What a Pair of Boots Taught Me About Customer Service

Believe it or not, a pair of hiking boots taught me some of the best business lessons every small business owner needs to remember. Here’s how.

Our office is headquartered in beautiful Central Oregon, surrounded by sweeping mountains and wild landscapes. It’s a dream for outdoor enthusiasts—skiing, hiking, biking, climbing, camping, you name it. As an avid nemophilist and the caretaker of two rescue dogs, I spend a lot of time on the trails. And if you’re on your feet as much as I am, the right pair of boots makes all the difference.

My old boots had finally reached the end of their journey. While I buy plenty of things online, hiking boots aren’t one of them. I need to try them on first to make sure they will hold up in our terrain. So, I headed to our local REI since I know they carry quality boots. There are other (cheaper) stores in town, but REI stands out not just for its products but for what it invests in—local conservation, community projects, and outdoor education (see Part 2 of this series for more on this).

Even though I always try to support our local businesses, I had a fleeting thought: I could always try them on here and order them cheaper online. However, that decision did not come to pass.

I wandered into the shoe section, and a very sweet, very young employee greeted me. After I explained what I was looking for, he admitted he was new, didn’t really know much about the different brands yet, and asked me to wait while he found someone with more experience. A moment later, out walked a man in his late 60s, wearing a big smile.

“So, you need some new hiking boots!” he said.

I gave him my usual spiel—what I liked, what I didn’t, what I currently had, and what I needed in my next pair.

He listened, thought for a moment, and then said, “I know you like Merrells, but have you tried Oboz? Let me tell you why I think they’d be a great fit for you…”

I listened, but I was skeptical. They looked a little too stiff and bulky for my taste. But instead of pushing, he did something great: he brought me every boot in my size across multiple brands, letting me compare them myself. For the next 30 minutes, we talked about our favorite trails, shared camping stories, and tested a dozen different pairs.

In the end, I walked out with the Oboz boots he recommended with a big smile on my face, and a reminder of some fundamental customer service and business lessons:

1. Be known for your expertise.

The best businesses—and business people—stand out because of their deep knowledge. In many cases, that knowledge is highly specific to a marketplace. That salesman wasn’t just selling boots. He understood them, their design, their durability, and how they performed in real-world conditions from first-hand experience.

2. Supporting your community builds trust and loyalty.

REI isn’t just a store. It’s a co-operative with fiercely loyal customers. They actively promote how they invest in global environmental issues and the places where they have physical stores. That commitment makes their brand enthusiasts feel good about spending money there, even if they are more expensive.

3. If you don’t know, find someone who does.

The young employee didn’t try to fake expertise. He immediately told the customer he was not able to complete their request and got someone who could help. That honesty and willingness to ask for help mattered because it helped the customer find the desired outcome faster.

4. Being the cheapest isn’t always the most important factor.

Could I have found the boots online for less? Most definitely. Would those places offer me the ability to return the items after I tested it if it didn’t work out? Probably not. Even during a recession and high inflation, price isn’t everything in today’s marketplace. Service, expertise, guarantees, and experience made a huge difference.

5. Hire great people and trust them to represent your brand.

REI didn’t just hire someone to work the shoe section to fill a position. They hired someone with years of experience in the sport, who truly knew the products, and trained him to connect with customers effectively. Make sure your people know your brand as well as the board or company founders.

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These boots have lasted for years—far longer than I expected. I’ve put countless miles on them and they’re still holding up. They even survived an unexpected test last summer when my senior dog fell into a freezing river. I had to wade in to pull him out. My boots were soaked for miles on the hike back, and I was sure they’d be ruined. But after drying out at camp, they were as good as new.

When the time comes for a new pair, I’ll probably heading back to REI. One that long ago day, they didn’t just sell me a product; they earned my trust. They made my hiking needs feel seen and heard. They had the selection I needed, the expertise to guide me, and the kind of customer experience that sticks with you.

Every time I lace up those boots, I remind myself: be great at what you do, price according to the value you offer, invest in your community, hire good people, and you won’t go wrong.

About the author: Jamie Rose is a co-founder and COO of Momenta Creative. She sits on the Leadership Council of the National Small Business Association and volunteers more than 100 a year to charitable and professional organizations. We nicknamed Jamie the “Fun Machine” at the office because of her infectious laugh and unending energy. Don’t let the joyful exterior fool you. Her sharp approach to communications is what landed her previous positions with companies like The New York Times and The Global Fund, and her strategic communications and campaign planning skills are indispensable to our clients today.