After-sales isn’t a cost centre. It’s where loyalty is won.
Your customers don’t remember every interaction. They remember how they felt the day something went wrong.
CIMA Collective helps sport brands, retailers and distributors turn every contact (a question, a breakdown, a warranty claim) into a reason to come back.
Who we work with
Your after-sales, warranty and customer care, whether direct or through your network.
In-store after-sales that reassures: repairs, returns and warranty claims well followed up, teams well trained.
Importers and distributors of sport brands: service at brand level, in your country and in your language.
The sport market has never been more competitive: more and more brands, products that look alike, prices compared in a click. Customer experience and after-sales become a strong competitive advantage, and the hardest one to imitate.
When products are on par, the experience is what makes customers choose your brand.
A well-supported customer comes back, recommends you and forgives a slip more easily.
Customer feedback and after-sales requests are a goldmine of insights. Captured well, they improve your products and their quality.
Ticket opened 3 weeks ago. Still no reply.
The shop sends me to the brand, the brand sends me back to the shop. My bike is stuck in the garage.
They asked for my serial number four times. Four times.
Automatic reply, then nothing. My race is on Sunday.
Warranty refused with no explanation. I won’t buy from this brand again.
Customer service unreachable. I’m sending it all back and switching brands.
Poorly handled
They leave. And they tell everyone.
Hi! Your after sales, service and warranty is unreal. No other company in this business is not even close. Keep on the good work 👍
Quick response appreciated. Got me back in the saddle in less than one day. 🙏
CIMA Collective’s been amazing. Helping me very patiently through a frustrating problem. […] Love the system and love you guys!
Many thanks for your swift resolution of the issue, once again I cant fault your level of service.
The CS interation was on point and very informative and fixed the problem in 1 shot. Thanks for the prompt response
Well handled
They come back. Often more loyal than before.
Negative reviews: illustrative examples. Positive reviews: real after-sales customer feedback, anonymised.
Customer care & after-sales advisory
From diagnosis to implementation, we build the customer service and after-sales your brand deserves: journeys, warranty, processes and tools.
After-sales support
We handle your customer requests: technical questions, warranty claims, returns and exchanges with your retailers. Your brand, your tone, our standards.
Customer care & after-sales training
We train your customer service, after-sales and in-store teams to turn an unhappy customer into a loyal one. Practical, built on your real cases.
An outside, end-to-end look at your customer relations: journeys, after-sales, tools, teams. An honest assessment and a prioritised action plan. The right starting point, whether or not you go further with us.
Under
10 min
to take your first audit online, no strings attached. It covers:
LOOK Cycle · Classified Cycling · Décathlon
Photo to come: a support agent with a headset, seen from behind, workshop in the background. Black and white.
Reorganising customer service and configuring Zendesk for omnichannel support: better-routed requests, faster answers, more satisfied customers.
[+XX pts]
customer satisfaction (CSAT)
[−XX %]
waiting time
Photo to come: hands on an open hub, workshop bench. Close-up, black and white.
Classified Cycling
After-sales support · Technical cases and warranty
Diagnosing complex technical cases, handling warranty claims and supporting retailers, in French and English, on a breakthrough drivetrain technology.
Décathlon
Field experience · Managing in-store teams
Years managing sales and service teams in store. That’s where our approach to training was forged: simple, practical, proven with real customers.
Photo to come: a shop counter, a bike handed back to its owner. Black and white.
Sport brands compete on product. Their customers judge everything else: the answer to a question before buying, how long a warranty claim takes, how well their local shop is supported.
Before.During.After.
CIMA’s lab for observing and decoding customer care and after-sales trends, in sport and well beyond: what’s changing, what works, what brings people back.
Why the moment a product breaks has become the moment a brand is won, or lost.
Repairs, spare parts, second life: what athletes now expect from brands.
When the customer goes through a shop, who owns the relationship? Ideas for shared after-sales that works.
Portrait to come: in the field, in a workshop or a store. Natural light, black and white.
Collective, because great after-sales is never built alone. We work with your customer service, product and sales teams, and with your retailers. Never in their place.
