In another Forbes article, Micah Solomon recently described a company that, in his view, displays a high quality of consistent customer service, one that is especially noticeable around this time of year. That company is Lego, a well-known brand that doesn't let its popularity or international presence stop it from sticking to a customer-first approach.
This could be seen all the way back in last January, when a much-publicized story that appeared in ITV, among other places, chronicled one lone request from a young boy about a missing Lego figure.
In response to the message, which described how the boy misplaced one figure from a larger kit he had received as a present, the company's answering service sent a personal reply along with a replacement figurine. Richard, the employee who signed the letter, closed by urging the boy to keep track of it.
Though this makes for good PR for Lego, is there more regular evidence of their strength in customer service? Solomon says there is. In examining the type of letter Lego issues along with these replacement pieces, he notes that the sincerity really carries weight in these kinds of exchanges.
"A response like this can make things better–bring the customer closer to, more engaged with and ultimately more loyal to your brand than if things hadn't gone wrong in the first place, through its well-thought-out, customer-involving approach," he writes.
An e-mail management system can recognize the strategies that are most efficient in keeping customers feeling like they're not just reading a form letter.