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Holding on to the hearts and minds of customers
and employees
2005
2007
2009
The boast...
You are a multi-lingual graduate...
You work in a contact centre...
In Slough...
Your train journey to work t...
2011
What has not changed...
LEGO Group
Founded 1932
"LEG GODT” = LEGO
62 LEGO bricks for every person on Earth
Largest tyre manufacturer in the world
...
The three generations
Our Enduring Strategic Foundation
Spirit: Only the best is good enough
Values: Creativity, Fun, Learning, Quality, Caring ...
Our Consumers
Our Consumers
Our Consumers
Our Consumers
Our consumers
LEGO Group’s values for Consumer Service
Fun
Reliable
Knowledgeable
Engaging
F.R.K.E = “Freaky”
Creativity
Fun
Learning
Qu...
Consumer Services’ role:
All LEGO branded experiences should be supported by a world class
Consumer Services business that...
What happened?
2009 saw best results ever:
•Net Promoter Score
•Phone and Email Service Levels
•Cost Per Contact
•Globalis...
Our old friend
What did we change?
1. Where our focus was
Integration of new products and services
Handling contacts globally
Year to date figures
Comparing ...
What we didn’t notice in 2010
Integration of new products and services
Handling contacts globally
Year to date figures
Com...
2. How we recruited staff
From... To...
116 staff hired to fill 45
positions.
84 left within 12 weeks, mainly
involuntary....
3. How we measured staff
From... To...
Net Promoter Score
“Net Friendly” score
LEGO Club recruitment
Average order value v...
Lynchpin vacancies
•European Operations Manager (centre manager) went to
run US site
•European Trainer vacancy
•Team Leade...
Hitting rock bottom
• 2011 results were worst ever
• NPS remained extremely high but missed even higher
target
• Service l...
Onwards and upwards
In 2004 The LEGO Group was in crisis
Our survival plan was to focus on our core products and core
cons...
Changes in 2012
Targets lowered to give us a chance to breathe
Recruitment approach overhauled
Induction programme lengthe...
How are we doing so far?
2012 saw best results ever:
•Net Promoter Score “Outstanding”
•Phone and Email Service Levels = “...
We’ve been here before...
How to avoid the pendulum swing...
In 2013...
We will change our entire technology platform.
We ...
We’ve been here before...
How to avoid the pendulum swing...
In 2013...
We will change our entire technology platform.
We ...
We’ve been here before...
Change the minimum...
How to avoid the pendulum swing...
In 2013...
We will change our entire te...
How to avoid the pendulum swing...
In 2013...
We will change our entire technology platform.
We take technical support for...
Wish us luck!
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ECEW 2013 Sophie Patrikios - From Now to Wow to Ow and back again

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In 2009 LEGO had their most successful year to date and set themselves the target that in 2010 they'd do everything just as well but more efficiently / cheaper. However, in a push for increased efficiency and decreased cost - something went wrong. Sophie Patrikios tells the story of how LEGO Consumer Service built their reputation for great service and then reached for perfection - and nearly broke everything...but thankfully came back from the brink.

Published in: Business, Technology
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ECEW 2013 Sophie Patrikios - From Now to Wow to Ow and back again

