LEGO shows the way to true customer centricity

4 Mar

Smart companies know that they have to pay attention to their customers if they want them to hang around.

That can take many forms, from social media interaction, to research, to transactional data analysis.

The deeper your understanding of your customers’ attitudes, habits and needs, the deeper the engagement you can create with them. And the easier it becomes to get new customers.

Listening is critical. Asking your customers their opinions is even better.

Danish toy manufacturer LEGO has taken this a step further. They asked their customers to do their design work. The subsequent ideas and public vote on their website has led to the launch of a 369-piece replica of the Hayabusa asteroid explorer, the Japanese-designed space probe that collects samples from asteroids for study back here.

LEGO launches Hayabusa asteroid explorer

LEGO launches 369-piece Hayabusa asteroid explorer

It was probably not an idea that LEGO would have hit on, but their customers sure did. Imagine the kind of loyalty that will flow from LEGO’s openness to customer input.

One of the coolest features of this model is Japan Aerospace Exploration Agency mission supervisor Junichiro Kawaguchi recreated in miniature with two expressions: one for “everything’s great” and another for “%$&#*@!”

JAXA project manager Kawaguchi as a LEGO guy

JAXA project manager Kawaguchi as unhappy LEGO guy


8 Responses to “LEGO shows the way to true customer centricity”

  1. Malcolm Scrimger March 4, 2012 at 10:26 am #

    This is pretty neat. Thanks for the article.

  2. Doug Brown March 4, 2012 at 10:48 am #

    Most welcome Malcolm. I’ve always believed that a company should be willing to change to meet their customers’ needs, rather than just stuff their products and services out there with a take-it or leave-it mentality.

  3. Amy March 4, 2012 at 11:07 am #

    This is awesome! Love the facial expressions too ;S. One highlight of my last trip to the US was visiting a Lego store for the first time. They do a great job with in-store customer experience also. Who knew filling up a pre-priced container with curiously shaped brightly coloured bits of plastic would be so much gosh darn fun.

  4. Doug Brown March 4, 2012 at 11:40 am #

    LEGO knew! And they knew that making the supervisor “real” would make the company seem real. Digging deeper into their website and customer experience leaves me totally impressed with this gang.

  5. Sam Brown (@samuelmbrown) March 4, 2012 at 5:26 pm #

    Maybe it’s the charm of a three year old writing the letter, but I still love this example ( of a company taking on board what its customers have to say.

  6. Doug Brown March 4, 2012 at 5:48 pm #

    What a tremendous example of customer service Sam. I appreciate you taking the time to share that with our readers. The best way to humanize a brand is to be human. How great for the company that this story made the news too. I hope it gave business people everywhere ideas about how to raise the bar.

  7. maureen blaseckie March 6, 2012 at 10:01 am #

    All I kept thinking of while reading this is a quote by Jon Stewart:

    “The seven marvels that best represent man’s achievements over the last 2,000 years will be determined by Internet vote… so look for Howard Stern’s Private Parts to come in No. 1”

    Just wanted to share that…xxoo

  8. Doug Brown March 6, 2012 at 10:33 am #


    You meant his book and not his tackle right?

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