CIMA Collective was founded by Bastien Boisson. After managing in-store teams at Décathlon, then helping transform customer relations at LOOK Cycle and technical support at Classified Cycling, he holds one simple conviction: in sport, customer relations is a growth lever, not a cost centre.
Meet the collective[+XX pts]
Customer satisfaction · LOOK Cycle
[−XX %]
Waiting time · LOOK Cycle
[XX yrs]
Of experience in customer care and sport retail
FR · EN
Support and training in French and English
The mini audit: 10 questions, 3 minutes. A score and a first opinion, no strings attached.
For a full diagnosis, discover our customer experience audit.
Question 1 / 10
How long does a customer wait for a first human reply?
0 / 30
CEOs, customer care and after-sales leaders, shops, distributors: here’s what you ask us most often.
Another question? Let’s talkIn sport, premium products look more and more alike and are compared in a click. When every brand has a great product, the product is no longer what sets you apart.
The difference is made at the first problem. A question before buying, a breakdown, a warranty claim: that’s when your customer decides to come back, to recommend you or to leave. A customer experience beyond expectations becomes your hardest advantage to copy. It builds loyalty, protects your prices and does more for your brand than any campaign.
Many talk about customer experience. Few have lived it from the inside, on the phone with a rider whose bike broke down the day before a race.
We come from the field. Retail, customer service, after-sales for premium sport brands: we did these jobs before advising on them. Our rule fits in two words, customer first: every decision starts with the customer and aims for an experience beyond their expectations. That’s also how we work with you.
Many after-sales teams run on the commitment of a few people. Requests grow, tools pile up, and nobody has time to step back.
Start with an assessment. Our online audit gives you a first snapshot in under 10 minutes. The full audit goes further: journeys, warranty, tools, teams, with a prioritised action plan. We tackle what loses you the most customers first, then we build.
A product launch, peak season, a small team: there are times when after-sales overflows. And every request left waiting is a customer starting to doubt.
Yes, in your tone and by your rules. We run your after-sales support: technical questions, warranty claims, returns, exchanges with your retailers. Ongoing or as extra capacity during your peaks, with regular reporting on what your customers are saying.
More and more Asian sport brands are entering Europe with excellent products. But European athletes expect local service: clear answers, warranties that meet their rules, short lead times and well-supported retailers. Without it, trust doesn’t follow.
We build your European after-sales from day one. Customer journeys, a warranty policy adapted to European rules and expectations, processes with your distributors and retailers, support in the languages of your priority markets. Your service matches your product from the very first day.
A brand’s customer relationship often runs through a shop, an importer or a distributor. When everyone sends the customer to someone else, everyone loses.
Yes. We support sport and bike shops, as well as importers and distributors worldwide: after-sales processes shared with brands, team training, common tools. Your customer sees only one thing: smooth service, from first contact to repair.
Every organisation is different: size, channels, markets, tools. A standard programme misses what really matters to you.
Everything is à la carte. After a first, no-commitment conversation, we propose a clear plan with steps and priorities: advisory, after-sales support, team training, or a mix of all three. You choose what you need, at your own pace, and you stay in control at every step.
A customer experience project touches everything: organisation, tools, telephony, data, artificial intelligence, training. Nobody masters all of it at the highest level alone.
One point of contact, a panel of experts. CIMA Collective leads your project end to end and brings in, as needed, experts from the collective and specialist partners: customer support, ticketing tools, telephony, AI for customer service, organisation, training. That’s what the word Collective is all about.
Customer experience can seem hard to quantify. Without indicators, it stays a matter of conviction and loses out to emergencies.
We set the indicators from day one. Customer satisfaction (CSAT), first response time, first contact resolution, return rate, repeat purchase: a few simple numbers, tracked month after month, to see what’s improving and decide where to act next.
The best customer experience ideas don’t always come from sport. Hospitality, automotive, tech and retail invent new ways of caring for customers every day. Day to day, nobody has time to spot them.
The Loop is our lab. We’re building a bank of customer experiences that inspire us, in sport and well beyond, and we share it so these ideas can inspire you too. Subscribe to receive our analyses.
Reply within [24 working hours]. A first [30-min] call to understand your customer care and after-sales, no strings attached.
Explore our work