LEGO: Best Customer Service Letter Ever

LEGO_logoWhen you are a 7-year-old kid, Lego is likely twice as important to them than Starbucks or Apple is to you.  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.   

This customer story involves a 7-year old boy who lost his Lego when he took it on a family trip to the mall.  He was so upset that he wrote Lego a letter, telling them the story and asking for a replacement.   Someone at Lego, made the brilliant decision to send the boy some replacement product and the following letter.  


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 and now millions are reading about this story (including you)

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 add 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 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.


To read how to create and run a Beloved Brand, read the following presentation:


Other Stories You Might Like
  1. How to Write a Creative Brief.  The creative brief really comes out of two sources, the brand positioning statement and the advertising strategy that should come from the brand plan.  To read how to write a Creative Brief, click on this hyperlink:  How to Write a Creative Brief
  2. How to Write a Brand Plan:  The positioning statement helps frame what the brand is all about.  However, the brand plan starts to make choices on how you’re going to make the most of that promise.  Follow this hyperlink to read more on writing a Brand Plan:  How to Write a Brand Plan
  3. Consumer Insights:  To get richer depth on the consumer, read the following story by clicking on the hyper link:  Everything Starts and Ends with the Consumer in Mind


Brand LeadershipI run the Brand Leader Learning Center,  with programs on a variety of topics that are all designed to make better Brand Leaders.  To read more on how the Learning Center can help you as a Brand Leader click here:   Brand Leadership Learning Center


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About Graham Robertson: The reason why I started Beloved Brands Inc. is to help brands realize their full potential value by generating more love for the brand.   I only do two things:  1) Make Brands Better or 2) Make Brand Leaders Better.  I have a reputation as someone who can find growth where others can’t, whether that’s on a turnaround, re-positioning, new launch or a sustaining high growth.  And I love to make Brand Leaders better by sharing my knowledge.  Im a marketer at heart, who loves everything about brands.  My background includes 20 years of CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke.  My promise to you is that I will get your brand and your team in a better position for future growth. Add me on LinkedIn at so we can stay connected.

Tis the Season for….Returns.

“I do not consider a sale complete until goods are worn out and customer is still satisfied.”  L.L. Bean, 1916

Research shows that nearly $50 billion in merchandise is returned to retail stores during the holiday season.  This year,  I had three items up for returns:  running shoes (wrong size), two t-shirts (wrong size) and a DVD (which didn’t work)   I had all the receipts, original bags and my story well-rehearsed to avoid any confrontation.   I figured this should be pretty easy; all three are exchanges not returns.

Store #1:  I brought in my shoes and handed the clerk the receipt.   I said “I’m looking for the same shoe in a different size”.   She grabbed the receipt and said “the best that I can do for is you give you a gift receipt”.  I said “all I want is the same shoe in a different size”.  And she snapped back, “Sorry sir, I can’t do that, since we need to be able to track all the returns”.   Two minutes later, I was walking out of the store, completely stunned and frustrated, with a plastic little gift card that I figured my wife or daughter could use on her next purchase.  They just lost $100 sale, and created a frustrated customer not to return again.

Store #2:  I brought in the DVD that failed to work.   It was only $15, but in my mind “Brian’s Song” is a rare movie I wanted to share with my son.  The clerk said “we can exchange it if you’d like”.   He looked up in his computer and said “oh we are out of it, we could order one for you, it should be here within two weeks”.   Since the store is 45 min from my house, I said “no thanks, I’ll just take the cash then”.   The store manager then murmured something to the clerk, never looking at or addressing me directly.  The clerk then said “I’m sorry sir; we can’t do a return if it’s been opened”.   I said “how can I know it didn’t work if I didn’t open it?”    After a few more back and forth, they did eventually give me my money back.  Another lost sale and frustrated customer determined to find it on I-tunes.

Store #3:  This should be easy,  I wanted the same t-shirts in a different size.   With no return desk, I went to shelf, grabbed two t-shirts and got in line at the cash.  I said “I’d just like to exchange sizes”.  She scans each of the 4 shirts in and says “that will be $2.26”, handing me a coupon for my next visit.   I said “I just want to change sizes, shouldn’t that be free?”  After a two minute conversation, the manager came over to do the classic over-ride followed by a long explanation to me of what just happened.   All I wanted was my t-shirts.  And while I was now a frustrated customer, I thought it was hilarious that the store clerk took the coupon away, since it wasn’t a sale after all.

Each store completely forgot about the consumer.   All the work the brand had done to create loyalty over the years is gone in a blink of an eye.   If your brand is loved, it can turn to Indifferent in a heart beat.  Imagine losing a life long customer over $2.26.   Most marketers think that creating a great brand is about creating awareness and demand.   But they forget the post purchase experience which includes a great returns policy.   Brands that get it include Costco, which has such an amazing returns policy it makes the membership fee worth it.  They never ask questions, sending it right back to the manufacturer.    L.L. Bean still has that same amazing returns policy fast forward to the modern day:  Customers can send any item back, at any time, with or without receipts, in any condition…and still get a refund or exchange.  Brands that get it, stand behind the sale.  

With these three brands, two out of three expected exchanges turned into full refunds.  I walked away frustrated and stunned at how bad the policies were.

And for some humour, the best clip I could find on “returns” is from the Office.   I’m sending it back!!!