Old dogs can learn new digital tricks
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.
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.
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.