  1. 1. Holding on to the hearts and minds of customers and employees
  2. 2. 2005
  3. 3. 2007
  4. 4. 2009
  5. 5. The boast... You are a multi-lingual graduate... You work in a contact centre... In Slough... Your train journey to work takes 1.5hrs and approx 30% of your net pay... It’s snowing... Do you throw a sickie?
  6. 6. 2011
  7. 7. What has not changed...
  8. 8. LEGO Group Founded 1932 "LEG GODT” = LEGO 62 LEGO bricks for every person on Earth Largest tyre manufacturer in the world 4th largest toy company in the world Remain family owned and managed
  9. 9. The three generations
  10. 10. Our Enduring Strategic Foundation Spirit: Only the best is good enough Values: Creativity, Fun, Learning, Quality, Caring and Imagination Mission: Inspire and develop the builders of tomorrow
  11. 11. Our Consumers
  12. 12. Our Consumers
  13. 13. Our Consumers
  14. 14. Our Consumers
  15. 15. Our consumers
  16. 16. LEGO Group’s values for Consumer Service Fun Reliable Knowledgeable Engaging F.R.K.E = “Freaky” Creativity Fun Learning Quality Caring Imagination
  17. 17. Consumer Services’ role: All LEGO branded experiences should be supported by a world class Consumer Services business that handles all inbound contacts (including social media) from consumers in a way that meets the expectations that LEGO brand values create. We are the company’s ‘safety net’, protecting our brand’s reputation and minimising risk. We provide the rest of the company with accurate, timely and informative data about those contacts to ensure company-wide consumer focus and to address root causes of poor experiences. We actively play our part in deepening the level of engagement each consumer has with LEGO Group. Our role description
  18. 18. What happened? 2009 saw best results ever: •Net Promoter Score •Phone and Email Service Levels •Cost Per Contact •Globalised our structure between US/EU •Ready to open 3rd centre in South Korea •Continuous Improvement collaboration planned
  19. 19. Our old friend
  20. 20. What did we change?
  21. 21. 1. Where our focus was Integration of new products and services Handling contacts globally Year to date figures Comparing to 2009 Continuous Improvement
  22. 22. What we didn’t notice in 2010 Integration of new products and services Handling contacts globally Year to date figures Comparing to 2009 Continuous Improvement
  23. 23. 2. How we recruited staff From... To... 116 staff hired to fill 45 positions. 84 left within 12 weeks, mainly involuntary. Staffing target for 2011 never reached. Agencies and candidates shared interview questions and language tests online. Candidates frequently did not know what company they were being put forward for.
  24. 24. 3. How we measured staff From... To... Net Promoter Score “Net Friendly” score LEGO Club recruitment Average order value vs Web Net Promoter Score “Net Friendly” score LEGO Club recruitment Phone service level Email service level Productivity Quality Monitoring
  25. 25. Lynchpin vacancies •European Operations Manager (centre manager) went to run US site •European Trainer vacancy •Team Leaders informally ran the department by committee
  26. 26. Hitting rock bottom • 2011 results were worst ever • NPS remained extremely high but missed even higher target • Service levels were lowest ever • Cost Per Contact was met… • …Staff conclusion was that under-staffing had been deliberate in order to save money • Company announced best results ever for 3rd year in a row...
  27. 27. Onwards and upwards In 2004 The LEGO Group was in crisis Our survival plan was to focus on our core products and core consumers and go back to doing what we do best. In 2012, LEGO Consumer Services did the same.
  28. 28. Changes in 2012 Targets lowered to give us a chance to breathe Recruitment approach overhauled Induction programme lengthened The Wizard got stuck in... Buddy scheme re-introduced Employee life-cycle made a focus Ops manager hired, Team Leader focus shifted Quality Monitoring revised to focus only on reliability/knowledge (let consumers decide who is fun and engaging) Department-wide focus to bring back FRKE - starting with some honest dialogue about where it went... ..plus 18 other “business as usual” initiatives.
  29. 29. How are we doing so far? 2012 saw best results ever: •Net Promoter Score “Outstanding” •Phone and Email Service Levels = “Outstanding” •Cost Per Contact ‘on target’ •Staff ‘Pulse’ scores were up +4pts and hit target for first time. •Planned to hire 90 advisors in Europe and eventually hired 81 because attrition was lower than forecasted.
  30. 30. We’ve been here before... How to avoid the pendulum swing... In 2013... We will change our entire technology platform. We take technical support for our new robotics range in- house We install a new Loss Prevention tool We open an Asian hub Our KPIs all go back up We review our US outsourcer relationship
  31. 31. We’ve been here before... How to avoid the pendulum swing... In 2013... We will change our entire technology platform. We take technical support for our new robotics range in- house We install a new Loss Prevention tool We open an Asian hub Our KPIs all go back up We review our US outsourcer relationship LOL
  32. 32. We’ve been here before... Change the minimum... How to avoid the pendulum swing... In 2013... We will change our entire technology platform. We take technical support for our new robotics range in- house We install a new Loss Prevention tool We open an Asian hub Our KPIs all go back up We review our US outsourcer relationship
  33. 33. How to avoid the pendulum swing... In 2013... We will change our entire technology platform. We take technical support for our new robotics range in- house We install a new Loss Prevention tool We open an Asian hub Our KPIs all go back up We review our US outsourcer relationship We’ve been here before... Change the minimum...
  34. 34. Wish us luck!

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