Lego’s sympathetic customer service earns the brand online acclaim

Published on 29 January 2013 by in Latest News

Lego exceptional customer service  Lego’s sympathetic customer service earns the brand online acclaim

One simple act of considerate customer service has led to an outpouring of praise for children’s toy brand Lego across the online world, serving as an example to CIM teams everywhere.

The brand made the news after putting a personal touch into its customer interaction management strategy following a letter from a seven-year old fan.

The young Lego fan, Luka, personally wrote to the toy manufacturer after having misplaced a character from his Ninjago-themed set, appealingto the company for a replacement figure.

Rather than sending out a standardised response to this customer service query, Lego’s CIM team took the time to draft a personalised response to the child. The letter compassionately offered not only to replace the figure, but also to send Luka a special gift to reward the boy’s efforts in saving up Christmas money to spend on Lego toys.

The young fan and his parents were so impressed with this thoughtful response, they posted the letter to Twitter, proudly commending Lego’s ability to relate to their customers in order to do a good deed.

As other Twitter user began sharing the post, this simple customer service action soon went viral, , featuring in several major online publications including Forbes.. For Lego, this widespread appreciation of a personalised customer service response, for the cost of a few figurines,  has  generated additional goodwill for the brand from customers all over the world.

Retailers looking to create a lasting emotional connection with their customers should take note of Lego’s success; an important lesson in the value consumers place on a personalised customer experience.

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