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Old dogs can learn new digital tricks

news #inspiration

Great digital customer experience is something that the shiny new digital disruptors bake into their DNA.

It’s not a retrospective add, but part of the very fibre of the company and guides decisions from the get-go. This results in effortless customer interactions, ease of use and overall high levels of customer satisfaction that often leave older companies playing catch-up.

Nowadays, when people talk about receiving great digital customer experience, the usual suspects come up time and time again: Monzo, Amazon, Starling, etc...

Earlier this month I had one of the best digital customer experiences that I can remember, and surprisingly it came from Lego: a company founded way back in 1932.

It all started when I bought a box of Star Wars Lego to build with my daughter - or, more accurately, for my daughter to get bored with and let me finish. The build was nearly complete, but as bedtime neared, I realised a piece was missing.

The missing piece

We’d been building it on the dining room table, so my immediate thought was that we must have knocked it off. We searched to no avail.

I completed the build, and it became clear that the missing part wasn't going to affect anything of importance - it was a minor aesthetic detail. There was one problem though - it really bothered ME.

My first thought was “there’s no way that I can prove that I didn’t just lose it”. I did, however, have proof that there were some extra pieces in the box, propping up my theory that there was a sorting error.

So, I started by searching “missing lego pieces” on my phone. Result one was Lego Customer Service and Replacement Parts. I was presented with three options - Missing Bricks, Broken Bricks and Buy Bricks. I clicked on the Missing Bricks option, filled in some details about my location and was then asked to enter the set number. Once I did this I was presented with a list of all the parts, and all I had to do was choose the piece. I filled out where I needed it sent and submitted. There was a message telling me that if they required more details, they’d contact me. Which I expected.

One hour later I had a confirmation email. Two days later I had a shipping notification. Four days later the piece arrived. I finished my Lego set. I’m a chuffed Lego customer. 

Spot the difference

So what? 

I hate talking on the phone. Contact priority for me is webchat, Messenger or email. Talking to someone on the phone is my last resort. I didn't have to do any of those. My user experience was seamless, all done in a few minutes on my phone. I wasn’t asked to log on, create an account or anything other than complete the task at hand. Once done, I was reassured via email that all was in order, and my Millennium Falcon would soon be whole. Then the piece arrived with a lovely well-branded cover letter, which made my customer experience amazing.

Most importantly, I was never made to feel that it was my fault. The experience was focused on resolving my issue which, in this day and age, is unbelievably rare.