Jason Aten wrote an article for Inc titled Lego Customers Lose Millions of Pieces a Year. The Company’s 4-Word Response Is the Best I’ve Ever Seen.

« “We have something that we call freaky,” [Monika Lütke-Daldrup, the company’s director of customer engagement,] told me. “Freaky stands for FRKE, which is short for

  • fun
  • reliable
  • knowledgeable, and
  • engaging.

And those four words are something we’ve built our customer service on for probably more than 15 years.” »

« Hannah Quill, the company’s head of writing and tone of voice (which, by the way, is an amazing job title that alone tells you what the company thinks about engaging with customers) explains it this way: “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. 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.” »

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