Winning Hearts and Minds

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Winning Hearts and Minds

• How to combine a great customer experience with a
  great people experience
• How to develop customer centred leadership
• How to manage based on what your customers want
• How to deliver a total customer experience and
  connect on an emotional level

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Contents

• Our Company
• Our Consumers
• Our Employees
• Our Ideas
• Close

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LEGO Company

• Founded 1932
• "LEG GODT" ? LEGO
• 4th largest toy company in the world
• 5,400 employees
• 52 LEGO Bricks for every person on Earth
• Voted Toy of the Century
• Remain family owned and managed
• Largest tyre manufacturer in the world

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The Three Generations
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Structure

• All Direct-to-Consumer functions group with a
  voice on the Corporate Management board.

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Our Consumers
LEGOLAND Parks
Brand Retail Stores
LEGO.com
Consumer Data
Retailers
Consumer Service
LEGO Shop-At-Home
Community Development
LEGO Club
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The Consumer Of The Future Is
Connected

• Has a rich set of networks
• Relies on non-traditional authorities
• Is less influenced by you

• Manages others access to him
• Dictates experience environment
• Wont tolerate intrusion

• Expects experiences to go with him
• Sees location as immaterial
• Is continually available

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Our Employees

• Generation X and Y-ers require empowerment and
  autonomy in their decision making. They are
  looking for daily proof that their work matters.
  
• They wont follow a rule until they understand
  it and value it for themselves this puts the
  onus on management to explain the what and why
  of decisions and rules more than for prior
  generations.

Watson Work Values of Gen X and Y -2005
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Our Ideas
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The Paradigm Shift for LEGO
From
To
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How to Wow
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An Orchestrated Approach Across Touch Points
Consumer Services
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LEGO Pick a Brick
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Communicate Directly To/With Your Most Loyal Fans
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Involve your Communities
LEGO fans helped design the new Mindstorms NXT
generation
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Experience LEGO Factory build your way!
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Invite them to your home

• Two nights at the four star Hotel LEGOLAND incl.
  breakfast
• Host/guide and meeting with LEGO designers
• Visit to LEGO Idea House and LEGO Museum
• Visit to the LEGO factory
• LEGOLAND backstage tour
• Unique LEGO gift

LEGO Inside Tour A totally unique experience
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Ambassadors

• Mission To help provide inspiration for LEGO
  builders of all ages and from all parts of the
  world.
• LEGO Ambassadors members agree to be active
  contributors to the LEGO world-wide community by
  engaging in activities such as
• Support in online forums
• Engaging with local LEGO clubs or forming LEGO
  clubs if none exist locally
• Writing articles for publication

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Keep it simple in the Contact Centres

• Recruit on personality
• Fun, Reliable, Knowledgeable and Engaging
• Train on systems and processes
• Thinkwhy has someone really called

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Richard James

• 537 hits on Google for Richard James, Lego
• Spends 000s on LEGO annually
• LEGO Inside Tour visitor
• Contributor to the Brickish Association AFOL

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Knowing Me and Showing It

• Known in Community, to our owner Kjeld and our
  CEO Jørgen Vig
• Unknown to the advisor who took his complaint
  call
• Unrecognised by the system when he cancelled his
  order for multiple sets
• the cancellation has been acknowledged but with
  no interest as to my reasons for doing so
• Subsequently loved by various Board Members,
  Directors, VPsbut still almost anonymous in the
  call centre systems..

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Problems in the Ferrari Pit
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Why it works
Dear Richard, Recently you told us that your
LEGO Scuderia Ferrari Truck was unstable. The
LEGO expert you spoke to probably said that they
will pass your comments onto our LEGO Product
Developers. Today we are writing to let you know
what we have done with your feedback. Because you
took the time to tell us how you felt, we will be
keeping this much-loved LEGO Racers product in
our range but with improved stability for an even
better play experience. Please accept this
credit in the worlds biggest LEGO online store
as our way of thanking you for helping us make
our products even better.

• Be easy to contact
• Welcome every complaint
• Feedback to the organisation
• Make a change
• Close the loop with the consumer (and the advisor)

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00800 5346 1111 www.LEGOshop.com Christmas is
just 40 days away!