand and customer loyalty is a strong source of competitive advantage for it. Nike’s audience is versatile. Welcome Complaints. Yet their focus, at least initially, is not to create better shoes or apparel. In addition to AI-based individualized features on the Nike app, the Nike Fit app is dominating customer service in the footwear industry, snapping a picture of customer’s feet using their phone to get perfect shoe size for every style of Nike shoes. NIKE, Inc. Customer Service teams provide service and support for retail partners who carry Nike products. Nike's Influencer Marketing Strategy. Nike’s Response. On social media, Nike has chosen to adopt a blanket non-engagement approach and has not engaged with any of the positive or negative comments. Segmentation, targeting, positioning in the Marketing strategy of Nike – Nike uses psychographic segmentation variables to make its offerings more attractive to the target customers. Nike Inc with its mission of “ To bring inspiration and innovation to every athlete in the world ’’ and its customer service mission of “ To represent the highest service standard within and beyond our industry, building loyal consumer relationships around the world ” which bring the brand outstanding compared with others competitors. It has been engaging with normal customer service issues and queries, as though it was a normal day in the office. Customer Service. Nike’s Code of Conduct is an integral component to our sourcing strategy and how we determine the suppliers Nike will continue to engage and grow our business to create a lean, green and equitable supply chain. Nike executes a “category offense” strategy to dominate entire sports such as football, soccer, golf and tennis. It uses separate campaign or strategy to cap the market potential of the different segments.. Building on from the last point of listening to your customers, another great customer service strategy emerges and it is based on the idea of better utilizing customer complaints. Find more of Paul’s advice for listening to your contact centre team in our article: Top Customer Service Strategies – No.5 Listen to Your Customers and Staff 6. Nike Inc.’s generic strategy (based on Michael Porter’s model) is appropriate for its diverse product lines, ensuring competitive advantage. They build and maintain strong relationships, manage and track orders through delivery, respond to questions and work with internal partners to resolve complex customer issues. She also leads the coordination of strategy development for specific opportunities within Nike’s business portfolio. The corresponding intensive strategies grow Nike’s global sports shoes, apparel and equipment business. 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