Retail
Lego
The global toy company Lego is a generationally-beloved toy brand that's evolved as the world transitioned to a digitally-led environment.
Summary
Lego's customer care reputation echoes their friendly, collaborative brand ethos – they stand out in their ability to bring brand ethos into everything they do. It's a deeply customer-centric approach that builds relationships through small gestures of good will and connection for customers looking for help.
Support delivery
*Observational only
Insights
Convenience
01: Free product replacements
Lego understands that a little good will goes a long way in terms of customer satisfaction and convenience. To counter a common customer frustration, Lego has a super easy, streamlined web flow that allows customers to identify their set and select the pieces they need replacing. The customer simply adds the piece, selects a reason, and provides a shipping address for Lego to deliver to, free of cost.
Opportunities for our work
Opportunity Area
Create on-brand surprise and delight moments to turn customers into advocates
In redefining what care looks like at Apple, we should identify small opportunities to give back to the customer while staying true to who we are. Begin with actions we can take across the board, then create an internal culture that rewards Specialists who bring creative, brand-right moments of delight to customers.
