LEGO’s five-star customer care

luka_apsThere are occasions when good customer care practices will make you win your clients’ respect for a lifetime. The following story tells a lot about the corporate values behind LEGO and how the company treasures the relationship with its clients.

Last Christmas, seven-year-old Luka Apps (in the photo) spent all his savings on the LEGO Ninjago Ultra Sonic Raider set. Against his father’s recommendation, young Luka took the Jay ZX figure that was included in the set with him on a shopping outing, and he lost it.

Heartbroken to have lost his beloved toy, little Luka decided to send an email to LEGO’s customer care to try and ask for a replacement.

Here is what he wrote:


My name is Luka Apps and I am seven years old.

With all my money I got for Christmas I bought the Ninjago kit of the Ultrasonic Raider. The number is 9449. It is really good.

My Daddy just took me to Sainsburys and told me to leave the people at home but I took them and I lost Jay ZX at the shop as it fell out of my coat.

I am really upset I have lost him. Daddy said to send you a email to see if you will send me another one.

I promise I won’t take him to the shop again if you can.

– Luka


A short time later, Luka received a reply from Richard, a LEGO customer service representative.

This was Richard’s remarkable answer:


Luka, I told Sensei Wu that losing your Jay minifigure was purely an accident and that you would never ever ever let it happen ever again.

He told me to tell you, “Luka, your father seems like a very wise man. You must always protect your Ninjago minifigures like the dragons protect the Weapons of Spinjitzu!”

Sensei Wu also told me it was okay if I sent you a new Jay and told me it would be okay if I included something extra for you because anyone that saves their Christmas money to buy the Ultrasonic Raider must be a really big Ninjago fan.

So, I hope you enjoy your Jay minifigure with all his weapons. You will actually have the only Jay minifigure that combines 3 different Jays into one! I am also going to send you a bad guy for him to fight!

Just remember, what Sensei Wu said: keep your minifigures protected like the Weapons of Spinjitzu! And of course, always listen to your dad.


What else shall we say? Two thumbs up for LEGO!

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