LEGO: Setting the bar for customer service

Monday, June 17, 2013

Construction toy giant, The LEGO Group, just set the bar for customer service.

Lego set the bar for customer service

Professional Images founder and distinguished press photographer Simon Apps was probably expecting a kind line or two when he suggested to his seven-year-old son, Luka, to email LEGO about a lost toy. What he probably didn’t expect was the compassionate and touching response from LEGO representative, Richard.

A Christmas story

It was a typical day at the Apps household as Simon and Luka bundled up to go to the store. Now, like most seven-year-olds, Luka spent all his Christmas money to buy the Ninjago Ultrasonic Raider Set and was ecstatic to play with his toy. Simon told Luka not to bring the miniature figures along, but the boy did not heed his father’s advice. Needless to say, the inevitable happened and one of the tiny figures, a character called Jay ZX, fell from Luka’s coat.

To say that the boy is devastated would be an understatement. Simon then urged Luka to send LEGO a letter explaining what happened, and the boy wrote the toy giant a sincere letter that ended with a promise: that he will not take the toys to the shop if LEGO would send him a replacement.

What happened next was nothing short of miraculous. A representative from Lego Consumer Services, Richard, responded with an equally heartwarming text that urged Luka to listen to his father the next time. Richard wrote about talking to Sensei Wu, a prominent fictitious figure in the Lego inspired cartoon, and that Sensei told Richard to send a replacement toy with numerous bonuses. As Richard writes, “..always listen to your dad… Please take good care of them, Luka. Remember that you promised to always leave them at home.”

At this point, Simon writes that he saw how Luka’s face lit up as he read the letter. At the end of the letter, Luka was “literally bouncing up and down” and giving his parents big hugs. This of course is a very touching experience for any parent, what more a seasoned PR practitioner. And so Simon tweeted LEGO, and the world picked up on the story.

How customer service can help you

The story above clearly illustrates how efficient non-voice technical service functions could help a company. In LEGO’s case, the quick thinking of their staff cheered up a little child and brought about a large influx of positive publicity to the company. Now, with thousands of young kids looking up to LEGO and an even larger number of adults applauding the company, LEGO can only look forward to a more impressive bottom line.

If you need help with your customer service and call center needs, visit Open Access BPO.

Photo credit: Sonny Abesamis on Flickr.