Here’s the secret to LEGO’s world-renowned customer service

Ever wondered why the LEGO Group’s customer service is so good? Apparently, it’s all down to four small words…

If you’ve ever dealt with LEGO Customer Service – whether to replace missing bricks, provide feedback on sets or even share ideas for future products, chances are you’ll have come away feeling pretty satisfied. And according to the LEGO Group’s Director of Customer Engagement Monika Lütke-Daldrup, that’s all thanks to a process known as ‘freaky’.

“Freaky stands for FRKE, which is short for: fun, reliable, knowledgeable and engaging,” Monica told Inc, “and those four words are something we’ve built our customer service on for probably more than 15 years.”

Veteran Brick Fanatics readers will know we’re not one to toot the LEGO Group’s horn for no reason, but where its customer service department is concerned, any and all praise is justified. It bears out in the stats, too: the company’s net promoter score (NPS), which measures how likely customers are to recommend a company or product to a friend or colleague, sits at 59 (as per Comparably).

LEGO customer service minifigure

According to Retently, the average NPS for the retail industry is just 44 out of a possible 100, so the LEGO Group’s score is above the norm for its peers. And that’s apparently down to how it balances the four cornerstones of its freaky strategy.

“One of the reasons that it works so well is that, yes, it’s fun and engaging, and we encourage people to be creative and have fun when they’re writing, but it’s also reliable and knowledgeable,” explained Hannah Quill, head of writing and tone of voice for the LEGO Group.

“It’s very important that you’re giving the customer the correct information, and that any promise that you’re making, you are committing to deliver that customer service. Freaky doesn’t solely mean fun and engaging, it also means following through, reliable, customer service.”

“It’s essential that no matter the inquiry, the team provides the best possible answer and service while also reflecting our core values,” added LEGO Group CEO Niels B. Christiansen. “In doing that, they play a very important part to how people feel about our brand.”

Featured image: LEGO

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Chris Wharfe

I like to think of myself as a journalist first, LEGO fan second, but we all know that’s not really the case. Journalism does run through my veins, though, like some kind of weird literary blood – the sort that will no doubt one day lead to a stress-induced heart malfunction. It’s like smoking, only worse. Thankfully, I get to write about LEGO until then. You can follow me on Twitter at @brfa_chris.

2 thoughts on “Here’s the secret to LEGO’s world-renowned customer service

  • 18/11/2021 at 13:54

    The customer service in the US has always been fantastic, much longer than the 15 years this article cites. When I was 5 (1976) I sent in for a LEGO ideas book for $2 and wrote a short letter about how much I loved their toys. I got the ideas book accompanied by a personal letter from a customer service rep (I still know the name Sharon Williams – hi, Sharon!) along with a small < 40 piece set of a dump truck with a side dumper. I no longer have the box or instructions, but still have the truck.

  • 17/11/2021 at 15:02

    Here in south africa the customer servise is very poor.


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