This is a great case study of one of best customer service letter ever. While there are many potential moments each day, brands connect with customers when they go out of their way to do something special.
This customer story involves a 7-year-old boy who lost his Lego when he took it on a family trip to the mall. Kids lose a toy all the time. But he was so upset that he wrote a letter to Lego, telling them the story and asking for a replacement. He lost just one figure in his Lego kit (Jay ZX) but to him, it’s the most important thing in his life.
Original email sent to Lego
At 7, Lego is everything.
When you are 7, the Lego brand is much more important to them than Starbucks or Apple is to an adult. For generations, Lego has been a beloved brand for those inventive minds who liked to create complex objects from very simple bricks. Current Lego products are a little more complex, but the idea of Lego remains the same.
Here's the email 7-year-old Luke wrote to the Lego brand.
Hello, my name is Luka. With all my money I got for Christmas I bought the Ninjago kid of the Ultrasonic Raider. The number is 9449. It is really good. My daddy just took me to Sainburys and tole me to leave the people at home, but I took them and lost Jay ZX at the shop as it fell out of my coat. I am really upset I have lost him. Daddy said to send you an email to see if you will send me another one. I promise I won’t take him to the shop again if you can.
Thank you.
Luka
Lego's response
Someone at Lego made the brilliant decision to send the boy some replacement product and send the following letter. While the strategy is important, it is the many little things of a brand that can really make a difference in exhibiting the passion of the company.
To illustrate, click on the letter from Lego above to zoom in.
Magic of Lego
For Lego, in the world of social media, this type of story does wonders for continuing the magic of their brand. And it’s a great example of going above and beyond. What I like in the letter is how they please the boy, but also give a solid wink to the parent who is likely the bigger target of this letter. The dad ended up tweeting about the story, lots of viral hits and then picked up in the mainstream media including TV and newspapers in the UK, US, and Canada. And now millions are reading about this story (including you right now.)
Building a connection with your consumers.
When you reach the beloved brand stage, the strategies become all about continuing the magic of the brand. That might mean attacking yourself on product innovation or finding new ways to surprise and delight your consumer base. There are legendary customer service stories that come from Nordstrom’s, the high-end retailer that adds to the mystique of the Nordstrom brand. One story involved a Nordstrom employee who found luggage and a plane ticket for a flight that was taking off soon. Figuring the customer was on their way to the airport, the employee got in his car and drove to the airport to meet the customer. The second story involves a customer in Alaska returning tires that he bought at the store that was the prior tenant to the Nordstrom store. After much debate, they decided to take the tires back, even though it’s not a product they carry.
The most beloved brands must always look for magical ways to connect with their consumers
LEGO case study
Our LEGO case study will explore how LEGO revitalized its brand by refocusing on its core product, expanding into new markets, and leveraging digital and content marketing.
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