One way to win customers for life

So many brands and nonprofits are after the quick sale and not strategically positioned to build customers for life. I see this everyday and I think it’s a huge mistake.

Building lifetime value or LTV as it’s known in marketing, is an investment, it costs time and money, but in the long run it is more valuable to everyone.

I get it, the fast sale or quick donation is achievable and offers an immediate outcome. But, if this is how you build your brand you are not creating sustainable value.

You will forever be courting ‘first-time’ customers, which over time is actually more expensive and less efficient than building lifetime value.

Here is a great story about winning customers for life.

Lego saves the day for Luka

Losing a favorite toy is devastating to a young child. Luka spent his Christmas money on a Ninjago (Lego ninja) named Jay ZX. Against his dad’s advice, he brought his Ninjago on a shopping trip … and lost it.

Luka wrote this letter to Lego explaining his loss.

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

The response he received from a Lego customer support rep named Richard was pretty special. Here’s what he wrote.

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.

That’s how it’s done! I cannot think of a better example. Can you?

Here’s two quick observations.

1. Lego Had A Plan

When the letter from Luka arrived at Lego HQ I doubt they passed it around the office asking for advice on how to reply. Lego are smart enough to know this is important. They knew what to do and they did it.

> Have a plan

2. The Medium Is The Message

The letter Lego wrote to Luka was creative and playful. This is exactly what Lego is about — creativity and play.

Their customer service mirrored their key value proposition. Lego make products for people to be creative and playful, but the way they run their business is also creative and playful.

The medium, the experience of doing business with Lego, is the message.

> Live your brand message

This is how you win customers for life.

Hope this was helpful.


Thank you for reading my writing. If you liked it, I’d love it if you hit the heart below or made a comment. It would mean a lot. :) And if you’d like to join my email list I send regular helpful emails to people who are building brands that matter. The emails focuses on simple but powerful ways to grow a brand that really stands out. You can join here.