A friend of mine sent me this article and it’s an amazing story.  If you are at work or are of delicate disposition don’t read the attached article because this will really tug at your heart strings and make you wish for your favorite old toy.

The article is from the Huffington Post and it is about a 7-year-old boy named Luka Apps and a lost Lego figurine. Luka and his father went shopping but Luka went against his father’s orders and brought one of his Lego characters, which he recently saved up and purchased himself, to the store.  Of course the character, “Jay ZX” from Lego’s Ninjago series, was promptly lost and young Luka became distraught.

So Luka decided to take matters into his own hands. He wrote an email to Lego explaining his predicament and asking if they could replace his toy.  Luka’s words, though simple, seemed so heartbroken and desperate that it would have been tough for anyone to turn this kid down.  I know I couldn’t.

After reading copies of the actual correspondence, the thing that really stood out to me (aside from hitting me right in the childhood) was how Lego responded.  The letter from Lego was extremely polite and tailored just for Luka even writing in the tone of one of the characters Luka idolized.  You can tell the author, Richard, wants Luka to learn a lesson while still fulfilling Luka’s request and writes in a style that is parent-like; reiterating the rule I heard many times as a child, “always listen to your parents.”

Of course Lego sent little Luka the replacement character and some other goodies, which is to be expected from a company with a great customer service reputation.  This was however, slightly odd because it wasn’t Lego’s fault this boy lost his toy.

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So why did the Lego representative do it?

Taking opportunities like this to create unique customer experiences is key to differentiating your company from the competition.  This situation is different from almost anything we would potentially see in the B2B realm but bringing a personal touch to a bad situation can make a huge difference in how your company is perceived.  Lego is a children’s company.  Kids are their job and by doing this they align themselves well with children and their parents.  Not because he replaced the toy but because of the way Richard did it, he taught Luka a positive lesson.

One thing I believe that is overlooked in today’s customer experience is a personal touch.  Just doing your job isn’t enough in order to create service experiences that people desire and will talk about.   This is a great example and really shows that a great customer experience can make someone’s day as well as make them a loyal customer for life.


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