Measuring Customer Experiences At LEGO

At Forrester's Marketing Forum EMEA 2009, LEGO's vice president of consumer experiences, Conny Kalcher, told audiences how the company used a variety of tactics — including a strong focus on the consumer experience — to bring itself back from the brink of financial disaster. A key element of LEGO's formula was a focused, action-driven system for measuring consumer experience and its value to the business. This report outlines what she shared with attendees at the event. Customer experience leaders at other companies should take a page from LEGO's playbook and choose one or two unifying metrics to galvanize employees, define a process for taking action on the data you collect, and then tell customers what you've done to improve the experience so that they can spread the word on your behalf.